Make the tomato flavoring. In a blender or food processor, combine the tomatoes (drained canned or chopped raw) with the onion and garlic. Blend to a smooth puree.
Fry the raw rice. In a medium (3-quart) saucepan with a tight fitting lid (one that’s about 8 inches in diameter is perfect for even cooking), heat the oil over medium. Add the raw rice and stir frequently until the kernels have turned from translucent to milky white, 5 to 6 minutes—it is fine for some browning to take place. Add the tomato mixture, stir around a couple of times, then let cook until reduced and somewhat dry-looking, 2 to 3 minutes.
Simmer the rice. Add the broth or water, bring to a full boil, then add the chiles, parsley and the salt, about ¾ teaspoon if using lightly salted broth, 1½ teaspoons if using unsalted broth or water. Stir thoroughly, scraping down any rice kernels clinging to the side of the pan. Cover and cook over lowest heat for 20 minutes—the temperature should be low enough that only the slightest hint of steam escapes from the lid. Or scrape everything into a rice cooker, turn it to “cook” and set a timer for 20 minutes. (My rice cooker typically flips to “keep warm” after about 6 minutes. Don’t worry: the rice will continue to cook on the “keep warm” setting.) At 20 minutes, the rice should be tender. Use a fork to gently fluff the rice to release the steam and stop the cooking. Recover and let stand a few minutes longer for the starch in the rice to firm (or hold on “keep warm” in the rice cooker for up to 1 ½ hours). You’re ready to serve. You may remove the chiles if you wish, or pull them out to use as decoration on top of the rice.