Latinos Inc the marketing and making of a people 1st Edition by Arlene Dávila ISBN 978-0520227248 0520227247
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Product details:
ISBN 10: 0520227247
ISBN 13: 978-0520227248
Author: Arlene Dávila
Both Hollywood and corporate America are taking note of the marketing power of the growing Latino population in the United States. And as salsa takes over both the dance floor and the condiment shelf, the influence of Latin culture is gaining momentum in American society as a whole. Yet the increasing visibility of Latinos in mainstream culture has not been accompanied by a similar level of economic parity or political enfranchisement. In this important, original, and entertaining book, Arlene Dávila provides a critical examination of the Hispanic marketing industry and of its role in the making and marketing of U.S. Latinos.
Dávila finds that Latinos’ increased popularity in the marketplace is simultaneously accompanied by their growing exotification and invisibility. She scrutinizes the complex interests that are involved in the public representation of Latinos as a generic and culturally distinct people and questions the homogeneity of the different Latino subnationalities that supposedly comprise the same people and group of consumers. In a fascinating discussion of how populations have become reconfigured as market segments, she shows that the market and marketing discourse become important terrains where Latinos debate their social identities and public standing.
Table of contents:
Chapter 1: “Don’t Panic, I’m Hispanic”: The Trends and Economy of Cultural Flows
Chapter 2: Knowledges: Facts and Fictions of a People as a Market
Chapter 3: Images: Producing Culture for the Market
Chapter 4: Screening the Image
Chapter 5: Language and Culture in the Media Battle Zone
Chapter 6: The Focus (or Fuck Us) Group: Consumers Talk Back, or Do They?
Chapter 7: Selling Marginality: The Business of Culture
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Tags: Arlene Dávila, the marketing, a people