Latinos, Inc. - the Marketing and Making of a People

ISBN-10: 0520274695
ISBN-13: 9780520274693
Edition: 2012 (Revised)
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Description: Arlene Davila provides an examination of the Hispanic marketing industry and its role in the marketing of US Latinos. The author shows that the market becomes a terrain where Latinos debate their social identites and standing.

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Book details

Copyright year: 2012
Publisher: University of California Press
Publication date: 10/5/2012
Binding: Paperback
Pages: 302
Size: 6.25" wide x 9.25" long x 0.75" tall
Weight: 0.990
Language: English

Arlene Davila provides an examination of the Hispanic marketing industry and its role in the marketing of US Latinos. The author shows that the market becomes a terrain where Latinos debate their social identites and standing.

Arlene D�vilais Professor of Anthropology and American Studies at New York University. Her previous books includeBarrio Dreams: Puerto Ricans, Latinos, and the Neoliberal CityandLatinos Inc: Marketing and the Making of a People.

List of Illustrations
Acknowledgments
Foreword
Preface to the 2012 Edition
Introduction
Mediating Identities
Advertising: The Privilege of Commercial Discourse
Hispanic/Latino
Following the Corporate Intellectual: Doing Fieldwork on a Fieldless Site
"Don't Panic, I'm Hispanic": The Trends and Economy of Cultural Flows
Shaping Hispanidad from Latin America
The Ethnic Division of Cultural Labor
The Category That Made Us the Same
Global Trends: Segmenting and Containing the Market
Knowledges: Facts and Fictions of a People as a Market
The Turn to Research
Maneuvers in the Market
And Don't Forget That We All Eat Rice and Beans (or Habichuelas, Porotes, Frijoles...)
Images: Producing Cultural for the Market
The Nation
The Values
Nationalism, Nostalgia, and Ethnic Pride
The Latin Look and "Walter Cronkite Spanish,"
"The Nation and Its Fragments,"
Screening the Image
Through Corporate Eyes
The Virginal Mom and Other Negotiations
Identity Politics
The Real or Wannabe Hispanic
Language and Culture in the Media Battle Zone
Univision: Toward One Vision / One Culture
The Price of Synergy
Telemundo: "The Best of Both Worlds,"
The Terrain of Latinidad: Toward the Best of One or Two Worlds?
The Focus (or Fuck Us) Group: Consumers Talk Back, or Do They?
The Focus Group
Quandaries of Representation
Culture and Color
Selling Marginality: The Business of Culture
Marketing African Americans: Marketing "by Any Means Necessary,"
Marketing to the Model Minority Consumer
Sensitive People, Docile Consumers
Notes
References
Index

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