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