Latinos, Inc. The Marketing and Making of a People

ISBN-10: 0520227247

ISBN-13: 9780520227248

Edition: 2001

Authors: Arlene M. D�vila

List price: $29.95
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Description:

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 Daacute;vila provides a critical examination of the Hispanic marketing industry and of its role in the making and marketing of U.S. Latinos. Daacute;vila 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.
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Book details

List price: $29.95
Copyright year: 2001
Publisher: University of California Press
Publication date: 9/1/2001
Binding: Paperback
Pages: 302
Size: 6.00" wide x 8.75" long x 0.75" tall
Weight: 1.100
Language: English

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
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 Culture 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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