|
Product 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 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.
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.
Customers Who Bought This Item Also Bought
- Latinx: The New Force in American Politics and Culture
- Amusing the Million: Coney Island at the Turn of the Century (American Century)
- The Conquest of Cool: Business Culture, Counterculture, and the Rise of Hip Consumerism
- Freedom Is a Constant Struggle: Ferguson, Palestine, and the Foundations of a Movement
- The Power of Latino Leadership: Culture, Inclusion, and Contribution
- Discursive Leadership: In Conversation with Leadership Psychology
- Leadership: A Very Short Introduction
- Lean Out
*If this is not the "Latinos, Inc.: The Marketing and Making of a People" product you were looking for, you can check the other results by clicking this link. Details were last updated on Nov 8, 2024 09:55 +08.