|
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.
Features
- Used Book in Good Condition
Customers Who Bought This Item Also Bought
- 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
- Weapons of Math Destruction: How Big Data Increases Inequality and Threatens Democracy
- Wallowing in Sex: The New Sexual Culture of 1970s American Television (Console-ing Passions)
- Harvest of Empire: A History of Latinos in America
- Fables Of Abundance: A Cultural History Of Advertising In America
- Keywords for Latina/o Studies
- The Land of Open Graves: Living and Dying on the Migrant Trail (Volume 36) (California Series in Public Anthropology)
- Making Hispanics: How Activists, Bureaucrats, and Media Constructed a New American
- Negotiating Latinidad: Intralatina/o Lives in Chicago (Volume 1) (Latinos in Chicago and Midwest)
*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 13, 2024 00:11 +08.