Latinos, Inc.: The Marketing and Making of a People (Paperback)

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ITEM# 14271998
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    ITEM#: 14271998

    Arlene Davila is Assistant Professor of American Studies and Anthropology at New York University.She is the author ofSponsored Identities: Cultural Politics in Puerto Rico(1997).
    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 Davila provides a critical examination of the Hispanic marketing industry and of its role in the making and marketing of U.S. Latinos.

    Davila 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.

    Specs

    ISBN 9780520274693
    Genre HISTORY / Latin America / General
    Format Paperback
    Pages 289
    Publisher Date 2012-09-01 00:00:00.0
    Publisher Univ of California Pr
    Copyright Year 2012
    Height 9.25 in
    Wdth 6.25 in
    Thickness 0.75 in
    Unit weight 1.0 lb
    Language English
    Subtitle The Marketing and Making of a People
    Edition Detail Revised
    Audience College/higher education
    Authors Davila, Arlene
    Country of Origin United States

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