Latinos, Inc.

The Marketing and Making of a People

Nonfiction, History, Americas, Latin America, Social & Cultural Studies, Social Science, Anthropology
Cover of the book Latinos, Inc. by Arlene Dávila, University of California Press
View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart
Author: Arlene Dávila ISBN: 9780520953598
Publisher: University of California Press Publication: September 1, 2012
Imprint: University of California Press Language: English
Author: Arlene Dávila
ISBN: 9780520953598
Publisher: University of California Press
Publication: September 1, 2012
Imprint: University of California Press
Language: English

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.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

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.

More books from University of California Press

Cover of the book Masculine Compromise by Arlene Dávila
Cover of the book Island of the Blue Dolphins by Arlene Dávila
Cover of the book Shenoute of Atripe and the Uses of Poverty by Arlene Dávila
Cover of the book Absolute Music, Mechanical Reproduction by Arlene Dávila
Cover of the book Following the Leader by Arlene Dávila
Cover of the book Tales of High Priests and Taxes by Arlene Dávila
Cover of the book Listening for the Secret by Arlene Dávila
Cover of the book Fast-Forward Family by Arlene Dávila
Cover of the book The Saint in the Banyan Tree by Arlene Dávila
Cover of the book Lead Wars by Arlene Dávila
Cover of the book Earth's Insights by Arlene Dávila
Cover of the book A History of the World in Seven Cheap Things by Arlene Dávila
Cover of the book Eugenic Nation by Arlene Dávila
Cover of the book The Color Line and the Assembly Line by Arlene Dávila
Cover of the book Solitary by Arlene Dávila
We use our own "cookies" and third party cookies to improve services and to see statistical information. By using this website, you agree to our Privacy Policy