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Latinos, Inc.

The Marketing and Making of a People

Arlene Dávila

EPUB
ca. 29,99
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University of California Press img Link Publisher

Sachbuch / Sonstiges

Beschreibung

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.

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Schlagwörter

corporate america, quarantine books, informative reading, oppression of hispanics, nonfiction books, american history, united states latinos, cultural examination, american markets, latinos in america, anthropology, discrimination of hispanics, engaging, american society, united states history, hispanic marketing, hispanic marketing industry, easy to read, social culture, latino history, coffee table books, learning while reading, homeschool history books, hispanic culture, struggles of hispanics