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

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

£24.95
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Synopsis

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.

BusinessBusiness & managementSales & marketingMarket research Publisher: University of California Press Publication Date: 01/09/2012 ISBN-13: 9780520274693  Details: Type: Paperback Format: Books
Availability: To Order. Estimated despatch in 1-3 weeks.  

Arlene Davila is Assistant Professor of American Studies and Anthropology at New York University.She is the author of Sponsored Identities: Cultural Politics in Puerto Rico(1997).

More books by Arlene Davila

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