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

ISBN: 0520226690

Category: Business

Tag: Business & Investing


Posted on 2009-04-06. By anonymous.

Description



Arlene DA~?vila, "Latinos, Inc.: The Marketing and Making of a People"
Publisher: University of California Press | 2001-09-03 | ISBN 0520226690 | PDF | 308 pages | 2.66 MB


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 DA~?vila provides a critical examination of the Hispanic marketing industry and of its role in the making and marketing of U.S. Latinos.
DA~?vila 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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