Isle of Rum
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A01=Christopher Chavez
Age Group_Uncategorized
Age Group_Uncategorized
art
Author_Christopher Chavez
automatic-update
Caribbean
Category1=Non-Fiction
Category=HBJK
Category=JBCT
Category=JFD
Category=NHK
CIA
cold war
communism
COP=United States
cuba
Cuba's Special Period
cuban embargo
culture
Delivery_Pre-order
diaspora
eq_bestseller
eq_history
eq_isMigrated=0
eq_isMigrated=2
eq_nobargain
eq_non-fiction
eq_society-politics
fall of the USSR
filmmakers
Havana Club rum
Language_English
latin america
musicians
PA=Not yet available
politics
Price_€20 to €50
PS=Active
rum
softlaunch
soviet union
United states
Product details
- ISBN 9781978838833
- Weight: 286g
- Dimensions: 152 x 229mm
- Publication Date: 13 Sep 2024
- Publisher: Rutgers University Press
- Publication City/Country: US
- Product Form: Paperback
- Language: English
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Focusing on Havana Club rum as a case study, Isle of Rum examines the ways in which Western cultural producers, working in collaboration with the Cuban state, have assumed responsibility for representing Cuba to the outside world. Christopher ChÁvez focuses specifically on the role of advertising practitioners, musicians, filmmakers, and visual artists, who stand to benefit economically by selling an image of Cuba to consumers who desperately crave authentic experiences that exist outside of the purview of the marketplace.
Rather than laying claim to authentic Cuban culture, ChÁvez explores which aspects of Cuban culture are deemed most compelling and, therefore, most profitable by corporate marketers. As a joint venture between the Cuban state and Pernod Ricard, a global spirits marketer based in Paris, Havana Club embodies the larger process of economic reform, which was meant to reintegrate Cuba into global markets during Cuba’s Special Period in a Time of Peace.
Rather than laying claim to authentic Cuban culture, ChÁvez explores which aspects of Cuban culture are deemed most compelling and, therefore, most profitable by corporate marketers. As a joint venture between the Cuban state and Pernod Ricard, a global spirits marketer based in Paris, Havana Club embodies the larger process of economic reform, which was meant to reintegrate Cuba into global markets during Cuba’s Special Period in a Time of Peace.
CHRISTOPHER CHÁVEZ is the Caroline S. Chambers Distinguished Professor of Advertising and the director of the Center for Latina/o and Latin American Studies (CLLAS) in the School of Journalism and Communication at the University of Oregon in Eugene. He is the author of The Sound of Exclusion: NPR and the Latinx Public and Reinventing the Latino Television Viewer: Language Ideology and Practice.
