A01=Arlene Davila
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american history
american markets
american society
anthropology
Author_Arlene Davila
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Category1=Non-Fiction
Category=KJSM
coffee table books
COP=United States
corporate america
cultural examination
Delivery_Delivery within 10-20 working days
discrimination of hispanics
easy to read
engaging
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hispanic culture
hispanic marketing
hispanic marketing industry
homeschool history books
informative reading
Language_English
latino history
latinos in america
learning while reading
nonfiction books
oppression of hispanics
PA=Available
Price_€20 to €50
PS=Active
quarantine books
social culture
softlaunch
struggles of hispanics
united states history
united states latinos
Product details
- ISBN 9780520274693
- Weight: 408g
- Dimensions: 152 x 229mm
- Publication Date: 01 Sep 2012
- Publisher: University of California Press
- Publication City/Country: US
- Product Form: Paperback
- Language: English
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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.
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).
