Latinos, Inc. the marketing and making of a people
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 increasi...
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| Format: | Buch |
| Sprache: | English |
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Berkeley [u.a.]
Univ. of California Press
2012
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| Ausgabe: | updated ed. |
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| 250 | |a updated ed. | ||
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| 300 | |a XV, 287 S. |b Ill. | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 520 | 3 | |a 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. Here, author 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. Her discussion of how populations have become reconfigured as market segments, shows that the market and marketing discourse become important terrains where Latinos debate their social identities and public standing.--From publisher description. | |
| 650 | 4 | |a Américains d'origine latino-américaine - Identité ethnique | |
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Datensatz im Suchindex
| _version_ | 1819663590488014848 |
|---|---|
| adam_text | Contents
List of Illustrations
xi
Acknowledgments
xiii
Foreword
xvii
Preface to the
20
1 ζ
Edition
xxi
Introduction
1
Mediating Identities,
5.
Advertising: The Privilege
of Commercial Discourse,
9.
Hispanic/Latino,
15.
Following the Corporate Intellectual: Doing Fieldwork
on a Fieldless Site,
17.
Chapter
1
Don t Panic, I m Hispanic : The Trends and
Economy of Cultural Flows
23
Shaping
Hispanidad
from Latin America,
za.
The Ethnic Division of Cultural Labor,
34.
The Category That Made Us the Same,
39.
Global
Trends: Segmenting and Containing the Market,
49.
Chapter
2
Knowledges: Facts and Fictions of a People
as a Market
56
The
Tum
to Research,
63.
Maneuvers in the Market,
68.
And Don t Forget That We All Eat Rice and Beans
(or
Habichuelas,
Fototes,
Frijoles
. .. ), 74.
і
Contents
Chapter
з
Images: Producing Culture for the Market
88
The Nation,
90.
The Values,
93.
Nationalism,
Nostalgia, and Ethnic Pride,
101.
The Latin Look
and Walter Cronkite Spanish,
109.
The Nation
and Its Fragments,
116.
Chapter
4
Screening the Image
12.6
Through Corporate Eyes,
127.
The Virginal Mom
and Other Negotiations,
130.
Identity Politics,
144.
The Real or Wannabe Hispanic,
147.
Chapter
5
Language and Culture in the Media Battle Zone
153
Univision: Toward One Vision
/
One Culture,
158.
The Price of Synergy,
165.
Telemundo:
The Best
of Both Worlds,
170.
The Terrain of
Latinidad:
Toward the Best of One or Two Worlds?
177.
Chapter
6
The Focus (or Fuck Us) Group: Consumers
Talk Back, or Do They?
181
The Focus Group,
183.
Quandaries of
Representation,
191.
Culture and Color,
2.01.
Chapter
7
Selling Marginality: The Business of Culture
2.16
Marketing African Americans: Marketing
by Any Means Necessary,
219.
Marketing to the
Model Minority Consumer,
226.
Sensitive People,
Docile Consumers,
232.
Notes
241
References
2.59
Index
283
|
| any_adam_object | 1 |
| author | Dávila, Arlene M. 1965- |
| author_GND | (DE-588)138720649 |
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| author_role | aut |
| author_sort | Dávila, Arlene M. 1965- |
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| discipline | Soziologie Wirtschaftswissenschaften Romanistik |
| edition | updated ed. |
| format | Book |
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| spellingShingle | Dávila, Arlene M. 1965- Latinos, Inc. the marketing and making of a people Américains d'origine latino-américaine - Identité ethnique Consommateurs américains d'origine latino-américaine Consumenten gtt Consumidores latinoamericanos Doelgroepen gtt Marketing gtt Segmentation du marché - États-Unis Spaanse Amerikanen gtt Hispanic American consumers Hispanic Americans Ethnic identity Market segmentation United States Chicanos (DE-588)4069953-5 gnd Zielgruppe (DE-588)4117714-9 gnd Verbraucher (DE-588)4062632-5 gnd Hispanos (DE-588)4240086-7 gnd Soziale Situation (DE-588)4077575-6 gnd Verbraucherverhalten (DE-588)4062644-1 gnd |
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| title | Latinos, Inc. the marketing and making of a people |
| title_auth | Latinos, Inc. the marketing and making of a people |
| title_exact_search | Latinos, Inc. the marketing and making of a people |
| title_full | Latinos, Inc. the marketing and making of a people Arlene Dávila |
| title_fullStr | Latinos, Inc. the marketing and making of a people Arlene Dávila |
| title_full_unstemmed | Latinos, Inc. the marketing and making of a people Arlene Dávila |
| title_short | Latinos, Inc. |
| title_sort | latinos inc the marketing and making of a people |
| title_sub | the marketing and making of a people |
| topic | Américains d'origine latino-américaine - Identité ethnique Consommateurs américains d'origine latino-américaine Consumenten gtt Consumidores latinoamericanos Doelgroepen gtt Marketing gtt Segmentation du marché - États-Unis Spaanse Amerikanen gtt Hispanic American consumers Hispanic Americans Ethnic identity Market segmentation United States Chicanos (DE-588)4069953-5 gnd Zielgruppe (DE-588)4117714-9 gnd Verbraucher (DE-588)4062632-5 gnd Hispanos (DE-588)4240086-7 gnd Soziale Situation (DE-588)4077575-6 gnd Verbraucherverhalten (DE-588)4062644-1 gnd |
| topic_facet | Américains d'origine latino-américaine - Identité ethnique Consommateurs américains d'origine latino-américaine Consumenten Consumidores latinoamericanos Doelgroepen Marketing Segmentation du marché - États-Unis Spaanse Amerikanen Hispanic American consumers Hispanic Americans Ethnic identity Market segmentation United States Chicanos Zielgruppe Verbraucher Hispanos Soziale Situation Verbraucherverhalten USA |
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