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: | Book |
| Language: | English |
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Berkeley, CA :
University of California Press,
©2001.
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Table of Contents:
- Introduction. Mediating identities ; Advertising: the privilege of commercial discourse ; Hispanic/Latino ; Following the corporate intellectual: doing fieldwork on a fieldless site
- "Don't panic, I'm Hispanic": the trends and economy of cultural flows. Shaping Hispanidad from Latin America ; The ethnic division of cultural labor ; The category that made us the same ; Global trends segmenting and containing the market
- Knowledge: facts and fictions of a people as market. The turn to research ; Maneuvers in the markets ; And don't forget that we all eat rice and beans (or, Habichuelas, porotes, frijoles ...)
- Images: producing culture for the market. The nation ; The values ; Nationalism, nostalgia, and ethnic pride ; The Latin look and "Walter Cronkite Spanish" ; "The nation and its fragments"
- Screening the image. Through corporate eyes ; The virginal mom and other negotiations ; Identity politics ; The real or wannabe Hispanic
- Language and culture in the media battle zone. Univision: toward one vision/one culture ; The price of synergy ; Telemundo: "The best of both worlds" ; The terrain of Latinidad: toward the best of one or two worlds?
- The focus (or fuck us) group: consumers talk back, or do they? The focus group ; Quandaries of representation ; Culture and color
- Selling marginality: the business of culture. Marking African Americans: marketing "by any means necessary" ; Marketing to the model minority consumer ; Sensitive people, docile customers.