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Author: Arlene Dávila Publisher: Univ of California Press ISBN: 0520953592 Category : History Languages : en Pages : 331
Book Description
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 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. 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.
Author: Arlene Dávila Publisher: Univ of California Press ISBN: 0520953592 Category : History Languages : en Pages : 331
Book Description
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 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. 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.
Author: Arlene Dávila Publisher: Univ of California Press ISBN: 0520274695 Category : Business & Economics Languages : en Pages : 330
Book Description
"Davila has entered the back rooms of a new and important sector of the advertising industry, shedding light on the people and businesses that are working to exploit the marketing hot buttons of Hispanic USA. Latinos, Inc. could become a scholarly milestone, a vivid portrayal of the strange marriage between cultural anthropology and merchandising strategies that forms an elemental ingredient of U.S. consumer society."—Stuart Ewen, author of PR! A Social History of Spin "A work derived from prodigious fieldwork that sets a standard for the ethnography of cultural institutions in their varied corporate forms and market participations. Latinos Inc. provides a rich, fascinating, and fresh empirical venue for theories of identity and ethnicity in the U.S."—George Marcus, author of Ethnography Through Thick &Thin "An insightful and compelling account of Hispanic marketing and television as it becomes a significant force in U.S. corporate media. In its rigorous attention to the culture of marketing, Latinos, Inc. fills a significant void within the literature on mass communications, marketing, and television studies."—Chon A. Noriega, author of Shot in America: Television, the State, and the Rise of Chicano Cinema "Davila is the first to show us the world of Latin media through the eyes of advertising and programming professionals; the first to comprehend how Spanish language network television has reconfigured Latino identity; and the first to fully delineate the plurality and heterogeneity of Latino audiences. She enables us to understand the formative role played by advertising and commercial culture in shaping the contours of contemporary Latino/a identities. Latinos, Inc. sets a new standard for scholarship in ethnic studies and cultural studies."—George Lipsitz, author of The Possessive Investment in Whiteness : How White People Profit from Identity Politics
Author: Daniel Vaca Publisher: Harvard University Press ISBN: 0674980115 Category : Religion Languages : en Pages : 337
Book Description
A new history explores the commercial heart of evangelical Christianity. American evangelicalism is big business. For decades, the world’s largest media conglomerates have sought out evangelical consumers, and evangelical books have regularly become international best sellers. In the early 2000s, Rick Warren’s The Purpose Driven Life spent ninety weeks on the New York Times Best Sellers list and sold more than thirty million copies. But why have evangelicals achieved such remarkable commercial success? According to Daniel Vaca, evangelicalism depends upon commercialism. Tracing the once-humble evangelical book industry’s emergence as a lucrative center of the US book trade, Vaca argues that evangelical Christianity became religiously and politically prominent through business activity. Through areas of commerce such as branding, retailing, marketing, and finance, for-profit media companies have capitalized on the expansive potential of evangelicalism for more than a century. Rather than treat evangelicalism as a type of conservative Protestantism that market forces have commodified and corrupted, Vaca argues that evangelicalism is an expressly commercial religion. Although religious traditions seem to incorporate people who embrace distinct theological ideas and beliefs, Vaca shows, members of contemporary consumer society often participate in religious cultures by engaging commercial products and corporations. By examining the history of companies and corporate conglomerates that have produced and distributed best-selling religious books, bibles, and more, Vaca not only illustrates how evangelical ideas, identities, and alliances have developed through commercial activity but also reveals how the production of evangelical identity became a component of modern capitalism.
Author: Danielle Sarver Coombs Publisher: Bloomsbury Publishing USA ISBN: Category : Social Science Languages : en Pages : 970
Book Description
For the last 150 years, advertising has created a consumer culture in the United States, shaping every facet of American life—from what we eat and drink to the clothes we wear and the cars we drive. In the United States, advertising has carved out an essential place in American culture, and advertising messages undoubtedly play a significant role in determining how people interpret the world around them. This three-volume set examines the myriad ways that advertising has influenced many aspects of 20th-century American society, such as popular culture, politics, and the economy. Advertising not only played a critical role in selling goods to an eager public, but it also served to establish the now world-renowned consumer culture of our country and fuel the notion of "the American dream." The collection spotlights the most important advertising campaigns, brands, and companies in American history, from the late 1800s to modern day. Each fact-driven essay provides insight and in-depth analysis that general readers will find fascinating as well as historical details and contextual nuance students and researchers will greatly appreciate. These volumes demonstrate why advertising is absolutely necessary, not only for companies behind the messaging, but also in defining what it means to be an American.
Author: Richard Delgado Publisher: NYU Press ISBN: 0814720404 Category : Social Science Languages : en Pages : 648
Book Description
In 2001, Richard Delgado and Jean Stefancic published their definitive Critical Race Theory, a compact introduction to the field that explained, in straightforward language, the origins, principal themes, leading voices, and new directions of this important movement in legal thought. Since then, critical race theory has gone on to influence numerous other fields of scholarship, and the Delgado and Stefancic primer has remained an indispensible guide for students and teachers. Delgado and Stefancic have revised the book to include material on key issues such as colorblind jurisprudence, Latino-Critical scholarship, immigration, and the rollback of affirmative action. This second edition introduces readers to important new voices in fields outside of law, including education and psychology, and offers greatly expanded issues for discussion, updated reading lists, and an extensive glossary of terms.
Author: Lilia Fernández Publisher: Bloomsbury Publishing USA ISBN: Category : Social Science Languages : en Pages : 792
Book Description
Which historical events were key to shaping Latino culture? This book provides coverage of the 50 most pivotal developments over 500 years that have shaped the Latino experience, offering primary sources, biographies of notable figures, and suggested readings for inquiry. Latinos—people of European, Indigenous, and African descent—have had a presence in North America long before the first British settlements arrived to the Eastern seaboard. The encounters between Spanish colonizers and the native peoples of the Americas initiated 500 years of a rich and vibrant history—an intermingled, cultural evolution that continues today in the 21st century. 50 Events that Shaped Latino History: An Encyclopedia of the American Mosaic is a valuable reference that provides a chronological overview of Latino/a history beginning with the indigenous populations of the Americas through the present day. It is divided into time period, such as Pre-Colonial Era to Spanish Empire, pre-1521–1810, and covers a variety of themes relevant to the time period, making it easy for the reader find information. The coverage offers readers background on critical events that have shaped Latino/a populations, revealed the conditions and experiences of Latinos, or highlighted their contributions to U.S. society. The text addresses events as varied as the U.S.-Mexican War to the rise of Latin jazz. The entries present a balance of political and cultural events, social developments, legal cases, and broader trends. Each entry has a chronology, a main narrative, biographies of notable figures, and suggested further readings, as well as one or more primary sources that offer additional context or information on the given event. These primary source materials offer readers additional insight via a first-hand account, original voices, or direct evidence on the subject matter.
Author: Gregory Rodriguez Publisher: Vintage ISBN: 0375713204 Category : Social Science Languages : en Pages : 338
Book Description
An unprecedented account of the long-term cultural and political influences that Mexican-Americans will have on the collective character of our nation.In considering the largest immigrant group in American history, Gregory Rodriguez examines the complexities of its heritage and of the racial and cultural synthesis--mestizaje--that has defined the Mexican people since the Spanish conquest in the sixteenth century. He persuasively argues that the rapidly expanding Mexican American integration into the mainstream is changing not only how Americans think about race but also how we envision our nation. Brilliantly reasoned, highly thought provoking, and as historically sound as it is anecdotally rich, Mongrels, Bastards, Orphans, and Vagabonds is a major contribution to the discussion of the cultural and political future of the United States.
Author: Arlene Dávila
Author: Arlene Dávila
Author: Arlene Dávila
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Author: Daniel Vaca
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Author: Danielle Sarver Coombs
Author: Richard Delgado![50 Events That Shaped Latino History [2 volumes] PDF](https://books.google.com/books/content/images/frontcover/SuTNEAAAQBAJ?fife=w80-h100)
Author: Lilia Fernández
Author: Gregory Rodriguez