Name: Latinos, Inc. (en Inglés)
SKU: 10175204
Price: 33000.00 CLP
Availability: InStock
Author: Arlene DÁVila
ISBN: 9780520274693

Formato

Libro Físico

Editorial

University Of California Press

Autor

Arlene DÁVila

Año

2012

Idioma

Inglés

N° páginas

289

Encuadernación

Tapa Blanda

ISBN

0520274695

ISBN13

9780520274693

N° edición

Categorías

México, centroamérica, sudamérica, latinoamérica
Historia de américa

Latinos, Inc. (en Inglés)

Arlene DÁVila (Autor) · University Of California Press · Tapa Blanda

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Reseña del libro "Latinos, Inc. (en Inglés)"

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.