Latinos, Inc : the marketing and making of a people / Arlene Davila.

Format:

Book

Author/Creator:

Dávila, Arlene M., 1965-

Language:

English

Subjects (All):

Hispanic American consumers.

Market segmentation--United States.

Market segmentation.

Hispanic Americans--Ethnic identity.

Hispanic Americans.

Physical Description:

1 online resource (331 p.)

Edition:

Updated ed.

Other Title:

Latinos Incorporated

Place of Publication:

Berkeley : University of California Press, c2012.

Language Note:

English

Summary:

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.

Contents:

Front matter

Contents

List of Illustrations

Acknowledgments

Foreword

Preface to the 2012 Edition

Introduction

Chapter 1. "Don't Panic, I'm Hispanic": The Trends and Economy of Cultural Flows

Chapter 2. Knowledges: Facts and Fictions of a People as a Market

Chapter 3. Images: Producing Culture for the Market

Chapter 4. Screening the Image

Chapter 5. Language and Culture in the Media Battle Zone

Chapter 6. The Focus (or Fuck Us) Group: Consumers Talk Back, or Do They?

Chapter 7. Selling Marginality: The Business of Culture

Notes

References

Index

Notes:

Description based upon print version of record.

Includes bibliographical references (p. 259-280) and index.

ISBN:

9786613883964

9781283571517

128357151X

9780520953598

0520953592

OCLC:

809411170