03969cam a2200637 a 4500 118121 118121 9917817518004201 BJBSDDR 20230411090859.0 m r d | ta 010105s2012 caua ob s001 0 eng d 9780520274693 0520274695 (CKB)2670000000234053 (EBL)999937 (OCoLC)809411170 (SSID)ssj0000771403 (PQKBManifestationID)11419333 (PQKBTitleCode)TC0000771403 (PQKBWorkID)10810501 (PQKB)11409932 (MiAaPQ)EBC999937 (DE-B1597)518987 (OCoLC)880899618 (DE-B1597)9780520953598 (Au-PeEL)EBL999937 (CaPaEBR)ebr10590392 (CaONFJC)MIL388396 (EXLCZ)992670000000234053 MiAaPQ MiAaPQ MiAaPQ eng eng cau US-CA HF 5415.33 D259l 2012 658.8/34/08968073 Dávila, Arlene M., 1965- 12425 Latinos, Inc. : the marketing and making of a people / Arlene Dávila; Foreword by Junot Díaz Latinos Incorporated Updated edition Berkeley, CA : University of California Press, c2012. xxxvii, 289 pages : illustrations ; 23 cm. Includes bibliographical references (p. 259-280) and index. 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 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. English Hispanic American consumers. Consumidores hispanoamericanos 26584 Estados Unidos Market segmentation United States. Segmentación del mercado Estados Unidos 8122 Hispanic Americans Ethnic identity. Hispanoamericanos Identidad étnica 19761 Estados Unidos Electronic books. 10297 Díaz, Junot, 1968- prologuista 0-520-27469-5 BOOK lcc BK 0 0 lcc 0 0 CS BJB BJB CS 2022-11-11 0 HF 5415.33 D259l 2012 00000165676 2022-11-11 00:00:00 1 2022-11-11 BK