04250cam a22004574a 4500999001700000003000800017005001700025007000300042008004100045020003600086020003900122020003600161020003900197035001300236040001800249041000800267042000800275043001200283050002700295082002000322100003400342245007800376246002600454260006100480300005100541504006400592505147700656520095902133650003303092650006003125650004003185650005303225650004103278650006603319856009703385856007703482856008903559942001203648946000803660952012403668  c44696d44696BJBSDDR20230410115620.0ta010105s2011    cau      b    001 0 eng    a0520226690 (cloth : alk. paper)  a9780520226692 (cloth : alk. paper)  a0520227247 (paper : alk. paper)  a9780520227248 (paper : alk. paper)  a12270159  aDLCcDLCbeng  aeng  apcc  an-us---14aHF 5415.33bD259l 201100a658.834089680731 aDávila, Arlene M., d1965- 10aLatinos, Inc. :bthe marketing and making of a people /cArlene Dávila.3 aLatinos Incorporated   aBerkeley, CA :bUniversity of California Press, cc2011.  axxxvii, 289 pages : billustrations ; c24 cm.  aIncludes bibliographical references (p. 259-280) and index.  aIntroduction. 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  aBoth 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. Here, author 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. Her discussion of how populations have become reconfigured as market segments, shows that the market and marketing discourse become important terrains where Latinos debate their social identities and public standing. 0aHispanic American consumers. 4aConsumidores hispanoamericanos 926584zEstados Unidos  0aMarket segmentationzUnited States. 4aSegmentación del mercadozEstados Unidos98122 0aHispanic AmericansxEthnic identity. 4aHispanoamericanos xIdentidad étnica919761zEstados Unidos423Contributor biographical informationuhttp://www.loc.gov/catdir/bios/ucal052/2001016206.html413Table of contentsuhttp://www.loc.gov/catdir/toc/ucal041/2001016206.html423Publisher descriptionuhttp://www.loc.gov/catdir/description/ucal042/2001016206.html  2lcccBK  aYSL  001040708CSaBJBbBJBcCSd2023-04-10l0oHF 5415.33 D259l 2011p00000114522r2018-10-24 00:00:00t1w2018-10-24yBK