Latinos, Inc.
By:Arlene Dávila
Published on 2012-09-01 by Univ of California Press
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.
This Book was ranked at 24 by Google Books for keyword the new mainstream how the multicultural consumer is transforming american business.
Book ID of Latinos, Inc.'s Books is Y-mn-ReAqYoC, Book which was written byArlene Dávilahave ETAG "VX+l/LobHLw"
Book which was published by Univ of California Press since 2012-09-01 have ISBNs, ISBN 13 Code is 9780520953598 and ISBN 10 Code is 0520953592
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