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Latinos, Inc. : the Marketing and Making of a People. Cover Image

E-book

Latinos, Inc. : the Marketing and Making of a People

Dávila, Arlene M. 1965- (author.).

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 maki.

Record details

ISBN: 0520953592
ISBN: 9780520953598
Physical Description: 1 online resource (331 pages)
remote
Publisher: Berkeley : University of California Press, 2012.

Content descriptions

Formatted Contents Note:	Chapter 5: Language and Culture in the Media Battle ZoneUnivision: 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?; Chapter 6: The Focus (or Fuck Us) Group: Consumers Talk Back, or Do They?; The Focus Group; Quandaries of Representation; Culture and Color; Chapter 7 Selling Marginality: The Business of Culture; Marketing African Americans: Marketing ""by any Means Necessary, ""; Marketing to the Model Minority Consumer; Sensitive People, Docile Consumers; Notes; References; Index.
Restrictions on Access Note:	NLC staff and students only.
Source of Description Note:	Print version record.