000			04108cam a22004454a 4500
999			_c44696 _d44696
003			BJBSDDR
005			20230410115620.0
007			ta
008			010105s2011 cau b 001 0 eng
020			_a0520226690 (cloth : alk. paper)
020			_a9780520226692 (cloth : alk. paper)
020			_a0520227247 (paper : alk. paper)
020			_a9780520227248 (paper : alk. paper)
035			_a12270159
040			_aDLC _cDLC _beng
041			_aeng
042			_apcc
043			_an-us---
050	1	4	_aHF 5415.33 _bD259l 2011
082	0	0	_a658.83408968073
100	1		_aDávila, Arlene M., _d1965-
245	1	0	_aLatinos, Inc. : _bthe marketing and making of a people / _cArlene Dávila.
246	3		_aLatinos Incorporated
260			_aBerkeley, CA : _bUniversity of California Press, _cc2011.
300			_axxxvii, 289 pages : _billustrations ; _c24 cm.
504			_aIncludes bibliographical references (p. 259-280) and index.
505			_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
520			_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.
650		0	_aHispanic American consumers.
650		4	_aConsumidores hispanoamericanos _926584 _zEstados Unidos
650		0	_aMarket segmentation _zUnited States.
650		4	_aSegmentación del mercado _zEstados Unidos _98122
650		0	_aHispanic Americans _xEthnic identity.
650		4	_aHispanoamericanos _xIdentidad étnica _919761 _zEstados Unidos
856	4	2	_3Contributor biographical information _uhttp://www.loc.gov/catdir/bios/ucal052/2001016206.html
856	4	1	_3Table of contents _uhttp://www.loc.gov/catdir/toc/ucal041/2001016206.html
856	4	2	_3Publisher description _uhttp://www.loc.gov/catdir/description/ucal042/2001016206.html
942			_2lcc _cBK
946			_aYSL