LEADER 04209nam 22006614a 450 001 9910777517903321 005 20230207224800.0 010 $a0-292-79626-9 024 7 $a10.7560/706903 035 $a(CKB)1000000000461712 035 $a(OCoLC)614978296 035 $a(CaPaEBR)ebrary10188343 035 $a(SSID)ssj0000217377 035 $a(PQKBManifestationID)11191092 035 $a(PQKBTitleCode)TC0000217377 035 $a(PQKBWorkID)10203762 035 $a(PQKB)10199228 035 $a(MiAaPQ)EBC3443034 035 $a(OCoLC)70053493 035 $a(MdBmJHUP)muse2193 035 $a(Au-PeEL)EBL3443034 035 $a(CaPaEBR)ebr10188343 035 $a(DE-B1597)588298 035 $a(DE-B1597)9780292796263 035 $a(EXLCZ)991000000000461712 100 $a20050509d2006 ub 0 101 0 $aeng 135 $aurcn||||||||| 181 $ctxt 182 $cc 183 $acr 200 10$aPachangas$b[electronic resource] $eborderlands music, U.S. politics, and transnational marketing /$fby Margaret E. Dorsey 205 $a1st ed. 210 $aAustin $cUniversity of Texas Press$dc2006 215 $a1 online resource (248 p.) 300 $aBibliographic Level Mode of Issuance: Monograph 311 $a0-292-70690-1 320 $aIncludes bibliographical references (p. [207]-222) and index. 327 $aIntroduction -- Political pachangas, marketing, and music -- A history and style of association: music, pachangas, and politics in South Texas -- Marketing pachangas: the Budgirls -- Budweiser's Hispanic Scholarship Fund Fiesta Extravaganza -- Out of a social gathering, music: galvanizing persons into politics -- Democracy and the borderlands: two versions -- Pachanga moves: a local republican and a national democratic gathering -- Ace hardware: national corporate marketers learn how the locals do it -- A private event for a public servant: "Mr. Vega" meets modernity. 330 $aA uniquely Tejano version of the old-fashioned political barbeque, the traditional South Texas pachanga allowed politicians to connect with voters in a relaxed setting where all could enjoy live music and abundant food and drink along with political speeches and dealmaking. Today's pachanga still combines politics, music, and votes-along with a powerful new element. Corporate sponsorships have transformed the pachanga into a major marketing event, replete with celebrity performers and product giveaways, which can be recorded and broadcast on TV or radio to vastly increase the reach of the political-and the commercial-messages. This book explores the growing convergence of politics, transnational marketing, and borderlands music in the South Texas pachanga. Anthropologist Margaret Dorsey has observed some one hundred pachangas and interviewed promoters, politicians, artists, and local people. She investigates how candidates and corporations market their products to Hispanic consumers, as well as how the use of traditional music for marketing is altering traditional forms such as the corrido. Her multifaceted study also shows clearly that the lines of influence run both ways-while corporate culture is transforming the traditions of the border, Tejano voters/consumers only respond to marketing appeals (whether for politicians or products) that resonate with their values and the realities of their lives. Far from being an example of how transnational marketing homogenizes culture, the pachanga demonstrates that local cultures can exert an equally strong influence on multinational corporations. 606 $aCampaign funds$zTexas 606 $aBusiness and politics$zTexas, South 606 $aCorporate sponsorship$zTexas, South 606 $aFestivals$zTexas, South 607 $aTexas, South$xSocial life and customs 615 0$aCampaign funds 615 0$aBusiness and politics 615 0$aCorporate sponsorship 615 0$aFestivals 676 $a324.7/8/09764 700 $aDorsey$b Margaret E$g(Margaret Ellen),$f1973-$01467537 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910777517903321 996 $aPachangas$93678216 997 $aUNINA