LEADER 03859nam 2200661Ia 450 001 9910814504503321 005 20200520144314.0 010 $a1-283-57151-X 010 $a9786613883964 010 $a0-520-95359-2 024 7 $a10.1525/9780520953598 035 $a(CKB)2670000000234053 035 $a(EBL)999937 035 $a(OCoLC)809411170 035 $a(SSID)ssj0000771403 035 $a(PQKBManifestationID)11419333 035 $a(PQKBTitleCode)TC0000771403 035 $a(PQKBWorkID)10810501 035 $a(PQKB)11409932 035 $a(MiAaPQ)EBC999937 035 $a(DE-B1597)518987 035 $a(OCoLC)880899618 035 $a(DE-B1597)9780520953598 035 $a(Au-PeEL)EBL999937 035 $a(CaPaEBR)ebr10590392 035 $a(CaONFJC)MIL388396 035 $a(EXLCZ)992670000000234053 100 $a20010105d2012 ub 0 101 0 $aeng 135 $aurnn#---|u||u 181 $ctxt 182 $cc 183 $acr 200 10$aLatinos, Inc $ethe marketing and making of a people /$fArlene Davila 205 $aUpdated ed. 210 $aBerkeley $cUniversity of California Press$dc2012 215 $a1 online resource (331 p.) 300 $aDescription based upon print version of record. 311 0 $a0-520-27469-5 320 $aIncludes bibliographical references (p. 259-280) and index. 327 $tFront matter --$tContents --$tList of Illustrations --$tAcknowledgments --$tForeword --$tPreface to the 2012 Edition --$tIntroduction --$tChapter 1. "Don't Panic, I'm Hispanic": The Trends and Economy of Cultural Flows --$tChapter 2. Knowledges: Facts and Fictions of a People as a Market --$tChapter 3. Images: Producing Culture for the Market --$tChapter 4. Screening the Image --$tChapter 5. Language and Culture in the Media Battle Zone --$tChapter 6. The Focus (or Fuck Us) Group: Consumers Talk Back, or Do They? --$tChapter 7. Selling Marginality: The Business of Culture --$tNotes --$tReferences --$tIndex 330 $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. 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. 517 3 $aLatinos Incorporated 606 $aHispanic American consumers 606 $aMarket segmentation$zUnited States 606 $aHispanic Americans$xEthnic identity 615 0$aHispanic American consumers. 615 0$aMarket segmentation 615 0$aHispanic Americans$xEthnic identity. 676 $a658.8/34/08968073 700 $aDavila$b Arlene M.$f1965-$00 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910814504503321 996 $aLatinos, Inc$93914229 997 $aUNINA