Latinos, Inc.

by Davila, Arlene M.

• ISBN13: 9780520227248
• ISBN10: 0520227247
• Format: Paperback
• Copyright: 2001-08-01
• Publisher: Univ of California Pr

Summary

Latinos, Inc. provides a critical examination of the Hispanic marketing industry and of its role in the making and marketing of U.S. Latinos.

Author Biography

Arlene Davila is Assistant Professor of American Studies and Anthropology at New York University

Table of Contents

List of Illustrations	xi
Acknowledgments	xiii
Introduction	1	(4)
Mediating Identities	5	(4)
Advertising: The Privilege of Commercial Discourse	9	(6)
Hispanic/Latino	15	(2)
Following the Corporate Intellectual: Doing Fieldwork on a Fieldless Site	17	(6)
``Don't Panic, I'm Hispanic'': The Trends and Economy of Cultural Flows	23	(33)
Shaping Hispanidad from Latin America	24	(10)
The Ethnic Division of Cultural Labor	34	(5)
The Category That Made Us the Same	39	(10)
Global Trends: Segmenting and Containing the Market	49	(7)
Knowledges: Facts and Fictions of a People as a Market	56	(32)
The Turn to Research	63	(5)
Maneuvers in the Market	68	(6)
And Don't Forget That We All Eat Rice and Beans (or Habichuelas, Porotes, Frijoles ...)	74	(14)
Images: Producing Culture for the Market	88	(38)
The Nation	90	(3)
The Values	93	(8)
Nationalism, Nostalgia, and Ethnic Pride	101	(8)
The Latin Look and ``Walter Cronkite Spanish,''	109	(7)
``The Nation and Its Fragments''	116	(10)
Screening the Image	126	(27)
Through Corporate Eyes	127	(3)
The Virginal Mom and Other Negotiations	130	(14)
Identity Politics	144	(3)
The Real or Wannabe Hispanic	147	(6)
Language and Culture in the Media Battle Zone	153	(28)
Univision: Toward One Vision/One Culture	158	(7)
The Price of Synergy	165	(5)
Telemundo: ``The Best of Both Worlds''	170	(7)
The Terrain of Latinidad: Toward the Best of One or Two Worlds?	177	(4)
The Focus (or Fuck Us) Group: Consumers Talk Back, or Do They?	181	(35)
The Focus Group	183	(8)
Quandaries of Representation	191	(10)
Culture and Color	201	(15)
Selling Marginality: The Business of Culture	216	(25)
Marketing African Americans: Marketing ``by Any Means Necessary''	219	(7)
Marketing to the Model Minority Consumer	226	(6)
Sensitive People, Docile Consumers	232	(9)
Notes	241	(18)
References	259	(22)
Index	281