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