\u0022Now everybody loves Puerto Rican culture,\u0022 says a Puerto
Rican schoolteacher and festival organizer, \u0022but that's
exactly the problem.\u0022 Thus begins this major examination of
cultural nationalism as a political construct involving party
ideologies, corporate economic goals, and grassroots cultural
groups. Author Arlene Davila focuses on the Institute for Puerto
Rican Culture, the government institution charged with defining
authenticated views of national identity since the 1950s, and on
popular festival organizers to illuminate contestations over
appropriate representations of culture in the increasingly
mass-mediated context of contemporary Puerto Rico. She examines the
creation of an essentialist view of nationhood based on a peasant
culture and a \u0022unifying\u0022 Hispanic heritage, and the ways
in which grassroots organizations challenge and reconfigure
definitions of national identity through their own activities and
representations. Davila pays particular attention to the increasing
prominence of corporate sponsorship in determining what is
distinguished as authentic \u0022Puerto Rican culture\u0022 and
discusses the politicization of culture as a discourse to debate
and legitimize conflicting claims from selling commercial product
to advocating divergent status options for the island. In so doing,
Davila illuminates the prospects for cultural identities in an
increasingly transnational context by showing the growth of
cultural nationalism to be intrinsically connected to forms of
political action directed to the realm of culture and cultural
politics. This in-depth examination also makes clear that despite
contemporary concerns with \u0022authenticity,\u0022 commercialism
is an inescapable aspect of all cultural expression on the island.
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