A 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.
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