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.
發表於2024-08-19
Latinos, Inc. 2024 pdf epub mobi 電子書 下載
圖書標籤: 人類學
為取得/捍衛latino市場,廣告公司通過不斷重述人們對latino這一族群的刻闆印象,使其邊緣地位進一步固定化、製度化,將其排除與之外並使其成為“永遠外國人”,並將不符閤其刻闆印象的latino排除於這一市場。美其名曰:保護latino文化,或維持族群的authenticity
評分為取得/捍衛latino市場,廣告公司通過不斷重述人們對latino這一族群的刻闆印象,使其邊緣地位進一步固定化、製度化,將其排除與之外並使其成為“永遠外國人”,並將不符閤其刻闆印象的latino排除於這一市場。美其名曰:保護latino文化,或維持族群的authenticity
評分為取得/捍衛latino市場,廣告公司通過不斷重述人們對latino這一族群的刻闆印象,使其邊緣地位進一步固定化、製度化,將其排除與之外並使其成為“永遠外國人”,並將不符閤其刻闆印象的latino排除於這一市場。美其名曰:保護latino文化,或維持族群的authenticity
評分為取得/捍衛latino市場,廣告公司通過不斷重述人們對latino這一族群的刻闆印象,使其邊緣地位進一步固定化、製度化,將其排除與之外並使其成為“永遠外國人”,並將不符閤其刻闆印象的latino排除於這一市場。美其名曰:保護latino文化,或維持族群的authenticity
評分為取得/捍衛latino市場,廣告公司通過不斷重述人們對latino這一族群的刻闆印象,使其邊緣地位進一步固定化、製度化,將其排除與之外並使其成為“永遠外國人”,並將不符閤其刻闆印象的latino排除於這一市場。美其名曰:保護latino文化,或維持族群的authenticity
Latinos, Inc. 2024 pdf epub mobi 電子書 下載