Arlene M. Dávila

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. Here, author Dávila provides a critical examination of the Hispanic marketing industry and of its role in the making and marketing of U.S. Latinos. Dávila finds that Latinos' increased popularity in the marketplace is simultaneously accompanied by their growing exotification and invisibility. Her discussion of how populations have become reconfigured as market segments, shows that the market and marketing discourse become important terrains where Latinos debate their social identities and public standing.--From publisher description.

The Marketing and Making of a People

Latinos, Inc

Culture Works addresses and critiques an important dimension of the work of culture, an argument made by enthusiasts of creative economies that culture contributes to the GDP, employment, social cohesion, and other forms of neoliberal development. While culture does make important contributions to national and urban economies, the incentives and benefits of participating in this economy are not distributed equally, due to restructuring that neoliberal policies have wrought from the 1980s on, as well as long-standing social structures, such as racism and classism, that breed inequality. The cultural economy promises to make life better, particularly in cities, but not everyone can take advantage of it for decent jobs. Exposing and challenging the taken-for-granted assumptions around questions of space, value and mobility that are sustained by neoliberal treatments of culture, Culture Works explores some of the hierarchies of cultural workers that these engender, as they play out in a variety of settings, from shopping malls in Puerto Rico and art galleries in New York to tango tourism in Buenos Aires.Noted scholar Arlene Davila brilliantly reveals how similar dynamics of space, value and mobility come to bear in each location, inspiring particular cultural politics that have repercussions that are both geographically specific, but also ultimately global in scope.

Space, Value, and Mobility Across the Neoliberal Americas

Culture Works

Arlene Dávila

Agustín Laó-Montes

A report on the state of Latino politics and culture in New York -- the most populous and diverse Latino city in the United States.

The Latinization of New York

Mambo Montage

Examines the creation of an essentialist view of nationhood based on a peasant culture and a unifying Hispanic heritage, and the ways in which grassroots organizations challenge and reconfigure definitions of national identity through their own activities and representations.

Arlene M. Dávila

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