Latinos, Inc.

By Arlene Dávila,

Book cover of Latinos, Inc.: The Marketing and Making of a People

Book description

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…

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Why read it?

1 author picked Latinos, Inc. as one of their favorite books. Why do they recommend it?

As her title indicates, this book delves into the ways Latino/as are described, shaped, and marketed both to the United States and to themselves. Dávila, a social anthropologist, brilliantly exposes not just the workings of the neoliberal state on this process, but how marketing and demographic research by corporate interests shape the ways Latinas/os are commercialized not just with things like food but even with cities interested in “cleaning up” Latinx neighborhoods. My book looks at the way Latinx fiction does something of the same thing, including shaping the way Latinx poverty is seen as “inevitable” by these different players. 

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