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BOOK
PRESENTATION & DISCUSSION: |
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LATINOS ARE DEFINING THEMSELVES THROUGH THE MARKET AND MARKETING DISCOURSE |
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Her focus is revealing the relationships between culture,
corporate sponsorship, and how corporate sponsorship creates culture and
how culture seems to influence corporate sponsorship -- she’s interested
in analyzing all these interrelations -- and politics and all that contribute
to these processes -- relationships. She’s also interested in how all that shapes people’s cutlural identities, their notions of belonging and their notions of cultural citizenship in public life. She says -- as you can see they’re a bunch of people and they’re all dressed in different colors within a group... In essence, while Latinos have historically lacked access to public venues of self-representation, it is in the market -- in other words, Latinos as I and others probably here have written about -- Latinos tend to be not very visible and often are portrayed in a very narrow and simplistic way. And so they lack access to public venues of self-representation. So she says that it’s in the market and through marketing discourse that they are increasingly debating their social identities and public standings. Meaning, that as Latinos see themselves as represented in advertising and marketing, they begin to think about who they are. This influences the relationships -- which is a little what she was arguing in her first book. She continues this and expands it. |