Latinos, Inc : the marketing and making of a people / Arlene Dávila.

Machine generated contents note: Mediating Identities -- Advertising: The Privilege of Commercial Discourse -- Hispanic/Latino -- Following the Corporate Intellectual: Doing Fieldwork on a Fieldless Site -- chapter 1 "Don't Panic, I'm Hispanic": The Trends and Economy of Cultural Flows -- Shaping Hispanidad from Latin America -- The Ethnic Division of Cultural Labor -- The Category That Made Us the Same -- Global Trends: Segmenting and Containing the Market -- ch. 2 Knowledges: Facts and Fictions of a People as a Market -- The Turn to Research -- Maneuvers in the Market -- And Don't Forget That We All Eat Rice and Beans (or Habichuelas, Porotes, Frijoles) -- ch. 3 Images: Producing Culture for the Market -- The Nation -- The Values -- Nationalism, Nostalgia, and Ethnic Pride -- The Latin Look and "Walter Cronkite Spanish," -- "The Nation and Its Fragments," -- chapter 4 Screening the Image -- Through Corporate Eyes -- The Virginal Mom and Other Negotiations -- Identity Politics --

Contents note continued: The Real or Wannabe Hispanic -- chapter 5 Language and Culture in the Media Battle Zone -- Univision: Toward One Vision/One Culture -- The Price of Synergy -- Telemundo: "The Best of Both Words," -- The Terrain of Latinidad: Toward the Best of One or Two Worlds? -- ch. 6 The Focus (or Fuck Us) Group: Consumers Talk Back, or Do They? -- The Focus Group -- Quandaries of Representation -- Culture and Color -- ch. 7 Selling Marginality: The Business of Culture -- Marketing African Americans: Marketing "by Any Means Necessary," -- Marketing to the Model Minority Consumer -- Sensitive People, Docile Consumers.