Arlene Davila, “Latinos, Inc.: The Marketing and Making of a People” (U California Press, 2012)

New Books in Sociology · Dec 11, 2015 · 1h

In Latinos Inc.: The Marketing and Making of a People (University of California Press, updated ed. 2012) Arlene Davila, Professor of Anthropology at New York University, questions the profound influence of the Hispanic-Latina/o marketing industry in defining notions of Latina/o identity and culture. Providing an ethnography of the industry’s founders, key intellectuals, as well as its position within corporate America, Dr. Davila critiques the “sanitization” of Latinidad by Hispanic ad agencies that promote a “safe” (i.e., consumable) image of Latina/os rooted in behavioral stereotypes as…