Pachangas

Borderlands Music, U.S. Politics, and Transnational Marketing

Nonfiction, Social & Cultural Studies, Social Science, Anthropology
Cover of the book Pachangas by Margaret E. Dorsey, University of Texas Press
View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart
Author: Margaret E. Dorsey ISBN: 9780292782235
Publisher: University of Texas Press Publication: January 1, 2010
Imprint: University of Texas Press Language: English
Author: Margaret E. Dorsey
ISBN: 9780292782235
Publisher: University of Texas Press
Publication: January 1, 2010
Imprint: University of Texas Press
Language: English

A uniquely Tejano version of the old-fashioned political barbeque, the traditional South Texas pachanga allowed politicians to connect with voters in a relaxed setting where all could enjoy live music and abundant food and drink along with political speeches and dealmaking. Today's pachanga still combines politics, music, and votes—along with a powerful new element. Corporate sponsorships have transformed the pachanga into a major marketing event, replete with celebrity performers and product giveaways, which can be recorded and broadcast on TV or radio to vastly increase the reach of the political—and the commercial—messages.This book explores the growing convergence of politics, transnational marketing, and borderlands music in the South Texas pachanga. Anthropologist Margaret Dorsey has observed some one hundred pachangas and interviewed promoters, politicians, artists, and local people. She investigates how candidates and corporations market their products to Hispanic consumers, as well as how the use of traditional music for marketing is altering traditional forms such as the corrido. Her multifaceted study also shows clearly that the lines of influence run both ways—while corporate culture is transforming the traditions of the border, Tejano voters/consumers only respond to marketing appeals (whether for politicians or products) that resonate with their values and the realities of their lives. Far from being an example of how transnational marketing homogenizes culture, the pachanga demonstrates that local cultures can exert an equally strong influence on multinational corporations.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

A uniquely Tejano version of the old-fashioned political barbeque, the traditional South Texas pachanga allowed politicians to connect with voters in a relaxed setting where all could enjoy live music and abundant food and drink along with political speeches and dealmaking. Today's pachanga still combines politics, music, and votes—along with a powerful new element. Corporate sponsorships have transformed the pachanga into a major marketing event, replete with celebrity performers and product giveaways, which can be recorded and broadcast on TV or radio to vastly increase the reach of the political—and the commercial—messages.This book explores the growing convergence of politics, transnational marketing, and borderlands music in the South Texas pachanga. Anthropologist Margaret Dorsey has observed some one hundred pachangas and interviewed promoters, politicians, artists, and local people. She investigates how candidates and corporations market their products to Hispanic consumers, as well as how the use of traditional music for marketing is altering traditional forms such as the corrido. Her multifaceted study also shows clearly that the lines of influence run both ways—while corporate culture is transforming the traditions of the border, Tejano voters/consumers only respond to marketing appeals (whether for politicians or products) that resonate with their values and the realities of their lives. Far from being an example of how transnational marketing homogenizes culture, the pachanga demonstrates that local cultures can exert an equally strong influence on multinational corporations.

More books from University of Texas Press

Cover of the book Memories of Lazarus by Margaret E. Dorsey
Cover of the book An Appeal to Justice by Margaret E. Dorsey
Cover of the book East Los Angeles by Margaret E. Dorsey
Cover of the book Stable Peace by Margaret E. Dorsey
Cover of the book Afro-Mexico by Margaret E. Dorsey
Cover of the book Samuel Bell Maxey by Margaret E. Dorsey
Cover of the book Queer Bergman by Margaret E. Dorsey
Cover of the book Dancing at the Dawn of Agriculture by Margaret E. Dorsey
Cover of the book Brothers in Arms by Margaret E. Dorsey
Cover of the book The Folds of Parnassos by Margaret E. Dorsey
Cover of the book A Journey Around Our America by Margaret E. Dorsey
Cover of the book Literary and Artistic Patronage in Ancient Rome by Margaret E. Dorsey
Cover of the book Social Stratification in Central Mexico, 1500-2000 by Margaret E. Dorsey
Cover of the book The Unruly Woman by Margaret E. Dorsey
Cover of the book Behind the Mexican Mountains by Margaret E. Dorsey
We use our own "cookies" and third party cookies to improve services and to see statistical information. By using this website, you agree to our Privacy Policy