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Pachangas : Borderlands Music, U.S. Politics, and Transnational Marketing / / Margaret E. Dorsey.

By: Material type: TextTextPublisher: Austin : : University of Texas Press, [2010]Copyright date: ©2006Description: 1 online resource (247 p.)Content type:
Media type:
Carrier type:
ISBN:
  • 9780292796263
Subject(s): DDC classification:
  • 324.7/8/09764 22
Other classification:
  • online - DeGruyter
Online resources:
Contents:
Frontmatter -- CONTENTS -- ACKNOWLEDGMENTS -- INTRODUCTION -- PART I. Political Pachangas, Marketing, and Music -- ONE. A History and Style of Association: Music, Pachangas, and Politics in South Texas -- TWO. Marketing Pachangas: The Budgirls -- THREE. Budweiser's Hispanic Scholarship Fund Fiesta Extravaganza -- FOUR. Out of a Social Gathering, Music: Galvanizing Persons into Politics -- PART II. Democracy and the Borderlands: Two Versions -- FIVE. Pachanga Moves: A Local Republican and a National Democratic Gathering -- SIX. Ace Hardware: National Corporate Marketers Learn How the Locals Do It -- SEVEN. A Private Event for a Public Servant: "Mr. Vega" Meets Modernity -- CONCLUSIONS -- NOTES -- REFERENCES -- INDEX
Summary: 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.
Holdings
Item type Current library Call number URL Status Notes Barcode
eBook eBook Biblioteca "Angelicum" Pont. Univ. S.Tommaso d'Aquino Nuvola online online - DeGruyter (Browse shelf(Opens below)) Online access Not for loan (Accesso limitato) Accesso per gli utenti autorizzati / Access for authorized users (dgr)9780292796263

Frontmatter -- CONTENTS -- ACKNOWLEDGMENTS -- INTRODUCTION -- PART I. Political Pachangas, Marketing, and Music -- ONE. A History and Style of Association: Music, Pachangas, and Politics in South Texas -- TWO. Marketing Pachangas: The Budgirls -- THREE. Budweiser's Hispanic Scholarship Fund Fiesta Extravaganza -- FOUR. Out of a Social Gathering, Music: Galvanizing Persons into Politics -- PART II. Democracy and the Borderlands: Two Versions -- FIVE. Pachanga Moves: A Local Republican and a National Democratic Gathering -- SIX. Ace Hardware: National Corporate Marketers Learn How the Locals Do It -- SEVEN. A Private Event for a Public Servant: "Mr. Vega" Meets Modernity -- CONCLUSIONS -- NOTES -- REFERENCES -- INDEX

restricted access online access with authorization star

http://purl.org/coar/access_right/c_16ec

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.

Mode of access: Internet via World Wide Web.

In English.

Description based on online resource; title from PDF title page (publisher's Web site, viewed 18. Sep 2023)