Isle of Rum: Havana Club, Cultural Mediation, and the Fight for Cuban Authentici

Description: Isle of Rum by Christopher Chávez Focusing on Havana Club rum as a case study, Isle of Rum examines the ways in which Western cultural producers, working in collaboration with the Cuban state, have assumed responsibility for representing Cuba to the outside world. Christopher Chávez focuses specifically on the role of advertising practitioners, musicians, filmmakers, and visual artists, who stand to benefit economically by selling an image of Cuba to consumers who desperately crave authentic experiences that exist outside of the purview of the marketplace. Rather than laying claim to authentic Cuban culture, Chávez explores which aspects of Cuban culture are deemed most compelling and, therefore, most profitable by corporate marketers. As a joint venture between the Cuban state and Pernod Ricard, a global spirits marketer based in Paris, Havana Club embodies the larger process of economic reform, which was meant to reintegrate Cuba into global markets during Cubas Special Period in a Time of Peace. FORMAT Paperback CONDITION Brand New Author Biography CHRISTOPHER CHÁVEZ is the Caroline S. Chambers Distinguished Professor of Advertising and the director of the Center for Latina/o and Latin American Studies (CLLAS) in the School of Journalism and Communication at the University of Oregon in Eugene. He is the author of The Sound of Exclusion: NPR and the Latinx Public and Reinventing the Latino Television Viewer: Language Ideology and Practice. Table of Contents List of Illustrations Introduction Chapter One: Advertising and Authenticity Chapter Two: Selling Cuban Culture Chapter Three: Long-Distance Nationalism and the Logic of Capitalism Chapter Four: Museums and Memory Chapter Five: Rum, Race, and Representation Chapter Six: The Losing Game of Authenticity Acknowledgments References Index Review "Isle of Rum is an intoxicating journey through the heart and soul of Cubas most iconic spirit. Meticulously researched, Chávezs exploration of the intersections of commercial pressures, the socialist state, and advertising culture provides a thought-provoking narrative of how authenticity is continuously reimagined in the global marketplace. Whether you are a rum aficionado, a communication studies student, or just curious about the sociopolitical complexities of Cuba, this is a must-read. Simply fantastic." -- Marie Sarita Gaytán * author of ¡Tequila! Distilling the Spirit of Mexico *"Through decades of advertising and internal corporate documents, Chávez examines the case study of Havana Club rum. Unlike the ubiquitous Bacardi rum, Havana Club remains a state-run product, produced in communist Cuba. Chávez effectively argues that the ever-changing marketing campaigns reflect the evolving political, economic, and social conditions in Cuba, from campaigns that promote Cuban rum as a kind of cultural diplomacy to one that becomes about the marketing of the commodity itself to Western, capitalist social influencers." -- Jennifer P. Mathews * coauthor of Sugarcane and Rum: The Bittersweet History of Labor and Life on the Yucatán Peninsula * Details ISBN1978838832 Publisher Rutgers University Press Year 2024 ISBN-13 9781978838833 Format Paperback Imprint Rutgers University Press Subtitle Havana Club, Cultural Mediation, and the Fight for Cuban Authenticity Author Christopher Chávez Audience Age 18-99 Place of Publication New Brunswick NJ Country of Publication United States Alternative 9781978838840 Illustrations 18 B-W Pages 190 DEWEY 659.19/66359097291 Audience Tertiary & Higher Education Publication Date 2024-09-13 US Release Date 2024-09-13 We've got this At The Nile, if you're looking for it, we've got it. With fast shipping, low prices, friendly service and well over a million items - you're bound to find what you want, at a price you'll love! TheNile_Item_ID:161877841;

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