Isle of Rum (Paperback)

Christopher Chavez

ISBN 10: 1978838832 / ISBN 13: 9781978838833

Published by Rutgers University Press, New Brunswick NJ, 2024

About this Item

Paperback. 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 ChAvez 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, ChAvez 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. 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. Shipping may be from multiple locations in the US or from the UK, depending on stock availability.

Seller Inventory # 9781978838833

Bibliographic Details

• Title: Isle of Rum (Paperback)
• Publisher: Rutgers University Press, New Brunswick NJ
• Publication Date: 2024
• Language: English
• ISBN 10: 1978838832
• ISBN 13: 9781978838833
• Binding: Paperback
• Condition: new

About this title

Synopsis

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 Cuba’s Special Period in a Time of Peace.

About the Author

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.