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portada Isle of Rum: Havana Club, Cultural Mediation, and the Fight for Cuban Authenticity
Type
Physical Book
Author
Publisher
Language
English
Pages
200
Format
Hardcover
ISBN13
9781978838840
Categories

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

Christopher Chávez (Author) · Rutgers University Press · Hardcover

Isle of Rum: Havana Club, Cultural Mediation, and the Fight for Cuban Authenticity - Chávez, Christopher

New Book Imported to Austria
Delivery: 21 Aug - 25 Aug Shipping: 13 to 14 business days.
134,51 €
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Synopsis "Isle of Rum: Havana Club, Cultural Mediation, and the Fight for Cuban Authenticity"

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.

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The binding of this edition is Hardcover.

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