Pachangas : : Borderlands Music, U.S. Politics, and Transnational Marketing / / Margaret E. Dorsey.
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 sti...
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Place / Publishing House: | Austin : : University of Texas Press, , [2021] ©2006 |
Year of Publication: | 2021 |
Language: | English |
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Physical Description: | 1 online resource (247 p.) |
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Dorsey, Margaret E., author. aut http://id.loc.gov/vocabulary/relators/aut Pachangas : Borderlands Music, U.S. Politics, and Transnational Marketing / Margaret E. Dorsey. Austin : University of Texas Press, [2021] ©2006 1 online resource (247 p.) text txt rdacontent computer c rdamedia online resource cr rdacarrier text file PDF rda 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 http://purl.org/coar/access_right/c_16ec online access with authorization star 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 26. Apr 2022) Business and politics Texas, South. Campaign funds Texas. Corporate sponsorship Texas, South. Festivals Texas, South. SOCIAL SCIENCE / General. bisacsh Title is part of eBook package: De Gruyter University of Texas Press eBook-Package Backlist 2000-2013 9783110745344 https://doi.org/10.7560/706903 https://www.degruyter.com/isbn/9780292796263 Cover https://www.degruyter.com/document/cover/isbn/9780292796263/original |
language |
English |
format |
eBook |
author |
Dorsey, Margaret E., Dorsey, Margaret E., |
spellingShingle |
Dorsey, Margaret E., Dorsey, Margaret E., Pachangas : Borderlands Music, U.S. Politics, and Transnational Marketing / 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 |
author_facet |
Dorsey, Margaret E., Dorsey, Margaret E., |
author_variant |
m e d me med m e d me med |
author_role |
VerfasserIn VerfasserIn |
author_sort |
Dorsey, Margaret E., |
title |
Pachangas : Borderlands Music, U.S. Politics, and Transnational Marketing / |
title_sub |
Borderlands Music, U.S. Politics, and Transnational Marketing / |
title_full |
Pachangas : Borderlands Music, U.S. Politics, and Transnational Marketing / Margaret E. Dorsey. |
title_fullStr |
Pachangas : Borderlands Music, U.S. Politics, and Transnational Marketing / Margaret E. Dorsey. |
title_full_unstemmed |
Pachangas : Borderlands Music, U.S. Politics, and Transnational Marketing / Margaret E. Dorsey. |
title_auth |
Pachangas : Borderlands Music, U.S. Politics, and Transnational Marketing / |
title_alt |
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 |
title_new |
Pachangas : |
title_sort |
pachangas : borderlands music, u.s. politics, and transnational marketing / |
publisher |
University of Texas Press, |
publishDate |
2021 |
physical |
1 online resource (247 p.) |
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 |
isbn |
9780292796263 9783110745344 |
callnumber-first |
J - Political Science |
callnumber-subject |
JK - United States |
callnumber-label |
JK1991 |
callnumber-sort |
JK 41991.5 T4 D67 42006 |
geographic_facet |
Texas, South. Texas. |
url |
https://doi.org/10.7560/706903 https://www.degruyter.com/isbn/9780292796263 https://www.degruyter.com/document/cover/isbn/9780292796263/original |
illustrated |
Not Illustrated |
dewey-hundreds |
300 - Social sciences |
dewey-tens |
320 - Political science |
dewey-ones |
324 - The political process |
dewey-full |
324.7/8/09764 |
dewey-sort |
3324.7 18 49764 |
dewey-raw |
324.7/8/09764 |
dewey-search |
324.7/8/09764 |
doi_str_mv |
10.7560/706903 |
oclc_num |
1286807789 |
work_keys_str_mv |
AT dorseymargarete pachangasborderlandsmusicuspoliticsandtransnationalmarketing |
status_str |
n |
ids_txt_mv |
(DE-B1597)588298 (OCoLC)1286807789 |
carrierType_str_mv |
cr |
hierarchy_parent_title |
Title is part of eBook package: De Gruyter University of Texas Press eBook-Package Backlist 2000-2013 |
is_hierarchy_title |
Pachangas : Borderlands Music, U.S. Politics, and Transnational Marketing / |
container_title |
Title is part of eBook package: De Gruyter University of Texas Press eBook-Package Backlist 2000-2013 |
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1770176169474260992 |
fullrecord |
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