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

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Title: Isle of Rum : Havana Club, Cultural Mediation, and the Fight for Cuban Authenticity
Description: 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.
Authors: Christopher Chávez
Resource Type: eBook.
Subjects: Government business enterprises--Cuba, Cultural diplomacy--Cuba, Nationalism in advertising--Cuba, Advertising--Cuba--Rum, Rum industry--Cuba
Categories: SOCIAL SCIENCE / General, HISTORY / Caribbean & West Indies / Cuba, SOCIAL SCIENCE / Media Studies, BUSINESS & ECONOMICS / Globalization, SOCIAL SCIENCE / Cultural & Ethnic Studies / Caribbean & Latin American Studies, COOKING / Beverages / Alcoholic / Spirits
Database: eBook Collection (EBSCOhost)
FullText Links:
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Text:
  Availability: 0
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  Data: Isle of Rum : Havana Club, Cultural Mediation, and the Fight for Cuban Authenticity
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  Data: 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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  Data: <searchLink fieldCode="AR" term="%22Christopher+Chávez%22">Christopher Chávez</searchLink>
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RecordInfo BibRecord:
  BibEntity:
    Classifications:
      – Code: 659.1966359097291
        Scheme: ddc
        Type: prePub
    Languages:
      – Code: eng
        Text: English
    Subjects:
      – SubjectFull: Government business enterprises--Cuba
        Type: general
      – SubjectFull: Cultural diplomacy--Cuba
        Type: general
      – SubjectFull: Nationalism in advertising--Cuba
        Type: general
      – SubjectFull: Advertising--Cuba--Rum
        Type: general
      – SubjectFull: Rum industry--Cuba
        Type: general
    Titles:
      – TitleFull: Isle of Rum : Havana Club, Cultural Mediation, and the Fight for Cuban Authenticity
        Type: main
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      – PersonEntity:
          Name:
            NameFull: Christopher Chávez
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          Name:
            NameFull: Christopher Chávez
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      – BibEntity:
          Dates:
            – D: 01
              M: 01
              Type: published
              Y: 2024
            – D: 21
              M: 08
              Type: profile
              Y: 2024
          Identifiers:
            – Type: isbn-print
              Value: 9781978838833
            – Type: isbn-print
              Value: 9781978838840
            – Type: isbn-electronic
              Value: 9781978838864
          Titles:
            – TitleFull: Isle of Rum : Havana Club, Cultural Mediation, and the Fight for Cuban Authenticity
              Type: main
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