|dc.description.abstract||This study proposes the analysis of four different aspects of the Latinization of
the US market as showcases representing the multifaceted nature of the phenomenon.
The first case explores the incorporation of the maize culture and the invention of corn
chips and tortilla chips in the USA. The second case analyzes the emergence and
popularization of a trend in gourmet cuisine called Nuevo Latino and its impact in the
restaurant industry. The third example studies the Hägen Dazs’ Dulce de Leche
phenomenon as a fair example of glocal practices in late capitalism. Finally, the fourth
case assesses the development of Goya Food Inc. and their role in producing
subjectivities and branded communities not only among Hispanics, but also among
members of the general American market.
The Latinization of the US market takes place in different instances, segments or
niches, targeting a myriad of groups with different marketing strategies. From the
exoticism of gourmet cuisine to the mass production of tortilla chips, this process
encompasses not only the introduction of new products and flavors to the market, but
also the transformation of traditional Latin American artifacts and practices and its
correspondent re-semantization among other groups of consumers.
Inspired by critical theory, cultural anthropology, and semiotics, this project
analyzes the Latinization of the US market within the frame of coloniality of power.
This concept addresses conflicts among structures of power (the state, the market, the
economy), discursive formations (latinidad), and systems of knowledge (Hispanic
marketing & advertising). Coloniality of power will evidence how in late capitalism, the
commodification of culture and the colonization of lifeworlds results from the
implementation of marketing practices as neocolonial forces leading to the
reconfiguration and transformation of subjectivities, both Hispanic and non-Hispanic
This is a project in cultural studies implementing a transdisciplinary approach.
Rhetorical and critical analyses are the basic tools employed by the researcher in deconstruction
the Latinization of the US market as an example of Fractal Capitalism.||