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Isle of Rum : Havana Club, Cultural Mediation, and the Fight for Cuban Authenticity by Christopher Chávez (2024, Trade Paperback)

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About this product

Product Identifiers

PublisherRutgers University Press

ISBN-101978838832

ISBN-139781978838833

eBay Product ID (ePID)6064626218

Product Key Features

Number of Pages190 Pages

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

LanguageEnglish

SubjectGlobalization, Commerce

Publication Year2024

TypeTextbook

Subject AreaBusiness & Economics

AuthorChristopher Chávez

FormatTrade Paperback

Dimensions

Item Height0.5 in

Item Weight1.6 Oz

Item Length9 in

Item Width6 in

Additional Product Features

Intended AudienceCollege Audience

LCCN2023-051481

ReviewsThrough decades of advertising and internal corporate documents, Chávez examines the case study of Havana Club rum. Unlike the ubiquitous Bacardi rum, Havana Club remains a state-run product, produced in communist Cuba. Chávez effectively argues that the ever-changing marketing campaigns reflect the evolving political, economic, and social conditions in Cuba, from campaigns that promote Cuban rum as a kind of cultural diplomacy, to one that becomes about the marketing of the commodity itself to Western, capitalist social influencers., Isle of Rum is an intoxicating journey through the heart and soul of Cuba's most iconic spirit. Meticulously researched, Chávez's exploration of the intersections of commercial pressures, the socialist state, and advertising culture provides a thought-provoking narrative of how authenticity is continuously reimagined in the global marketplace. Whether you are a rum aficionado, a communication studies student, or just curious about the socio-political complexities of Cuba, this is a must read. Simply fantastic., Isle of Rum is an intoxicating journey through the heart and soul of Cuba's most iconic spirit. Meticulously researched, Chávez's exploration of the intersections of commercial pressures, the socialist state, and advertising culture provides a thought-provoking narrative of how authenticity is continuously reimagined in the global marketplace. Whether you are a rum aficionado, a communication studies student, or just curious about the sociopolitical complexities of Cuba, this is a must-read. Simply fantastic., Through decades of advertising and internal corporate documents, Chávez examines the case study of Havana Club rum. Unlike the ubiquitous Bacardi rum, Havana Club remains a state-run product, produced in communist Cuba. Chávez effectively argues that the ever-changing marketing campaigns reflect the evolving political, economic, and social conditions in Cuba, from campaigns that promote Cuban rum as a kind of cultural diplomacy to one that becomes about the marketing of the commodity itself to Western, capitalist social influencers.

Dewey Edition23

Grade FromCollege Freshman

IllustratedYes

Dewey Decimal659.1966359097291

Table Of ContentList of Illustrations Introduction Chapter One: Advertising and Authenticity Chapter Two: Selling Cuban Culture Chapter Three: Long-Distance Nationalism and the Logic of Capitalism Chapter Four: Museums and Memory Chapter Five: Rum, Race, and Representation Chapter Six: The Losing Game of Authenticity Acknowledgments References Index

SynopsisFocusing 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., 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., 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.

LC Classification NumberHF6161