Consumer Culture in Latin America

Consumer Culture in Latin America

Consumer Culture in Latin America Edited by John Sinclair and Anna Cristina Pertierra

CONSUMER CULTURE IN LATIN AMERICA Copyright John Sinclair and Anna Cristina Pertierra, 2012. Softcover reprint of the hardcover 1st edition 2012 978-0-230-34073-2 All rights reserved. First published in 2012 by PALGRAVE MACMILLAN in the United States a division of St. Martin s Press LLC, 175 Fifth Avenue, New York, NY 10010. Where this book is distributed in the UK, Europe and the rest of the world, this is by Palgrave Macmillan, a division of Macmillan Publishers Limited, registered in England, company number 785998, of Houndmills, Basingstoke, Hampshire RG21 6XS. Palgrave Macmillan is the global academic imprint of the above companies and has companies and representatives throughout the world. Palgrave and Macmillan are registered trademarks in the United States, the United Kingdom, Europe and other countries. ISBN 978-1-349-34339-3 ISBN 978-1-137-11686-4 (ebook) DOI 10.1057/9781137116864 Library of Congress Cataloging-in-Publication Data is available from the Library of Congress. A catalogue record of the book is available from the British Library. Design by Newgen Imaging Systems (P) Ltd., Chennai, India. First edition: December 2012 10 9 8 7 6 5 4 3 2 1

Contents List of Illustrations Acknowledgments vii ix Understanding Consumer Culture in Latin America: An Introduction 1 John Sinclair and Anna Cristina Pertierra Part 1 Transnational Developments 1. New Social and Business Models in Latin American Musics 17 George Yúdice 2. The Advertising Industry in Latin America: A Contemporary Overview 35 John Sinclair Part 2 Getting and Spending 3. From Country of the Future to Emergent Country: Popular Consumption in Brazil 53 Ruben George Oliven and Rosana Pinheiro-Machado 4. Chile s Forgotten Consumers: Poor Urban Families, Consumption Strategies, and the Moral Economy of Risk in Santiago 67 Joel Stillerman 5. Peasants and Pirámides: Consumer Fantasies in the Colombian Andes 81 Jason Antrosio Part 3 Domestic Practice 6. Decorating the New House: The Material Culture of Social Mobility 93 Tomas Ariztia

vi CONTENTS 7. Stitching Identities: Clothing Production and Consumption in Mexico City 107 Marie Francois 8. Christmas Tamales in Costa Rica (1900 1930) 121 Patricia Vega Jiménez. Translated by Fergus Grealy and Anna Cristina Pertierra Part 4 Images and Soundscapes 9. Quinceañera: Coming of Age through Digital Photography in Cuba 137 Anna Cristina Pertierra 10. Images of Work for Consumption: Factory s Representations in Ideological Propaganda and Advertising 149 Vander Casaqui. Translated by Marcela Ferreira da Silva and Anna Cristina Pertierra 11. Tango, Samba, and National Identities: Similarities and Differences in the Foundational Myths of Mi Noche Triste and Pelo Telefone 163 Ronaldo Helal and Hugo Rodolfo Lovisolo. Translated by Marc Figuerola Delgado and Anna Cristina Pertierra Part 5 Spaces and Places 12. Spaces of Consumerism and the Consumption of Space: Tourism and Social Exclusion in the Mayan Riviera 177 David Manuel-Navarrete and Michael Redclift 13. Singing for Shaved Ice: Glacial Loss and Raspadilla in the Peruvian Andes 195 Katherine W. Dunbar and Katy Damacia Medina Marcos 14. Becoming Middle Class? Consumption, Respectability, and Place in Sex Tourism 207 Megan Rivers-Moore Contributors 221 Index 227

Illustrations Figures 1.1 Latin American music industry 19 1.2 Central American Music Market 26 10.1 Lewis Hine, Power house mechanic working on steam pump (1920) 151 10.2 Working girl (1910) 153 12.1 Schematic distribution of Playa del Carmen three patterns of tourist space 182 12.2 The fence separating the colony Donaldo Colosio from its beachfront 187 13.1 Raspadilla vendor in Marcará 200 Tables 2.1 The two-tiered structure of leading global groups and their major advertising agency networks 38 2.2 Major advertising markets of Latin America 40 2.3 The biggest ten advertising agencies in Brazil 41 2.4 Ten largest advertisers in Brazil, ranked by expenditure 42 2.5 The biggest ten advertising agencies in Mexico, by rank in 2010 43 2.6 Ten largest advertisers in Mexico 44 2.7 The biggest ten advertising agencies in Argentina 45 2.8 Ten largest advertisers in Argentina 46

Acknowledgments T he idea for this edited collection first arose from a conference panel at the 2009 Congress of the Latin American Studies Association, held in Rio de Janeiro. The panel was organized by Anna Cristina Pertierra, with John Sinclair and Diana Lima as discussants. The editors wish to thank Marc Figuerola Delgado for editorial assistance.