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

Delivery: Can be download immediately after purchasing. For new customer, we need process for verification from 30 mins to 12 hours.
Version: PDF/EPUB. If you need EPUB and MOBI Version, please contact us.
Compatible Devices: Can be read on any devices.

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.

This is a digital product.

Isle of Rum: Havana Club, Cultural Mediation, and the Fight for Cuban Authenticity is written by Christopher Chávez and published by Rutgers University Press. The Digital and eTextbook ISBNs for Isle of Rum are 9781978838857, 1978838859 and the print ISBNs are 9781978838833, 1978838832. Additional ISBNs for this eTextbook include 9781978838864, 9781978838840.