By Margaret E. Dorsey
A uniquely Tejano model of the old school political fish fry, the conventional South Texas pachanga allowed politicians to connect to citizens in a peaceful atmosphere the place all might take pleasure in dwell song and considerable foods and drinks in addition to political speeches and dealmaking. ultra-modern pachanga nonetheless combines politics, track, and votes - besides a robust new point. company sponsorships have reworked the pachanga right into a significant advertising occasion, replete with star performers and product giveaways, that are recorded and broadcast on television or radio to enormously raise the achieve of the political - and the industrial - messages.This publication explores the turning out to be convergence of politics, transnational advertising, and borderlands tune within the South Texas pachanga. Anthropologist Margaret Dorsey has saw a few 100 pachangas and interviewed promoters, politicians, artists, and native humans. She investigates how applicants and firms marketplace their items to Hispanic shoppers, in addition to how using conventional song for advertising is changing conventional types resembling the corrido. Her multifaceted research additionally indicates truly that the strains of impact run either ways-while company tradition is reworking the traditions of the border, Tejano voters/consumers purely reply to advertising and marketing appeals (whether for politicians or items) that resonate with their values and the realities in their lives. faraway from being an instance of the way transnational advertising and marketing homogenizes tradition, the pachanga demonstrates that neighborhood cultures can exert an both powerful impression on multinational agencies.
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Extra resources for Pachangas: Borderlands Music, U.S. Politics, and Transnational Marketing
Substantial numbers of Hispanic voters turned out at the polls: in this election, ﬁfty percent of registered Hispanic voters cast votes (as opposed to ﬁve percent nationwide); of these, eighty-one percent voted for Morales (Attlesey 1996). Clearly, his campaign and its music attracted many Mexicanos who do not normally vote. More recently, in a Democratic primary campaign in Hidalgo County, the corrido “Campaign Music for Judge Aparicio” enticed many citizens out of their homes and into politics to talk with the candidate and vote.
Entextualization refers to the process whereby actors work to make a text a piece of shareable, transmittable culture often through taking the text from one context and placing it into another. In Hidalgo County, the “Budgirls” wearing the Budweiser logo and appearing at the Rivas home and on television can be seen as entextualizing. On a larger scale, I suggest that the pachanga form is entextualized, subject to recontextualization and decontextualization across time and space with its attendant shifts in meaning.
Also attached to the table are balloons in the candidate’s colors. Greeters clad in campaign T-shirts clip toward entrants, and they often glisten from numerous round, glossy campaign stickers reaching from shoulder blade to chest. After attendees sign in, greeters implore to place a campaign sticker on the neophyte. Color’s signifying does not end with the latest addition to the entrant’s ensemble. Some attendees walk to tables ﬂooded with glittering red stars and sprinkled with push cards printed in the candidate’s colors.