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Latinos are the fastest growing ethnic group in the United States and will comprise a quarter of the country's population by mid-century. The process of Latinization, the result of globalization and the biggest migration flow in the history of the Americas, is indeed reshaping the character of the ...

Latinos are the fastest growing ethnic group in the United States and will comprise a quarter of the country's population by mid-century. The process of Latinization, the result of globalization and the biggest migration flow in the history of the Americas, is indeed reshaping the character of the U.S. This landmark book brings together some of the leading scholars now studying the social, cultural, racial, economic, and political changes wrought by the experiences, travails, and fortunes of the Latino population. It is the most definitive and comprehensive snapshot available of Latinos in the United States today.

How are Latinos and Latinas changing the face of the Americas? What is new and different about this current wave of migration? In this pathbreaking book social scientists, humanities scholars, and policy experts examine what every citizen and every student needs to know about Latinos in the U.S., covering issues from historical continuities and changes to immigration, race, labor, health, language, education, and politics. Recognizing the diversity and challenges facing Latinos in the U.S., this book addresses what it means to define the community as such and how to move forward on a variety of political and cultural fronts. All of the contributions to "Latinos "are original pieces written especially for this volume.

"Davila has entered the back rooms of a new and important sector of the advertising industry, shedding light on the people and businesses that are working to exploit the marketing hot buttons of Hispanic USA. "Latinos, Inc. could become a scholarly milestone, a vivid portrayal of the strange ...

"Davila has entered the back rooms of a new and important sector of the advertising industry, shedding light on the people and businesses that are working to exploit the marketing hot buttons of Hispanic USA. "Latinos, Inc. could become a scholarly milestone, a vivid portrayal of the strange marriage between cultural anthropology and merchandising strategies that forms an elemental ingredient of U.S. consumer society."--Stuart Ewen, author of "PR! A Social History of Spin

"A work derived from prodigious fieldwork that sets a standard for the ethnography of cultural institutions in their varied corporate forms and market participations. "Latinos Inc. provides a rich, fascinating, and fresh empirical venue for theories of identity and ethnicity in the U.S."--George Marcus, author of "Ethnography Through Thick &Thin

"An insightful and compelling account of Hispanic marketing and television as it becomes a significant force in U.S. corporate media. In its rigorous attention to the culture of marketing, "Latinos, Inc. fills a significant void within the literature on mass communications, marketing, and television studies."--Chon A. Noriega, author of "Shot in America: Television, the State, and the Rise of Chicano Cinema

"Davila is the first to show us the world of Latin media through the eyes of advertising and programming professionals; the first to comprehend how Spanish language network television has reconfigured Latino identity; and the first to fully delineate the plurality and heterogeneity of Latino audiences. She enables us to understand the formative role played by advertising and commercial culture in shaping the contours of contemporary Latino/a identities. "Latinos, Inc.sets a new standard for scholarship in ethnic studies and cultural studies."--George Lipsitz, author of "The Possessive Investment in Whiteness: How White People Profit from Identity Politics

"Hayes-Bautista has long argued that Latinos in the United States, generally, and Mexican Americans, specifically, are members of a civil society--and not some dysfunctional minority group, as commonly imagined. As Americans lately have discovered America within the Americas, Hayes-Bautista now ...

"Hayes-Bautista has long argued that Latinos in the United States, generally, and Mexican Americans, specifically, are members of a civil society--and not some dysfunctional minority group, as commonly imagined. As Americans lately have discovered America within the Americas, Hayes-Bautista now gives us an excellent guide to the nation's future, by describing the new possibility of California--the largest Hispanic state in the union."--Richard Rodriguez, author of "Brown: The Last Discovery of America

"For more than two decades, Hayes-Bautista has been on the forefront of social scientists researching the developing Latino identity of California. The cumulative result is "La Nueva California, a tour de force of social science, enlivened by convincing detail, historical imagination, prophetic power, and--above all else--great hope."--Kevin Starr, author of "Americans and the California Dream series

"For more than a decade, David Hayes-Bautista has accurately charted the trajectory of the New California. He is the best qualified scholar to explain the pattern of Latino growth in California and its importance for California as a whole. His analysis is persuasive and sets forth constructive initiatives to allow the Latino presence in California to be a positive force for sustaining California as a state of opportunity and achievement."--Henry Cisneros, Chairman and CEO, American CityVista

"With depth & perception, Clara Rodriguez sketches the face of a people who have been mostly portrayed in outtakes & as mistakes in celluloid & print." Melita Marie Garza Chicago Tribune "The publication of Latin Looks is a significant event. Finally, someone is paying attention to the diverse & ...

"With depth & perception, Clara Rodriguez sketches the face of a people who have been mostly portrayed in outtakes & as mistakes in celluloid & print." Melita Marie Garza Chicago Tribune "The publication of Latin Looks is a significant event. Finally, someone is paying attention to the diverse & growing group of Latinos who make up ten percent of the nations population." Afterimage