Tournament of Books 2015

Special Offers see all

Enter to WIN a $100 Credit

Subscribe to
for a chance to win.
Privacy Policy

Visit our stores

    Recently Viewed clear list

    The Powell's Playlist | January 19, 2015

    Ned Beauman: IMG The Powell's Playlist: Ned Beauman

    I did have a playlist that I listened to over and over again while I was writing Glow, but three years on I'm a bit bored of those songs, which got... Continue »


This item may be
out of stock.

Click on the button below to search for this title in other formats.

Check for Availability
Add to Wishlist

This title in other editions

Pachangas: Borderlands Music, U.S. Politics, and Transnational Marketing


Pachangas: Borderlands Music, U.S. Politics, and Transnational Marketing Cover


Synopses & Reviews

Publisher Comments:

A uniquely Tejano version of the old-fashioned political barbeque, the traditional South Texas pachanga allowed politicians to connect with voters in a relaxed setting where all could enjoy live music and abundant food and drink along with political speeches and dealmaking. Today's pachanga still combines politics, music, and votes--along with a powerful new element. Corporate sponsorships have transformed the pachanga into a major marketing event, replete with celebrity performers and product giveaways, which can be recorded and broadcast on TV or radio to vastly increase the reach of the political--and the commercial--messages.

This book explores the growing convergence of politics, transnational marketing, and borderlands music in the South Texas pachanga. Anthropologist Margaret Dorsey has observed some one hundred pachangas and interviewed promoters, politicians, artists, and local people. She investigates how candidates and corporations market their products to Hispanic consumers, as well as how the use of traditional music for marketing is altering traditional forms such as the corrido. Her multifaceted study also shows clearly that the lines of influence run both ways--while corporate culture is transforming the traditions of the border, Tejano voters/consumers only respond to marketing appeals (whether for politicians or products) that resonate with their values and the realities of their lives. Far from being an example of how transnational marketing homogenizes culture, the pachanga demonstrates that local cultures can exert an equally strong influence on multinational corporations.

Table of Contents

Introduction — Political pachangas, marketing, and music — A history and style of association: music, pachangas, and politics in South Texas — Marketing pachangas: the Budgirls — Budweiser's Hispanic Scholarship Fund Fiesta Extravaganza — Out of a social gathering, music: galvanizing persons into politics — Democracy and the borderlands: two versions — Pachanga moves: a local republican and a national democratic gathering — Ace hardware: national corporate marketers learn how the locals do it — A private event for a public servant: "Mr. Vega" meets modernity.

Product Details

Borderlands Music, U.S. Politics, and Transnational Marketing
University of Texas Press
Dorsey, Margaret Ellen
Publication Date:

Related Subjects

History and Social Science » Anthropology » General
History and Social Science » Politics » General
History and Social Science » Sociology » General

Pachangas: Borderlands Music, U.S. Politics, and Transnational Marketing
0 stars - 0 reviews
$ In Stock
Product details 235 pages University of Texas Press - English 9780292782235 Reviews:
  • back to top


Powell's City of Books is an independent bookstore in Portland, Oregon, that fills a whole city block with more than a million new, used, and out of print books. Shop those shelves — plus literally millions more books, DVDs, and gifts — here at