{"product_id":"isle-of-rum-christopher-chvez-9781978838833","title":"Isle of Rum: Havana Club, Cultural Mediation, and the Fight for Cuban Authenticity","description":"Focusing on Havana Club rum as a case study, \u003ci\u003eIsle of Rum\u003c\/i\u003e 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 Ch?vez 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. \u003cp\u003e\u003c\/p\u003e Rather than laying claim to authentic Cuban culture, Ch?vez 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.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eAuthor:\u003c\/b\u003e Christopher Ch?vez\u003cbr\u003e\u003cb\u003eISBN-10:\u003c\/b\u003e 1978838832\u003cbr\u003e\u003cb\u003eISBN-13:\u003c\/b\u003e 9781978838833\u003cbr\u003e\u003cb\u003ePublisher:\u003c\/b\u003e Rutgers University Press\u003cbr\u003e\u003cb\u003eLanguage:\u003c\/b\u003e English\u003cbr\u003e\u003cb\u003ePublished:\u003c\/b\u003e 09\/13\/2024\u003cbr\u003e\u003cb\u003ePages:\u003c\/b\u003e 190\u003cbr\u003e\u003cb\u003eFormat:\u003c\/b\u003e Paperback","brand":"Christopher Ch?vez","offers":[{"title":"Paperback","offer_id":46173117546751,"sku":"9781978838833","price":29.95,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0662\/2982\/9887\/files\/img_814f2dcf-334a-42b1-a346-7eba1126c879.jpg?v=1727180041","url":"https:\/\/www.whiterainbookhouse.com\/products\/isle-of-rum-christopher-chvez-9781978838833","provider":"WR Book House","version":"1.0","type":"link"}