On January 16, Professor Chris Chávez led a special book talk celebrating the release of his new book, “Isle of Rum: Havana Club, Cultural Mediation, and the Fight for Cuban Authenticity.” During the discussion, Chávez shared insights from his research on the cultural politics of Cuban rum, specifically the Havana Club brand.
Research Highlights:
Chávez’s research delves into the complex history and marketing strategies surrounding Cuban rum, examining how Western cultural producers, in collaboration with the Cuban state, shape and sell an image of Cuba to the world. Through the lens of Havana Club rum, Chávez explores how advertising, music, film, and art intersect with corporate marketing, revealing which aspects of Cuban culture are deemed most profitable. Key findings from his research include:
- The emergence of branding in the Cuban rum industry, particularly through the stories of two families: the Bacardis and the Arechabalas.
- The pursuit of authenticity in Cuban culture is often mediated by capitalist interests, leading to the commodification of cultural identity.
- The Havana Club brand has invoked different iterations of authenticity to advance changing economic objectives, battling counter notions of authenticity through competitors and complementary brands.
Book Overview:
In “Isle of Rum: Havana Club, Cultural Mediation, and the Fight for Cuban Authenticity,” Chávez offers a critical analysis of the Havana Club brand and its role in shaping Cuba’s cultural identity. Through a critical cultural studies approach, Chávez reveals the tensions between cultural authenticity and economic interests, highlighting the ways in which capitalism shapes our understanding of cultural identity.
Get Your Copy:
If you’re interested in learning more about the cultural politics of Cuban rum and the intersections of culture, capitalism, and identity, be sure to check out “Isle of Rum: Havana Club, Cultural Mediation, and the Fight for Cuban Authenticity.”
About the Presenter
Christopher Chávez
Chris Chávez is the Carolyn S. Chambers Distinguished Professor of Advertising and Director of the Center for Latina/o and Latin American Studies. His research explores the intersections of globalization, media, and culture, with a focus on collective identity, marginalized communities, and marketplace dynamics. Chávez is a renowned author and scholar, with publications including “The Sound of Exclusion,” “Reinventing the Latino Television Viewer,” and his latest book, “Isle of Rum: Havana Club, Cultural Mediation and the Fight for Cuban Authenticity.” He has received numerous awards for his research and teaching, including the University of Oregon’s Faculty Excellence Award and the Advancing Diversity, Equity, and Inclusion in Research Award.
cchavez4@uoregon.edu
Original Event Post
The Revolution will be Branded: Cultural Brokers and the Fight for Cuban Authenticity – A Book Talk with Chris Chávez
Jan. 16 / 3:30pm / Knight Library Browsing Rm
Join us for a special book talk celebrating the release of Professor Chris Chávez’s new book, “Isle of Rum: Havana Club, Cultural Mediation, and the Fight for Cuban Authenticity”. Through the lens of Havana Club rum, Chávez examines how Western cultural producers, in collaboration with the Cuban state, shape and sell an image of Cuba to the world. He explores how advertising, music, film, and art intersect with corporate marketing, revealing which aspects of Cuban culture are deemed most profitable. This thought-provoking discussion will delve into the complexities of cultural authenticity, economic reform, and global markets, offering a unique perspective on Cuba’s Special Period in a Time of Peace.