Negotiating culture and dollars: The politics of corporate sponsorship in Puerto Rico

Arlene Dávila

doi:10.1080/1070289X.1997.9962583

Negotiating culture and dollars: The politics of corporate sponsorship in Puerto Rico

Arlene Dávila

Urban Initiative

Research output: Contribution to journal › Article › peer-review

Abstract

This study discusses the involvement of commercial interests in Puerto Rican cultural politics through an analysis of the corporate sponsorship of grassroots cultural festivals. It examines how corporate funding affects what is included or excluded and recognized as "culturally relevant" in such festivals. By exploring these issues, this article presents a case study of the dual nature of global processes as mediated in a local context where corporate sponsors are helping both to reproduce and challenge dominant standards about national identity.

Original language	English (US)
Pages (from-to)	71-97
Number of pages	27
Journal	Identities
Volume	4
Issue number	1
DOIs	https://doi.org/10.1080/1070289X.1997.9962583
State	Published - Aug 1997

Keywords

Authenticity
Corporate sponsorship
Festivals
Identity
Popular culture

ASJC Scopus subject areas

Cultural Studies
Anthropology
Arts and Humanities (miscellaneous)

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10.1080/1070289X.1997.9962583

Cite this

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title = "Negotiating culture and dollars: The politics of corporate sponsorship in Puerto Rico",

abstract = "This study discusses the involvement of commercial interests in Puerto Rican cultural politics through an analysis of the corporate sponsorship of grassroots cultural festivals. It examines how corporate funding affects what is included or excluded and recognized as {"}culturally relevant{"} in such festivals. By exploring these issues, this article presents a case study of the dual nature of global processes as mediated in a local context where corporate sponsors are helping both to reproduce and challenge dominant standards about national identity.",

keywords = "Authenticity, Corporate sponsorship, Festivals, Identity, Popular culture",

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note = "Funding Information: Marvette P{\'e}rez and Maite Mulero. Thanks, too, to the anonymous reviewers for this journal and to Nina Glick Schiller for her suggestions and careful review of this article. The fieldwork on which this article is based was supported by the Wenner-Gren Foundation for Anthropological Research, the National Science Foundation, and the CUNY-UPR Academic Exchange Program.",

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N2 - This study discusses the involvement of commercial interests in Puerto Rican cultural politics through an analysis of the corporate sponsorship of grassroots cultural festivals. It examines how corporate funding affects what is included or excluded and recognized as "culturally relevant" in such festivals. By exploring these issues, this article presents a case study of the dual nature of global processes as mediated in a local context where corporate sponsors are helping both to reproduce and challenge dominant standards about national identity.

AB - This study discusses the involvement of commercial interests in Puerto Rican cultural politics through an analysis of the corporate sponsorship of grassroots cultural festivals. It examines how corporate funding affects what is included or excluded and recognized as "culturally relevant" in such festivals. By exploring these issues, this article presents a case study of the dual nature of global processes as mediated in a local context where corporate sponsors are helping both to reproduce and challenge dominant standards about national identity.

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KW - Identity

KW - Popular culture

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Negotiating culture and dollars: The politics of corporate sponsorship in Puerto Rico

Abstract

Keywords

ASJC Scopus subject areas

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