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.
- Corporate sponsorship
- Popular culture
ASJC Scopus subject areas
- Cultural Studies
- Arts and Humanities (miscellaneous)