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

Research output: Contribution to journalArticle

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 languageEnglish (US)
Pages (from-to)71-97
Number of pages27
JournalIdentities
Volume4
Issue number1
DOIs
StatePublished - 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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