TWO. Marketing Pachangas: The Budgirls

Chapters in this book

1. Frontmatter i
2. CONTENTS vii
3. ACKNOWLEDGMENTS ix
4. INTRODUCTION 1
5. PART I. Political Pachangas, Marketing, and Music
6. ONE. A History and Style of Association: Music, Pachangas, and Politics in South Texas 23
7. TWO. Marketing Pachangas: The Budgirls 51
8. THREE. Budweiser’s Hispanic Scholarship Fund Fiesta Extravaganza 69
9. FOUR. Out of a Social Gathering, Music: Galvanizing Persons into Politics 87
10. PART II. Democracy and the Borderlands: Two Versions
11. FIVE. Pachanga Moves: A Local Republican and a National Democratic Gathering 123
12. SIX. Ace Hardware: National Corporate Marketers Learn How the Locals Do It 147
13. SEVEN. A Private Event for a Public Servant: “Mr. Vega” Meets Modernity 168
14. CONCLUSIONS 184
15. NOTES 193
16. REFERENCES 207
17. INDEX 223