Isle of Rum

CHRISTOPHER CHÁVEZ is the Caroline S. Chambers Distinguished Professor of Advertising and the director of the Center for Latina/o and Latin American Studies (CLLAS) in the School of Journalism and Communication at the University of Oregon in Eugene. He is the author of The Sound of Exclusion: NPR and the Latinx Public and Reinventing the Latino Television Viewer: Language Ideology and Practice.

• List of IllustrationsIntroductionChapter One: Advertising and AuthenticityChapter Two: Selling Cuban CultureChapter Three: Long-Distance Nationalism and the Logic of CapitalismChapter Four: Museums and MemoryChapter Five: Rum, Race, and RepresentationChapter Six: The Losing Game of AuthenticityAcknowledgmentsReferencesIndex

"Isle of Rum is an intoxicating journey through the heart and soul of Cuba’s most iconic spirit. Meticulously researched, ChÁvez’s exploration of the intersections of commercial pressures, the socialist state, and advertising culture provides a thought-provoking narrative of how authenticity is continuously reimagined in the global marketplace. Whether you are a rum aficionado, a communication studies student, or just curious about the sociopolitical complexities of Cuba, this is a must-read. Simply fantastic."- Marie Sarita Gaytán (author of ¡Tequila! Distilling the Spirit of Mexico) "Through decades of advertising and internal corporate documents, ChÁvez examines the case study of Havana Club rum. Unlike the ubiquitous Bacardi rum, Havana Club remains a state-run product, produced in communist Cuba. ChÁvez effectively argues that the ever-changing marketing campaigns reflect the evolving political, economic, and social conditions in Cuba, from campaigns that promote Cuban rum as a kind of cultural diplomacy to one that becomes about the marketing of the commodity itself to Western, capitalist social influencers." - Jennifer P. Mathews (coauthor of Sugarcane and Rum: The Bittersweet History of Labor and Life on the Yucatán Peninsula)