Free Download Margaret E. Dorsey, "Pachangas: Borderlands Music, U.S. Politics, and Transnational Marketing"
English | 2006 | pages: 248 | ISBN: 0292706901 | PDF | 1,0 mb
A uniquely Tejano version of the old-fashioned political barbeque, the traditional South Texas pachanga allowed politicians to connect with voters in a relaxed setting where all could enjoy live music and abundant food and drink along with political speeches and dealmaking. Today’s pachanga still combines politics, music, and votes-along with a powerful new element. Corporate sponsorships have transformed the pachanga into a major marketing event, replete with celebrity performers and product giveaways, which can be recorded and broadcast on TV or radio to vastly increase the reach of the political-and the commercial-messages.