Posted by Marcel Rosa-Salas – doctoral student in Sociocultural Anthropology at NYU
The guidebook marketers use for segmenting Mexican consumers
Mexico City is one of Latin America’s thriving hubs for the marketing industry, home to both small boutique agencies and satellite offices of global holdings. For the past two weeks, I have been in the city doing research on consumer segmentation in its advertising and consumer research industries. Thus far, it has been a rich field site for examining this topic.
Through conducting interviews with advertising executives and consumer researchers, I want to understand how knowledge about Mexican consumers is produced in the professional discourse of these industries. I’m also looking to gain insight into the historical, social and cultural context within which marketing professionals produce this knowledge, and the ways in which they put it into practice in consumer research literature and advertising strategy.
Brazil’s Dilma Rousseff and Bolivia’s Evo Morales. Photo Credit: The World Outline
This article first appeared on NACLA.org on December 24, 2013. Reposted with Permission.
Evo Morales’s 2005 election brought an end to a long period of U.S.-Bolivia relations. Since at least 1952, the United States held Bolivia under its sway as a client state. The end of U.S. imperialism through an insidious client-patron relationship that traded large sums of U.S. money for Bolivian adherence to capitalist development and democratic principles was a momentous occasion. Although it is important to acknowledge Morales’s push-back against U.S. imperialism, other forms of imperialism not only loom large, but also happen to coincide with Morales’s interests. No longer is imperialism a cultural and political project shepherded by one nation-state that becomes the patron for client states; to the contrary, it is becoming a reflection of the messiness and instability of our transnational and globalized era. A look at the TIPNIS road controversy in the heart of Bolivia, a country always on the receiving end of imperialist projects, illustrates the emergence of one particular form of new imperialism: Brazilian subimperialism.