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- Publisher
- Taylor & Francis
- Copyright
- Copyright Taylor & Francis Group, LLC
- ISSN
- 1477-223X
- eISSN
- 1025-3866
- DOI
- 10.1080/10253860500112826
- Publisher site
- See Article on Publisher Site
Abstract
Nuevo Latino Cuisine invites diners to experience the vertigo of consuming a reinvented version of traditional Latin American food while enjoying a cosmopolitan atmosphere at sophisticated restaurants. Using “border thinking” and critical ethnography, this paper discusses how the restaurant industry in the US reproduces colonial desire by aestheticizing and commodifying traditional meals. This article assesses the rebranding of Latin American Cuisine as a fashionable consumer trend where identity, class, and cultural representations are resignified through consumption practices. The central issue guiding this research consists of identifying the rationales and strategies used by the restaurant industry when rebranding Latin American cuisine. Understanding Nuevo Latino at the intersection of hybrid cultural forms, cosmopolitanism, and the power structures of market forces in late capitalistic societies is fundamental to assessing the colonization of lifeworlds by the economic system, which imposes an alternative process of subjection and subjectivation through consumption.
Journal
Consumption Markets and Culture – Taylor & Francis
Published: Jun 1, 2005
Keywords: Cultural Studies; Advertising; Branding; Cultural Anthropology; Serviscapes; Hybridization; Hispanic/Latino Studies