{"id":14401,"date":"2025-03-12T12:54:34","date_gmt":"2025-03-12T19:54:34","guid":{"rendered":"https:\/\/cllas.uoregon.edu\/?p=14401"},"modified":"2025-09-08T16:57:26","modified_gmt":"2025-09-08T23:57:26","slug":"upcoming-event-jan-16-330-pm-the-revolution-will-be-branded-cultural-brokers-and-the-fight-for-cuban-authenticity","status":"publish","type":"post","link":"https:\/\/cllas.uoregon.edu\/upcoming-event-jan-16-330-pm-the-revolution-will-be-branded-cultural-brokers-and-the-fight-for-cuban-authenticity\/","title":{"rendered":"Faculty Research Presentation: The Revolution will be Branded: Cultural Brokers and the Fight for Cuban Authenticity, A Book Talk with Chris Ch\u00e1vez"},"content":{"rendered":"<div class=\"ast-oembed-container \" style=\"height: 100%;\"><iframe title=\"Professor Christopher Ch\u00e1vez presents his new book!\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/Gf67UKwbjAw?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/div>\n<p>On January 16, Professor Chris Ch\u00e1vez led a special book talk celebrating the release of his new book, &#8220;Isle of Rum: Havana Club, Cultural Mediation, and the Fight for Cuban Authenticity.&#8221; During the discussion, Ch\u00e1vez shared insights from his research on the cultural politics of Cuban rum, specifically the Havana Club brand.<\/p>\n<p><strong>Research Highlights:<\/strong><\/p>\n<p>Ch\u00e1vez&#8217;s research delves into the complex history and marketing strategies surrounding Cuban rum, examining how Western cultural producers, in collaboration with the Cuban state, shape and sell an image of Cuba to the world. Through the lens of Havana Club rum, Ch\u00e1vez explores how advertising, music, film, and art intersect with corporate marketing, revealing which aspects of Cuban culture are deemed most profitable. Key findings from his research include:<\/p>\n<ul class=\"x1rg5ohu xtaz4m5 xdj266r x11i5rnm xat24cr x1mh8g0r xnc8h47\">\n<li>The emergence of branding in the Cuban rum industry, particularly through the stories of two families: the Bacardis and the Arechabalas.<\/li>\n<li>The pursuit of authenticity in Cuban culture is often mediated by capitalist interests, leading to the commodification of cultural identity.<\/li>\n<li>The Havana Club brand has invoked different iterations of authenticity to advance changing economic objectives, battling counter notions of authenticity through competitors and complementary brands.<\/li>\n<\/ul>\n<p><strong>Book Overview: <\/strong><\/p>\n<p>In &#8220;Isle of Rum: Havana Club, Cultural Mediation, and the Fight for Cuban Authenticity,&#8221; Ch\u00e1vez offers a critical analysis of the Havana Club brand and its role in shaping Cuba&#8217;s cultural identity. Through a critical cultural studies approach, Ch\u00e1vez reveals the tensions between cultural authenticity and economic interests, highlighting the ways in which capitalism shapes our understanding of cultural identity.<\/p>\n<p><strong>Get Your Copy: <\/strong><\/p>\n<p>If you&#8217;re interested in learning more about the cultural politics of Cuban rum and the intersections of culture, capitalism, and identity, be sure to check out &#8220;Isle of Rum: Havana Club, Cultural Mediation, and the Fight for Cuban Authenticity.&#8221;<\/p>\n<p><strong><span style=\"color: #0000ff;\"><a style=\"color: #0000ff;\" href=\"https:\/\/www.amazon.com\/Isle-Rum-Cultural-Mediation-Authenticity\/dp\/1978838832\/ref=sr_1_1?crid=2G8C70P7G81KS&amp;dib=eyJ2IjoiMSJ9.195pv19TD4h-8npzbsghaZ0Jljde9C6PbQxkIp9L9dwWfFWThtkei-klHa1uL0A6xNIezONOcJ7isJVe60Y68aT0D1_bXa9YP7H5B_iitD0qKv8Hw0Dvgtz15v5tT2oTkHEAirsBw1boaJGXZiPk2l5qEGum2b1zRWtSZ35MW4La0Am5p0VMbe2qvrrzFhON2ELRFe3MWMLWXLwMmppFIv-T0f00jvSyc3zV_TNQpRJQYlOlZFMZjvxj-6D8PteHGZzS5VCKmXdjNJysNs_ZLmeK-6vUft_iNo_mEPFiTwBpItq7djutQJJWciut1fJoSCbrHofDmbqt1vieLoaReTKZ_RHEjr3jMDnCJaisO5TkYXYhta8z-uMMLrxBrlUxJe_MXUlyIXf61pncKbH3QuYt0e8rbzsgmJ5z9y4dBEaF5AKwyvBy8CzD8zIloV6G.yI-y-HrxbQKcSEUdOMZdIqqAdYBVCyH9LEeJL0M0V3U&amp;dib_tag=se&amp;keywords=isle+of+rum&amp;qid=1741901444&amp;sprefix=isle+of+rum%2Caps%2C159&amp;sr=8-1\" target=\"_blank\" rel=\"noopener\">Purchase the book online<\/a><\/span><\/strong><\/p>\n<hr>\n<h2><strong>About the Presenter<\/strong><\/h2>\n<div class=\"row\">\n<div class=\"column\">\n<div class=\"card\">\n<p><img decoding=\"async\" style=\"width: 100%;\" src=\"https:\/\/cllas.uoregon.edu\/wp-content\/uploads\/2025\/03\/Website-Headshots.jpg\" alt=\"Christopher Ch\u00e1vez\"><\/p>\n<div class=\"container\">\n<h2>Christopher Ch\u00e1vez<\/h2>\n<p class=\"title\">Chris Ch\u00e1vez is the Carolyn S. Chambers Distinguished Professor of Advertising and Director of the Center for Latina\/o and Latin American Studies. His research explores the intersections of globalization, media, and culture, with a focus on collective identity, marginalized communities, and marketplace dynamics. Ch\u00e1vez is a renowned author and scholar, with publications including &#8220;The Sound of Exclusion,&#8221; &#8220;Reinventing the Latino Television Viewer,&#8221; and his latest book, &#8220;Isle of Rum: Havana Club, Cultural Mediation and the Fight for Cuban Authenticity.&#8221; He has received numerous awards for his research and teaching, including the University of Oregon&#8217;s Faculty Excellence Award and the Advancing Diversity, Equity, and Inclusion in Research Award.<\/p>\n<p><strong>cchavez4@uoregon.edu<\/strong><\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<hr>\n<h2>Original Event Post<\/h2>\n<p><a href=\"https:\/\/cllas.uoregon.edu\/wp-content\/uploads\/2024\/12\/8.5x11-Posters-8.jpg\"><img fetchpriority=\"high\" decoding=\"async\" class=\"alignnone wp-image-14376\" src=\"https:\/\/cllas.uoregon.edu\/wp-content\/uploads\/2024\/12\/8.5x11-Posters-8.jpg\" alt=\"\" width=\"1311\" height=\"1697\" srcset=\"https:\/\/cllas.uoregon.edu\/wp-content\/uploads\/2024\/12\/8.5x11-Posters-8.jpg 1545w, https:\/\/cllas.uoregon.edu\/wp-content\/uploads\/2024\/12\/8.5x11-Posters-8-232x300.jpg 232w, https:\/\/cllas.uoregon.edu\/wp-content\/uploads\/2024\/12\/8.5x11-Posters-8-791x1024.jpg 791w, https:\/\/cllas.uoregon.edu\/wp-content\/uploads\/2024\/12\/8.5x11-Posters-8-768x994.jpg 768w, https:\/\/cllas.uoregon.edu\/wp-content\/uploads\/2024\/12\/8.5x11-Posters-8-1187x1536.jpg 1187w\" sizes=\"(max-width: 1311px) 100vw, 1311px\" \/><\/a><\/p>\n<p>The Revolution will be Branded: Cultural Brokers and the Fight for Cuban Authenticity &#8211; A Book Talk with Chris Ch\u00e1vez&nbsp;<\/p>\n<p>Jan. 16 \/ 3:30pm \/ Knight Library Browsing Rm&nbsp;<\/p>\n<p>Join us for a special book talk celebrating the release of Professor Chris Ch\u00e1vez&#8217;s new book, &#8220;Isle of Rum: Havana Club, Cultural Mediation, and the Fight for Cuban Authenticity&#8221;. Through the lens of Havana Club rum, Ch\u00e1vez examines how Western cultural producers, in collaboration with the Cuban state, shape and sell an image of Cuba to the world. He explores how advertising, music, film, and art intersect with corporate marketing, revealing which aspects of Cuban culture are deemed most profitable. This thought-provoking discussion will delve into the complexities of cultural authenticity, economic reform, and global markets, offering a unique perspective on Cuba&#8217;s Special Period in a Time of Peace.&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>On January 16, Professor Chris Ch\u00e1vez led a special book talk celebrating the release of his new book, &#8220;Isle of 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