Pachangas: Borderlands Music, U.S. Politics, and Transnational Marketing
Frontmatter -- CONTENTS -- ACKNOWLEDGMENTS -- INTRODUCTION -- PART I. Political Pachangas, Marketing, and Music -- ONE. A History and Style of Association: Music, Pachangas, and Politics in South Texas -- TWO. Marketing Pachangas: The Budgirls -- THREE. Budweiser's Hispanic Scholarship Fund Fiesta Extravaganza -- FOUR. Out of a Social Gathering, Music: Galvanizing Persons into Politics -- PART II. Democracy and the Borderlands: Two Versions -- FIVE. Pachanga Moves: A Local Republican and a National Democratic Gathering -- SIX. Ace Hardware: National Corporate Marketers Learn How the Locals Do It -- SEVEN. A Private Event for a Public Servant: "Mr. Vega" Meets Modernity -- CONCLUSIONS -- NOTES -- REFERENCES -- INDEX