Pachangas: Borderlands Music, U.S. Politics, and Transnational Marketing

CONTENTS

CON TE N TS ACKNOWLEDGMENTS ix INTRODUCTION 1 PART I Political Pachangas, Marketing, and Music ONE A History and Style of Association 23 Music, Pachangas, and Politics in South Texas TWO Marketing Pachangas 51 The Budgirls THREE Budweiser’s Hispanic Scholarship Fund Fiesta Extravaganza 69 FOUR Out of a Social Gathering, Music 87 Galvanizing Persons into Politics PART II Democracy and the Borderlands Two Versions FIVE Pachanga Moves 123 A Local Republican and a National Democratic Gathering SIX Ace Hardware 147 National Corporate Marketers Learn How the Locals Do It SEVEN A Private Event for a Public Servant 168 “Mr. Vega” Meets Modernity CONCLUSIONS 184 NOTES 193 REFERENCES 207 INDEX 223 ...