Fitness Fiesta!
Selling Latinx Culture through Zumba
Seiten
2024
Duke University Press (Verlag)
978-1-4780-3081-2 (ISBN)
Duke University Press (Verlag)
978-1-4780-3081-2 (ISBN)
Petra R. Rivera-Rideau analyzes how Zumba Fitness—an exercise program that draws from Latin music and dance—creates and sells a vision of Latinness that’s tropical, hypersexual, and party-loving.
As a fitness brand, Zumba Fitness has cultivated a devoted fan base of fifteen million participants spread across 180 countries. In Fitness Fiesta! Petra R. Rivera-Rideau analyzes how Zumba uses Latin music and dance to create and sell a vision of Latinness that’s tropical, hypersexual, and party-loving. Rivera-Rideau focuses on the five tropes that the Zumba brand uses to create this Latinness: authenticity, fiesta, fun, dreams, and love. Closely examining videos, ads, memes, and press coverage as well as interviews she conducted with instructors, Rivera-Rideau traces how Zumba Fitness constructs its ideas of Latinx culture by carefully balancing a longing for apparent authenticity with a homogenization of a marketable “south of the border”-style vacation. She shows how Zumba Fitness claims to celebrate Latinx culture and diversity while it simultaneously traffics in the same racial and ethnic stereotypes that are used to justify racist and xenophobic policies targeting Latinx communities in the United States. In so doing, Rivera-Rideau demonstrates not only the complex relationship between Latinidad and neoliberal, postracial America but also what that relationship means for the limits and possibilities of multicultural citizenship today.
As a fitness brand, Zumba Fitness has cultivated a devoted fan base of fifteen million participants spread across 180 countries. In Fitness Fiesta! Petra R. Rivera-Rideau analyzes how Zumba uses Latin music and dance to create and sell a vision of Latinness that’s tropical, hypersexual, and party-loving. Rivera-Rideau focuses on the five tropes that the Zumba brand uses to create this Latinness: authenticity, fiesta, fun, dreams, and love. Closely examining videos, ads, memes, and press coverage as well as interviews she conducted with instructors, Rivera-Rideau traces how Zumba Fitness constructs its ideas of Latinx culture by carefully balancing a longing for apparent authenticity with a homogenization of a marketable “south of the border”-style vacation. She shows how Zumba Fitness claims to celebrate Latinx culture and diversity while it simultaneously traffics in the same racial and ethnic stereotypes that are used to justify racist and xenophobic policies targeting Latinx communities in the United States. In so doing, Rivera-Rideau demonstrates not only the complex relationship between Latinidad and neoliberal, postracial America but also what that relationship means for the limits and possibilities of multicultural citizenship today.
Petra R. Rivera-Rideau is Associate Professor of American Studies at Wellesley College and author of Remixing Reggaetón: The Cultural Politics of Race in Puerto Rico, also published by Duke University Press.
Acknowledgments ix
Warm-up 1
1. Selling Authenticity 27
2. Selling Fiesta 55
3. Selling Fun 86
4. Selling Dreams 116
5. Selling Love 148
Cooldown 180
Notes 189
Bibliography 211
Index 221
| Erscheinungsdatum | 08.08.2024 |
|---|---|
| Zusatzinfo | 20 illustrations |
| Verlagsort | North Carolina |
| Sprache | englisch |
| Maße | 152 x 229 mm |
| Gewicht | 340 g |
| Themenwelt | Sachbuch/Ratgeber ► Sport ► Tanzen / Tanzsport |
| Geschichte ► Teilgebiete der Geschichte ► Kulturgeschichte | |
| Sozialwissenschaften ► Ethnologie | |
| Sozialwissenschaften ► Soziologie | |
| ISBN-10 | 1-4780-3081-X / 147803081X |
| ISBN-13 | 978-1-4780-3081-2 / 9781478030812 |
| Zustand | Neuware |
| Haben Sie eine Frage zum Produkt? |
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