Isle of Rum
Havana Club, Cultural Mediation, and the Fight for Cuban Authenticity
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Focusing on Havana Club rum as a case study, Isle of Rum examines the ways in which western cultural producers, working in collaboration with the Cuban state, have assumed responsibility for representing Cuba to the outside world. Christopher Chávez focuses specifically on the role of advertising practitioners, musicians, filmmakers, and visual artists, who stand to benefit economically by selling an image of Cuba to consumers who desperately crave authentic experiences that exist outside of the purview of the marketplace.
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