San Antonio College Library

Citing an increase in buying capability among minority consumers and trends in niche marketing, an analysis of consumer culture reveals the growing profitability of diversified products and makes predictions about how multicultural marketing will impact the twenty-first century.

The United States is a nation of immigrants. Since the Declaration of Independence, but especially since the mid-nineteenth century.

Charts the gradual shift away from WASP domination in many major fields of endeavor like politics, business, academia, etc.

Theories of identity have been built largely on biological, psychological, sociological, and anthropological grounds. Missing from each of these, yet of potential relevance to them all, is a community theory of identity such as the one developed here. Situating Selves presents studies of five American scenes, focusing on the ways social identities are communicatively crafted. Based on fifteen years of fieldwork, the book presents fine-grained analyses...

Presents papers of the conference on Ethnicity and Race in the Last Quarter of the Twentieth Century. Contains fresh research on the contemporary situation of the full range of major ethnic and racial groups. Including chapters on blacks, American Indians, Hispanics, Asian Americans, and white ethnics, it provides much new data. Drawing on the first published results from the 1980 census, it gives a unified and comprehensive picture of both the dynamic...

Pins down a hugely diverse community of Hispanic Americans to a sensibility called "Spanglish," which is an attitude characterized by common American interests rather than divisions.

"Officially Hispanic takes a critical look at the American government's classification system of ethnicity and race. Classification policies - related to issues of identity and civil rights - are an important feature of American politics. The classification of "Hispanic" or "Latino" is especially significant due to the large percentage of the population identified in that category. Delving into questions of group categorization and the nature of membership,...