Pachangas

How politics, transnational marketing, and music are converging in the South Texas political rally known as the pachanga.

Acknowledgments Introduction Part I. Political Pachangas, Marketing, and Music 1. A History and Style of Association: Music, Pachangas, and Politics in South Texas 2. Marketing Pachangas: The Budgirls 3. Budweiser's Hispanic Scholarship Fund Fiesta Extravaganza 4. Out of a Social Gathering, Music: Galvanizing Persons into Politics Part II. Democracy and the Borderlands: Two Versions 5. Pachanga Moves: A Local Republican and a National Democratic Gathering 6. Ace Hardware: National Corporate Marketers Learn How the Locals Do It 7. A Private Event for a Public Servant: "Mr. Vega" Meets Modernity Conclusions Notes References