This paper aims to examine the nature of market politics in a Latino/a community in Southern California, USA.
Research methods combine orignial ethnographic and historical work with secondary sources on marketing and political activities in their relation to consumption.
Findings highlight conflicts brought about by the burgeoning development of the consumer market for Mexican immigrants in the area, as proponents of conventional industrial and residential development projects clash with Latino/a consumers, Latino/a and Asian buisnessmen and women, and community activists.
A partial view of Latino community is provided that stems from the treatment of consumer culture as fragmented, contradictory, and increasingly mediated by marketing activity and social relations.
Implications strive to re‐imagine Latino/a community and develop policy directives by considering the place of consumption, labor, and capital, and by taking into account the fluid nature of identity, the porous and dynamic bounds of community, and in/formal structures of political power.
This research contributes to our understanding of social relations between mainstream and minority groups as played out in marketing activity and consumer culture. It should prove valuable to academics, policy analysts, and community activists.
