El Kiosko Budweiser

The making of a "national" television show in Puerto Rico

Research output: Contribution to journalArticle

Abstract

Originally devised as a marketing tool for Budweiser beer in Puerto Rico, El Kiosko Budweiser is currently one of the most popular local television shows. An analysis of the production and reception of this show provides the basis for a discussion of its continued popularity and an evaluation of the processes by which mass media products become vehicles for the assertion and definition of contemporary identities. In this article I also question the nature of "national" television in the current transnational context through a discussion of the distinct role played by locally produced commercial programming in the promotion of local artists and shows, and in the imagining of Puerto Rico as a distinct national community.

Original languageEnglish (US)
Pages (from-to)452-470
Number of pages19
JournalAmerican Ethnologist
Volume25
Issue number3
StatePublished - Aug 1998

Fingerprint

television show
Puerto Rico
local television
popular television
mass media
artist
popularity
television
marketing
promotion
programming
evaluation
community

Keywords

  • Advertising
  • Commercial television
  • National identity
  • Popular culture
  • Puerto Rico

ASJC Scopus subject areas

  • Anthropology

Cite this

El Kiosko Budweiser : The making of a "national" television show in Puerto Rico. / Dávila, Arlene.

In: American Ethnologist, Vol. 25, No. 3, 08.1998, p. 452-470.

Research output: Contribution to journalArticle

@article{1492cf7a6b3145fc96cd7a383a73cf28,
title = "El Kiosko Budweiser: The making of a {"}national{"} television show in Puerto Rico",
abstract = "Originally devised as a marketing tool for Budweiser beer in Puerto Rico, El Kiosko Budweiser is currently one of the most popular local television shows. An analysis of the production and reception of this show provides the basis for a discussion of its continued popularity and an evaluation of the processes by which mass media products become vehicles for the assertion and definition of contemporary identities. In this article I also question the nature of {"}national{"} television in the current transnational context through a discussion of the distinct role played by locally produced commercial programming in the promotion of local artists and shows, and in the imagining of Puerto Rico as a distinct national community.",
keywords = "Advertising, Commercial television, National identity, Popular culture, Puerto Rico",
author = "Arlene D{\'a}vila",
year = "1998",
month = "8",
language = "English (US)",
volume = "25",
pages = "452--470",
journal = "American Ethnologist",
issn = "0094-0496",
publisher = "Wiley-Blackwell",
number = "3",

}

TY - JOUR

T1 - El Kiosko Budweiser

T2 - The making of a "national" television show in Puerto Rico

AU - Dávila, Arlene

PY - 1998/8

Y1 - 1998/8

N2 - Originally devised as a marketing tool for Budweiser beer in Puerto Rico, El Kiosko Budweiser is currently one of the most popular local television shows. An analysis of the production and reception of this show provides the basis for a discussion of its continued popularity and an evaluation of the processes by which mass media products become vehicles for the assertion and definition of contemporary identities. In this article I also question the nature of "national" television in the current transnational context through a discussion of the distinct role played by locally produced commercial programming in the promotion of local artists and shows, and in the imagining of Puerto Rico as a distinct national community.

AB - Originally devised as a marketing tool for Budweiser beer in Puerto Rico, El Kiosko Budweiser is currently one of the most popular local television shows. An analysis of the production and reception of this show provides the basis for a discussion of its continued popularity and an evaluation of the processes by which mass media products become vehicles for the assertion and definition of contemporary identities. In this article I also question the nature of "national" television in the current transnational context through a discussion of the distinct role played by locally produced commercial programming in the promotion of local artists and shows, and in the imagining of Puerto Rico as a distinct national community.

KW - Advertising

KW - Commercial television

KW - National identity

KW - Popular culture

KW - Puerto Rico

UR - http://www.scopus.com/inward/record.url?scp=0040633466&partnerID=8YFLogxK

UR - http://www.scopus.com/inward/citedby.url?scp=0040633466&partnerID=8YFLogxK

M3 - Article

VL - 25

SP - 452

EP - 470

JO - American Ethnologist

JF - American Ethnologist

SN - 0094-0496

IS - 3

ER -