Habitus and the Production of Hispanic Advertising

• In Event: Cultures of Media Production in the Shaping of Latinas/os

Abstract

Using Bourdieu’s theory of practice as a framework, this paper examines the relative positions that Hispanic agencies and general market agencies occupy in the field of advertising production and the degree to which they can compete for various forms of capital. Here we are particularly interested in the role of personal and professional habitus and the relative and even contradictory practices that may account for the distribution of agents in the professional social space.

Author

• Christopher Chavez, University of Southern California