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date: 25 September 2020

Abstract and Keywords

Racial minority markets today are now multi-million-dollar ventures, but little is known about how these markets develop. This chapter uses the case of Latino media to show how market demands interact with racial narratives to channel the development of ethnoracial market segments. In a nutshell, the case shows that ethnic entrepreneurs exploit stereotypes about racial and consumer differences to build their minority market, but these racialized understandings can also prohibit market growth in the long run. The author contends that the study of racial and ethnic markets presents an important opportunity for economic sociologists to better understand how inequality and institutionalized meaning systems structure consumer markets over time.

Keywords: Latino media, racial markets, ethnic markets, inequality, ethnoracial markets

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