UHV Professor’s Book Explores Hispanic Music, Marketing and Politics
This month the University of Texas Press has released a new book by Dr. Margaret Dorsey titled Pachangas: Borderlands Music, U.S. Politics, and Transnational Marketing. The work takes its title from the Tejano political events which combine live music, speeches, food and drink to connect candidates with predominantly Hispanic audiences.
“The inspiration for Pachangas came from a newspaper picture I saw of George W. Bush standing next to Tejano singing star Emilio Navaira. Because I’m interested in the connection between music and politics, I wanted to learn more about this event. The book grew from there,” said Dorsey, who holds a doctoral degree from Indiana University and currently teaches at the University of Houston-Victoria.
As part of her research, Dorsey attended over 100 pachangas and interviewed promoters, politicians, artists and local people connected with the events. She observed how traditional pachangas—once like old-fashioned political barbeques—are being transformed by corporate sponsorships into major marketing events.
“Dr. Dorsey is a dedicated scholar,” said UHV President Tim Hudson. “She has written intelligently and energetically on a very timely topic.”
She joined the faculty at UHV in 2004 as an assistant professor of communication and currently teaches classes on cross-cultural communication and advertising. Dorsey is also at work on a second book examining marketing techniques increasingly being used by political strategists.
Pachangas, which is Dorsey’s first book, will be available in the Victoria College bookstore in late February or may be ordered through the University of Texas Press Web site. For more information and to read an excerpt from the book, visit www.utexas.edu/utpress.
The University of Houston-Victoria, located in the heart of the Coastal Bend region since 1973, offers courses leading to more than 80 academic programs in the schools of Arts & Sciences; Business Administration; and Education, Health Professions & Human Development. UHV provides face-to-face classes at its Victoria campus, as well as an instructional site in Katy, and online classes that students can take from anywhere. UHV supports the American Association of State Colleges and Universities Opportunities for All initiative to increase awareness about state colleges and universities and the important role they have in providing a high-quality and accessible education to an increasingly diverse student population, as well as contributing to regional and state economic development.