Total Market American

“Finally, the book we all need to read to understand racial categories in the twenty-first century. Amid the rise of artificial intelligence and new technologies we barely understand, Marcel Rosa-Salas offers a lucid analysis of the structures behind racial thinking—examining the power of marketing and racial capitalism in shaping how we conceive of ourselves and other Americans.” - Arlene Dávila, author of Latinos, Inc.: The Marketing and Making of a People

“Total Market American complicates scholarship by demonstrating how advertising and marketing not only segment American consumers but also create the “American” consumer based on racial ideologies and practices. Marcel Rosa-Salas’s fieldwork with practitioners in marketing and advertising, yields fascinating insights in terms of branding intersectionality, shopping, and consumer citizenship.” - Sarah Banet-Weiser, author of Empowered: Popular Feminism and Popular Misogyny

"[Total Market American] provides rich, in-depth data and insightful analysis. [Rosa-Sala] also does an excellent job illustrating that the racial information system and practices within the advertising industry mirror and infuse hegemonic ideologies about race and racial differences rooted in historical and social contexts for economic and capitalist growth and profit." - Dana Chalupa-Young, Ethnic and Racial Studies