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.