NEGOTIATING CULTURE AND DOLLARS - THE POLITICS OF CORPORATE SPONSORSHIP IN PUERTO-RICO

This study discusses the involvement of commercial interests in Puerto Rican cultural politics through an analysis of the corporate sponsors hip of grassroots cultural festivals. It examines how corporate fundin g affects what is included or excluded and recognized as ''culturally relevant'' in such festivals. By exploring these issues, this article presents a case study of the dual nature of global processes as mediat ed in a local context where corporate sponsors are helping both to rep roduce and challenge dominant standards about national identity.