ABSTRACT
This chapter focuses on the theory of Latinamericanism, and the history of Latin-American music in Melbourne. It examines the promotional material used by Clave Contra Clave (CCC) during three consecutive years—2011, 2012 and 2013—with the aim of exploring the rhetoric employed and the transition towards US Latino culture observable in that period of time. The chapter discusses a few elements in the 2011–13 competitions' discursive dynamics that operate as a reinforcement of Western discourse on Latin-American culture. The term Latinamericanism is an appropriate way to characterize the discursive formation created by the West to represent, stereotype and fantasize about Latin America, and it has a similar meaning to Said's term "Orientalism". CCC competition was created "as part of Gift Abroad's culture and community program to support Latin culture in Australia through providing a platform where musicians can share their music nationally in a collaborative, positive and nurturing environment".
