Dr. Christopher Chávez is a former ad executive and currently a professor in the School of Journalism and Communication at the University of Oregon. He is the author of Reinventing the Latino Television Viewer: Language Ideology and Practice (2015) and The Sound of Exclusion: NPR and the Latinx Public (2021). His upcoming book, "Isle of Rum: Havana Club, Cultural Mediation, and the Fight for Cuban Authenticity," looks at the evolution of the Havana Club brand over the past century.