"Regina Marchi has written the most historically and geographically comprehensive documentation of Día de los muertos. The second edition centers the voices of the Chicana/o/x artists and advocates who made this celebration into an international phenomenon and subsequently gained the attention of markets, museums, and the media."--Karen Mary Davalos "author of Chicana/o Remix: Art and Errata Since the Sixties"

"Fifty years after the first Day of the Dead celebration was hosted in the United States, Marchi invites readers into a thriving world of the Día de los Muertos consumer culture. The book expands upon Marchi's original historical and ethnographic research to foreground the role of consumer culture in the expression of ethno-racial identities within traditional practices of commemoration."--Rachel V. González-Martin "author of Quinceañera Style: Social Belonging and Latinx Consumer Identities"

"Marchi provides a unique and valuable account of the rise of Day of the Dead celebrations in the U.S., demonstrating the complex dynamics of ethnic and cultural identity in the contemporary cultural economy, urban community, and media environment."--Eric W. Rothenbuhler "author of Ritual Communication and co-editor of Media Anthropology"

"Regina Marchi speaks directly to all of those wondering how Mexico's tradition of re-membering the dead within living communities became US America's newest holiday. The book thoughtfully records the voices of significant Chicanas/os whose traditional and non-traditional approaches initiated this transformation."--David Avalos "Visual and Performing Arts Department, California State University San Marcos"

"What a difference a day (the Day of the Dead) makes! In the U.S. in the past generation, a Latin American family/religious ritual has been reinvented as a holiday of ethnic pride that builds bridges between new and settled immigrants, between Latinos and Anglos, and across cultural identity, consumerism, and political protest. Regina Marchi reveals all this in a marvelous work, a rare blend of charm, grace, attentive field work, and theoretical savvy."--Michael Schudson "author of The Good Citizen: A History of American Public Life"