Providing insights into the power of public art and ritual to create ethnic community, serve as an educational medium and communicate politically, this book traces how, starting in 1972, Chicana/o/x "artivists" turned El Día de los Muertos into a multi-media phenomenon that was later promoted via the mass media, tourism, Hollywood films and commercialization - making "Day of the Dead" the largest Latinx celebration in the US. The influence of this "invented tradition" on US society is explored.