Sunday, March 21, 2004
Interesting passage for project:
Marketing was therefore always involved in the making of public identities although this role is far more pervasive today, given its preeminence as a sector of communication, itself evidenced in the heightened role of specialized ethnic and target marketing. In this way, marketing strategies can help illuminate the ways in which public identities an cultural citizenship are constructed in the current transnational context in which individuals are vested not only with judicial competences, obligations, and entitlements(or the lack thereof) endowed by the state, but also with particular modes of belonging based on their "culture". As the growing literature of transnationalism clearly illustrates, the new diversities ensuing from transnationalism and the flow of populations and cultural goods have not only opened possibilities for new pluralities and hybrid identitiesm, but, most significantly, created new demands for establishing "belonging". And two variables seem to be constant in these processes: culture, involving the existence of particular and lingering hierarchies of race/ethnicity/language/nationality that mediate people's position within any given society; and consumption, insofar as--whether as exiles, citizens, permanent residents or immigrants--individuals are consumers first and foremost. Studying the production of commercial mass-mediated culture can therefore help us uncover some of the ways in which notions of belonging and citizenship as well as the hierarchies of culture,race and nation in which they are based, are produced and negotiated in the demanding new context of transnationalism and displacement.
--Latinos Inc by Arlene Davila
Marketing was therefore always involved in the making of public identities although this role is far more pervasive today, given its preeminence as a sector of communication, itself evidenced in the heightened role of specialized ethnic and target marketing. In this way, marketing strategies can help illuminate the ways in which public identities an cultural citizenship are constructed in the current transnational context in which individuals are vested not only with judicial competences, obligations, and entitlements(or the lack thereof) endowed by the state, but also with particular modes of belonging based on their "culture". As the growing literature of transnationalism clearly illustrates, the new diversities ensuing from transnationalism and the flow of populations and cultural goods have not only opened possibilities for new pluralities and hybrid identitiesm, but, most significantly, created new demands for establishing "belonging". And two variables seem to be constant in these processes: culture, involving the existence of particular and lingering hierarchies of race/ethnicity/language/nationality that mediate people's position within any given society; and consumption, insofar as--whether as exiles, citizens, permanent residents or immigrants--individuals are consumers first and foremost. Studying the production of commercial mass-mediated culture can therefore help us uncover some of the ways in which notions of belonging and citizenship as well as the hierarchies of culture,race and nation in which they are based, are produced and negotiated in the demanding new context of transnationalism and displacement.
--Latinos Inc by Arlene Davila
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