By Anne M. Cronin
Utilizing quite a few print ads, this interesting and provocative learn explores how the shopper is created by way of ads by way of: * intercourse * type * Race. It additionally explores the determine of the citizen and the way this identification is produced via modern political discourses. Advertising and patron Citizenship should be crucial interpreting for all these drawn to the research of intake, citizenship and gender.
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Additional info for Advertising and Consumer Citizenship: Gender, Images and Rights
4). Cultural fundamentalism, by contrast [to ‘racism’], assumes a set of symmetric counterconcepts, that of the foreigner, the stranger, the alien as opposed to the national, the citizen. Humans by their nature are bearers of culture. But humanity is composed of a multiplicity of distinct cultures which are incommensurable, their relations between their respective members being inherently conflictive because it is The individual, the citizen and the consumer 25 human nature to be xenophobic. An alleged human universal – people’s natural propensity to reject strangers – accounts for cultural particularism.
Such a definition of culture can be translated into a discursive shift in the terms of conventional European political affiliation of the nation-state towards the concept of cultural citizenship. With a new emphasis, ideas of cultural origins or ethnicity come to form the basis for formal political membership of a nation-state, generating a diffuse sense of exclusive belonging and entitlement. As I will go on to argue, this is based in part on discourses of consumerism. Notions of self-possessiveness, exchange, recognition and ‘individual’ status in consumerism articulate access to ‘difference’ as a consumer resource in the production of legitimate, politically validated identities.
Taylor (1994) does not here address specific issues of sexual and racial difference. Indeed, Linda Nicholson (1996) has argued that Taylor’s failure to incorporate these elements highlights flaws in his theory of the politics of recognition. Nicholson argues that Taylor fails to appreciate how the shifting politics of emancipation – instanced in the 1960s feminist movements and African American movements, or contemporary lesbian and gay movements – involve a complex of recognition claims which cannot be reduced to Taylor’s rather generalised approach.
Advertising and Consumer Citizenship: Gender, Images and Rights by Anne M. Cronin