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Total Market American: Race, Data, a...

Salas, Marcel Aurea.

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Total Market American: Race, Data, and Advertising.

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Total Market American: Race, Data, and Advertising./
作者:	Salas, Marcel Aurea.
出版者:	Ann Arbor : ProQuest Dissertations & Theses, : 2020,
面頁冊數:	257 p.
附註:	Source: Dissertations Abstracts International, Volume: 82-02, Section: A.
Contained By:	Dissertations Abstracts International82-02A.
標題:	Ethnic studies. -
電子資源:	https://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=27829021
ISBN:	9798662553149

Total Market American: Race, Data, and Advertising.
Salas, Marcel Aurea.

Total Market American: Race, Data, and Advertising. - Ann Arbor : ProQuest Dissertations & Theses, 2020 - 257 p.

Source: Dissertations Abstracts International, Volume: 82-02, Section: A.

Thesis (Ph.D.)--New York University, 2020.

This item must not be sold to any third party vendors.

For over a half century, multicultural advertising in the United States has materialized into a collection of agencies, marketing departments, consumer research firms and consultancies that specialize in producing advertising targeted towards specific racial and ethnic groups - namely Latinx, African American and Asian American consumers. Multicultural advertising exists due to the distinction that brands and media companies have created between marketing to nonwhite consumers and what is called the "general market"-a term used to refer to the nation as a marketplace that while seemingly unmarked by race, has tacitly become synonymous in industry discourse with White consumers. The significance of multicultural advertising has become ever the more pronounced since the 2010 U.S. Census, which projected that by the year 2044, the Latinx, African American, Asian American, and indigenous populations will together comprise the majority of the nation's population. Yet at a time where one might presume that multicultural advertising's future would be even more secure, the industry teeters on the edge of obsolescence. As general market agencies expand their offerings to include multicultural advertising, and personalized digital advertising disrupts traditional demographic segmentation altogether, multicultural advertising professionals are in the midst of asserting the indispensability of their expertise to corporate America.Based on twelve months of ethnographic fieldwork at multicultural agencies and key industry events, this dissertation examines how multicultural advertising professionals theorize about identity, and what their knowledge production practices reveal about the contemporary cultural politics of race, ethnicity and national belonging. I argue that the advertising industry is a knowledge-making institution where ideas about race, ethnicity and American identity are managed and made. Doing this work involves multicultural advertising professionals constructing and circulating data which tells a story to brands, and crucially, the larger public, about both the place and profitability of racial and ethnic classifications in the United States. This story, I contend, draws on and extends longstanding cultural narratives about the ostensibly essential connection between race, ethnicity and behavior in ways that tether commercial representation to political equality. In the throes of demographic change, digital transformation and corporate deliberations on diversity, multicultural advertising professionals are striving to demonstrate to advertisers both the monetary and cultural value of their business expertise. In their struggle for power over how to imagine the nation anew, multicultural ad professionals seek to displace the advertising industry's image of the White "general market" norm and in the process, commercialize their own social theories on mainstream American culture.

ISBN: 9798662553149Subjects--Topical Terms:

1556779
Ethnic studies.
Subjects--Index Terms:

Advertising

Total Market American: Race, Data, and Advertising.
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