By Anne M. Cronin
Utilizing various print ads, this interesting and provocative research explores how the shopper is created by way of ads when it comes to: * intercourse * type * Race. It additionally explores the determine of the citizen and the way this identification is produced by means of modern political discourses. Advertising and client Citizenship can be crucial studying for all these attracted to the research of intake, citizenship and gender.
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Extra resources for Advertising and Consumer Citizenship: Gender, Images and Rights
An alleged human universal – people’s natural propensity to reject strangers – accounts for cultural particularism. (Stolcke 1995: 7) Here Stolcke’s argument highlights how the concept of ‘culture’ becomes reified and functions as the container of the specificity of a particular group. Parallels may be drawn between Taylor’s (1994) formulation of the linkages between the politics of difference and the politics of universalism in which the characteristic of specificity or difference functions as the universal measure or system of equivalence.
This exchange is seen in terms of a discursive dialogue between individuals in which transparency functions as the potential for access to knowledge of the other. The equivalences required for the transparency of mutual recognition in this dialogue are achieved through the abstraction, or ‘disappearance’, of the particularities of the body of the individual (Diprose 1994). The product of this abstraction is the norm of the universal, white, heterosexual, Western, middle-class, male body, generated through the partial exclusion in contract (or constitutive contradiction) of the particular, ‘different’, female, racialised, ‘other’ bodies.
The self is constituted performatively in the very action of acting, mediated through discourse. Social contract is a particular discursive structure which frames individual agency through citizenship, belonging, entitlement and consumerism. Yet, the shift towards ‘consumer-citizenship’ that I have outlined in this chapter does not merely unite the distinct discourses of citizenship and consumerism, but actively refigures their terms. In their joint performative articulation, the materialisation of the effects that they name reveals new forms of belonging and rights.
Advertising and Consumer Citizenship: Gender, Images and Rights by Anne M. Cronin