By Anne M. Cronin
Utilizing quite a few print ads, this intriguing and provocative research explores how the shopper is created via ads by way of: * intercourse * category * Race. It additionally explores the determine of the citizen and the way this identification is produced by way of modern political discourses. Advertising and customer Citizenship might be crucial analyzing for all these drawn to the research of intake, citizenship and gender.
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Extra resources for Advertising and Consumer Citizenship: Gender, Images and Rights
I have focused on the negotiation of spatial distance or difference between the self and the other, showing how space functions to construct the individual. And I have also highlighted the importance of the temporal unity or self-presence of the individual in this construction. Through the knowledge-producing processes of equivalency, transparency and dialogue, women and subordinated groups operate as the constitutive outside or generative potential of the individual. I will go on to argue that the concept of ‘potential’ is crucial for gaining an understanding of how this model of the constitution of the individual relates to concepts of authenticity, self-actualisation and difference which are central to certain discourses of consumerism.
The cultural fundamentalism identified by Stolcke, and the gendered nature of citizenship discussed by Yeatman (1994) and Lister (1997), highlight how ‘the other’ of the individual, and ‘the other’ of the citizen, are based both on shifting legal and cultural definitions. The fusing of citizenship laws and immigration policy indicates how the immigrant as ‘alien’ functions as the counterpoint which comes to define ‘the citizen’ of the bounded, ostensibly homogeneous political community. The exclusion of the foreigner as ‘cultural alien’ binds together a specific notion of national culture as unique and inherently valuable.
Indeed, the superiority of the European, male, classed ‘individual’ over women and lower classes legitimised colonial expansion and expropriation through a naturalisation of certain modes of ‘rational’, ‘civilised’ characteristics. This subsequently transformed the sovereignty of the male, classed ‘individual’ in terms of European superiority of ‘civilisation’, democracy, culture and capitalism over colonised ‘others’ (Parekh 1995; Pratt 1992). Mapping the category of ‘the individual’ and the historical mapping of the nation-state generated the interiority and the transparency of those spatialised and temporalised identities, 24 Advertising and consumer citizenship The space that mapping propagates is an immutable space organized by invariable boundaries, an a-temporal, objective, transparent space.