By Anne M. Cronin
Utilizing various print ads, this intriguing and provocative learn explores how the patron is created by way of ads by way of: * intercourse * classification * Race. It additionally explores the determine of the citizen and the way this identification is produced via modern political discourses. Advertising and client Citizenship may be crucial examining for all these drawn to the research of intake, citizenship and gender.
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Extra info for Advertising and Consumer Citizenship: Gender, Images and Rights
The model of culture that Stolcke (1995) describes is produced within and through a European framework constituted by the historical development of the modern nation-state in colonialism and capitalism. In earlier sections of this chapter I mapped out how the historical constitution of ‘the individual’ was fundamentally modelled around sexual, racial and class subordination. Overlaid with these formulations are contemporary discourses of cultural difference which may shift the struggle for definitions of ‘culture’ towards notions of ‘ethnicity’ as ‘cultural belonging’.
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.
But the relationship is not only metaphoric – one of comparability; it is also metonymic – one of contiguity. The similarity of mapped space and the mapping subject stems from the way the boundary between them is patterned as a constant barricade enforcing the difference between the two sites, preventing admixture and the diffusion of either entity. (Kirby 1996: 47) The formulations of identity and difference explored by Taylor (1994), then, should not be seen as restricted to an individual level of self-actualisation, but rather can be seen in relation to concepts of national and cultural difference, as Appadurai (1997) suggests.