The promise of diversity : how Brazilian brand capitalism affects precarious identities and work / Nicolas Wasser.
Material type:
TextSeries: Postcolonial studies ; Bd. 29.Publisher: Bielefeld : Transcipt Verlag, 2017Description: 1 online resource (296 pages) : illustrationsContent type: - text
- computer
- online resource
- 9783839437544
- 3839437547
- 3837637549
- 9783837637540
- Sexual division of labor -- Brazil
- Gender identity in the workplace -- Brazil
- Diversity in the workplace -- Brazil
- Brand name products -- Social aspects -- Brazil
- Capitalism -- Social aspects -- Brazil
- Ethnicity -- Brazil
- Identité sexuelle en milieu de travail -- Brésil
- Multiculturalisme en milieu de travail -- Brésil
- Produits de marque -- Aspect social -- Brésil
- Ethnicité -- Brésil
- BUSINESS & ECONOMICS -- Industrial Management
- BUSINESS & ECONOMICS -- Management
- BUSINESS & ECONOMICS -- Management Science
- BUSINESS & ECONOMICS -- Organizational Behavior
- Brand name products -- Social aspects
- Capitalism -- Social aspects
- Diversity in the workplace
- Ethnicity
- Gender identity in the workplace
- Sexual division of labor
- Brazil
- 658.3008 23
- HD6060.65.B6 W37 2017eb
| Item type | Home library | Collection | Call number | Materials specified | Status | Date due | Barcode | |
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Electronic-Books
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OPJGU Sonepat- Campus | E-Books EBSCO | Available |
Print version record.
Includes bibliographical references (pages 277-296).
Cover; Table of Contents ; Acknowledgments ; 1. Introduction ; 1.1 Identity markets and their discontents ; 1.2 Culture, hegemony and (sexual) difference ; 1.3 Notes on method and research procedure ; 2. Governing through desires Brands, identities and the case of Visibly Hot.
2.1 The brand as a mode of conduct 2.1.1 How commodities obtained a life of their own ; 2.1.2 Behavioral science and the shift to the consumer's needs ; 2.1.3 Media and the social fabric of the everyday ; 2.1.4 The role of lifestyles and political stances ; 2.1.5 The corporate brand.
2.1.6 Branding and the body 2.2 Sexy difference: from product to advertising ; 2.2.1 Exploring the product ; 2.2.2 Sunglasses are becoming sexy ; 2.2.3 Exploiting the sexist gaze ; 2.2.4 Enacting feminism and freedom ; 2.3 Architectures of the corporate brand.
2.3.1 From Californian rock dreams to brand management 2.3.2 Style and identity politics ; 2.3.3 Up with sales! Spatial, organizational and identity expansions ; 2.3.4 Conventions and affective bonds ; 2.4 The search for econo-sexy professionals: diversity management.
2.4.1 "We don't simply like- we give it a value" 2.4.2 Diversity, a somewhat different equality ; 2.4.3 Inclusion as normalization? ; 3. Longing to be different ; 3.1 Identification as government ; 3.2 Life-work-worlds ; 3.2.1 The first employment ; 3.2.2 Service and shopping workers.
3.2.3 The artistic improvisers.
Nicolas Wasser critically examines how sexual and racial identities are currently being articulated through capitalist brands and labor. On the basis of an ethnographic case study about a Brazilian fashion enterprise, he shows how young - lesbian, gay and black - sales employees align themselves with the ambivalent promises put forward by diversity management. Their affective labor, the study argues, is at the center of new and globally unfolding regimes of the precarious. Readers will thus find a rich sociological account from the Global South on how neoliberal logics of self-optimization both traverse and fuel the aspirations of the minoritized.
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