The promise of diversity : how Brazilian brand capitalism affects precarious identities and work /

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 wit...

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Detalles Bibliográficos
Clasificación:Libro Electrónico
Autor principal: Wasser, Nikolaus (Autor)
Formato: Electrónico eBook
Idioma:Inglés
Publicado: Bielefeld : Transcipt Verlag, 2017.
Colección:Postcolonial studies ; Bd. 29.
Temas:
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 de genre 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.
SOCIAL SCIENCE / Sociology / General
Brazil.
Acceso en línea:Texto completo
Tabla de Contenidos:
  • 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.

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