Shopping For Identity: The Marketing Of Ethnicity
In America today, you can connect to your ethnic heritage in dozens of ways, or adopt an identity just for an evening. Our society is not a melting pot but a salad bar--a bazaar in which the purveyors of goods and services spend close to $2 billion a year marketing the foods, clothing, objects, vacations, and events that help people express their (and others') ethnic identities. This is a huge bus...
Hardcover: 256 pages
Publisher: Schocken; 1st edition (September 19, 2000)
Product Dimensions: 5.8 x 0.9 x 8.5 inches
Amazon Rank: 3830844
Format: PDF Text djvu ebook
- 0805241566 epub
- 978-0805241563 epub
- Marilyn Halter epub
- Marilyn Halter books
- Business and Money epub books
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“There is little doubt that Marilyn Halter has hit upon an important concept: the part-time indulger in ethnicity, who buys products that resonate with her/his heritage. Halter shows how many companies ally themselves with new marketing schemes to app...”
ness, whose target groups are the "hyphenated Americans"--in other words, all of us.As immigrant groups gain economic security, they tend to reinforce--not relinquish--their ethnic identification. Marilyn Halter demonstrates that, to a great extent, they do it by shopping. And their purchasing power is enormous. How has the marketplace responded to this hunger? Instantly and wholeheartedly: tweaking old products and inventing new ones; launching new brands in supermarkets, new music groups, vacation itineraries, language courses, toys, greeting cards, et cetera. This nexus of business and ethnicity is already seen as the hottest consumer development of this decade, and Halter is uniquely qualified to describe its origins, the exponential growth of products and advertising, and the phenomenal sales of items from salsa to Chieftains CDs.She addresses her subject with an abundance of anecdotal evidence, telling examples of ethnic marketing, and interviews with entrepreneurs (many of them immigrants) who are vigorously seizing the opportunities offered by the business of ethnicity.Shopping for Identity is provocative, intriguing, and farseeing, illuminating an important aspect of our contemporary way of life while validating the yearning we all feel for connection to our roots.