By Anne M. Cronin
Utilizing various print ads, this fascinating and provocative examine explores how the patron is created by way of 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 shopper Citizenship might be crucial examining for all these attracted to the examine of intake, citizenship and gender.
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Extra resources for Advertising and Consumer Citizenship: Gender, Images and Rights
Yeatman 1994: 66) Anna Yeatman (1994) here indicates that the ‘dominion’ and autonomy of the individual are held sacred in contemporary Western societies. Yet, at the same time, those subjects who have been accorded the status of ‘individual’ are guaranteed access to relations of exchange/dialogue with ‘others’ in the society. This emphasis on guaranteed access to ‘others’ in forms of recognition and exchange can be seen in terms of an identification and discursive valuing of the rights to express and fulfil ‘individual potential’.
The following section addresses contemporary discourses of citizenship within Europe. I do not attempt to review the vast literature around citizenship, but instead aim to indicate some shifts occurring in the discursive framing of rights, obligations, belonging and exclusion in relation to difference. The citizen and the consumer Bryan S. Turner (1993) emphasizes that citizenship is the product of a range of discourses tied to social institutions. : 2). Turner stresses that citizenship should not be considered a universal concept, but rather a variable framework which may be peculiar to the West.
This equivalence is inherently contradictory because cultures are defined as equally different, distinct and incommensurable. Individual cultures are simultaneously variations of one model of universal ‘culture’, and also by definition, unique, original, authentic and radically incommensurable. As Bauman (1997: 131) notes, such a conception of culture functions as ‘an anti-randomness device’ which imposes order or frameworks of commensurability on societies. In effect, the concept of ‘culture’ is performatively produced in a moment of assumed transparency, recognition and equivalence or interchangeability between distinct cultures.
Advertising and Consumer Citizenship: Gender, Images and Rights by Anne M. Cronin