- 201 pages
- English
- PDF
- Available on iOS & Android
eBook - PDF
About this book
In Total Market American, Marcel Rosa-Salas explores how US advertising reinforces racial categories for profit. Through ethnographic research at advertising agencies and key industry events, Rosa-Salas highlights advertising strategy as an influential commercial arena for racial theorizing closely linked to the forms of racial knowledge prevalent in government, academia, and business. Central to her analysis is what she calls the industry's "racial information system"—a network of practices, personnel, and technologies that institutionalize racial classification as both a predictive and persuasive tool with the aim of influencing consumer behaviors among Hispanic, Asian, and Black Americans. Within this information system, the "general market" is implicitly defined as both white and the average American while other racialized groups are classified as a "multicultural market" that sustains white normativity and monetizes racial difference. Amid demographic shifts, some brands claim to champion racial inclusivity through the rise of "total market" strategies, but Rosa-Salas shows that these techniques actually perpetuate a legacy of racial distinctions in US advertising, including within the classification algorithms that drive digital advertising and surveillance.
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Information
Publisher
Duke University Press BooksYear
2025Print ISBN
9781478032540
9781478029151
eBook ISBN
9781478061359
Table of contents
- Cover
- Contents
- Introduction. The American Advertising Industry’s Racial Information System
- 1. The “General Market”: On the Commercial Construction of American Whiteness
- 2. Multicultural Strategy and the Production of Racial Expertise
- 3. Reaching “Verified Hispanics”: The Racial Science of Digital Advertising
- 4. The Total Market Turn: US Census Projections and Making the New Mainstream Consumer
- Conclusion. Intersectionality, Inc.: Anti-Racism as Consumer Fantasy
- Acknowledgments
- Notes
- Bibliography
- Index
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Yes, you can access Total Market American by Marcel Rosa-Salas in PDF and/or ePUB format, as well as other popular books in Social Sciences & Cultural & Social Anthropology. We have over 1.5 million books available in our catalogue for you to explore.