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Shopping for Identity

简体网页||繁体网页
Marilyn Halter 作者
Random House Inc
译者
2002-8-22 出版日期
256 页数
GBP 12.19 价格
Paperback
丛书系列
9780805210934 图书编码

Shopping for Identity 在线电子书 图书标签: RACE  ECONOMICS  DIASPORA   


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发表于2024-12-25


Shopping for Identity 在线电子书 epub 下载 mobi 下载 pdf 下载 txt 下载 2024

Shopping for Identity 在线电子书 epub 下载 mobi 下载 pdf 下载 txt 下载 2024

Shopping for Identity 在线电子书 pdf 下载 txt下载 epub 下载 mobi 下载 2024



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Shopping for Identity 在线电子书 图书描述

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 business, 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.

From the Trade Paperback edition.

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