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 with the ambivalent promises put forward by diversity management. Their affective labor, the study argues, is at the center of new and globally unfolding regimes of the precarious. Readers will thus find a rich sociological account from the Global South on how neoliberal logics of self-optimization both traverse and fuel the aspirations of the minoritized.
Overview Chapters
-
Frontmatter
Seiten 1 - 4 -
Table of Contents
Seiten 5 - 8 -
Acknowledgments
Seiten 9 - 12 -
1. Introduction
Seiten 13 - 28 -
2. Governing through desires Brands, identities and the case of Visibly Hot
Seiten 29 - 102 -
3. Longing to be different
Seiten 103 - 164 -
4. Affective labor
Seiten 165 - 220 -
5. (Un)fulfilled promises and different conflicts
Seiten 221 - 268 -
6. Conclusion
Seiten 269 - 276 -
7. Bibliography
Seiten 277 - 298
1 February 2017, 298 pages
ISBN: 978-3-8376-3754-0
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