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Racial Ambiguity and Racial Capital: Marketing the Postracial Melting Pot

The essay investigates how racialization is employed as a form of capital at a time when multiracial figures have taken center-stage in fashion magazines, films, and the music scene and are imbued in the media with utopian visions of a ‘postracial’ future. I argue that racial ambiguity is commercially exploited as a resource, both to commodify racialization and to make it appear structurally irrelevant at the same time.

Pisarz-Ramirez, Gabriele. “Racial Ambiguity and Racial Capital: Marketing the Postracial Melting Pot”. In Selling Ethnicity and Race. Consumerism and Representation in Twenty-First-Century America, eds. Gabriele Pisarz-Ramirez, Frank Usbeck, Anne Grob, and Maria Lippold (Trier: WVT, 2015): 99–116.

Selling Ethnicity and Race - Consumerism and Representation in Twenty-First-Century America

Pisarz-Ramirez, Gabrielle, Frank Usbeck, Anne Grob and Maria Lippold, eds. Selling Ethnicity and Race: Consumerism and Representation in Twenty-First-Century America. WVT Wissenschaftlicher Verlag: Trier. 2015. Print. Mosaic. Studien und Texte zur amerikanischen Kultur und Geschichte, Band 57.

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