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 wit...
Saved in:
| Main Author: | |
|---|---|
| Format: | Electronic eBook |
| Language: | English |
| Published: |
Bielefeld :
Transcipt Verlag,
2017.
|
| Series: | Postcolonial studies ;
Bd. 29. |
| Subjects: | |
| Online Access: | DE-862 DE-863 |
| Summary: | 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. |
| Physical Description: | 1 online resource (296 pages) : illustrations |
| Bibliography: | Includes bibliographical references (pages 277-296). |
| ISBN: | 9783839437544 3839437547 3837637549 9783837637540 |
Staff View
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| 100 | 1 | |a Wasser, Nikolaus, |e author. | |
| 245 | 1 | 4 | |a The promise of diversity : |b how Brazilian brand capitalism affects precarious identities and work / |c Nicolas Wasser. |
| 264 | 1 | |a Bielefeld : |b Transcipt Verlag, |c 2017. | |
| 300 | |a 1 online resource (296 pages) : |b illustrations | ||
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| 490 | 1 | |a Postcolonial Studies ; |v v. 29 | |
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| 504 | |a Includes bibliographical references (pages 277-296). | ||
| 505 | 0 | |a Cover; Table of Contents ; Acknowledgments ; 1. Introduction ; 1.1 Identity markets and their discontents ; 1.2 Culture, hegemony and (sexual) difference ; 1.3 Notes on method and research procedure ; 2. Governing through desires Brands, identities and the case of Visibly Hot. | |
| 505 | 8 | |a 2.1 The brand as a mode of conduct 2.1.1 How commodities obtained a life of their own ; 2.1.2 Behavioral science and the shift to the consumer's needs ; 2.1.3 Media and the social fabric of the everyday ; 2.1.4 The role of lifestyles and political stances ; 2.1.5 The corporate brand. | |
| 505 | 8 | |a 2.1.6 Branding and the body 2.2 Sexy difference: from product to advertising ; 2.2.1 Exploring the product ; 2.2.2 Sunglasses are becoming sexy ; 2.2.3 Exploiting the sexist gaze ; 2.2.4 Enacting feminism and freedom ; 2.3 Architectures of the corporate brand. | |
| 505 | 8 | |a 2.3.1 From Californian rock dreams to brand management 2.3.2 Style and identity politics ; 2.3.3 Up with sales! Spatial, organizational and identity expansions ; 2.3.4 Conventions and affective bonds ; 2.4 The search for econo-sexy professionals: diversity management. | |
| 505 | 8 | |a 2.4.1 "We don't simply like- we give it a value" 2.4.2 Diversity, a somewhat different equality ; 2.4.3 Inclusion as normalization? ; 3. Longing to be different ; 3.1 Identification as government ; 3.2 Life-work-worlds ; 3.2.1 The first employment ; 3.2.2 Service and shopping workers. | |
| 505 | 8 | |a 3.2.3 The artistic improvisers. | |
| 520 | |a 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. | ||
| 650 | 0 | |a Sexual division of labor |z Brazil. | |
| 650 | 0 | |a Gender identity in the workplace |z Brazil. | |
| 650 | 0 | |a Diversity in the workplace |z Brazil. | |
| 650 | 0 | |a Brand name products |x Social aspects |z Brazil. | |
| 650 | 0 | |a Capitalism |x Social aspects |z Brazil. | |
| 650 | 0 | |a Ethnicity |z Brazil. | |
| 650 | 6 | |a Identité de genre en milieu de travail |z Brésil. | |
| 650 | 6 | |a Multiculturalisme en milieu de travail |z Brésil. | |
| 650 | 6 | |a Produits de marque |x Aspect social |z Brésil. | |
| 650 | 6 | |a Ethnicité |z Brésil. | |
| 650 | 7 | |a BUSINESS & ECONOMICS |x Industrial Management. |2 bisacsh | |
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| 650 | 7 | |a BUSINESS & ECONOMICS |x Management Science. |2 bisacsh | |
| 650 | 7 | |a BUSINESS & ECONOMICS |x Organizational Behavior. |2 bisacsh | |
| 650 | 7 | |a SOCIAL SCIENCE / Sociology / General |2 bisacsh | |
| 650 | 7 | |a Brand name products |x Social aspects |2 fast | |
| 650 | 7 | |a Capitalism |x Social aspects |2 fast | |
| 650 | 7 | |a Diversity in the workplace |2 fast | |
| 650 | 7 | |a Ethnicity |2 fast | |
| 650 | 7 | |a Gender identity in the workplace |2 fast | |
| 650 | 7 | |a Sexual division of labor |2 fast | |
| 651 | 7 | |a Brazil |2 fast |1 https://id.oclc.org/worldcat/entity/E39QbtfRB9KGtqfkFTFbfB77QY | |
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| 776 | 0 | 8 | |i Print version: |a Wasser, Nicolas. |t Promise of Diversity : How Brazilian Brand Capitalism Affects Precarious Identities and Work. |d Bielefeld : Transcipt Verlag, ©2017 |z 9783837637540 |w (OCoLC)978711733 |
| 830 | 0 | |a Postcolonial studies ; |v Bd. 29. |0 http://id.loc.gov/authorities/names/no2009039117 | |
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| author | Wasser, Nikolaus |
| author_facet | Wasser, Nikolaus |
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| contents | Cover; Table of Contents ; Acknowledgments ; 1. Introduction ; 1.1 Identity markets and their discontents ; 1.2 Culture, hegemony and (sexual) difference ; 1.3 Notes on method and research procedure ; 2. Governing through desires Brands, identities and the case of Visibly Hot. 2.1 The brand as a mode of conduct 2.1.1 How commodities obtained a life of their own ; 2.1.2 Behavioral science and the shift to the consumer's needs ; 2.1.3 Media and the social fabric of the everyday ; 2.1.4 The role of lifestyles and political stances ; 2.1.5 The corporate brand. 2.1.6 Branding and the body 2.2 Sexy difference: from product to advertising ; 2.2.1 Exploring the product ; 2.2.2 Sunglasses are becoming sexy ; 2.2.3 Exploiting the sexist gaze ; 2.2.4 Enacting feminism and freedom ; 2.3 Architectures of the corporate brand. 2.3.1 From Californian rock dreams to brand management 2.3.2 Style and identity politics ; 2.3.3 Up with sales! Spatial, organizational and identity expansions ; 2.3.4 Conventions and affective bonds ; 2.4 The search for econo-sexy professionals: diversity management. 2.4.1 "We don't simply like- we give it a value" 2.4.2 Diversity, a somewhat different equality ; 2.4.3 Inclusion as normalization? ; 3. Longing to be different ; 3.1 Identification as government ; 3.2 Life-work-worlds ; 3.2.1 The first employment ; 3.2.2 Service and shopping workers. 3.2.3 The artistic improvisers. |
| ctrlnum | (OCoLC)978563889 |
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| dewey-ones | 658 - General management |
| dewey-raw | 658.3008 |
| dewey-search | 658.3008 |
| dewey-sort | 3658.3008 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| format | Electronic eBook |
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| geographic | Brazil fast https://id.oclc.org/worldcat/entity/E39QbtfRB9KGtqfkFTFbfB77QY |
| geographic_facet | Brazil |
| id | ZDB-4-EBU-ocn978563889 |
| illustrated | Illustrated |
| indexdate | 2025-03-18T14:28:00Z |
| institution | BVB |
| isbn | 9783839437544 3839437547 3837637549 9783837637540 |
| language | English |
| oclc_num | 978563889 |
| open_access_boolean | |
| owner | MAIN DE-862 DE-BY-FWS DE-863 DE-BY-FWS |
| owner_facet | MAIN DE-862 DE-BY-FWS DE-863 DE-BY-FWS |
| physical | 1 online resource (296 pages) : illustrations |
| psigel | ZDB-4-EBU FWS_PDA_EBU ZDB-4-EBU |
| publishDate | 2017 |
| publishDateSearch | 2017 |
| publishDateSort | 2017 |
| publisher | Transcipt Verlag, |
| record_format | marc |
| series | Postcolonial studies ; |
| series2 | Postcolonial Studies ; |
| spelling | Wasser, Nikolaus, author. The promise of diversity : how Brazilian brand capitalism affects precarious identities and work / Nicolas Wasser. Bielefeld : Transcipt Verlag, 2017. 1 online resource (296 pages) : illustrations text txt rdacontent computer c rdamedia online resource cr rdacarrier Postcolonial Studies ; v. 29 Print version record. Includes bibliographical references (pages 277-296). Cover; Table of Contents ; Acknowledgments ; 1. Introduction ; 1.1 Identity markets and their discontents ; 1.2 Culture, hegemony and (sexual) difference ; 1.3 Notes on method and research procedure ; 2. Governing through desires Brands, identities and the case of Visibly Hot. 2.1 The brand as a mode of conduct 2.1.1 How commodities obtained a life of their own ; 2.1.2 Behavioral science and the shift to the consumer's needs ; 2.1.3 Media and the social fabric of the everyday ; 2.1.4 The role of lifestyles and political stances ; 2.1.5 The corporate brand. 2.1.6 Branding and the body 2.2 Sexy difference: from product to advertising ; 2.2.1 Exploring the product ; 2.2.2 Sunglasses are becoming sexy ; 2.2.3 Exploiting the sexist gaze ; 2.2.4 Enacting feminism and freedom ; 2.3 Architectures of the corporate brand. 2.3.1 From Californian rock dreams to brand management 2.3.2 Style and identity politics ; 2.3.3 Up with sales! Spatial, organizational and identity expansions ; 2.3.4 Conventions and affective bonds ; 2.4 The search for econo-sexy professionals: diversity management. 2.4.1 "We don't simply like- we give it a value" 2.4.2 Diversity, a somewhat different equality ; 2.4.3 Inclusion as normalization? ; 3. Longing to be different ; 3.1 Identification as government ; 3.2 Life-work-worlds ; 3.2.1 The first employment ; 3.2.2 Service and shopping workers. 3.2.3 The artistic improvisers. 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. Sexual division of labor Brazil. Gender identity in the workplace Brazil. Diversity in the workplace Brazil. Brand name products Social aspects Brazil. Capitalism Social aspects Brazil. Ethnicity Brazil. Identité de genre en milieu de travail Brésil. Multiculturalisme en milieu de travail Brésil. Produits de marque Aspect social Brésil. Ethnicité Brésil. BUSINESS & ECONOMICS Industrial Management. bisacsh BUSINESS & ECONOMICS Management. bisacsh BUSINESS & ECONOMICS Management Science. bisacsh BUSINESS & ECONOMICS Organizational Behavior. bisacsh SOCIAL SCIENCE / Sociology / General bisacsh Brand name products Social aspects fast Capitalism Social aspects fast Diversity in the workplace fast Ethnicity fast Gender identity in the workplace fast Sexual division of labor fast Brazil fast https://id.oclc.org/worldcat/entity/E39QbtfRB9KGtqfkFTFbfB77QY has work: The promise of diversity (Text) https://id.oclc.org/worldcat/entity/E39PCH8QVQQB7TFXjXWHg6Vt8C https://id.oclc.org/worldcat/ontology/hasWork Print version: Wasser, Nicolas. Promise of Diversity : How Brazilian Brand Capitalism Affects Precarious Identities and Work. Bielefeld : Transcipt Verlag, ©2017 9783837637540 (OCoLC)978711733 Postcolonial studies ; Bd. 29. http://id.loc.gov/authorities/names/no2009039117 |
| spellingShingle | Wasser, Nikolaus The promise of diversity : how Brazilian brand capitalism affects precarious identities and work / Postcolonial studies ; Cover; Table of Contents ; Acknowledgments ; 1. Introduction ; 1.1 Identity markets and their discontents ; 1.2 Culture, hegemony and (sexual) difference ; 1.3 Notes on method and research procedure ; 2. Governing through desires Brands, identities and the case of Visibly Hot. 2.1 The brand as a mode of conduct 2.1.1 How commodities obtained a life of their own ; 2.1.2 Behavioral science and the shift to the consumer's needs ; 2.1.3 Media and the social fabric of the everyday ; 2.1.4 The role of lifestyles and political stances ; 2.1.5 The corporate brand. 2.1.6 Branding and the body 2.2 Sexy difference: from product to advertising ; 2.2.1 Exploring the product ; 2.2.2 Sunglasses are becoming sexy ; 2.2.3 Exploiting the sexist gaze ; 2.2.4 Enacting feminism and freedom ; 2.3 Architectures of the corporate brand. 2.3.1 From Californian rock dreams to brand management 2.3.2 Style and identity politics ; 2.3.3 Up with sales! Spatial, organizational and identity expansions ; 2.3.4 Conventions and affective bonds ; 2.4 The search for econo-sexy professionals: diversity management. 2.4.1 "We don't simply like- we give it a value" 2.4.2 Diversity, a somewhat different equality ; 2.4.3 Inclusion as normalization? ; 3. Longing to be different ; 3.1 Identification as government ; 3.2 Life-work-worlds ; 3.2.1 The first employment ; 3.2.2 Service and shopping workers. 3.2.3 The artistic improvisers. Sexual division of labor Brazil. Gender identity in the workplace Brazil. Diversity in the workplace Brazil. Brand name products Social aspects Brazil. Capitalism Social aspects Brazil. Ethnicity Brazil. Identité de genre en milieu de travail Brésil. Multiculturalisme en milieu de travail Brésil. Produits de marque Aspect social Brésil. Ethnicité Brésil. BUSINESS & ECONOMICS Industrial Management. bisacsh BUSINESS & ECONOMICS Management. bisacsh BUSINESS & ECONOMICS Management Science. bisacsh BUSINESS & ECONOMICS Organizational Behavior. bisacsh SOCIAL SCIENCE / Sociology / General bisacsh Brand name products Social aspects fast Capitalism Social aspects fast Diversity in the workplace fast Ethnicity fast Gender identity in the workplace fast Sexual division of labor fast |
| title | The promise of diversity : how Brazilian brand capitalism affects precarious identities and work / |
| title_auth | The promise of diversity : how Brazilian brand capitalism affects precarious identities and work / |
| title_exact_search | The promise of diversity : how Brazilian brand capitalism affects precarious identities and work / |
| title_full | The promise of diversity : how Brazilian brand capitalism affects precarious identities and work / Nicolas Wasser. |
| title_fullStr | The promise of diversity : how Brazilian brand capitalism affects precarious identities and work / Nicolas Wasser. |
| title_full_unstemmed | The promise of diversity : how Brazilian brand capitalism affects precarious identities and work / Nicolas Wasser. |
| title_short | The promise of diversity : |
| title_sort | promise of diversity how brazilian brand capitalism affects precarious identities and work |
| title_sub | how Brazilian brand capitalism affects precarious identities and work / |
| topic | Sexual division of labor Brazil. Gender identity in the workplace Brazil. Diversity in the workplace Brazil. Brand name products Social aspects Brazil. Capitalism Social aspects Brazil. Ethnicity Brazil. Identité de genre en milieu de travail Brésil. Multiculturalisme en milieu de travail Brésil. Produits de marque Aspect social Brésil. Ethnicité Brésil. BUSINESS & ECONOMICS Industrial Management. bisacsh BUSINESS & ECONOMICS Management. bisacsh BUSINESS & ECONOMICS Management Science. bisacsh BUSINESS & ECONOMICS Organizational Behavior. bisacsh SOCIAL SCIENCE / Sociology / General bisacsh Brand name products Social aspects fast Capitalism Social aspects fast Diversity in the workplace fast Ethnicity fast Gender identity in the workplace fast Sexual division of labor fast |
| topic_facet | Sexual division of labor Brazil. Gender identity in the workplace Brazil. Diversity in the workplace Brazil. Brand name products Social aspects Brazil. Capitalism Social aspects Brazil. Ethnicity Brazil. Identité de genre en milieu de travail Brésil. Multiculturalisme en milieu de travail Brésil. Produits de marque Aspect social Brésil. Ethnicité Brésil. BUSINESS & ECONOMICS Industrial Management. BUSINESS & ECONOMICS Management. BUSINESS & ECONOMICS Management Science. BUSINESS & ECONOMICS Organizational Behavior. SOCIAL SCIENCE / Sociology / General Brand name products Social aspects Capitalism Social aspects Diversity in the workplace Ethnicity Gender identity in the workplace Sexual division of labor Brazil |
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