| Description |
1 online resource (296 pages) : illustrations. |
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text file |
| Series |
Postcolonial Studies ; v. 29
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Postcolonial studies ; Bd. 29.
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| Bibliography |
Includes bibliographical references (pages 277-296). |
| 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. |
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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. |
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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. |
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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. |
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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. |
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3.2.3 The artistic improvisers. |
| Local Note |
eBooks on EBSCOhost EBSCO eBook Subscription Academic Collection - North America |
| Subject |
Sexual division of labor -- Brazil.
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Sexual division of labor. |
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Brazil. |
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Gender identity in the workplace -- Brazil.
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Gender identity in the workplace. |
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Diversity in the workplace -- Brazil.
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Diversity in the workplace. |
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Brand name products -- Social aspects -- Brazil.
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Brand name products -- Social aspects. |
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Brand name products. |
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Capitalism -- Social aspects -- Brazil.
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Capitalism -- Social aspects. |
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Ethnicity -- Brazil.
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Ethnicity. |
| Genre/Form |
Electronic books.
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| Other Form: |
Print version: Wasser, Nicolas. Promise of Diversity : How Brazilian Brand Capitalism Affects Precarious Identities and Work. Bielefeld : Transcipt Verlag, ©2017 9783837637540 (OCoLC)978711733 |
| ISBN |
9783839437544 (electronic book) |
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3839437547 (electronic book) |
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9783837637540 (paperback) |
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3837637549 |
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9783837637540 |
