Market-Mediated Multiculturation: the Institutional Shaping of the Ethnic Consumer Subject

We bring to bear sociological theories of governmentality and multiculturalism on an analysis of Canada’s marketplace to reveal market-mediated multiculturation: a four-fold process of consumer socialization through which institutional actors build on the ideology of neoliberal multiculturalism to shape an ethnic consumer subject, in order to manage diversity through consumption.



Citation:

Ela Veresiu and Markus Giesler (2016) ,"Market-Mediated Multiculturation: the Institutional Shaping of the Ethnic Consumer Subject", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 257-263.

Authors

Ela Veresiu, York University, Canada
Markus Giesler, York University, Canada



Volume

NA - Advances in Consumer Research Volume 44 | 2016



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