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



Share Proceeding

Featured papers

See More

Featured

Marketing’s Ethical Blind Spot: The Problem with Catering to Customer Preferences

Suneal Bedi, University of Pennsylvania, USA
Sonu Bedi, Dartmouth College, USA

Read More

Featured

G12. The Effect of (Non-)appetizing Ambient Scents on Consumers’ Affinity Toward Vices and Virtues in the Retail Environment

Corinne M Kelley, Florida State University
Anders Gustafsson, Karlstad University
Poja Shams, Karlstad University
Martin Mende, Florida State University
Maura Scott, Florida State University

Read More

Featured

Mediation as a Multi-Dimensional Process of Brand-Related Interaction

Serena Wider, Copenhagen Business School
Andrea Lucarelli, Lund University
Sylvia Wallpach, Copenhagen Business School

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.