By Anne M. Cronin
Utilizing a number of print ads, this intriguing and provocative examine explores how the patron is created via ads in phrases of:
It additionally explores the determine of the citizen and the way this id is produced by means of modern political discourses. Advertising and patron Citizenship may be crucial interpreting for all these attracted to the learn of intake, citizenship and gender.
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Extra resources for Advertising and Consumer Citizenship: Gender, Images and Rights (Transformations)
Yet, the shift towards ‘consumer-citizenship’ that I have outlined in this chapter does not merely unite the distinct discourses of citizenship and consumerism, but actively refigures their terms. In their joint performative articulation, the materialisation of the effects that they name reveals new forms of belonging and rights. In the following chapters, I draw on and develop this chapter’s themes of temporality, potential, choice, individuality and cultural difference. In Chapter 3, I present the findings of my study of advertisements and explore how the categories of sexual, ‘racial’, ethnic, class and national difference function as a visual currency for the reproduction of white, Western, classed, male selfhood and rights of belonging.
In effect, the concept of ‘culture’ is performatively produced in a moment of assumed transparency, recognition and equivalence or interchangeability between distinct cultures. These cultures cannot hold the status of identity prior to the process of recognition and naming. Yet their pre-constituted identity is required to generate that very concept of ‘culture’ which names them. The model of culture that Stolcke (1995) describes is produced within and through a European framework constituted by the historical development of the modern nation-state in colonialism and capitalism.
However, the particular form that this originality will take, that which defines the very ‘individuality’ of the person, can only be articulated by that same person. Yet they are authorised and enabled to begin to search for it by the very qualities of unique selfhood for which they are searching. Indeed, this potential and individuality will only be realised, materialised or recognisable as such in the moment of contact, articulation and definition. Taylor (1994) goes on to argue that such processes of self-actualisation are dialogical in nature in that they are reliant on contact and dialogue with others.