By Anne M. Cronin
Utilizing quite a few print ads, this intriguing and provocative examine explores how the patron is created by means of ads when it comes to: * intercourse * classification * Race. It additionally explores the determine of the citizen and the way this id is produced through modern political discourses. Advertising and buyer Citizenship might be crucial studying for all these drawn to the research of intake, citizenship and gender.
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Additional resources for Advertising and Consumer Citizenship: Gender, Images and Rights
H. Marshall’s (1992) influential evolutionary model of British civil, political and social rights which he first produced in 1950. He argued that civil rights developed first in the eighteenth century, establishing such rights as the ownership of property, the right to justice, and the right to freedom of speech, all of which were based around the concept of the unitary individual. Next, nineteenth-century political rights developed around parliamentary functions, including the vote and councils.
This in turn confers an authority of established, bounded identity. In this discourse, culture can be viewed as a form of collective ‘potential’ which is innate in each cultural/ethnic group. It follows, then, that the identification and expression of this collective potential is framed as a fundamental right and duty to the authenticity and originality of that culture. As I discuss in later chapters, the expression of this bounded, national/cultural potential and specificity takes many forms. It is instanced in the tightening of immigration controls and the withholding of full citizenship rights for some, glossing over the rights of ‘minority cultures’/‘ethnic minorities’.
This recalls de Lauretis’ (1989) concept of women’s and others’ ambiguous and contradictory status, moving between the inside and outside of discourse. At the same time, women’s ambiguous status comprises the productive tension which forms the basis of discursive representation, Insofar as the thesis of a social unity assumes an individual identity which is transparent to itself and to the Other (the unity of identity and difference) it assumes differences which are really variations of the same.
Advertising and Consumer Citizenship: Gender, Images and Rights by Anne M. Cronin