Description

Nicolas Wasser critically examines how sexual and racial identities are currently being articulated through capitalist brands and labor. On the basis of an ethnographic case study about a Brazilian fashion enterprise, he shows how young - lesbian, gay and black - sales employees align themselves with the ambivalent promises put forward by diversity management. Their affective labor, the study argues, is at the center of new and globally unfolding regimes of the precarious. Readers will thus find a rich sociological account from the Global South on how neoliberal logics of self-optimization both traverse and fuel the aspirations of the minoritized.

The Promise of Diversity – How Brazilian Brand Capitalism Affects Precarious Identities and Work

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Paperback / softback by Nicolas Wasser

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Nicolas Wasser critically examines how sexual and racial identities are currently being articulated through capitalist brands and labor. On the... Read more

    Publisher: Transcript Verlag
    Publication Date: 08/12/2021
    ISBN13: 9783837637540, 978-3837637540
    ISBN10: 3837637549

    Number of Pages: 298

    Non Fiction , Politics, Philosophy & Society

    Description

    Nicolas Wasser critically examines how sexual and racial identities are currently being articulated through capitalist brands and labor. On the basis of an ethnographic case study about a Brazilian fashion enterprise, he shows how young - lesbian, gay and black - sales employees align themselves with the ambivalent promises put forward by diversity management. Their affective labor, the study argues, is at the center of new and globally unfolding regimes of the precarious. Readers will thus find a rich sociological account from the Global South on how neoliberal logics of self-optimization both traverse and fuel the aspirations of the minoritized.

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