By Anne M. Cronin
Utilizing quite a few print ads, this intriguing and provocative learn explores how the shopper is created by means of ads when it comes to: * intercourse * type * Race. It additionally explores the determine of the citizen and the way this identification is produced by way of modern political discourses. Advertising and purchaser Citizenship could be crucial examining for all these attracted to the learn of intake, citizenship and gender.
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Additional resources for Advertising and Consumer Citizenship: Gender, Images and Rights
77) in which individual contact with ‘the inner self’ came to define ‘authentic’ identity. Alongside what Foucault (1988) identifies as ‘technologies of the self’, this framework of individualised identity provided the conditions for thinking of the self as having inner depths (Taylor 1994: 77). The self is encouraged to embark on processes of self-monitoring through the production of ‘authentic self-knowledge’ of the self’s interiority. We are directed towards engaging reflexively with the self as a project to be worked upon.
The trend is thus to turn all nationals into contributors, … and to define out of existence non-contributors. (Yeatman 1994: 111) The emphasis on active contribution to the national community, or ‘active citizenship’, can be related to earlier discussions of contract and the compulsory recognition and reiteration of the category of ‘the individual’ in exchange (Diprose 1994; Pateman 1988; Yeatman 1994). ‘The emancipation of the individual’s freedom of action is what constitutes individuality, namely the freedom and capacity to act’ (Yeatman 1994: 60).
The realisation of this potential as a form of self-actualisation becomes a duty in the imperative to live one’s life ‘authentically’, that is, in touch with one’s inner, true, self. Being true to myself means being true to my own originality, which is something only I can articulate and discover. In articulating it, I am also defining myself. I am realizing a potentiality that is properly my own. (Taylor 1994: 78) Yet I want to argue that this project of the self should not be seen as the expression of an innate, inner core of selfhood – the consumption and display of certain goods is not the outward sign of an inner essence.
Advertising and Consumer Citizenship: Gender, Images and Rights by Anne M. Cronin