The Promise of Diversity

How Brazilian Brand Capitalism Affects Precarious Identities and Work

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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2017-02-01, 298 pages
ISBN: 978-3-8376-3754-0

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Nicolas Wasser

Nicolas Wasser, Federal University of Rio de Janeiro, Brazil, and University of Basel, Switzerland

Author(s)
Nicolas Wasser
Book title
The Promise of Diversity How Brazilian Brand Capitalism Affects Precarious Identities and Work
Publisher
transcript Verlag
Pages
298
Features
kart.
ISBN
978-3-8376-3754-0
DOI
Commodity Group
1724
BIC-Code
JHBL JFSJ
BISAC-Code
SOC026000 SOC032000
THEMA-Code
JHBL JBSF
Release date
2017-02-01
Edition
1
Topics
Postkolonialismus, Geschlecht, Neoliberalismus, Arbeit
Readership
Gender and Sexuality Studies, Sociology, Anthropology, Latin American Studies, Postcolonial Studies
Keywords/Tags
Diversity, LGBT, Cultural Sociology, Social Inequality, Brazil, Latin America, Sexual Identities, Racial Identities, Precarity, Capitalism, Brands, Labor, Sales Employees, Neo-Liberalism, Self-Optimization, Minorities, Work, Postcolonialism, Gender, Sociology of Work and Industry, Gender Studies, Neoliberalism, Sociology

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