The Promise of Diversity: How Brazilian Brand Capitalism Affects Precarious Identities and Work
Nicolas Wasser
Feb 2017 · Postcolonial Studies Book 29 · transcript Verlag
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About this ebook
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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About the author
Nicolas Wasser (PhD UFRJ/Brazil) is a member of the Graduiertenkolleg Gender Studies at the University of Basel. His research focuses on affective labor, LGBT issues, precarity, and difference in Latin America.
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