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The Promise of Diversity: How Brazilian Brand Capitalism Affects Precarious Identities and Work by Nicolas Wasser

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

by Nicolas Wasser
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Book cover type: Paperback
  • ISBN13: 9783837637540
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Transcript Publishing
  • Publisher Imprint: Transcript Publishing
  • Publication Date:
  • Pages: 298
  • Original Price: USD 45.0
  • Language: English
  • Edition: N/A
  • Item Weight: 477 grams
  • BISAC Subject(s): Gender Studies

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. This is a rich sociological account from the Global South that shows how neoliberal logics of self-optimization both traverse and fuel the aspirations of the minoritized.

Nicolas Wasser 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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