Advertising Diversity: Ad Agencies and the Creation of Asian American Consumers
Shalini Shankar is Associate Professor of Anthropology and Asian American Studies at Northwestern University. She is the author of Desi Land: Teen Culture, Class, and Success in Silicon Valley, also published by Duke University Press.
Introduction: The Pitch
This chapter introduces the main concerns and arguments of the book. It situates the objectives of the book in several theoretical areas that span cultural and linguistic anthropology, critical theory, and critical ethnic studies. It defines and situates the concept of “assemblage” in studies of language and materiality and outlines how it will be used to illustrate diversity vis-à-vis neoliberal capitalism, biopolitics, and race. It also links this study to seminal ethnographic explorations of media production. Finally, it elaborates on the ethnographic methodologies, field sites, and modes of analysis applied throughout the book and provides an outline of chapters to come.