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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.

Asian American, biopolitics, ethnography, media, neoliberalism

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Figures & Tables

Advertising Diversity: Ad Agencies and the Creation of Asian American Consumers

Advertising Diversity: Ad Agencies and the Creation of Asian American Consumers

By

Duke University Press

DOI:

https://doi.org/10.1215/9780822375616

Copyright:

This content is made freely available by the publisher. It may not be redistributed or altered. All rights reserved.

ISBN electronic:

978-0-8223-7561-6

Publication date:

2015

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