Advertising and Latino Ethnic Identity

广告与拉丁裔民族身份

• 批准号: 9804889
• 负责人: Arlene Davila
• 金额: $ 3.57万
• 依托单位: Syracuse University
• 依托单位国家: 美国
• 项目类别: Standard Grant
• 财政年份: 1998
• 资助国家: 美国
• 起止时间: 1998-09-15 至 2000-10-31
• 项目状态: 已结题
• 来源: https://www.nsf.gov/awardsearch/showAward?AWD_ID=9804889&HistoricalAwards=false
• 关键词: Advertising; Latino; Ethnic; Identity

The mass media in contemporary society has an important role in shaping people's cultural identity. This project involves a beginning academic anthropologist from Syracuse University, studying the role played by the Latino-oriented advertising industry in the creation of generic ethnic labels to encompass peoples of diverse Latin American heritage in the US. The hypothesis to be tested is that the advertising industry is contributing to a reconceptualization of a common identity which spans race, class and nationality for Hispanics. The research will consist of a twelve month ethnographic study of the New York City Latino-oriented advertising industry, focusing on producers of advertising imagery and consumers, recipients of such messages. The investigator will interview participants about the processes through which Latino identity is conceived, constructed and disseminated. The research is important because it will advance our understanding of processes of commodification and globalization of cultural identity. By illuminating how ethnic differences and similarities are actively marketed in US society, the research will provide valuable information for planners and policy makers concerned about ethnic relations in a multi-ethnic world.

当代社会中的大众传媒对人们的文化身份具有重要的塑造作用。 这个项目涉及到一个开始学术人类学家从锡拉丘兹大学，研究所发挥的作用，拉丁美洲为导向的广告业在创造通用的种族标签，包括人民的不同拉丁美洲遗产在美国。 要测试的假设是，广告业是一个共同的身份跨越种族，阶级和国籍的西班牙裔人的重新概念化。 这项研究将包括对纽约市面向拉丁美洲的广告业进行为期12个月的人种学研究，重点是广告图像的制作者和消费者，这些信息的接受者。 调查员将采访参与者有关的过程中，通过拉丁美洲的身份是构思，构建和传播。 这项研究很重要，因为它将促进我们对文化身份的商品化和全球化过程的理解。 通过阐明种族差异和相似性是如何在美国社会中积极营销的，这项研究将为关注多种族世界中种族关系的规划者和政策制定者提供有价值的信息。