Advertising Agency: Producing Racial Imagery of Asian Americans

广告公司：制作亚裔美国人的种族形象

• 批准号: 0924472
• 负责人: Shalini Shankar
• 金额: $ 10万
• 依托单位: Northwestern University
• 依托单位国家: 美国
• 项目类别: Continuing Grant
• 财政年份: 2009
• 资助国家: 美国
• 起止时间: 2009-09-01 至 2013-08-31
• 项目状态: 已结题
• 来源: https://www.nsf.gov/awardsearch/showAward?AWD_ID=0924472&HistoricalAwards=false
• 关键词: Advertising; Agency; Producing; Racial; Imagery

Dr. Shalini Shankar, of Northwestern University, will investigate how the many contemporary public meanings of race and ethnicity in the United States today may be affected by the mirco-level processes through which advertising is developed and produced. She will focus particularly on images of Asian Americans created by first and second generation Asian immigrants employed in these agencies, who must reformulate the numerous Asian and Pacific Island nationalities encompassed by the term "Asian" to reflect its ethnic, national, religious, and linguistic diversity, while also making "Asian American" a relevant marketing category for commercial circulation and consumption.The researcher will employ a mix of social science methodologies, including participant observation, discourse analysis, and interviews, to collect data in three New York City agencies. She also will use archival resources to analyze historical and current campaigns featuring Asian Americans. The project is significant because it will further understandings of the processes by which racial and ethnic meanings are actively negotiated from census and market research, produced for commercial purposes, and circulated in a variety of media. In this way, the research offers an ethnographic and sociolinguistic complement to more common textual analyses of racist advertisements. The project will chronicle the emergence and interworkings of the Asian American segment of the advertising industry, and use these findings to extend studies of globalization, diaspora, and new immigration to the United States.

西北大学的 Shalini Shankar 博士将研究当今美国种族和族裔的许多当代公共含义如何受到广告开发和制作的微观过程的影响。她将特别关注这些机构中雇用的第一代和第二代亚裔移民所塑造的亚裔美国人形象，他们必须重新塑造“亚洲”一词所包含的众多亚洲和太平洋岛屿民族，以反映其种族、民族、宗教和语言多样性，同时使“亚裔美国人”成为商业流通和消费的相关营销类别。研究人员将采用多种社会科学方法，包括参与观察、话语分析、 和访谈，以收集纽约市三个机构的数据。她还将利用档案资源来分析以亚裔美国人为主角的历史和当前竞选活动。该项目意义重大，因为它将进一步了解种族和民族含义从人口普查和市场研究中积极协商、出于商业目的而产生并在各种媒体上传播的过程。通过这种方式，这项研究为更常见的种族主义广告文本分析提供了人种学和社会语言学的补充。该项目将记录广告业亚裔美国人部分的出现和相互作用，并利用这些发现将全球化、侨民和新移民的研究扩展到美国。