Advertising and Latino Ethnic Identity

当代社会的大众传媒在塑造人们的文化认同方面具有重要的作用。该项目涉及来自锡拉丘兹大学的初级学术人类学家，研究以拉丁裔为导向的广告业在创建通用种族标签中所扮演的角色，以涵盖美国不同拉丁美洲血统的人。有待检验的假设是，广告业正在为拉美裔人重新定义跨越种族、阶级和国籍的共同身份做出贡献。这项研究将包括对纽约市面向拉丁裔的广告业进行为期12个月的人种学研究，重点是广告形象的生产者和消费者，即这种信息的接受者。调查人员将采访参与者，了解拉丁裔身份的构思、构建和传播过程。这项研究很重要，因为它将促进我们对文化认同的商品化和全球化过程的理解。通过阐明种族差异和相似点在美国社会中是如何被积极推销的，该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。

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.