TY  - BOOK
AU  - Wasser,Nicolas
TI  - The Promise of Diversity: How Brazilian Brand Capitalism Affects Precarious Identities and Work 
T2  - Postcolonial Studies
SN  - 9783839437544
U1  - 658.3008 23/eng/20231120
PY  - 2017///]
CY  - Bielefeld
PB  - transcript Verlag
KW  - Brands
KW  - Brazil
KW  - Capitalism
KW  - Cultural Sociology
KW  - Gender Studies
KW  - Gender
KW  - LGBT
KW  - Labor
KW  - Latin America
KW  - Minorities
KW  - Neo-Liberalism
KW  - Neoliberalism
KW  - Postcolonialism
KW  - Precarity
KW  - Racial Identities
KW  - Sales Employees
KW  - Self-Optimization
KW  - Sexual Identities
KW  - Social Inequality
KW  - Sociology of Work and Industry
KW  - Sociology
KW  - Work
KW  - SOCIAL SCIENCE / Sociology / General
KW  - bisacsh
N1  - Frontmatter --; Table of Contents --; Acknowledgments --; 1. Introduction --; 2. Governing through desires Brands, identities and the case of Visibly Hot --; 3. Longing to be different --; 4. Affective labor --; 5. (Un)fulfilled promises and different conflicts --; 6. Conclusion --; 7. Bibliography; restricted access
N2  - Nicolas Wasser critically examines how sexual and racial identities are currently being articulated through capitalist brands and labor. On the basis of an ethnographic case study about a Brazilian fashion enterprise, he shows how young - lesbian, gay and black - sales employees align themselves with the ambivalent promises put forward by diversity management. Their affective labor, the study argues, is at the center of new and globally unfolding regimes of the precarious. Readers will thus find a rich sociological account from the Global South on how neoliberal logics of self-optimization both traverse and fuel the aspirations of the minoritized
UR  - https://doi.org/10.1515/9783839437544?locatt=mode:legacy
UR  - https://www.degruyter.com/isbn/9783839437544
UR  - https://www.degruyter.com/document/cover/isbn/9783839437544/original
ER  -