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.

当代社会的大众媒体在塑造人们的文化身份方面发挥了重要作用。 该项目涉及锡拉丘兹大学（Syracuse University）的一名初学者人类学家，研究了面向拉丁裔的广告业在创建通用种族标签中所扮演的角色，以涵盖美国各种拉丁美洲遗产的人民。 要检验的假设是，广告行业正在促进跨越西班牙裔种族，阶级和国籍的共同身份的重新概念化。 这项研究将包括针对纽约市拉丁裔广告行业的十二个月民族志研究，重点是广告图像的生产者和消费者，以及此类信息的接收者。 调查人员将对参与者进行有关拉丁裔身份构思，构建和传播的过程。 这项研究很重要，因为它将提高我们对文化认同商品化和全球化过程的理解。 通过阐明在美国社会中如何积极销售种族差异和相似性，该研究将为有关多民族世界中有关种族关系的计划者和政策制定者提供宝贵的信息。