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Nicolas Wasser

The Promise of Diversity - How Brazilian Brand Capitalism Affects Precarious Identities and Work

The Promise of Diversity - How Brazilian Brand Capitalism Affects Precarious Identities and Work

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  • More about The Promise of Diversity - How Brazilian Brand Capitalism Affects Precarious Identities and Work

Nicolas Wasser examines how sexual and racial identities are articulated through capitalist brands and labor, using an ethnographic case study of a Brazilian fashion enterprise. He shows how young sales employees align themselves with diversity management's ambivalent promises, and their affective labor is at the center of new and globally unfolding regimes of the precarious.

Format: Paperback / softback
Length: 298 pages
Publication date: 08 December 2021
Publisher: Transcript Verlag


Nicolas Wasser's critical analysis explores the contemporary articulation of sexual and racial identities through capitalist brands and labor. Drawing on an ethnographic case study of a Brazilian fashion enterprise, he reveals how young lesbian, gay, and black sales employees align themselves with the ambiguous promises of diversity management. Their affective labor, according to the study, is central to emerging and globally expanding regimes of precarity. This book offers a rich sociological perspective from the Global South, shedding light on how neoliberal self-optimization logics intersect with and propel the aspirations of marginalized groups.

Weight: 402g
Dimension: 150 x 226 x 18 (mm)
ISBN-13: 9783837637540

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