Market-Mediated Multiculturation: the Institutional Shaping of the Ethnic Consumer Subject

Ela Veresiu, York University, Canada
Markus Giesler, York University, Canada
We bring to bear sociological theories of governmentality and multiculturalism on an analysis of Canada’s marketplace to reveal market-mediated multiculturation: a four-fold process of consumer socialization through which institutional actors build on the ideology of neoliberal multiculturalism to shape an ethnic consumer subject, in order to manage diversity through consumption.
[ to cite ]:
Ela Veresiu and Markus Giesler (2016) ,"Market-Mediated Multiculturation: the Institutional Shaping of the Ethnic Consumer Subject", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau and Stefano Puntoni, Duluth, MN : Association for Consumer Research, Pages: 257-263.