The Promise of Diversity : : How Brazilian Brand Capitalism Affects Precarious Identities and Work / / Nicolas Wasser.

• Superior document: Title is part of eBook package: De Gruyter DG Plus eBook-Package 2017
• VerfasserIn: Wasser, Nicolas,
• Place / Publishing House: Bielefeld : : transcript Verlag, , [2017]; ©2017
• Year of Publication: 2017
• Language: English
• Series: Postcolonial Studies ; 29
• Physical Description: 1 online resource (298 p.)
• Other title: 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
• Format: Mode of access: Internet via World Wide Web.
• ISBN: 9783839437544; 9783110719543; 9783110540550; 9783110625264; 9783110548242; 9783110661545
• DOI: 10.1515/9783839437544?locatt=mode:legacy
• Access: restricted access
• Hierarchical level: Monograph
• Statement of Responsibility: Nicolas Wasser.

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.