Race, Ethnicity, and Consumption: A Sociological View looks at the central concerns of consumer culture through the lens of race and ethnicity. Each chapter illustrates the connections between race, ethnicity, and consumption by focusing on a specific theme: identity, crossing cultures, marketing and advertising, neighborhoods, discrimination, and social activism. By exploring issues such as multicultural marketing, cultural appropriation, consumer racial profiling, urban food deserts, and racialized political consumerism, students, scholars, and other curious readers will gain insight on the ways that racial and ethnic boundaries shape, and are shaped by, consumption. This book goes beyond the typical treatments of race and ethnicity in introductory texts on consumption by not only providing a comprehensive overview of the major theories and concepts that sociologists use to make sense of consumption, race, and ethnicity, but also by examining these themes within distinctly contemporary contexts such as digital platforms and activism.
Documenting the complexities and contradictions within consumer culture, Race, Ethnicity, and Consumption is an excellent text for sociology courses on consumers and consumption, race and ethnicity, the economy, and inequality. It will also be an informative resource for courses on consumer culture in the broader social sciences, marketing, and the humanities.
Patricia A. Banks is the author of Represent: Art and Identity Among the Black Upper-Middle Class and Diversity and Philanthropy at African American Museums. She is a past Mallon Fellow at CASBS at Stanford University, and a past Fellow at the Hutchins Center at Harvard University. She is Associate Professor of Sociology at Mount Holyoke College.
1. Introduction and Overview 2. Identity 3. Crossing Cultures 4.Marketing and Advertising 5. Neighborhoods 6. Discrimination 7. Social Activism