Commodifying Ethnicity

On Marketing Strategies in Immigrant Cultural Economies in Vienna

Bibliographic Data

ID3620753
AuthorsMichael Parzer (0000-0002-5312-8361, Med Center, corresponding author), Kim Kwok (0000-0003-1541-8322)
Year2013
Volume34
Issue3
Pages262-279
Publication date2013-06-01
Peer ReviewedYes
Open AccessNo
TypeARTICLE
VenueJournal of Intercultural Studies (JOURNAL)
Journal identifiersISSN: 0725-6868 • E-ISSN: 1469-9540
PublisherInforma UK Limited (PUBLISHER • GB)
DOI10.1080/07256868.2013.787402
OpenAlexW2077021691
LanguageEN
Citations received8
References cited16

This paper examines the role of ethnicity and the formation of various expressions of it in the immigrant cultural economy based on the conceptual frameworks of cultural toolkit and mixed embeddedness. Drawing on empirical data obtained from three immigrant communities in Vienna (Turkish, Chinese and South Asian), this paper proposes a four-field typology, suggesting that multiple meanings related to immigrant integration have been actively invested by social actors to justify their marketing strategies, in the process of which ethnicity is formed and expressed. We therefore argue that ethnicity in the cultural market does not exist as a fixed and independent givenness; its multiple manifestations are rather produced in a process of interplay among collective cultural toolkits, individual resources as well as structural circumstances, in which room for negotiation and adaptation is allowed

Economic geography · Economics · Economy · Embeddedness · Ethnic group · Immigration · Negotiation · Political science · Social science · Sociology · Turkish · Typology · Anthropology · Cultural Industries and Urban Development · Entrepreneurship Studies and Influences · Migration, Ethnicity, and Economy

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