CULTURAL CONSTRUCTS IN ADVERTISING: ETHNICITY IN THE AMERICAN CONTEXT
Keywords:
advertising, race, ethnicity, language, mass-media social class, semiotics, metaproduction.Abstract
This article introduces the analytical concept of metaproduction which refers to the material and linguistic process of signification that links micro-level expressions of language and culture to broader social meanings and values through cultural and linguistic meta features. The article examines the ideological foundations of racial and ethnic formation, placing particular emphasis on the production processes and practices within mass media. By connecting various stages of development and production, the concept of metaproduction is proposed as a means to reveal how final advertisements influence emerging racial and ethnic imaginaries within the media landscape.
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References
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