The Negotiation of U.S. Advertising Among Bengali Immigrants: A Journey in Hybridity
culture, diaspora, immigration, identity, postcolonialism, globalization
Digital Object Identifier (DOI)
The process of globalization has unsettled the idea of territories and space, disrupting certainties of culture and altering the way identities are constructed. Understanding diasporic complexitiescan inform media studies about the intersection of globality and locality and the issue of identity. However, this has remained a marginal area of inquiry in communication studies, particularly in advertising research. With an ever-increasing number of people now defining themselves in terms of multiple attachments, it has become imperative for advertising research to address hybridity, an inherent characterization of globalization. This project examines the discursive construction of advertisements by Bengali immigrants from East India and demonstrates the hybrid existencesof diasporic groups, positioning themselves at the crossroads of global and local.
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Citation / Publisher Attribution
Journal of Communication Inquiry, v. 29, issue 4, p. 317-335
Scholar Commons Citation
Dutta-Bergman, Mohan J. and Pal, Mahuya, "The Negotiation of U.S. Advertising Among Bengali Immigrants: A Journey in Hybridity" (2005). Communication Faculty Publications. 624.