• Advertising and Ethnicities: A Comparative Study of Sri Lanka and Northeast India

    Author(s):
    DARSHANA LIYANAGE
    Editor(s):
    Jyotirmaya Patnaik (see profile)
    Date:
    2014
    Group(s):
    Communication Studies, Cultural Studies, Electronic Literature, Film Studies, Television Studies
    Subject(s):
    Advertising, Advertising--Moral and ethical aspects, Communication, Journalism, India
    Item Type:
    Article
    Tag(s):
    Ethnic marketing, imagining, reproduction, text, Advertising ethics, Representation
    Permanent URL:
    http://dx.doi.org/10.17613/pjw9-fx82
    Abstract:
    Ethnicity has become a key interest of advertisers in diverse societies. Contrary to the popular argument that ethnic identities are threatened by the intensified influence of media and consumer culture, they have become the core sites of representation and reproduction of ethnic identities. It is arguable that in today’s (mass) mediated societies there are no ways of imagining ethnicities without the media’s influence and impact on them. Advertising1 , no longer a mere commercial activity, is an important component of popular culture and hence plays a crucial part in the social and cultural life of our times. Sri Lanka2 has long been a country of communal unrest, which culminated in a civil war. Northeast India is a region where a number of conflicting identities are in a constant battle of production and reproduction. The ways the ethnic identities are represented in advertisements in these two societies are worthy of studying in this context. When ad-makers segment a market for a particular brand, they mostly rely on ethnic identities. As a result, advertisements too become a site of reproduction of ethnic identities. This paper is intended to identify and analyze the ways of representations of ethnic identities in advertisements in Northeast India3 and Sri Lanka by a comparative reading of a sample of print and electronic advertisements.
    Metadata:
    Published as:
    Journal article    
    Status:
    Published
    Last Updated:
    1 year ago
    License:
    All Rights Reserved
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