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Hispanic agencies and profits of distinction: an examination of the advertising industry as a field of cultural production

机译：西班牙裔机构与利润的区别：对广告业作为文化生产领域的考察

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This project examines the advertising industry as a self-governing space that is guided by its own internal logics, but is nonetheless influenced by social dynamics at play in the larger social space. Using Bourdieu's theory of practice as a theoretical and analytical framework, this study explores the relationship between cultural capital and economic capital. Specifically, I examine the degree to which Hispanic practitioners have leveraged their knowledge of Latina(o) culture and their proficiency in Spanish as profits of distinction within the marketplace. Qualitative interviews conducted with Hispanic ad agents, general market ad agents and clients reveal that the position that Latinas(os) occupy within the social hierarchy has created both opportunities and boundaries for Hispanic agencies. This paper focuses on the practices that allow Hispanic agencies to isolate Latinas(os) from other consumers, distinguishing them institutionally and entitling them to dedicated marketing resources, but I also discuss the limitations to these practices and how such a narrow expression of the Hispanic agency's cultural capital ultimately limits their access to economic capital.View full textDownload full textKeywordsadvertising, Bourdieu, communication, cultural capital, cultural industry, cultural production, ethnicity, HispanicRelated var addthis_config = { ui_cobrand: "Taylor & Francis Online", services_compact: "citeulike,netvibes,twitter,technorati,delicious,linkedin,facebook,stumbleupon,digg,google,more", pubid: "ra-4dff56cd6bb1830b" }; Add to shortlist Link Permalink http://dx.doi.org/10.1080/10253866.2011.652827
机译：该项目将广告业视为一个自治的空间，该空间受其自身的内部逻辑指导，但是仍然受到较大社会空间中正在发挥作用的社会动力的影响。本研究以布迪厄的实践理论作为理论和分析框架，探讨了文化资本与经济资本之间的关系。具体而言，我考察了西班牙裔从业人员在多大程度上利用其对Latina（o）文化的了解以及他们在西班牙语中的熟练程度，从而在市场中脱颖而出。对西班牙裔广告代理商，一般市场广告代理商和客户进行的定性访谈显示，拉丁裔（os）在社会阶层中所占的位置为西班牙裔代理商创造了机会和边界。本文着重介绍允许西班牙裔代理商将拉美裔与其他消费者隔离，在制度上与其他消费者区分开并将他们吸引到专用营销资源的做法，但是我还将讨论这些做法的局限性以及西班牙裔代理商的这种狭义表达文化资本最终限制了他们获得经济资本的机会。查看全文下载全文关键字广告，布迪厄，传播，文化资本，文化产业，文化生产，种族，西班牙裔相关var addthis_config = {ui_cobrand：“泰勒和弗朗西斯在线”，service_compact：“ citeulike， netvibes，推特，technorati，可口，linkedin，facebook，stumbleupon，digg，google，更多”，发布：“ ra-4dff56cd6bb1830b”};添加到候选列表链接永久链接http://dx.doi.org/10.1080/10253866.2011.652827

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