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Marketing Identities - The Invention of Jewish Ethnicity in Ost und West (Paperback)
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Marketing Identities - The Invention of Jewish Ethnicity in Ost und West (Paperback)
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Marketing Identities analyzes how Ost und West (East and West), the
first Jewish magazine (1901-1923) published in Berlin by
westernized Jews originally from Eastern Europe, promoted ethnic
identity to Jewish audiences in Germany and throughout the world.
Using sophisticated techniques of modern marketing, such as
stereotyping, the editors of this highly successful journal
attempted to forge a minority consciousness. Marketing Identities
is thus about the beginnings of ""ethnicity"" as we know it in the
late twentieth century. An interdisciplinary study, Marketing
Identities illuminates present-day discussions in Europe and the
Americas regarding the experience and self-understanding of
minority groups and combines media and cultural studies with German
and Jewish history.
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