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The article examines how Asian American advertising shapes the construction of race and ethnicity in the U.S. by analyzing the metaproduction process, which connects cultural and linguistic signification with broader social meanings. It highlights the transformation of Asian Americans from model minority producers to model minority consumers, emphasizing the importance of nuanced representations that go beyond simplistic stereotypes. Through ethnographic research in advertising agencies, the author reveals

Author

hoangthihohoangthiho

Language

EN