期刊名称：Translocations : Irish Migration, Race and Social Transformation Review
印刷版ISSN：2009-0420
出版年度：2006
卷号：1
期号：1
出版社：Dublin City University
摘要：This article examines the discursive and strategic deployment of ‘culture’ by Irish
advertising practitioners with a view to analysing their thoughts on emergent
multiculturalism in Ireland. Although advertisers are described as ‘cultural
intermediaries’, this article suggests that the structures and governing ethos of advertising
production undermines the contested character of culture, generally amounting to a
symbolic endorsement of the dominant cultural code in finished texts. Despite the
celebratory, egalitarian and pluralistic discourse of practitioners, this article argues that
the sphere of commercial advertising in Ireland does not, at present, constitute a site in
which the complexity of multiculturalism is engaged or reflected. In particular, it is
suggested that the Irish advertising industry remains largely monocultural and thus, the
meritocratic allusions of practitioners falter under close scrutiny. Furthermore, this article
suggests that some notion of cultural ‘authenticity’ may be rooted in the practical
consciousness of Irish advertising practitioners.
