Resisting immigrant myths : everyday consumer practices of Asian immigrants in America

Hu, Jing, Whittler, Tommy E. and Tian, Kelly 2013, Resisting immigrant myths : everyday consumer practices of Asian immigrants in America, Consumption, markets and culture, vol. 16, no. 2, pp. 169-195, doi: 10.1080/10253866.2012.659436.

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Title Resisting immigrant myths : everyday consumer practices of Asian immigrants in America
Author(s) Hu, Jing
Whittler, Tommy E.
Tian, Kelly
Journal name Consumption, markets and culture
Volume number 16
Issue number 2
Start page 169
End page 195
Total pages 27
Publisher Routledge
Place of publication Oxon, U. K.
Publication date 2013
ISSN 1025-3866
Keyword(s) mediascape myths
immigrant experiences
gendered consumption
resistance through consumption
rituals of consumption
Summary Projective, depth interviews with U.S. Asian immigrants revealed their ambivalence toward the U.S. commercial sector’s colonial-era representations of Asian people. These commercial representations provide polarized depictions of Asian immigrants as either threatening aliens or as model citizens. These portrayals reflect “racialized otherness,” or racial stereotyping that represent Asian immigrants as inferior. Our findings indicate that Chinese immigrants strategically use everyday consumption related to foodways to resist the reverberation of American immigrant myths. In some instances, immigrants’ consumption practices instantiate a regional Asian identity. In other instances, however, immigrants’ consumption practices reflect a separation from the past and an acceptance of a new although not exclusively American way of life. Notwithstanding immigrant consumers’ resistance practices, the findings call for future research into immigrant consumers’ reactions to visual representations of race, ethnicity, and gender.
Language eng
DOI 10.1080/10253866.2012.659436
Field of Research 159999 Commerce, Management, Tourism and Services not elsewhere classified
Socio Economic Objective 970115 Expanding Knowledge in Commerce, Management, Tourism and Services
HERDC Research category C1 Refereed article in a scholarly journal
Copyright notice ©2012, Taylor & Francis
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Document type: Journal Article
Collections: Faculty of Business and Law
School of Management and Marketing
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