#5307. Tickling tensions: Gazing into the parallax gap of the multicultural imaginary

August 2026publication date
Proposal available till 12-05-2025
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Journal’s subject area:
Marketing;
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Abstract:
This article explores why cultural branding – ideo-affective market communication addressing intense political tensions – paradoxically seems to lead to political inertia rather than political mobilization. I critically analyse advertising addressing political tensions related to race, ethnicity and immigration, but instead of only following the traced-out trajectory of postcolonial theory, I use the lens of ?i?ek’s radicalized Lacanian psychoanalysis and treat the therapeutic visuality in cultural branding as ideological fantasies of the market’s multicultural imaginary. Through critical visual methodologies, I situate four ‘multicultural’ commercials in their culture- and idea historical contexts, and juxtapose a postcolonial with a ?i?ekian reading for each of them.
Keywords:
Advertising; cultural branding; ethnonationalism; fantasies; ideology; Lacan; multiculturalism; neoliberalism; postcolonialism; ?i?ek

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