
How Firms Fail at D&I
Author(s) -
Alice Leri
Publication year - 2020
Publication title -
journal of business anthropology
Language(s) - English
Resource type - Journals
ISSN - 2245-4217
DOI - 10.22439/jba.v9i2.6126
Subject(s) - liminality , hegemony , ethnography , sociology , gender studies , political economy , political science , anthropology , law , politics
This paper analyzes the impact that inclusive marketing practices might have on society using modest fashion as a case study. The study employs an ethnographic approach to discourse analysis and explores the impact of modest fashion in reshaping the boundaries of exclusion and belonging in the United States. Throughout the paper the author argues that as firms try to become more inclusive in the marketplace, they inadvertently perpetuated hegemonic and micro-hegemonic systems of belonging wherein non-threatening forms of otherness are assimilated into a safe "new normal" and liminal identities are further marginalized.