In this Book

summary
Marketing Identities analyzes how Ost und West (East and West), the first Jewish magazine (1901-1923) published in Berlin by westernized Jews originally from Eastern Europe, promoted ethnic identity to Jewish audiences in Germany and throughout the world. Using sophisticated techniques of modern marketing, such as stereotyping, the editors of this highly successful journal attempted to forge a minority consciousness. Marketing Identities is thus about the beginnings of "ethnicity" as we know it in the late twentieth century. An interdisciplinary study, Marketing Identities illuminates present-day discussions in Europe and the Americas regarding the experience and self-understanding of minority groups and combines media and cultural studies with German and Jewish history.

Table of Contents

  1. Cover
  2. open access View | Download |
  1. Title Page
  2. pp. 1-3
  3. open access View | Download |
  1. Copyright
  2. p. 4
  3. open access View | Download |
  1. Dedication
  2. pp. 5-6
  3. open access View | Download |
  1. Contents
  2. pp. 7-8
  3. open access View | Download |
  1. Acknowledgments
  2. pp. 9-14
  3. open access View | Download |
  1. Introduction: Multiple Identities
  2. pp. 15-20
  3. open access View | Download |
  1. 1. Promoting an Ethnic, Pan-Jewish Identity
  2. pp. 21-53
  3. open access View | Download |
  1. 2. Ost und West and the History of European Jewish Identity
  2. pp. 54-76
  3. open access View | Download |
  1. 3. "Intellectuals" Reading "Parvenus": The Intellectual Nationalist as Ostjude and the Assimilating Parvenu as Westjude in Ost und West
  2. pp. 77-97
  3. open access View | Download |
  1. 4. The Philanthropic Parvenue and the Uplifted Ostjude: German-Jewish Women and Ost und West
  2. pp. 98-138
  3. open access View | Download |
  1. 5. Antisemitism and the German-Jewish Male: Ost und West's Promotion of Ethnic Jewish Identity to German-Jewish Men
  2. pp. 139-158
  3. open access View | Download |
  1. Conclusion: The Meaning of Ost und West—Jews and Germans, Identity and Self-Hatred
  2. pp. 159-170
  3. open access View | Download |
  1. Notes
  2. pp. 171-218
  3. open access View | Download |
  1. Primary, Secondary, and Archival Sources Cited
  2. pp. 219-234
  3. open access View | Download |
  1. Index
  2. pp. 235-246
  3. open access View | Download |

Additional Information

ISBN
9780814345184
Related ISBN
9780814345191
MARC Record
OCLC
1036698764
Launched on MUSE
2018-10-08
Language
English
Open Access
Yes
Back To Top

This website uses cookies to ensure you get the best experience on our website. Without cookies your experience may not be seamless.