The empty signifier in ethnic identity negotiation: a constructionist view of identity

Ofer Dekel Dachs, Kathy-Ann Fletcher

Research output: Chapter in Book/Report/Conference proceedingChapter (peer-reviewed)peer-review


This chapter challenges the ethnic identity understanding as a homogenic construct that group members share based on their position in the acculturation process. The authors claim this understanding is based on a false notion of individual identity. Taking a cue from Hall and Laclau and Mouffe, the authors claim that ethnic identity is not a reflection of a fixed, natural state of being, but a process of becoming. Therefore, drawing on components of identity as a means of market segmentation, beyond the level of the individual consumer within a given the moment, becomes a redundant exercise. To illustrate the argument, they share with the reader research with a second-generation British-South Asian and describe their identity negotiation and self-perception. They make a call to marketers to avoid the reliance on fixed concepts of identity and shift their focus to strategies that accommodate more complex and fluid understandings of identity construction.
Original languageEnglish
Title of host publicationCritical perspectives on diversity, equity and inclusion in marketing
EditorsAyantunji Gbadamosi
PublisherIGI Global
Number of pages24
ISBN (Electronic)9781668435922
ISBN (Print)9781668435908, 9781668435915
Publication statusPublished - 20 May 2022

Publication series

NameAdvances in marketing, Customer Relationship Management, and E-Services ( AMCRMES) Book Series
PublisherIGI Global
ISSN (Print)2327-5502


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