Overview

"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."

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9780814345191

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For its discussion of ethnicity and nationalism, of class and gender, of Jewish intellectual life in Imperial and early Weimar Germany, Marketing Identities offers a fascinating glimpse into the larger complexities surrounding Jewish identity formation at the beginning of this century.--Noah W. Isenberg Wesleyan University

Author Information

David Brenner was assistant professor of Modern and Classical Language Studies at Kent State University, Ohio.

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