Total Market American: Race, Data, and Advertising

In Total Market American, Marcel Rosa-Salas explores how US advertising reinforces racial categories for profit. Through ethnographic research at advertising agencies and key industry events, Rosa-Salas highlights advertising strategy as an influential commercial arena for racial theorizing closely linked to the forms of racial knowledge prevalent in government, academia, and business. Central to her analysis is what she calls the industry’s “racial information system”—a network of practice...