Marketing Identities: The Invention of Jewish Ethnicity in Ost und West

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Wayne State University Press, 1998 - History - 246 pages
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This work 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 techniques of modern marketing, such as stereotyping, the editors of this successful journal attempted to forge a minority consciousness. Marketing Identities is thus about the beginnings of ethnicity as we know it in the late 20th century.

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About the author (1998)

Brenner is an assistant professor in German and Slavic languages and literature at the University of Colorado.

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