INTRODUCTION: THE PITCH
1. Lipsitz 2011.
2. Throughout the book, I toggle between terms currently in use in social sci-
ence, such as Asian American, African American, and Latino, and those used in the
ad industry according to time period. While the category “black” has been re-
placed by “African American,” “Asian” and “Hispanic” are still widely used to refer
to Asian Americans and Latinos, respectively.
3. Povinelli 2011, 133.
4. Welker et al. 2011.
5. Ferguson 2010.
6. Hesse 2011, 172.
7. See the Kochhar et al. (2011) Pew Research Center report on Asian American
8. Alcoﬀ 2005; Goldberg 1993; Koshy 2001; Montoya 2007.
9. Deleuze and Guattari 1987, 156.
10. Anderson et al. 2012, 177; Puar 2007.
11. Marcus and Saka 2006, 103.
12. Assemblages are not altogether diﬀerent from other analytics that have
been used to identify cultural production, including montage, collage, pastiche,
bricolage, and formations. For my purposes, assemblage allows me to ethno-
graphically consider the multiparty production of mass- circulated representa-
tions in ways that connect anthropology with other ﬁelds interested in simi-
lar questions, especially American studies, critical ethnic studies, and cultural
studies. About anthropology and American studies, Faye Ginsburg has written
that ethnography is “particularly well suited to track the impact of global capital in
everyday life, the increasing flows of bodies and information, and the accelerating
transformations in biomedicine, media, and information technology” (2006, 492).
Linking these levels, I use assemblage to signal the multimodal, multimaterial pro-
cess of meaning making that is temporally and perspectivally limited.
13. Shankar and Cavanaugh 2012.
14. Shankar 2006; Shankar 2012.