Multiculturalism, advertising and citizenship

Abstract

Multiculturalism, along with being a category indicating a particular state of “diversity” characteristic of complex societies in which social order and subjectivity manifests as split realities, is itself a way to assume the configuration of the public realm and citizenship differently from liberal-individualist classical principles. In this sense, the multiculturalist policy was established as a bid to overcome the “liberal fiction” of homogeneity that highlights the difference of cultural patterns as a key element in the configuration of a democratic public space open to diversity. This paper attempts to focus precisely on the scope and limitations of this relationship between the public realm and difference, sustained by multiculturalist policy.