Tickling tensions: Gazing into the parallax gap of the multicultural imaginary

This article explores why cultural branding – ideo-affective market communication addressing intense political tensions paradoxically seems to lead inertia rather than mobilization. I critically analyse advertising related race, ethnicity and immigration, but instead of only following the traced-out trajectory postcolonial theory, use lens Žižek’s radicalized Lacanian psychoanalysis treat therapeutic visuality in as ideological fantasies market’s multicultural imaginary. Through critical visual methodologies, situate four ‘multicultural’ commercials their culture- idea historical contexts, juxtapose a with Žižekian reading for each them. come argue that imaginary (unconsciously) serves important functions sustaining status quo not foremost because it placates anxiety, doesn’t. Tapping into previous discussions marketing on fetishistic disavowal inversion, offer yet another explanation. The from dimensions does primarily sedation, opposite, namely parallax object’s upholding gruesome tension suspense; tickling. ends by critiquing compulsory theory research racial ethnic relations. From reading, appears gaze is now punishing agency like any dominant ideology, where social inequality global capitalism deemed more bearable alternative traumatic horror visible racism, which, subsequently, closes circuit radical politics.