A post-socialist reading of displaced images from the Global South: the case of Roma, Eastern Europe’s oriental Other

The chapter delves into the portrayal of Roma people in marketing and media communications within post-socialist Eastern Europe, with a specific focus on Romania. It employs postcolonial theory to analyze how these representations contribute to the marginalization of Roma consumers. The study examines commercial advertisements, mainstream media, and social marketing campaigns to reveal how marketing and media discourses use 'liquid racism' to construct Roma as exotic and denigrated Others, culpable for their own oppression. The chapter also explores the historical and cultural contexts that shape these representations, highlighting the self-colonizing processes and the legacy of Gypsylorism. By critically analyzing these discourses, the chapter offers insights into the societal implications of these representations and suggests potential avenues for marketing researchers and practitioners to alleviate anti-Roma racism.