Cet ouvrage se réfère à un projet d'exposition organisée par Tirdad Zolghadr, initiée à Genève en 2004, puis présentée à Téhéran, autour de la problématique de la globalisation actuelle de l'art.
Ethnic Marketing is dealing with the question how to assess the emergent vicissitudes of the gradually "globalizing" art circuit without repeating the curatorial clichés of recent years.
Having watched one example of critical internationalism after another reduce itself to postcolonial platitude or self-congratulating adventurism, the participants framed this exhibition project as an inquiry into Euroamerican xenophilia in and of itself. Rather than try and build the proverbial Third World "platform", or "forum", or "bridge", the question is what makes the bridging so attractive in first place. Who stands to gain from searing critiques of the North and Northwest, and upholding the aims of the East and South.
