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MARCH 25, 2021|MEDIA & JOURNALISM


How Magazines Made Asian America


Covers of nineties Asian American magazines

The birth of a subculture is a fascinating topic to unravel, and an article I read recently unpacks how Asian American culture was largely shaped in the nineties by a handful of magazines that defined an emerging genre.

As the protests and conversation exploded around the #stopasianhate movement, this look back at the history of how magazines brought the Asian identity in America to life for first generation kids growing up in a new place hit a personal chord for me.

Though most of these magazines didn't seem to include Indians as "Asian," I remember this desire to find my own identity and how that journey continues to be relevant today.

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This is a blog about non-obvious ideas. Originally launched on the Typepad platform in 2005 as the Influential Marketing blog, the stories at first focused mainly on digital marketing while Rohit worked at Ogilvy Advertising. In 2015 Rohit officially rebranded to the Non-Obvious Insights Blog and published his WSJ bestseller Non-Obvious. For the past twenty one years, this blog has coined new terms, introduced future marketing practices and inspired the next generation of non-obvious thinkers and marketers.

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