Irresistible Empire America's Advance Through Twentieth-Century Europe

Name: Irresistible Empire America's Advance Through Twentieth-Century Europe
Availability: InStock
ISBN: 9780674022348

ISBN-10: 0674022343

ISBN-13: 9780674022348

Edition: 2005

Authors: Victoria De Grazia

List price: $36.00

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Description:

The most significant conquest of the twentieth century may well have been the triumph of American consumer society over Europe's bourgeois civilization. It is this little-understood but world-shaking campaign that unfolds in Irresistible Empire, Victoria de Grazia's brilliant account of how the American standard of living defeated the European way of life and achieved the global cultural hegemony that is both its great strength and its key weakness today. De Grazia describes how, as America's market empire advanced with confidence through Europe, spreading consumer-oriented capitalism, all alternative strategies fell before it--first the bourgeois lifestyle, then the Third Reich's…

Book details

List price: $36.00
Copyright year: 2005
Publisher: Harvard University Press
Publication date: 10/31/2006
Binding: Paperback
Pages: 608
Size: 6.14" wide x 9.21" long x 1.61" tall
Weight: 2.046
Language: English

Victoria de Grazia is Professor of History and James R. Barker Professor of Contemporary Civilization, Columbia University.



Introduction: The Fast Way to Peace



The Service Ethic: How Bourgeois Men Made Peace with Babbittry



A Decent Standard of Living: How Europeans Were Measured by the American Way of Life



The Chain Store: How Modern Distribution Dispossessed Commerce



Big-Brand Goods: How Marketing Outmaneuvered the Marketplace



Corporate Advertising: How the Science of Publicity Subverted the Arts of Commerce



The Star System: How Hollywood Turned Cinema Culture into Entertainment Value



The Consumer-Citizen: How Europeans Traded Rights for Goods



Supermarketing: How Big-Time Merchandisers Leapfrogged over Local Grocers



A Model Mrs. Consumer: How Mass Commodities Settled into Hearth and Home


Conclusion: How the Slow Movement Put Perspective on the Fast Life


Notes


Bibliographic Essay


Acknowledgments


Index