Yankee Don't Go Home! Mexican Nationalism, American Business Culture, and the Shaping of Modern Mexico, 1920-1950

Name: Yankee Don't Go Home! Mexican Nationalism, American Business Culture, and the Shaping of Modern Mexico, 1920-1950
Price: 6.75 USD
Availability: InStock
ISBN: 9780807854785

ISBN-10: 0807854786

ISBN-13: 9780807854785

Edition: 2003

Authors: Julio Moreno

List price: $47.50

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In the aftermath of the 1910 Mexican Revolution, Mexican and U.S. political leaders, business executives, and ordinary citizens shaped modern Mexico by making industrial capitalism the key to upward mobility into the middle class, material prosperity, and a new form of democracy-consumer democracy. Julio Moreno describes how Mexico's industrial capitalism between 1920 and 1950 shaped the country's national identity, contributed to Mexico's emergence as a modern nation-state, and transformed U.S.-Mexican relations. According to Moreno, government programs and incentives were central to legitimizing the postrevolutionary government as well as encouraging commercial growth. Moreover, Mexican…

Book details

List price: $47.50
Copyright year: 2003
Publisher: University of North Carolina Press
Publication date: 10/27/2003
Binding: Paperback
Pages: 336
Size: 6.12" wide x 9.25" long x 0.75" tall
Weight: 1.100
Language: English

Julio Moreno is assistant professor of history at the University of San Francisco.



Acknowledgments


Abbreviations


Introduction



Liberalism, the State, and Modern Industrial Capitalism in Postrevolutionary Mexico



Spreading the American Dream: Information, Technology, and World War II



Prophets of Capitalism: The Growth of Advertising as a Profession and the Making of Modern Mexico



Advertising National Identity and Globalization in the Reconstruction of Modern Mexico



J. Walter Thompson and the Negotiation of Mexican and American Values



In Search of Markets, Diplomacy, and Consumers: Sears as a Commercial Diplomat in Mexico



Industrial Capitalism, Antimodernism, and Consumer Culture in 1940s Mexico


Conclusion


Notes


Bibliography


Index