Sold American Consumption and Citizenship, 1890-1945
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Description: At the turn of the twentieth century, an emerging consumer culture in the United States promoted constant spending to meet material needs and develop social identity and self-cultivation. InSold American, Charles F. McGovern examines the key players active in shaping this cultural evolution: advertisers and consumer advocates. McGovern argues that even though these two professional groups invented radically different models for proper spending, both groups propagated mass consumption as a specifically American social practice and an important element of nationality and citizenship. Advertisers, McGovern shows, used nationalist ideals, icons, and political language to define consumption as the foundation of the pursuit of happiness. Consumer advocates, on the other hand, viewed the market with a republican-inspired skepticism and fought commercial incursions on consumer independence. The result, says McGovern, was a redefinition of the citizen as consumer. The articulation of an "American Way of Life" in the Depression and World War II ratified consumer abundance as the basis of a distinct American culture and history.
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All the information you need in one place! Each Study Brief is a summary of one specific subject; facts, figures, and explanations to help you learn faster.
List price: $37.50
Copyright year: 2006
Publisher: University of North Carolina Press
Publication date: 10/23/2006
Size: 6.50" wide x 9.75" long x 1.50" tall
|Introduction. Inventing Consumers: Citizenship and Culture|
|Advertisers and Consumers, 1890-1930|
|The Nationalization of Consumers: The Political Language of American Advertising, 1890-1930|
|Making Consumption American: Advertisers, Consumers, and National Identity|
|Social Science and the Pragmatic Consumer, 1890-1928|
|The Science of Purchasing|
|Redefining Consumption at Consumers' Research|
|Citizens and Culture|
|Consumer Professionals in the Depression|
|The American Way of Life: Folklores of Capitalism, 1935-1939|
|Fighting for the American Way: Consumption and Americanism, 1935-1945|
|Epilogue. Price Check|