Sold American Consumption and Citizenship, 1890-1945

ISBN-10: 0807856762

ISBN-13: 9780807856765

Edition: 2006

Authors: Charles F. McGovern

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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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Book details

List price: $37.50
Copyright year: 2006
Publisher: University of North Carolina Press
Publication date: 10/23/2006
Binding: Paperback
Pages: 552
Size: 6.50" wide x 9.75" long x 1.50" tall
Weight: 1.738

Acknowledgments
Introduction. Inventing Consumers: Citizenship and Culture
Advertisers
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
Consumerists
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
Notes
Bibliography
Index
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