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Consuming Identities - Visual Culture in Nineteenth-Century San Francisco (Hardcover)
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Consuming Identities - Visual Culture in Nineteenth-Century San Francisco (Hardcover)
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Along with the rapid expansion of the market economy and industrial
production methods, such innovations as photography, lithography,
and steam printing created a pictorial revolution in
nineteenth-century society. The proliferation of visual prints,
ephemera, spectacles, and technologies transformed public values
and perceptions, and its legacy was as significant as the print
revolution that preceded it. Consuming Identities explores the
significance of the pictorial revolution in one of its vanguard
cities: San Francisco, the revolving door of the gold rush. In
their correspondence, diaries, portraits, and reminiscences,
thousands of migrants to the city by the Bay demonstrated that
visual media constituted a central means by which people navigated
the bewildering host of changes taking hold around them in the
second half of the nineteenth century, from the spread of
capitalism and class formation to immigration and urbanization.
Images themselves were inextricably associated with these
world-changing forces; they were commodities, but as
representations of people, they also possessed special cultural
qualities that gave them new meaning and significance. Visual media
transcended traditional boundaries of language and culture that
divided diverse groups within the same urban space. From the 1848
conquest of California and the gold discovery to the disastrous
earthquake and fire of 1906, San Francisco anticipated broader
cultural transformations in the commodification, implementation,
and popularity of images. For the city's inhabitants and
sojourners, an array of imagery came to mediate, intersect with,
and even constitute social interaction in a world where virtual
reality was becoming normative.
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