The 1930s to the 1950s in Italy witnessed large increases in
film-going, radio-listening, and the sale of music and weekly
magazines. The industries that made and sold commercial, cultural
products were transformed by the new technologies of reproduction
and new approaches to marketing and distribution.
Yet historians tend to place the "real" genesis of mass culture
in the 1960s, or to generalize about the harnessing of mass culture
to the Fascist political project, without considering what kind of
mass culture existed at the time and whether this harnessing was
successful. This book draws on extensive new evidence, including
oral histories and archival material, to explore possible
continuities between the uses of mass culture before and after
World War II.
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