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Italian Women's Experiences with American Consumer Culture, 1945-1975 - The Italian Mrs. Consumer (Hardcover, 1st ed. 2020)
Loot Price: R2,569
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Italian Women's Experiences with American Consumer Culture, 1945-1975 - The Italian Mrs. Consumer (Hardcover, 1st ed. 2020)
Series: Italian and Italian American Studies
Expected to ship within 10 - 15 working days
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This book analyzes the spread of American female consumer culture
to Italy and its influence on Italian women in the postwar and Cold
War periods, eras marked by the political, economic, social, and
cultural battle between the United States and Soviet Union.
Focusing on various aspects of this culture-beauty and hygiene
products, refrigerators, and department stores, as well as shopping
and magazine models-the book examines the reasons for and the
methods of American female consumer culture's arrival in Italy, the
democratic, consumer capitalist messages its products sought to
"sell" to Italian women, and how Italian women themselves reacted
to this new cultural presence in their everyday lives. Did Italian
women become the American Mrs. Consumer? As such, the book
illustrates how the modern, consuming American woman became a
significant figure not only in Italy's postwar recovery and
transformation, but also in the international and domestic cultural
and social contests for the hearts and minds of Italian women.
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