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Educating the Consumer-citizen - A History of the Marriage of Schools, Advertising, and Media (Paperback)
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Educating the Consumer-citizen - A History of the Marriage of Schools, Advertising, and Media (Paperback)
Series: Sociocultural, Political, and Historical Studies in Education
Expected to ship within 12 - 17 working days
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In "Educating the Consumer-Citizen: A History of the Marriage of
Schools, Advertising, and Media, " Joel Spring charts the rise of
consumerism as the dominant American ideology of the 21st century.
He documents and analyzes how, from the early 19th century through
the present, the combined endeavors of schools, advertising, and
media have led to the creation of a consumerist ideology and
ensured its central place in American life and global culture.
Spring first defines "consumerist ideology" and "consumer-citizen"
and explores their 19th-century origins in schools, children's
literature, the commercialization of American cities, advertising,
newspapers, and the development of department stores. He then
traces the rise of consumerist ideology in the 20th century by
looking closely at: the impact of the home economics profession on
the education of women as consumers and the development of an
American cuisine based on packaged and processed foods; the
influence of advertising images of sports heroes, cowboys, and the
clean-shaven businessman in shaping male identity; the outcomes of
the growth of the high school as a mass institution on the
development of teenage consumer markets; the consequences of
commercial radio and television joining with the schools to educate
a consumer-oriented population so that, by the 1950s, consumerist
images were tied to the Cold War and presented as the "American way
of life" in both media and schools; the effects of the civil rights
movement on integrating previously excluded groups into the
consumer society; the changes the women's movement demanded in
textbooks, school curricula, media, and advertising that led to a
new image of women in the consumer market; and the ascent of fast
food education. Spring carries the story into the 21st century by
examining the evolving marriage of schools, advertising, and media
and its ongoing role in educating the consumer-citizen and creating
an integrated consumer market.
This book will be of wide interest to scholars, professionals, and
students across foundations of education, history and sociology of
education, educational policy, mass communications, American
history, and cultural studies. It is highly appropriate as a text
for courses in these areas.
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