In the middle of the twentieth century, a new class of marketing expert emerged beyond the familiar ad men of Madison Avenue. Working as commercial designers, consumer psychologists, sales managers, and market researchers, these professionals were self-defined "consumer engineers," and their rise heralded a new era of marketing. To what extent did these efforts to engineer consumers shape consumption practices? And to what extent was the phenomenon itself a product of broader social and cultural forces? This collection considers consumer engineering in the context of the longer history of transatlantic marketing. Contributors offer case studies on the roles of individual consumer engineers on both sides of the Atlantic, the impact of such marketing practices on European economies during World War II and after, and the conflicted relationship between consumer activists and the ideas of consumer engineering. By connecting consumer engineering to a web of social processes in the twentieth century, this volume contributes to a reassessment of consumer history more broadly.

Providing a global perspective on the development of American technology, Technology and American Society offers a historical narrative detailing major technological transformations over the last three centuries. With coverage devoted to both dramatic breakthroughs and incremental innovations, authors Gary Cross and Rick Szostak analyze the cause-and-effect relationship of technological change and its role in the constant drive for improvement and modernization. This fully-updated 3rd edition extends coverage of industry, home, office, agriculture, transport, constructions, and services into the twenty-first century, concluding with a new chapter on recent electronic and technological advances. Technology and American Society remains the ideal introduction to the myriad interactions of technological advancement with social, economic, cultural, and military change throughout the course of American history.

Gary Cross publishes the findings of this largely forgotten study by the Mass-Observers who followed the annual pilgrimage of labourers to Blackpool, hoping to discover what attracted workers to this centre of Victorian culture.

Gary Cross publishes the findings of this largely forgotten study by the Mass-Observers who followed the annual pilgrimage of labourers to Blackpool, hoping to discover what attracted workers to this centre of Victorian culture.

Providing a global perspective on the development of American technology, Technology and American Society offers a historical narrative detailing major technological transformations over the last three centuries. With coverage devoted to both dramatic breakthroughs and incremental innovations, authors Gary Cross and Rick Szostak analyze the cause-and-effect relationship of technological change and its role in the constant drive for improvement and modernization. This fully-updated 3rd edition extends coverage of industry, home, office, agriculture, transport, constructions, and services into the twenty-first century, concluding with a new chapter on recent electronic and technological advances. Technology and American Society remains the ideal introduction to the myriad interactions of technological advancement with social, economic, cultural, and military change throughout the course of American history.

The twentieth century was, by any reckoning, the age of the child in America. Today, we pay homage at the altar of childhood, heaping endless goods on the young, reveling in memories of a more innocent time, and finding solace in the softly backlit memories of our earliest years. We are, the proclamation goes, just big kids at heart. And, accordingly, we delight in prolonging and inflating the childhood experiences of our offspring. In images of the naughty but nice Buster Brown and the coquettish but sweet Shirley Temple, Americans at mid-century offered up a fantastic world of treats, toys, and stories, creating a new image of the child as "cute." Holidays such as Christmas and Halloween became blockbuster affairs, vehicles to fuel the bedazzled and wondrous innocence of the adorable child. All this, Gary Cross illustrates, reflected the preoccupations of a more gentle and affluent culture, but it also served to liberate adults from their rational and often tedious worlds of work and responsibility. But trouble soon entered paradise. The "cute" turned into "cool" as children, following their parental example, embraced the gift of fantasy and unrestrained desire to rebel against the saccharine excesses of wondrous innocence in deliberate pursuit of the anti-cute. Movies, comic books, and video games beckoned to children with the allures of an often violent, sexualized, and increasingly harsh worldview. Unwitting and resistant accomplices to this commercial transformation of childhood, adults sought-over and over again, in repeated and predictable cycles-to rein in these threats in a largely futile jeremiad to preserve the old order. Thus, the cute child-deliberately manufactured and cultivated--has ironically fostered a profoundly troubled ambivalence toward youth and child rearing today. Expertly weaving his way through the cultural artifacts, commercial currents, and parenting anxieties of the previous century, Gary Cross offers a vibrant and entirely fresh portrait of the forces that have defined American childhood.

The unqualified victory of consumerism in America was not a foregone conclusion. The United States has traditionally been the home of the most aggressive and often thoughtful criticism of consumption, including Puritanism, Prohibition, the simplicity movement, the '60s hippies, and the consumer rights movement. But at the dawn of the twenty-first century, not only has American consumerism triumphed, there isn't even an "ism" left to challenge it. "An All-Consuming Century" is a rich history of how market goods came to dominate American life over that remarkable hundred years between 1900 and 2000 and why for the first time in history there are no practical limits to consumerism.

By 1930 a distinct consumer society had emerged in the United States in which the taste, speed, control, and comfort of goods offered new meanings of freedom, thus laying the groundwork for a full-scale ideology of consumer's democracy after World War II. From the introduction of Henry Ford's Model T ("so low in price that no man making a good salary will be unable to own one") and the innovations in selling that arrived with the department store (window displays, self service, the installment plan) to the development of new arenas for spending (amusement parks, penny arcades, baseball parks, and dance halls), Americans embraced the new culture of commercialism -- with reservations. However, Gary Cross shows that even the Depression, the counterculture of the 1960s, and the inflation of the 1970s made Americans more materialistic, opening new channels of desire and offering opportunities for more innovative and aggressive marketing. The conservative upsurge of the 1980s and '90s indulged in its own brand of self-aggrandizement by promoting unrestricted markets. The consumerism of today, thriving and largely unchecked, no longer brings families and communities together; instead, it increasingly divides and isolates Americans.

Consumer culture has provided affluent societies with peaceful alternatives to tribalism and class war, Cross writes, and it has fueled extraordinary economic growth. The challenge for the future is to find ways to revive the still valid portion of the culture of constraint and control the overpowering success of the all-consuming twentieth century.

Nostalgia isn't what it used to be. For many of us, modern memory is shaped less by a longing for the social customs and practices of the past or for family heirlooms handed down over generations and more by childhood encounters with ephemeral commercial goods and fleeting media moments in our age of fast capitalism. This phenomenon has given rise to communities of nostalgia whose members remain loyal to the toys, television, and music of their youth. They return to the theme parks and pastimes of their upbringing, hoping to reclaim that feeling of childhood wonder or teenage freedom. Consumed nostalgia took definite shape in the 1970s, spurred by an increase in the turnover of consumer goods, the commercialization of childhood, and the skillful marketing of nostalgia. Gary Cross immerses readers in this fascinating and often delightful history, unpacking the cultural dynamics that turn pop tunes into oldies and childhood toys into valuable commodities. He compares the limited appeal of heritage sites such as Colonial Williamsburg to the perpetually attractive power of a Disney theme park and reveals how consumed nostalgia shapes how we cope with accelerating change. Today nostalgia can be owned, collected, and easily accessed, making it less elusive and often more fun than in the past, but its commercialization has sometimes limited memory and complicated the positive goals of recollection. By unmasking the fascinating, idiosyncratic character of modern nostalgia, Cross helps us better understand the rituals of recall in an age of fast capitalism.

Adam Sandler movies, HBO's "Entourage," and such magazines as "Maxim" and "FHM" all trade in and appeal to one character--the modern boy-man. Addicted to video games, comic books, extreme sports, and dressing down, the boy-man would rather devote an afternoon to Grand Theft Auto than plan his next career move. He would rather prolong the hedonistic pleasures of youth than embrace the self-sacrificing demands of adulthood.

When did maturity become the ultimate taboo? Men have gone from idolizing Cary Grant to aping Hugh Grant, shunning marriage and responsibility well into their twenties and thirties. Gary Cross, renowned cultural historian, identifies the boy-man and his habits, examining the attitudes and practices of three generations to make sense of this gradual but profound shift in American masculinity. Cross matches the rise of the American boy-man to trends in twentieth-century advertising, popular culture, and consumerism, and he locates the roots of our present crisis in the vague call for a new model of leadership that, ultimately, failed to offer a better concept of maturity.

Cross does not blame the young or glorify the past. He finds that men of the "Greatest Generation" might have embraced their role as providers but were confused by the contradictions and expectations of modern fatherhood. Their uncertainty gave birth to the Beats and men who indulged in childhood hobbies and boyish sports. Rather than fashion a new manhood, baby-boomers held onto their youth and, when that was gone, embraced Viagra. Without mature role models to emulate or rebel against, Generation X turned to cynicism and sensual intensity, and the media fed on this longing, transforming a life stage into a highly desirable lifestyle. Arguing that contemporary American culture undermines both conservative ideals of male maturity and the liberal values of community and responsibility, Cross concludes with a proposal for a modern marriage of personal desire and ethical adulthood.

In the middle of the twentieth century, a new class of marketing expert emerged beyond the familiar ad men of Madison Avenue. Working as commercial designers, consumer psychologists, sales managers, and market researchers, these professionals were self-defined "consumer engineers," and their rise heralded a new era of marketing. To what extent did these efforts to engineer consumers shape consumption practices? And to what extent was the phenomenon itself a product of broader social and cultural forces? This collection considers consumer engineering in the context of the longer history of transatlantic marketing. Contributors offer case studies on the roles of individual consumer engineers on both sides of the Atlantic, the impact of such marketing practices on European economies during World War II and after, and the conflicted relationship between consumer activists and the ideas of consumer engineering. By connecting consumer engineering to a web of social processes in the twentieth century, this volume contributes to a reassessment of consumer history more broadly.

During the first part of the twentieth century thousands of working-class New Yorkers flocked to Coney Island in search of a release from their workaday lives and the values of bourgeois society. On the other side of the Atlantic, British workers headed off to the beach resort of Blackpool for entertainment and relaxation. However, by the middle of the century, a new type of park began to emerge, providing well-ordered, squeaky-clean, and carefully orchestrated corporate entertainment. Contrasting the experiences of Coney Island and Blackpool with those of Disneyland and Beamish, Gary S. Cross and John K. Walton explore playful crowds and the pursuit of pleasure in the twentieth century to offer a transatlantic perspective on changing ideas about leisure, class, and mass culture.

Blackpool and Coney Island were the definitive playgrounds of the industrial working class. Teeming crowds partook of a gritty vulgarity that offered a variety of pleasures and thrills from roller coaster rides and freak shows to dance halls and dioramas of exotic locales. Responding to the new money and mobility of the working class, the purveyors of Coney Island and Blackpool offered the playful crowd an "industrial saturnalia."Cross and Walton capture the sights and sounds of Blackpool and Coney Island and consider how these "Sodoms by the sea" flouted the social and cultural status quo. The authors also examine the resorts' very different fates as Coney Island has now become a mere shadow of its former self while Blackpool continues to lure visitors and offer new attractions.

The authors also explore the experiences offered at Disneyland and Beamish, a heritage park that celebrates Britain's industrial and social history. While both parks borrowed elements from their predecessors, they also adapted to the longings and concerns of postwar consumer culture. Appealing to middle-class families, Disney provided crowds a chance to indulge in child-like innocence and a nostalgia for a simpler time. At Beamish, crowds gathered to find an escape from the fragmented and hedonistic life of modern society in a reconstructed realm of the past where local traditions and nature prevail.

From sushi and karaoke to martial arts and technoware, the currency of made-in-Japan cultural goods has skyrocketed in the global marketplace during the past decade. The globalization of Japanese "cool" is led by youth products: video games, manga (comic books), anime (animation), and cute characters that have fostered kid crazes from Hong Kong to Canada. Examining the crossover traffic between Japan and the United States, "Millennial Monsters" explores the global popularity of Japanese youth goods today while it questions the make-up of the fantasies and the capitalistic conditions of the play involved. Arguing that part of the appeal of such dream worlds is the polymorphous perversity with which they scramble identity and character, the author traces the postindustrial milieux from which such fantasies have arisen in postwar Japan and been popularly received in the United States.

This title is part of UC Press's Voices Revived program, which commemorates University of California Press's mission to seek out and cultivate the brightest minds and give them voice, reach, and impact. Drawing on a backlist dating to 1893, Voices Revived makes high-quality, peer-reviewed scholarship accessible once again using print-on-demand technology. This title was originally published in 1989.

Adam Sandler movies, HBO's Entourage, and such magazines as Maxim and FHM all trade in and appeal to one character--the modern boy-man. Addicted to video games, comic books, extreme sports, and dressing down, the boy-man would rather devote an afternoon to Grand Theft Auto than plan his next career move. He would rather prolong the hedonistic pleasures of youth than embrace the self-sacrificing demands of adulthood. When did maturity become the ultimate taboo? Men have gone from idolizing Cary Grant to aping Hugh Grant, shunning marriage and responsibility well into their twenties and thirties. Gary Cross, renowned cultural historian, identifies the boy-man and his habits, examining the attitudes and practices of three generations to make sense of this gradual but profound shift in American masculinity. Cross matches the rise of the American boy-man to trends in twentieth-century advertising, popular culture, and consumerism, and he locates the roots of our present crisis in the vague call for a new model of leadership that, ultimately, failed to offer a better concept of maturity. Cross does not blame the young or glorify the past. He finds that men of the "Greatest Generation" might have embraced their role as providers but were confused by the contradictions and expectations of modern fatherhood. Their uncertainty gave birth to the Beats and men who indulged in childhood hobbies and boyish sports. Rather than fashion a new manhood, baby-boomers held onto their youth and, when that was gone, embraced Viagra. Without mature role models to emulate or rebel against, Generation X turned to cynicism and sensual intensity, and the media fed on this longing, transforming a life stage into a highly desirable lifestyle. Arguing that contemporary American culture undermines both conservative ideals of male maturity and the liberal values of community and responsibility, Cross concludes with a proposal for a modern marriage of personal desire and ethical adulthood.

This title is part of UC Press's Voices Revived program, which commemorates University of California Press's mission to seek out and cultivate the brightest minds and give them voice, reach, and impact. Drawing on a backlist dating to 1893, Voices Revived makes high-quality, peer-reviewed scholarship accessible once again using print-on-demand technology. This title was originally published in 1989.

The unqualified victory of consumerism in America was not a foregone conclusion. The United States has traditionally been the home of the most aggressive and often thoughtful criticism of consumption, including Puritanism, Prohibition, the simplicity movement, the '60s hippies, and the consumer rights movement. But at the dawn of the twenty-first century, not only has American consumerism triumphed, there isn't even an "ism" left to challenge it. "An All-Consuming Century" is a rich history of how market goods came to dominate American life over that remarkable hundred years between 1900 and 2000 and why for the first time in history there are no practical limits to consumerism.

By 1930 a distinct consumer society had emerged in the United States in which the taste, speed, control, and comfort of goods offered new meanings of freedom, thus laying the groundwork for a full-scale ideology of consumer's democracy after World War II. From the introduction of Henry Ford's Model T ("so low in price that no man making a good salary will be unable to own one") and the innovations in selling that arrived with the department store (window displays, self service, the installment plan) to the development of new arenas for spending (amusement parks, penny arcades, baseball parks, and dance halls), Americans embraced the new culture of commercialism -- with reservations. However, Gary Cross shows that even the Depression, the counterculture of the 1960s, and the inflation of the 1970s made Americans more materialistic, opening new channels of desire and offering opportunities for more innovative and aggressive marketing. The conservative upsurge of the 1980s and '90s indulged in its own brand of self-aggrandizement by promoting unrestricted markets. The consumerism of today, thriving and largely unchecked, no longer brings families and communities together; instead, it increasingly divides and isolates Americans.

Consumer culture has provided affluent societies with peaceful alternatives to tribalism and class war, Cross writes, and it has fueled extraordinary economic growth. The challenge for the future is to find ways to revive the still valid portion of the culture of constraint and control the overpowering success of the all-consuming twentieth century.

To sort out who's who and what's what in the enchanting, vexing world of Barbies(R) and Ninja Turtles(R), Tinkertoys(R) and teddy bears, is to begin to see what's become of childhood in America. It is this changing world, and what it unveils about our values, that Gary Cross explores in "Kids' Stuff," a revealing look into the meaning of American toys through this century.

Early in the 1900s toys reflected parents' ideas about children and their futures. Erector sets introduced boys to a realm of business and technology, while baby dolls anticipated motherhood and building blocks honed the fine motor skills of the youngest children. "Kids' Stuff" chronicles the transformation that occurred as the interests and intentions of parents, children, and the toy industry gradually diverged--starting in the 1930s when toymakers, marketing playthings inspired by popular favorites like Shirley Temple and Buck Rogers, began to appeal directly to the young. TV advertising, blockbuster films like "Star Wars"(R), and Saturday morning cartoons exploited their youthful audience in new and audacious ways. Meanwhile, powerful social and economic forces were transforming the nature of play in American society. Cross offers a richly textured account of a culture in which erector sets and baby dolls are no longer alone in preparing children for the future, and in which the toys that now crowd the racks are as perplexing for parents as they are beguiling for little boys and girls. Whether we want our children to be high achievers in a competitive world or playful and free from the worries of adult life, the toy store confronts us with many choices.

What does the endless array of action figures andfashion dolls mean? Are children--or parents--the dupes of the film, television, and toy industries, with their latest fads and fantasies? What does this say about our time, and what does it bode for our future? Tapping a vein of rich cultural history, "Kids' Stuff" exposes the serious business behind a century of playthings.