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Italian Women's Experiences with American Consumer Culture, 1945–1975

Part of the Italian and Italian American Studies Book Series

DOI: 10.1007/978-3-030-47825-4

ISBN: 978-3-030-47824-7

Publisher: Springer International Publishing - Springer Journals

Jul 1, 2020

Available

Introduction: Italy and the Arrival of Mrs. Consumer

Harris, Jessica L.

Pages: 1 –23

[Exploring the economic and political situations of the United States and Italy, as well as the social and cultural positions of each countries’ female population before the Second World War and in the immediate postwar period, this chapter sets the stage for the invasion of American female...
Available

How to Read like Mrs. Consumer: Modernizing and Americanizing the Mondadori Publishing Company’s Magazine Division

Harris, Jessica L.

Pages: 27 –50

[This chapter reveals for the first time the modernization and Americanization of the Mondadori Publishing Company’s magazine division after the Second World War. Exploring the concentrated efforts and various strategies of company owner, Arnoldo Mondadori, to Americanize his magazines, including...
Available

How to Shop and Dress like Mrs. Consumer: Rebuilding La Rinascente the American Way

Harris, Jessica L.

Pages: 51 –86

[Harris examines the presence of American retail models in the postwar reconstruction and modernization of the Italian department store, La Rinascente. Focusing in particular on the rebuilding of the flagship store located in Milan’s Piazza del Duomo, the chapter demonstrates how and analyzes why...
Available

How to Shop, Store, and Cook Food like Mrs. Consumer: The Refrigerator, Women, and the Italian Home

Harris, Jessica L.

Pages: 89 –125

[Examining the arrival and diffusion of the refrigerator in Italy, an American invention and one of the key symbols of Italy’s postwar economic miracle, the chapter reveals Giovanni Borghi’s, head of the Italian domestic appliance company Ignis, efforts to bring American modernity to his company...
Available

How to Be Beautiful like Mrs. Consumer: American Beauty and Italian Women

Harris, Jessica L.

Pages: 127 –161

[This chapter investigates one of the most noticeable changes to Italian women’s physical appearance in the postwar period: the increased use of beauty and hygiene products. The flood of American and American influenced beauty and hygiene products into postwar Italy resulted in the rise to...
Available

The Catholic and Communist Mrs. Consumer

Harris, Jessica L.

Pages: 165 –190

[Placing its analysis in the context of Italy’s social and cultural Cold War battle between the Catholic Church and the Italian Communist Party (PCI), this chapter examines how the Catholic magazine, Famiglia Cristiana, and the female Communist magazine, Noi Donne, responded to the challenges...
Available

Were They Really Mrs. Consumers?

Harris, Jessica L.

Pages: 191 –218

[Analyzing the words of everyday Italian women as represented in memoirs and oral histories, the chapter answers the question: Did Italian women become the American Mrs. Consumer? By highlighting the women’s experiences with topics discussed in the previous chapters, this chapter evaluates the...
Available

Conclusion

Harris, Jessica L.

Pages: 219 –226

[Opening with a contemporary evocation of Italy’s miraculous economic, cultural, and social postwar transformation—Dolce & Gabbana’s 2016 short film advertisement for its Dolce Rosa Excelsa perfume—Harris highlights the long-lasting effects of American female consumer culture’s arrival in Italy...

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