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Italian Women's Experiences with American Consumer Culture, 1945–1975How to Read like Mrs. Consumer: Modernizing and Americanizing the Mondadori Publishing Company’s Magazine Division

Italian Women's Experiences with American Consumer Culture, 1945–1975: How to Read like Mrs.... [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 courting the powerful American publisher Henry R. Luce, founder of Time, Life, and Fortune magazines, and his wife, Clare Boothe Luce, US Ambassador to Italy (1953–1956), Harris illustrates how Mondadori’s publications played a key role in bringing postwar American female consumer culture to Italy. Additionally, this chapter demonstrates how this culture created new definitions for Italian women that contrasted with the traditionally more conservative Catholic and Communist models also competing for prominence in postwar Italy.] http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png

Italian Women's Experiences with American Consumer Culture, 1945–1975How to Read like Mrs. Consumer: Modernizing and Americanizing the Mondadori Publishing Company’s Magazine Division

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Publisher
Springer International Publishing
Copyright
© The Editor(s) (if applicable) and The Author(s) 2020
ISBN
978-3-030-47824-7
Pages
27 –50
DOI
10.1007/978-3-030-47825-4_2
Publisher site
See Chapter on Publisher Site

Abstract

[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 courting the powerful American publisher Henry R. Luce, founder of Time, Life, and Fortune magazines, and his wife, Clare Boothe Luce, US Ambassador to Italy (1953–1956), Harris illustrates how Mondadori’s publications played a key role in bringing postwar American female consumer culture to Italy. Additionally, this chapter demonstrates how this culture created new definitions for Italian women that contrasted with the traditionally more conservative Catholic and Communist models also competing for prominence in postwar Italy.]

Published: Jul 1, 2020

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