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Italian Women's Experiences with American Consumer Culture, 1945–1975Introduction: Italy and the Arrival of Mrs. Consumer

Italian Women's Experiences with American Consumer Culture, 1945–1975: Introduction: Italy and... [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 consumer culture, and its representative Mrs. Consumer, in Italy after the Second World War. Cold War political implications—democratic consumer capitalism versus Communism—of this invasion are also examined. Furthermore, Harris intervenes in the debate on the power of American cultural products and models, and the extent of “Americanization,” explaining the power that Italians—entrepreneurs and female consumers—exercised in preserving aspects of their own culture while adopting the new American consumerism.] http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png

Italian Women's Experiences with American Consumer Culture, 1945–1975Introduction: Italy and the Arrival of Mrs. Consumer

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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
1 –23
DOI
10.1007/978-3-030-47825-4_1
Publisher site
See Chapter on Publisher Site

Abstract

[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 consumer culture, and its representative Mrs. Consumer, in Italy after the Second World War. Cold War political implications—democratic consumer capitalism versus Communism—of this invasion are also examined. Furthermore, Harris intervenes in the debate on the power of American cultural products and models, and the extent of “Americanization,” explaining the power that Italians—entrepreneurs and female consumers—exercised in preserving aspects of their own culture while adopting the new American consumerism.]

Published: Jul 1, 2020

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