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Italian Women's Experiences with American Consumer Culture, 1945–1975How to Shop, Store, and Cook Food like Mrs. Consumer: The Refrigerator, Women, and the Italian Home

Italian Women's Experiences with American Consumer Culture, 1945–1975: How to Shop, Store, and... [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 and its refrigerators. This chapter also analyzes the refrigerator’s effect on the relationship between Italian women, the home, and food. While the appliance brought many Italian women into a modern and technologically advanced domestic world, refrigerator publicity material did not always promote modern and progressive female societal roles, elevating instead the image of the “angel of the hearth,” the traditional casalinga (housewife), who was dedicated to the home, to being a mother and wife, and nothing else.] http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png

Italian Women's Experiences with American Consumer Culture, 1945–1975How to Shop, Store, and Cook Food like Mrs. Consumer: The Refrigerator, Women, and the Italian Home

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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
89 –125
DOI
10.1007/978-3-030-47825-4_4
Publisher site
See Chapter on Publisher Site

Abstract

[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 and its refrigerators. This chapter also analyzes the refrigerator’s effect on the relationship between Italian women, the home, and food. While the appliance brought many Italian women into a modern and technologically advanced domestic world, refrigerator publicity material did not always promote modern and progressive female societal roles, elevating instead the image of the “angel of the hearth,” the traditional casalinga (housewife), who was dedicated to the home, to being a mother and wife, and nothing else.]

Published: Jul 1, 2020

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