Title Consuming modernity : gendered behaviour and consumerism before the baby boom / edited by Cheryl Krasnick Warsh and Dan Malleck

Published Vancouver : UBC Press, 2013

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Description 1 online resource (viii, 294 pages) : illustrations Contents pt. 1. Consumerism as politics, practice, and ideology -- part 2. Consumerism and public display -- part 3. Modern girls -- part 4. Texts and ideologies of modernity and consumerism Summary "In times of war, political strife, and economic recession, governments often call upon their citizens to get out and shop, reasoning that consumerism will save an ailing economy and restore public confidence in the health of the country at large. During the interwar period, mass culture took a firm hold on Western societies, causing the division between public and private to break down and for local events, products, and outlooks to become increasingly national and international in scale Positioning consumer culture in Canada within a wider international context, Consuming Modernity explores the roots of modern Western mass culture between 1919 and 1945, when the female worker, student, and homemaker relied on new products to raise their standards of living, separate themselves from oppressive traditional attitudes, and re-invent themselves as progressive individuals. Mass-produced consumer products -- such as convenience foods, ready-made clothing, and labour-saving household devices -- promised to free up women to pursue other interests, which were shaped by what they saw and heard in cinemas, radio, and advertisements. Concerns over fashion, personal hygiene, body image, and health reflected these new expectations. This multifaceted edited volume is a fascinating look at how the forces of consumerism defined and redefined a generation."--Pub. desc Notes Restrictions on access to electronic version: access available to SOAS staff and students only, using SOAS id and password Bibliography Includes bibliographical references and index Notes English Subject Consumption (Economics) -- Sex differences -- History -- 20th century Consumption (Economics) -- Political aspects -- History -- 20th century Consumption (Economics) -- Political aspects -- Canada -- History -- 20th century Women consumers -- History -- 20th century Women in advertising -- History -- 20th century POLITICAL SCIENCE -- Public Policy -- Cultural Policy. SOCIAL SCIENCE -- Anthropology -- Cultural. SOCIAL SCIENCE -- Popular Culture. Consumption (Economics) -- Political aspects Consumption (Economics) -- Sex differences Women consumers Women in advertising Verbraucherverhalten Frau Canada Genre/Form History Form Electronic book Author Warsh, Cheryl Krasnick, 1957- Malleck, Dan ISBN 9780774824705 0774824700 9780774824712 0774824719 0774819502 9780774819503

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