By Erika Rappaport, Sandra Trudgen Dawson, Mark J. Crowley
In twentieth-century Britain, consumerism more and more outlined and redefined person and social identities. New forms of shoppers emerged: the idealized working-class client, the African customer and the teen challenged the widespread place of the center and upper-class lady customer. Linking politics and delight, this assortment explores how person shoppers and teams reacted to alterations in advertising, executive regulate, renowned rest and the supply of client goods.
From soccer to male type, tea to mark downs banks, major students think about a variety of items, principles and prone and the way those have been advertised to the British public via classes of imperial decline, financial instability, conflict, austerity and prosperity. the advance of mass purchaser society in Britain is tested on the subject of the starting to be cultural hegemony and financial strength of the USA, providing comparisons among British intake styles and people of alternative nations.
Bridging the divide among old and cultural stories methods, Consuming Behaviours discusses what makes British customer tradition designated, whereas acknowledging how those buyer identities are inextricably a fabricated from either Britain's household background and its courting with its Empire, with Europe and with the United States.
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Extra info for Consuming Behaviours: Identity, Politics and Pleasure in Twentieth-Century Britain
NOTES 1. George Orwell, The Lion and the Unicorn: Socialism and the English Genius (London: Secker and Warburg, 1941), p. 15. 2. Richard Hoggart, The Uses of Literacy (Harmondsworth: Penguin, 1957), p. 23. For a comparison of Orwell and Hoggart’s critique of mass culture, see Dick Hebdige, ‘Towards a Cartography of Taste, 1935–1962’, in Hiding in the Light: On Images and Things (London: Routledge, 1988), pp. 50–2. For Orwell and Englishness, see Simon Featherstone, Englishness: TwentiethCentury Popular Culture and the Forming of English Identity (Edinburgh: Edinburgh University Press, 2009), pp.
The Case of Twentieth-Century Advertising from a British Perspective’, in Decentering America, ed. Jessica Gienow-Hecht (New York: Berghahn Books, 2007), pp. 23–72; Chris Waters, ‘Beyond “Americanization”: Rethinking Anglo-American Cultural Exchange between the Wars’, Cultural and Social History 4:1 (2007), pp. 451–9; Adrian Horn, Juke Box Britain: Americanisation and Youth Culture, 1945–60 (Manchester: Manchester University Press, 2011) and Sean Nixon, Hard Sell: Advertising, Affluence and Transatlantic Relations, c.
26. Christopher Breward, The Hidden Consumer: Masculinities, Fashion and City Life, 1860–1914 (Manchester: Manchester University Press, 1999); Brent Shannon, The Cut of His Coat: Men, Dress and Consumer Culture in Britain, 1860–1914 (Athens, OH: Ohio University Press, 2006) and Mort, Cultures of Consumption. On working-class masculine consumerism, see Brad Beaven, Leisure, Citizenship and Working-Class Men in Britain, 1850–1945 (Manchester: Manchester University Press, 2009). 27. For consumerism in the Empire, see John and Jean Comaroff, Of Revelation and Revolution: Christianity, Colonialism, and Consciousness in South Africa, 2 Vols (Chicago, IL: Chicago University Press, 1991); Timothy Burke, Lifebuoy Men, Lux Women: Commodification, Consumption, and Cleanliness in Modern Zimbabwe (Durham, NC: Duke University Press, 1996); Douglas E.