The United States loomed large in this economic transformation, but American consumer culture was not merely imposed on Brazilians. By the seventies, many elements once thought of as American had slipped their exotic traces and become Brazilian, and this process illuminates how the culture of consumer capitalism became a more genuinely transnational and globalized phenomenon. This commercial and cultural turn is the great untold story of Brazil's twentieth century, and one key to its twenty-first.
|Publisher:||The University of North Carolina Press|
|Sold by:||Barnes & Noble|
|File size:||3 MB|
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A stunning achievement in historical scholarship and cultural criticism. To call this a book about consumerism and marketing in Brazil, which in some ways it is, is not enough: artfully following the full ramifications of those themes to the point where they are illuminating almost every corner of Brazilian society in the twentieth century, this is nothing short of a profound rethinking of Brazil's modern transformation. Fresh, lively, and beautifully written."—Barbara Weinstein, The Color of Modernity: Sao Paulo and the Making of Race and Nation in Brazil
A landmark study in the history of capitalism and consumer culture in Brazil. Bringing together business, economic, and cultural questions about Brazil, this highly original work also opens new pathways to interpret U.S. cultural and economic influence in Latin America. Notable for a unique, sweeping scope, Brazil's Revolution in Commerce will reshape how we engage the history of modern Brazil, Latin America, and beyond."—Jerry Davila, author of Hotel Tropico: Brazil and the Challenge of African Decolonization