Combining theories from the anthropology of consumption, cultural studies, and gender studies with the methodologies of social, cultural, and oral histories, Natalia Milanesio shows the exceptional cultural and social visibility of low-income consumers in postwar Argentina along with their unprecedented economic and political influence. Her study reveals the scope of the remarkable transformations fueled by the new market by examining the language and aesthetics of advertisement, the rise of middle- and upper-class anxieties, and the profound changes in gender expectations.
Combining theories from the anthropology of consumption, cultural studies, and gender studies with the methodologies of social, cultural, and oral histories, Natalia Milanesio shows the exceptional cultural and social visibility of low-income consumers in postwar Argentina along with their unprecedented economic and political influence. Her study reveals the scope of the remarkable transformations fueled by the new market by examining the language and aesthetics of advertisement, the rise of middle- and upper-class anxieties, and the profound changes in gender expectations.
Workers Go Shopping in Argentina: The Rise of Popular Consumer Culture
320Workers Go Shopping in Argentina: The Rise of Popular Consumer Culture
320Paperback(Reprint)
Product Details
ISBN-13: | 9780826352422 |
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Publisher: | University of New Mexico Press |
Publication date: | 05/01/2015 |
Edition description: | Reprint |
Pages: | 320 |
Product dimensions: | 6.00(w) x 9.00(h) x 0.72(d) |