| Popis: |
Exploring the economic and political situations of the United States and Italy, as well as the social and cultural positions of each countries’ female population before the Second World War and in the immediate postwar period, this chapter sets the stage for the invasion of American female consumer culture, and its representative Mrs. Consumer, in Italy after the Second World War. Cold War political implications—democratic consumer capitalism versus Communism—of this invasion are also examined. Furthermore, Harris intervenes in the debate on the power of American cultural products and models, and the extent of “Americanization,” explaining the power that Italians—entrepreneurs and female consumers—exercised in preserving aspects of their own culture while adopting the new American consumerism. |
