After WWII, Americans' lives were shaped by economic, political, social and cultural structures premised on the notion that mass consumption would bring widespread prosperity and social equality. In an ideal America, mass consumption would "provide jobs, purchasing power, and investment dollars, while also allowing Americans to live better than ever before, participate in political decision-making on an equal footing with their similarly prospering neighbors, and to exercise their cherished freedoms by making independent choices in markets and politics." Although the postwar era offered a period of unprecedented affluence and encouraged certain forms of political activism, Bancroft Prize-winning historian Cohen (Making a New Deal) powerfully illustrates the consumer culture's failures in terms of social egalitarianism. The postwar housing shortage spawned suburbs that starkly emphasized class and racial differences; well-intentioned innovations, such as the G I bill, had little impact on women, working-class men and African-Americans; targeted marketing segmented citizens along class, gender, age, race and ethnic lines, accentuating divisions and undermining commonalities; and economic inequality expanded greatly during the past three decades. Cohen's sharp and incisive history particularly highlights the struggles of blacks seeking civil rights and women pursuing greater representation within the republic, illuminating the ways that mass consumption both helped and hindered their progress. Ultimately, Cohen asks whether mass consumption has successfully created a more egalitarian and democratic American society. The answer is balanced, judicious and laced with suggestions for how American citizens can begin to articulate a common vision for the future, even as the nation's population grows ever more diverse. 64 illus., 3 maps.
Copyright 2002 Reed Business Information, Inc. --This text refers to an out of print or unavailable edition of this title.
*Starred Review* Without question, this is a difficult, demanding, and dense book--but it is also a greatly significant contribution to this season's business literature. Cohen, author of the prizewinning Making a New Deal (1990), submits a copiously researched, brilliantly conceived, and ultimately quite instructive study of American economics since the Depression. Stated in its simplest terms, her thesis, which she elaborately, even excitingly develops, is that from the 1930s until the present day, particularly since WW II, the U.S. defines what she calls a consumer republic: "an economy, culture, and politics built around the promises of mass consumption." She posits that within the second half of the twentieth century, good consumerism and good citizenship became twin concepts--ideals that were mutually inclusive. The belief arose and gained veracity that to maintain American might, the good citizen must also be the good consumer. The ramifications of this political notion are explored in various aspects of how and where Americans lived over the past half-century, with considerable attention paid to the effect of the consumer republic on black Americans. Not just for business readers but also for those who are serious about history, political science, and sociology. Brad Hooper
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Lizabeth Cohen gavea speech in my school today regarding consumerism in America through her book. Her points were excellent and very interesting. Great readPublished on May 30 2003 by M. Gardner