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This book analyzes the spread of American female consumer culture to Italy and its influence on Italian women in the postwar and Cold War periods, eras marked by the political, economic, social, and cultural battle between the United States and Soviet Union. Focusing on various aspects of this culture—beauty and hygiene products, refrigerators, and department stores, as well as shopping and magazine models—the book examines the reasons for and the methods of American female consumer culture’s arrival in Italy, the democratic, consumer capitalist messages its products sought to “sell” to Italian women, and how Italian women themselves reacted to this new cultural presence in their everyday lives. Did Italian women become the American Mrs. Consumer? As such, the book illustrates how the modern, consuming American woman became a significant figure not only in Italy’s postwar recovery and transformation, but also in the international and domestic cultural and social contests for the hearts and minds of Italian women.
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Cover -- Half-title -- Title -- Copyright -- Dedication -- Contents -- Acknowledgments -- INTRODUCTION: Behind the Door -- ONE: Tauchnitz Has a Rival -- TWO: Spies for England -- THREE: Winning the Continent -- FOUR: Un-German Literature -- FIVE: Made in Britain? -- SIX: The Scissors in Their Heads -- SEVEN: A Tale of Two Publishers -- EIGHT: The Center Will Not Hold -- NINE: The Shell Game -- TEN: Suspicion -- ELEVEN: Dear Reader -- TWELVE: Allegiances -- THIRTEEN: Faces of War -- FOURTEEN: Enemy Books -- FIFTEEN: Return and Departure -- SIXTEEN: Albatross Under the Occupation -- SEVENTEEN: The Deutsche Tauchnitz -- EIGHTEEN: English Books Abroad -- NINETEEN: Rivals -- TWENTY: When the Bombs Fell -- TWENTY-ONE: Making Peace -- TWENTY-TWO: Rising from the Ashes -- TWENTY-THREE: Homecoming -- CONCLUSION: Longing -- Notes -- Selected Bibliography -- Chapter-Opening Illustration Credits -- Index -- A -- B -- C -- D -- E -- F -- G -- H -- I -- J -- L -- M -- N -- O -- P -- Q -- R -- S -- T -- U -- V -- W -- Y -- Z
From the 1930s to the 50s in Italy commercial cultural products were transformed by new reproductive technologies and ways of marketing and distribution, and the appetite for radio, films, music and magazines boomed. This book uses new evidence to explore possible continuities between the uses of mass culture before and after World War II.
The history of totalitarian states bears witness to the fact that literature and print media can be manipulated and made into vehicles of mass deception. Censorship and Literature in Fascist Italy is the first comprehensive account of how the Fascists attempted to control Italy's literary production. Guido Bonsaver looks at how the country's major publishing houses and individual authors responded to the new cultural directives imposed by the Fascists. Throughout his study, Bonsaver uses rare and previously unexamined materials to shed light on important episodes in Italy's literary history, such as relationships between the regime and particular publishers, as well as individual cases invol...