The Consumer on the Home Front: Second World War Civilian Consumption in Comparative Perspective by Hartmut BerghoffThe Consumer on the Home Front: Second World War Civilian Consumption in Comparative Perspective by Hartmut Berghoff

The Consumer on the Home Front: Second World War Civilian Consumption in Comparative Perspective

EditorHartmut Berghoff, Jan Logemann, Felix Romer

Hardcover | March 4, 2017

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The term "home front" gained currency during the First World War and was closely associated with the idea of "total war" - it encapsulated the blurred lines between the armies fighting in the field and the civilian societies at home. It became one of the most consequential elements in SecondWorld War strategic thinking, entailing an unparalleled degree of civilian mobilization. And the legacies of the home fronts reached far beyond 1945: the war became a crucial catalyst for broader social developments, including the emergence of mass consumer societies in the twentieth century.This volume explores the history of the home fronts in the Second World War from a comparative and transnational perspective, focusing on the role of the consumer and civilian morale in Nazi Germany, Japan, the Soviet Union, the United Kingdom, Canada, and the United States. The volume covers a widerange of aspects. It compares the belligerents' efforts in securing civilian food and nutrition. It analyses the role of advertising and commercial entertainment in creating 'virtual consumption' to compensate for wartime hardships. It highlights fashion as a means of offering distraction andpromoting promises of future consumption. And it enquires into the impact of the wartime consumer regimes on the post-war period and long-term developments.This collection of ground-breaking international research will advance scholarship at various levels. It will contribute to our understanding of the entanglements between war and society in the twentieth century. And it will introduce a more holistic transnational perspective that aims to integratethe Second World War into the thriving historiography on mass consumption.

About The Author

Hartmut Berghoff is Professor of Economic and Social History at the University of Gottingen. Jan Logemann is a Research Fellow in the Department of Economic and Social History at the University of Gottingen. Felix Romer is a Research Fellow in Modern History at the German Historical Institute London.

Details & Specs

Title:The Consumer on the Home Front: Second World War Civilian Consumption in Comparative PerspectiveFormat:HardcoverDimensions:380 pages, 8.5 × 5.43 × 0.03 inPublished:March 4, 2017Publisher:Oxford University PressLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0198784260

ISBN - 13:9780198784265

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Table of Contents

1. Hartmut Berghoff: Introduction: Consumption on the Home Front during the Second World War: A Transnational PerspectiveI Food: Organization and Experience of Subsistence and Survival2. Wendy Z. Goldman: The Hidden World of Soviet Wartime Food Provisioning: Hunger, Inequality, and Corruption3. Sheldon Garon: The Home Front and Food Insecurity in Wartime Japan: A Transnational Perspective4. Ina Zweiniger-Bargielowska: Food Consumption in Britain during the Second World War5. Nicole Petrick-Felber: Deprivation and Indulgence: Nazi Consumption Policy on TobaccoII Advertising and the Media: Diversion, Compensation, and Postwar Promises6. David Clampin: 'Not the least of all that you will prize among the blessings of peace': Commercial Advertising and Imagining the Postwar World7. Annika A. Culver: For the Sake of the Nation: Mobilizing for War in Japanese Commercial Advertisements 1937-19458. Pamela E. Swett: Selling to the Volksgemeinschaft: Advertising and Consumers in Second World War GermanyIII Fashion and the Media9. Mila Ganeva: Vicarious Consumption: Fashion in German Media and Film during the War Years 1939-194310. Sergey Zhuravlev: Soviet Wartime Fashion as a Phenomenon of Culture and Consumption11. Bettina Liverant: Strategic Austerity: The Canadian Middle Path12. Jan Logemann: From Wartime Research to Postwar Affluence: European Emigres and the Engineering of American Wartime Consumption13. Uwe Spiekermann: A Consumer Society Shaped by War: The German Experience 1935-195514. Oleg Khlevniuk: War after War: The Soviet Mobilization Model and Mass Consumption in the 1940s and 1950sConclusion and Outlook15. Frank Trentmann: The Lessons of War: Reordering the Public and Private Capacities and Dynamics of Consumption