The Voice of the Citizen Consumer: A History of Market Research, Consumer Movements, and the…

Hardcover | May 28, 2011

EditorKerstin Bruckweh

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Citizen consumers have two significant voices in the political public sphere: one constructed by organized consumer movements, the other by opinion polls and market research. While the first can be powerful, surveyed citizen consumers remain a diffuse, powerless bulk. With comprehensivecomputer usage and other technical advances, the applications of survey techniques and the number of competing interests have risen. Some fear that the privacy of personal data is threatened, while others become heavily dependent on huge amounts of data to satisfy their clients. Political andeconomic marketing and surveying need to gather information about citizen consumers while also obeying data protection regulations. Thus knowledge, power, and agency are important in connecting consumption, consumers, citizens, market researchers, and the political. In examining these aspects, the volume brings together the history of the consumer and the history of politics in modern Europe. In particular, it focuses on two strands of research that are closely interconnected but have so far been treated in isolation: the politics of consumption and consumerorganizations on the one hand, and the techniques of market research and opinion polling on the other. In concentrating on France, Britain, and Germany (and partly on the USA) this volume tells the story of the political sphere in Western consumer societies.

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Citizen consumers have two significant voices in the political public sphere: one constructed by organized consumer movements, the other by opinion polls and market research. While the first can be powerful, surveyed citizen consumers remain a diffuse, powerless bulk. With comprehensivecomputer usage and other technical advances, the a...

Kerstin Bruckweh is a Research Fellow at The German Historical Institue London. She studied history at the University of Bielefeld and Johns Hopkins University, Baltimore, USA. Kerstin received an M.A. for a study of the history of medicine and medical ethics in the USA and wrote a Ph.D. thesis on the history of violence in Germany, ...

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Format:HardcoverDimensions:304 pages, 8.5 × 5.43 × 1.05 inPublished:May 28, 2011Publisher:Oxford University PressLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0199604029

ISBN - 13:9780199604029

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Table of Contents

Part I. Introduction1. Kerstin Bruckweh: Perspectives for a History of Market Research, Consumer Movements, and the Political Public SpherePart II. Producing Knowledge about Citizens and Consumers: Market Research and Opinion Polling2. Stefan Schwarzkopf: A Radical Past? The Politics of Market Research in Britain, 1900-503. Judith G. Coffin: Between Opinion and Desire: Elle Magazine's Survey Research in 1950s France4. Norbert Grube: Targeting and Educating Consumers in West Germany: Market Research by the Allensbach Institute up to the 1970sPart III. Acting on One's Own Initiative: Consumer Movements5. Matthew Hilton: Consumer Activism: Rights or Duties?6. Lawrence Black: Crosland's Consumer Politics7. Alain Chatriot: Consumer Groups with or without the State: The History of a Misunderstanding in France, 1945-20068. Michael Prinz: German Co-ops in the Public Sphere, 1890-1968: A Plea for a Longer PerspectivePart IV. Communicating Knowledge: Market Research, Data Protection, and the Political9. Edward Higgs: Consumers, Citizens, and Deviants: Differing Forms of Personal Identification in England since the Victorian Period10. Gunnar Trumbull: Between Global and Local: The Invention of Data Privacy in the United States and France11. John Clarke: Citizen-Consumers: Hyphenation, Identification, De-Politicization?12. Rainer Gries: Cultures of Products and Political Culture: Looking for Transfer PerformancesPart V. Outlook: Citizens and Consumers in the Twentieth Century13. Heinz-Gerhard Haupt: Suggestions for Further Research