Workers Go Shopping in Argentina: The Rise of Popular Consumer Culture by Natalia MilanesioWorkers Go Shopping in Argentina: The Rise of Popular Consumer Culture by Natalia Milanesio

Workers Go Shopping in Argentina: The Rise of Popular Consumer Culture

byNatalia Milanesio

Paperback | May 1, 2015

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Winner of the Thomas McGann Award from the Rocky Mountain Council for Latin American Studies

Combining theories from the anthropology of consumption, cultural studies, and gender studies with the methodologies of social, cultural, and oral histories, Natalia Milanesio shows the exceptional cultural and social visibility of low-income consumers in postwar Argentina along with their unprecedented economic and political influence. Her study reveals the scope of the remarkable transformations fueled by the new market by examining the language and aesthetics of advertisement, the rise of middle- and upper-class anxieties, and the profound changes in gender expectations.

Title:Workers Go Shopping in Argentina: The Rise of Popular Consumer CultureFormat:PaperbackDimensions:320 pages, 9 × 6 × 0.68 inPublished:May 1, 2015Publisher:University Of New Mexico PressLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0826352421

ISBN - 13:9780826352422

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Reviews

Editorial Reviews

"Natalia Milanesio's fascinating account of working-class consumer culture generates a series of eye-opening insights that will reshape the dominant interpretations of Peronism. Her analysis of advertising as well as her attention to shifting gender roles constitute original contributions to the scholarship on what many historians consider the critical juncture in the modern history of Argentina. Equally impressive is her expert use of oral history to uncover what expanded consumption meant for workers themselves. This is a terrific book that is a must read for all historians of modern Argentina and for anyone interested in consumption and consumerism throughout Latin America."--Matthew B. Karush, author of Culture of Class: Radio and Cinema in the Making of a Divided Argentina, 1920-1946