The Resource Irresistible empire : America's advance through twentieth-century Europe, Victoria de Grazia
Irresistible empire : America's advance through twentieth-century Europe, Victoria de Grazia
Resource Information
The item Irresistible empire : America's advance through twentieth-century Europe, Victoria de Grazia represents a specific, individual, material embodiment of a distinct intellectual or artistic creation found in University of Liverpool.This item is available to borrow from 1 library branch.
Resource Information
The item Irresistible empire : America's advance through twentieth-century Europe, Victoria de Grazia represents a specific, individual, material embodiment of a distinct intellectual or artistic creation found in University of Liverpool.
This item is available to borrow from 1 library branch.
- Summary
- "The most significant conquest of the twentieth century may well have been the triumph of American consumer society over Europe's bourgeois civilization. It is this little-understood but world-shaking campaign that unfolds in Irresistible Empire, Victoria de Grazia's account of how the American standard of living defeated the European way of life and achieved the global cultural hegemony that is both its great strength and its key weakness today." "De Grazia describes how, as America's market empire advanced with confidence through Europe, spreading consumer-oriented capitalism, all alternative strategies fell before it - first the bourgeois lifestyle, then the Third Reich's command consumption, and finally the grand experiment of Society-style socialist planning. Tracing the peculiar alliance that arrayed New World salesmanship, statecraft, and standardized goods against the Old World's values of status, craft, and good taste, Victoria de Grazia follows the United States' market-driven imperialism through a series of cross-Atlantic incursions by the great inventions of American consumer society. We see Rotarians from Duluth in the company of the high bourgeoisie of Dresden; working-class spectators in ramshackle French theaters conversing with Garbo and Bogart; Stetson-hatted entrepreneurs from Kansas in the midst of fussy Milanese shoppers; and, against the backdrop of Rome's Spanish Steps and Paris's Opera Comique, Fast Food in a showdown with advocates for Slow Food. Demonstrating the intricacies of America's advance, de Grazia offers an intimate and historical dimension to debates over America's exercise of soft power and the process known as Americanization. She raises provocative questions about the quality of the good life, democracy, and peace that issue from the vaunted victory of mass consumer culture."--BOOK JACKET
- Language
- eng
- Extent
- 586 p
- Contents
-
- Introduction : the fast way to peace.
- p. 1
- 1.
- service ethic : how bourgeois men made peace with babbittry.
- p. 15
- 2.
- decent standard of living : how Europeans were measured by the American way of life.
- p. 75
- 3.
- chain store : how modern distribution dispossessed commerce.
- p. 130
- 4.
- Big-brand goods : how marketing outmaneuvered the marketplace.
- p. 184
- 5.
- Corporate advertising : how the science of publicity subverted the arts of commerce.
- p. 226
- 6.
- star system : how Hollywood turned cinema culture into entertainment value.
- p. 284
- 7.
- consumer-citizen : how Europeans traded rights for goods.
- p. 336
- 8.
- Supermarketing : how big-time merchandisers leapfrogged over local grocers.
- p. 376
- 9.
- model Mrs. Consumer : how mass commodities settled into hearth and home.
- p. 416
- Conclusion : how the slow movement put perspective on the fast life.
- p. 458
- Isbn
- 9780674022348
- Label
- Irresistible empire : America's advance through twentieth-century Europe
- Title
- Irresistible empire
- Title remainder
- America's advance through twentieth-century Europe
- Statement of responsibility
- Victoria de Grazia
- Title variation
- America's advance through twentieth-century Europe
- Subject
-
- Consumption (Economics) -- Europe -- History -- 20th century
- Social values -- Europe -- History -- 20th century
- Consumer behavior -- Europe -- History -- 20th century
- United States -- Civilization -- 20th century
- Social values -- United States -- History -- 20th century
- Consumers -- Europe -- Attitudes | History -- 20th century
- Language
- eng
- Summary
- "The most significant conquest of the twentieth century may well have been the triumph of American consumer society over Europe's bourgeois civilization. It is this little-understood but world-shaking campaign that unfolds in Irresistible Empire, Victoria de Grazia's account of how the American standard of living defeated the European way of life and achieved the global cultural hegemony that is both its great strength and its key weakness today." "De Grazia describes how, as America's market empire advanced with confidence through Europe, spreading consumer-oriented capitalism, all alternative strategies fell before it - first the bourgeois lifestyle, then the Third Reich's command consumption, and finally the grand experiment of Society-style socialist planning. Tracing the peculiar alliance that arrayed New World salesmanship, statecraft, and standardized goods against the Old World's values of status, craft, and good taste, Victoria de Grazia follows the United States' market-driven imperialism through a series of cross-Atlantic incursions by the great inventions of American consumer society. We see Rotarians from Duluth in the company of the high bourgeoisie of Dresden; working-class spectators in ramshackle French theaters conversing with Garbo and Bogart; Stetson-hatted entrepreneurs from Kansas in the midst of fussy Milanese shoppers; and, against the backdrop of Rome's Spanish Steps and Paris's Opera Comique, Fast Food in a showdown with advocates for Slow Food. Demonstrating the intricacies of America's advance, de Grazia offers an intimate and historical dimension to debates over America's exercise of soft power and the process known as Americanization. She raises provocative questions about the quality of the good life, democracy, and peace that issue from the vaunted victory of mass consumer culture."--BOOK JACKET
- Cataloging source
- DLC
- http://library.link/vocab/creatorName
- De Grazia, Victoria
- Illustrations
-
- illustrations
- maps
- Index
- index present
- Literary form
- non fiction
- http://library.link/vocab/subjectName
-
- Consumer behavior
- Consumers
- Consumption (Economics)
- Social values
- Social values
- United States
- Label
- Irresistible empire : America's advance through twentieth-century Europe, Victoria de Grazia
- Bibliography note
- Includes bibliographical references and index
- Carrier category
- volume
- Carrier category code
-
- nc
- Carrier MARC source
- rdacarrier
- Content category
- text
- Content type code
-
- txt
- Content type MARC source
- rdacontent
- Contents
-
- Introduction : the fast way to peace.
- p. 1
- 1.
- service ethic : how bourgeois men made peace with babbittry.
- p. 15
- 2.
- decent standard of living : how Europeans were measured by the American way of life.
- p. 75
- 3.
- chain store : how modern distribution dispossessed commerce.
- p. 130
- 4.
- Big-brand goods : how marketing outmaneuvered the marketplace.
- p. 184
- 5.
- Corporate advertising : how the science of publicity subverted the arts of commerce.
- p. 226
- 6.
- star system : how Hollywood turned cinema culture into entertainment value.
- p. 284
- 7.
- consumer-citizen : how Europeans traded rights for goods.
- p. 336
- 8.
- Supermarketing : how big-time merchandisers leapfrogged over local grocers.
- p. 376
- 9.
- model Mrs. Consumer : how mass commodities settled into hearth and home.
- p. 416
- Conclusion : how the slow movement put perspective on the fast life.
- p. 458
- Control code
- l82004059943
- Dimensions
- 25 cm.
- Extent
- 586 p
- Isbn
- 9780674022348
- Lccn
- 2004059943
- Media category
- unmediated
- Media MARC source
- rdamedia
- Media type code
-
- n
- Other physical details
- ill., maps
- Label
- Irresistible empire : America's advance through twentieth-century Europe, Victoria de Grazia
- Bibliography note
- Includes bibliographical references and index
- Carrier category
- volume
- Carrier category code
-
- nc
- Carrier MARC source
- rdacarrier
- Content category
- text
- Content type code
-
- txt
- Content type MARC source
- rdacontent
- Contents
-
- Introduction : the fast way to peace.
- p. 1
- 1.
- service ethic : how bourgeois men made peace with babbittry.
- p. 15
- 2.
- decent standard of living : how Europeans were measured by the American way of life.
- p. 75
- 3.
- chain store : how modern distribution dispossessed commerce.
- p. 130
- 4.
- Big-brand goods : how marketing outmaneuvered the marketplace.
- p. 184
- 5.
- Corporate advertising : how the science of publicity subverted the arts of commerce.
- p. 226
- 6.
- star system : how Hollywood turned cinema culture into entertainment value.
- p. 284
- 7.
- consumer-citizen : how Europeans traded rights for goods.
- p. 336
- 8.
- Supermarketing : how big-time merchandisers leapfrogged over local grocers.
- p. 376
- 9.
- model Mrs. Consumer : how mass commodities settled into hearth and home.
- p. 416
- Conclusion : how the slow movement put perspective on the fast life.
- p. 458
- Control code
- l82004059943
- Dimensions
- 25 cm.
- Extent
- 586 p
- Isbn
- 9780674022348
- Lccn
- 2004059943
- Media category
- unmediated
- Media MARC source
- rdamedia
- Media type code
-
- n
- Other physical details
- ill., maps
Subject
- Consumption (Economics) -- Europe -- History -- 20th century
- Social values -- Europe -- History -- 20th century
- Consumer behavior -- Europe -- History -- 20th century
- United States -- Civilization -- 20th century
- Social values -- United States -- History -- 20th century
- Consumers -- Europe -- Attitudes | History -- 20th century
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<div class="citation" vocab="http://schema.org/"><i class="fa fa-external-link-square fa-fw"></i> Data from <span resource="http://link.liverpool.ac.uk/portal/Irresistible-empire--Americas-advance-through/3p4Eee-e5rA/" typeof="Book http://bibfra.me/vocab/lite/Item"><span property="name http://bibfra.me/vocab/lite/label"><a href="http://link.liverpool.ac.uk/portal/Irresistible-empire--Americas-advance-through/3p4Eee-e5rA/">Irresistible empire : America's advance through twentieth-century Europe, Victoria de Grazia</a></span> - <span property="potentialAction" typeOf="OrganizeAction"><span property="agent" typeof="LibrarySystem http://library.link/vocab/LibrarySystem" resource="http://link.liverpool.ac.uk/"><span property="name http://bibfra.me/vocab/lite/label"><a property="url" href="http://link.liverpool.ac.uk/">University of Liverpool</a></span></span></span></span></div>
