Consuming Modernity

The book aims to illustrate that what is distinctive about any particular society is not the fact of its modernity, but rather its own unique debates about modernity. Behind the embattled arena of culture in India, for example, lie particular social and political interests such as the growing middle class, the entrepreneurs and commercial institutions, and the state. The contributors address the roles of these various intertwined interests in the making of India's public culture, each examining different sites of consumption. The sites which are explored include cinema, radio, cricket, restaurants and tourism. The book also makes distinct the differences among public, mass and popular culture.

Positioning consumer culture in Canada within a wider international context, Consuming Modernity explores the roots of modern Western mass culture between 1919 and 1945, when the female worker, student, and homemaker relied on new products to raise their standards of living and separate themselves from oppressive traditional attitudes. Mass-produced consumer products promised to free up women to pursue other interests shaped by marketing campaigns, advertisements, films, and radio shows. Concerns over fashion, personal hygiene, body image, and health reflected these new expectations. This volume is a fascinating look at how the forces of consumerism defined and redefined a generation.

During the 1920s and 1930s, in cities from Beijing to Bombay, Tokyo to Berlin, Johannesburg to New York, the Modern Girl made her sometimes flashy, always fashionable appearance in city streets and cafes, in films, advertisements, and illustrated magazines. Modern Girls wore sexy clothes and high heels; they applied lipstick and other cosmetics. Dressed in provocative attire and in hot pursuit of romantic love, Modern Girls appeared on the surface to disregard the prescribed roles of dutiful daughter, wife, and mother. Contemporaries debated whether the Modern Girl was looking for sexual, economic, or political emancipation, or whether she was little more than an image, a hollow product of the emerging global commodity culture. The contributors to this collection track the Modern Girl as she emerged as a global phenomenon in the interwar period. Scholars of history, women’s studies, literature, and cultural studies follow the Modern Girl around the world, analyzing her manifestations in Germany, Australia, China, Japan, France, India, the United States, Russia, South Africa, and Zimbabwe. Along the way, they demonstrate how the economic structures and cultural flows that shaped a particular form of modern femininity crossed national and imperial boundaries. In so doing, they highlight the gendered dynamics of interwar processes of racial formation, showing how images and ideas of the Modern Girl were used to shore up or critique nationalist and imperial agendas. A mix of collaborative and individually authored chapters, the volume concludes with commentaries by Kathy Peiss, Miriam Silverberg, and Timothy Burke. Contributors: Davarian L. Baldwin, Tani E. Barlow, Timothy Burke, Liz Conor, Madeleine Yue Dong, Anne E. Gorsuch, Ruri Ito, Kathy Peiss, Uta G. Poiger, Priti Ramamurthy, Mary Louise Roberts, Barbara Sato, Miriam Silverberg, Lynn M. Thomas, Alys Eve Weinbaum

"Examples of faux authenticity abound in today's marketplace. Trading on the commercial appeal of the ersatz real, however, is far from a twenty-first century invention. As Consuming Traditions investigates, the allure of commodified nostalgia and the selling of the "genuine" article emerged as powerful forces in early twentieth-century Britain." "Elizabeth Outka redefines the debates surrounding literary modernism and the market as she explores the marketing of authenticity, a crucial but overlooked development in the history of modernity. With an interdisciplinary approach that probes novels, plays, advertisements, and architecture, Consuming Traditions presents a convincing case for how the "commodified authentic" - the selling of objects and places allegedly free of commercial taint - marks a critical turn in modern culture and offers a new way to understand literary modernism and its complex negotiation of tradition and novelty. Drawing on cultural studies, theories of consumerism, and works by Shaw, Forster, Woolf, Joyce, and others, Outka examines how literature both enacted and critiqued the larger revolution in material culture."--BOOK JACKET.

Positioning consumer culture in Canada within a wider international context, Consuming Modernity explores the roots of modern Western mass culture between 1919 and 1945, when the female worker, student, and homemaker relied on new products to raise their standards of living and separate themselves from oppressive traditional attitudes. Mass-produced consumer products promised to free up women to pursue other interests shaped by marketing campaigns, advertisements, films, and radio shows. Concerns over fashion, personal hygiene, body image, and health reflected these new expectations. This volume is a fascinating look at how the forces of consumerism defined and redefined a generation.

Consuming Visions explores the relationship between cinema and writing in early twentieth-century Brazil, focusing on how the new and foreign medium of film was consumed by a literary society in the throes of modernization. Maite Conde places this relationship in the specific context of turn-of-the-century Rio de Janeiro, which underwent a radical transformation to a modern global city, becoming a concrete symbol of the country's broader processes of change and modernization. Analyzing an array of literary texts, from journalistic essays and popular women's novels to anarchist treatises and vaudeville plays, the author shows how the writers' encounters with the cinema were consistent with the significant changes taking place in the city. The arrival and initial development of the cinema in Brazil were part of the new urban landscape in which early Brazilian movies not only articulated the processes of the city's modernization but also enabled new urban spectators--women, immigrants, a new working class, and a recently liberated slave population--to see, believe in, and participate in its future. In the process, these early movies challenged the power of the written word and of Brazilian writers, threatening the hegemonic function of writing that had traditionally forged the contours of the nation's cultural life. An emerging market of consumers of the new cultural phenomena--popular theater, the department store, the factory, illustrated magazines--reflected changes that not only modernized literary production but also altered the very life and everyday urban experiences of the population. Consuming Visions is an ambitious and engaging examination of the ways in which mass culture can become an agent of intellectual and aesthetic transformation.

Material Worlds examines consumption from an archaeological perspective, broadly exploring the intersection of social relations and objects through the processes of production, distribution, use, reuse, and discard. Interrogating individual objects as well as considering the contexts in which acts of consumption take place, a range of case studies present the intertwined issues of power, inequality, identity, and community as mediated through choice, access, and use of the diversity of mass-produced goods. Key themes of this innovative volume include the relationship between colonial, political and economic structures and the practices of consumption, the use of consumer goods in the construction and negotiation of identity, and the dialectic between strategies of consumption and individual or community choices. Situating studies of consumerism within the field of historical archaeology, this exciting collection reflects on the interrelationship between the material and ideological aspects of culture. With a focus on North America from the seventeenth through the early twentieth centuries, Material Worlds is an important examination of consumption which will appeal to scholars with interests in colonialism, gender and race, as well as those engaged with the material culture of the emergent modern world.