LEADER 04024nam 22007815 450 001 9910410027003321 005 20250610110509.0 010 $a9783030478254 010 $a3030478254 024 7 $a10.1007/978-3-030-47825-4 035 $a(CKB)4100000011325679 035 $a(MiAaPQ)EBC6271262 035 $a(DE-He213)978-3-030-47825-4 035 $a(Perlego)3480893 035 $a(MiAaPQ)EBC6249141 035 $a(MiAaPQ)EBC29087204 035 $a(EXLCZ)994100000011325679 100 $a20200630d2020 u| 0 101 0 $aeng 135 $aurcnu|||||||| 181 $ctxt$2rdacontent 182 $cc$2rdamedia 183 $acr$2rdacarrier 200 10$aItalian Women's Experiences with American Consumer Culture, 1945-1975 $eThe Italian Mrs. Consumer /$fby Jessica L. Harris 205 $a1st ed. 2020. 210 1$aCham :$cSpringer International Publishing :$cImprint: Palgrave Macmillan,$d2020. 215 $a1 online resource (242 pages) $cillustrations 225 1 $aItalian and Italian American Studies,$x2635-294X 300 $aIncludes index. 311 0 $a9783030478247 311 0 $a3030478246 327 $a1. Introduction: Italy and the Arrival of Mrs. Consumer -- Part I -- 2. How to Read like Mrs. Consumer: Modernizing and Americanizing the Mondadori Publishing Company's Magazine Division -- 3. How to Shop and Dress like Mrs. Consumer: Rebuilding La Rinascente the American Way -- Part II -- 4. How to Shop, Store, and Cook Food like Mrs. Consumer: The Refrigerator, Women, and the Italian Home -- 5. How to Be Beautiful like Mrs. Consumer: American Beauty and Italian Women -- Part III -- 6. The Catholic and Communist Mrs. Consumer -- 7. Were They Really Mrs. Consumers? -- 8. Conclusion. 330 $aThis book analyzes the spread of American female consumer culture to Italy and its influence on Italian women in the postwar and Cold War periods, eras marked by the political, economic, social, and cultural battle between the United States and Soviet Union. Focusing on various aspects of this culture-beauty and hygiene products, refrigerators, and department stores, as well as shopping and magazine models-the book examines the reasons for and the methods of American female consumer culture's arrival in Italy, the democratic, consumer capitalist messages its products sought to "sell" to Italian women, and how Italian women themselves reacted to this new cultural presence in their everyday lives. Did Italian women become the American Mrs. Consumer? As such, the book illustrates how the modern, consuming American woman became a significant figure not only in Italy's postwar recovery and transformation, but also in the international and domestic cultural and social contests for the hearts and minds of Italian women. 410 0$aItalian and Italian American Studies,$x2635-294X 606 $aItaly$xHistory 606 $aOral history 606 $aCivilization$xHistory 606 $aSocial history 606 $aWorld history 606 $aSex 606 $aHistory of Italy 606 $aOral History 606 $aCultural History 606 $aSocial History 606 $aWorld History, Global and Transnational History 606 $aGender Studies 615 0$aItaly$xHistory. 615 0$aOral history. 615 0$aCivilization$xHistory. 615 0$aSocial history. 615 0$aWorld history. 615 0$aSex. 615 14$aHistory of Italy. 615 24$aOral History. 615 24$aCultural History. 615 24$aSocial History. 615 24$aWorld History, Global and Transnational History. 615 24$aGender Studies. 676 $a658.834082 676 $a900 700 $aHarris$b Jessica L$4aut$4http://id.loc.gov/vocabulary/relators/aut$0891348 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910410027003321 996 $aItalian women's experiences with American consumer culture, 1945-1975$93557584 997 $aUNINA