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Author:   Alejandro J. Gómez del Moral
Publisher:   University of Nebraska Press
Imprint:   University of Nebraska Press
Dimensions:   Width: 15.20cm , Height: 2.50cm , Length: 22.90cm
Weight:   0.726kg
ISBN:  

9781496205063

ISBN 10:   1496205065
Pages:   366
Publication Date:   01 May 2021
Audience:   Professional and scholarly ,  Professional & Vocational
Format:   Hardback
Publisher's Status:   Active
Availability:   Manufactured on demand  
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Table of Contents

List of Illustrations     Acknowledgments     Introduction     1. World-Class Stores and (Inter)national Ambassadors: The Department Store and the Formation of a Spanish Mass Consumer Society under the Early Dictatorship, 1939–1957     2. Imagining a New Señora Consumer: Emerging Mass Consumption, Gendered Consumer Magazines, and the First Rumblings of Boom-Era Cosmopolitanism, 1937–1956     3. (Super)Marketing Western Modernity: Self-Service, Sociocultural Change, and the Professionalization of Food Retailing during Spain’s Miracle Years     4. “You Can Achieve Anything Nowadays If You Have Good Publicity”: The Spanish Advertising Industry and Consumer Media in the International Integration of Late Franco-Era Spain     5. “On That Day, Borders Did Not Exist”: Department Stores and Social Liberalization in Spain, 1960–1975     Epilogue     Notes     Bibliography     Index    

Reviews

""Buying Into Change examines the myriad factors that shaped mass consumption during Francoism and will appeal to a broad readership, especially students of history, sociology and Iberian Studies.""—John Margenot, Hispania “A groundbreaking study. . . . It is a sophisticated analysis based on a wealth of archival research that sheds light on the crucial role played by the mass consumer culture wrought with American dollars after the Pact of Madrid of 1953.”—Aurora G. Morcillo, author of The Seduction of Modern Spain: The Female Body and the Francoist Body Politic “Makes critical contributions to the historiography on twentieth-century Spanish culture and society, the history of consumption, Spanish business history, and the processes of reform in dictatorial regimes. It brings out the many paradoxes inherent in fomenting a liberal consumer society in a traditionalist dictatorship, developing an argument that both advances and modifies current understandings.”—Sasha D. Pack, author of The Deepest Border: The Strait of Gibraltar and the Making of the Modern Hispano-African Borderland

Makes critical contributions to the historiography on twentieth-century Spanish culture and society, the history of consumption, Spanish business history, and the processes of reform in dictatorial regimes. It brings out the many paradoxes inherent in fomenting a liberal consumer society in a traditionalist dictatorship, developing an argument that both advances and modifies current understandings. --Sasha D. Pack, author of The Deepest Border: The Strait of Gibraltar and the Making of the Modern Hispano-African Borderland --Sasha D. Pack A groundbreaking study. . . . It is a sophisticated analysis based on a wealth of archival research that sheds light on the crucial role played by the mass consumer culture wrought with American dollars after the Pact of Madrid of 1953. --Aurora G. Morcillo, author of The Seduction of Modern Spain: The Female Body and the Francoist Body Politic --Aurora G. Morcillo

Makes critical contributions to the historiography on twentieth-century Spanish culture and society, the history of consumption, Spanish business history, and the processes of reform in dictatorial regimes. It brings out the many paradoxes inherent in fomenting a liberal consumer society in a traditionalist dictatorship, developing an argument that both advances and modifies current understandings. --Sasha D. Pack, author of The Deepest Border: The Strait of Gibraltar and the Making of the Modern Hispano-African Borderland --Sasha D. Pack A groundbreaking study. . . It is a sophisticated analysis based on a wealth of archival research that sheds light on the crucial role played by the mass consumer culture wrought with American dollars after the Pact of Madrid of 1953. --Aurora G. Morcillo, author of The Seduction of Modern Spain: The Female Body and the Francoist Body Politic --Aurora G. Morcillo

Author Information

Alejandro J. Gómez del Moral is senior lecturer in economic and social history at the University of Helsinki.

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