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 fuelled 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.
| ISBN: | 9780826352422 |
| Publication date: | 30th August 2015 |
| Author: | Natalia Milanesio |
| Publisher: | University of New Mexico Press |
| Format: | Paperback |
| Pagination: | 320 pages |
| Genres: |
Popular culture Social and cultural anthropology Social and cultural history History of the Americas |