Description
Book SynopsisBuying into Change examines how the development of a mass consumer society under the dictatorship of Generalissimo Francisco Franco (19391975) inserted Spain into transnational consumer networks and set the stage for Spain's transition to democracy during the late 1970s.
Trade Review"
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 BorderlandTable of ContentsList 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
