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Making of European Consumption: Facing the American Challenge

Making of European Consumption: Facing the American Challenge

          
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About the Book

American ideals and models feature prominently in the master narrative of post-war European consumer societies. Some claim that the American way of life ultimately gained hegemony in Europe. The authors of this book assert that a crucial dimension is missing from the claim of American hegemony - namely, the realities of European power, and the often-complex actions taken by Europeans. In this volume, scholarship from different European countries demonstrates that Europeans maintained myriad views of America; Europeans did not appropriate a homogenous notion of America. The chapters illustrate how, by distinguishing between product and process innovations enables, patterns of appropriation become apparent. The contributors to this volume demonstrate that American elements - from models to practices to technologies - were more prominent in European process innovations than in product innovations. And, ultimately, post-war European consumption is best described as a process of selective appropriation -rather than the wholesale acceptance or rejection - of American ideals and models.


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Product Details
  • ISBN-13: 9781137374035
  • Publisher: Palgrave MacMillan
  • Publisher Imprint: Palgrave Macmillan
  • Depth: 25
  • Language: English
  • Returnable: Y
  • Spine Width: 16 mm
  • Weight: 467 gr
  • ISBN-10: 1137374039
  • Publisher Date: 30 Jan 2015
  • Binding: Hardback
  • Height: 216 mm
  • No of Pages: 256
  • Series Title: Palgrave MacMillan Transnational History
  • Sub Title: Facing the American Challenge
  • Width: 140 mm


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