A01=James P. Woodard
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Americanization
Author_James P. Woodard
Brazil
Brazilian cultural history
Brazilian history in the twentieth century
Category=KCL
Category=KCZ
Category=NHK
commercialism
consumer capitalism
consumer culture
consumption
cultural criticism
cultural imperialism
eq_bestseller
eq_business-finance-law
eq_history
eq_isMigrated=1
eq_isMigrated=2
eq_nobargain
eq_non-fiction
international business
market research
marketing
mass media
modernity
modernization
supermarketing
the United States and Brazil
U.S. business abroad
U.S. influence in Latin America
United States in the world
Product details
- ISBN 9781469656366
- Weight: 952g
- Dimensions: 155 x 233mm
- Publication Date: 18 May 2020
- Publisher: The University of North Carolina Press
- Publication City/Country: US
- Product Form: Hardback
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James P. Woodard's history of consumer capitalism in Brazil, today the world's fifth most populous country, is at once magisterial, intimate, and penetrating enough to serve as a history of modern Brazil itself. It tells how a new economic outlook took hold over the course of the twentieth century, a time when the United States became Brazil's most important trading partner and the tastemaker of its better-heeled citizens. In a cultural entangling with the United States, Brazilians saw Chevrolets and Fords replace horse-drawn carriages, railroads lose to a mania for cheap automobile roads, and the fabric of everyday existence rewoven as commerce reached into the deepest spheres of family life.
The United States loomed large in this economic transformation, but American consumer culture was not merely imposed on Brazilians. By the seventies, many elements once thought of as American had slipped their exotic traces and become Brazilian, and this process illuminates how the culture of consumer capitalism became a more genuinely transnational and globalized phenomenon. This commercial and cultural turn is the great untold story of Brazil's twentieth century, and one key to its twenty-first.
The United States loomed large in this economic transformation, but American consumer culture was not merely imposed on Brazilians. By the seventies, many elements once thought of as American had slipped their exotic traces and become Brazilian, and this process illuminates how the culture of consumer capitalism became a more genuinely transnational and globalized phenomenon. This commercial and cultural turn is the great untold story of Brazil's twentieth century, and one key to its twenty-first.
James P. Woodard, professor of history at Montclair State University, is the author of A Place in Politics: Sao Paulo, Brazil, from Seigneurial Republicanism to Regionalist Revolt.
