A01=Lisa Jacobson
A01=Lisa Sheryl Jacobson
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american life
Author_Lisa Jacobson
Author_Lisa Sheryl Jacobson
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destigmatization of alcohol after prohibition
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twentieth century
Twenty-First Amendment
Product details
- ISBN 9780520401099
- Weight: 771g
- Dimensions: 152 x 229mm
- Publication Date: 29 Oct 2024
- Publisher: University of California Press
- Publication City/Country: US
- Product Form: Hardback
- Language: English
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In popular memory the repeal of US Prohibition in 1933 signaled alcohol’s decisive triumph in a decades-long culture war. But as Lisa Jacobson reveals, alcohol’s respectability and mass market success were neither sudden nor assured. It took a world war and a battalion of public relations experts and tastemakers to transform wine, beer, and whiskey into emblems of the American good life. Alcohol producers and their allies—a group that included scientists, trade associations, restaurateurs, home economists, cookbook authors, and New Deal planners—powered a publicity machine that linked alcohol to wartime food crusades and new ideas about the place of pleasure in modern American life. In this deeply researched and engagingly written book, Jacobson shows how the yearnings of ordinary consumers and military personnel shaped alcohol’s cultural reinvention and put intoxicating pleasures at the center of broader debates about the rights and obligations of citizens.
Lisa Jacobson is Associate Professor of History at the University of California, Santa Barbara, and author of Raising Consumers: Children and the American Mass Market in the Early Twentieth Century.
