A SCHOLARLY BOOK REPOSITORY
The Angel in the Marketplace is the story of one of America’s most accomplished advertising executives. It is also the story of how advertisers like Rindlaub sold a postwar American dream of capitalism and a Christian corporate order. Rindlaub was responsible for award-winning, mega sales-generating advertisements for all things domestic, including Oneida silverware, Betty Crocker cake mix, Campbell’s soup, and Chiquita bananas. Her success largely came from embracing, rather than subverting, the cultural expectations of women. She believed her responsibility as an advertiser was not to spring women from their trap, but to make that trap more comfortable.
Rindlaub wasn’t just selling silverware and cakes; she was selling the virtues of free enterprise. By following the arc of Rindlaub’s career from the 1920s through the 1960s, we witness how a range of cultural narratives—advertising chief among them—worked powerfully to shape women’s emotional and economic behavior in support of the free market system. Alongside Rindlaub’s story, Ellen Wayland-Smith provides a riveting history of how women were repeatedly sold the idea that their role as housewives was more powerful, and more patriotic, than any outside the home. And by buying into the image of morality through an unregulated market, many of these women helped fuel backlash against economic regulation and socialization efforts throughout the twentieth century.
The Angel in the Marketplace is a nuanced portrayal of a complex woman, one who both shaped and reflected the complicated cultural, political, and religious forces defining femininity in America at mid-century. This compelling account of one of advertising’s most fervent believers is a tale of a Mad Woman we haven’t been told.
The modern comic book shop was born in the early 1970s. Its rise was due in large part to Phil Seuling, the entrepreneur whose direct market model allowed shops to get comics straight from the publishers. Stores could then better customize their offerings and independent publishers could access national distribution. Shops opened up a space for quirky ideas to gain an audience and helped transform small-press series, from Teenage Mutant Ninja Turtles to Bone, into media giants.
Comic Shop is the first book to trace the history of these cultural icons. Dan Gearino brings us from their origins to the present-day, when the rise of digital platforms and a changing retail landscape have the industry at a crossroads. When the book was first published in 2017, Gearino had spent a year with stores around the country, following how they navigated the business. For this updated and expanded paperback edition, he covers the wild retail landscape of 2017 and 2018, a time that was brutal for stores and rich for comics as an art form.
Along the way he interviews pioneers of comics retailing and other important players, including many women; top creators; and those who continue to push the business in new directions. A revised guide to dozens of the most interesting shops around the United States and Canada is a bonus for fans.
From Submarines to Suburbs surveys the development, strategy, and effect of these campaigns over a span of twenty pivotal years. Cynthia Lee Henthorn takes a close look at how pre-fabricated suburban houses, high-tech kitchens, and miracle products developed from war-related industries were promoted as the hygienic solutions for establishing this better America, one led by the captains of free enterprise.
As Henthorn demonstrates, wartime advertising and marketing strategies tying consumer prosperity to war were easily adapted in the Cold War era, when a symbiotic relationship between military standing and standards of living intensified in a culture dependent on defense spending. Were the efforts to engineer a better America successful? Using documentary evidence in the form of numerous advertisements, From Submarines to Suburbs stands as a significant contribution to understanding how today’s “better” America evolved.
Girls and young women participate in soccer at record levels and the Women’s National Team regularly draws media, corporate, and popular attention. Yet despite increased representation and visibility, gender disparities in opportunity, compensation, training resources, and media airtime persist in soccer, and two professional leagues for women have failed since 2000.
In Kicking Center, Rachel Allison investigates a women’s soccer league seeking to break into the male-dominated center of U.S. professional sport. Through an examination of the challenges and opportunities identified by those working for and with this league, she demonstrates how gender inequality is both constructed and contested in professional sport. Allison details the complex constructions of race, class, gender, and sexuality in the selling and marketing of women’s soccer in a half-changed sports landscape characterized by both progress and backlash, and where professional sports are still understood to be men’s territory.
In Popular Trauma Culture, Anne Rothe argues that American Holocaust discourse has a particular plot structure—characterized by a melodramatic conflict between good and evil and embodied in the core characters of victim/survivor and perpetrator—and that it provides the paradigm for representing personal experiences of pain and suffering in the mass media. The book begins with an analysis of Holocaust clichés, including its political appropriation, the notion of vicarious victimhood, the so-called victim talk rhetoric, and the infusion of the composite survivor figure with Social Darwinism. Readers then explore the embodiment of popular trauma culture in two core mass media genres: daytime TV talk shows and misery memoirs.
Rothe conveys how victimhood and suffering are cast as trauma kitsch on talk shows like Oprah and as trauma camp on modern-day freak shows like Springer. The discussion also encompasses the first scholarly analysis of misery memoirs, the popular literary genre that has been widely critiqued in journalism as pornographic depictions of extreme violence. Currently considered the largest growth sector in book publishing worldwide, many of these works are also fabricated. And since forgeries reflect the cultural entities that are most revered, the book concludes with an examination of fake misery memoirs.
The opposing forces of conservation and development have shaped and will continue to shape the natural environment and scenic beauty of the American West. Perhaps nowhere are their opposite effects more visible than in the neighboring states of Colorado and Utah, so alike in their spectacular mountain environments, yet so different in their approaches to land conservation. This study explores why Colorado has over twenty-five land trusts, while Utah has only one.
John Wright traces the success of voluntary land conservation in Colorado to the state’s history as a region of secular commerce. As environmental consciousness has grown in Colorado, people there have embraced the businesslike approach of land trusts as simply a new, more responsible way of conducting the real estate business.
In Utah, by contrast, Wright finds that Mormon millennialism and the belief that growth equals success have created a public climate opposed to the formation of land trusts. As Wright puts it, "environmentalism seems to thrive in the Centennial state within the spiritual vacuum which is filled by Mormonism in Utah." These findings remind conservationists of the power of underlying cultural values that affect their efforts to preserve private lands.
A new history of Rotary International shows how the organization reinforced capitalist values and cultural practices at home and tried to remake the world in the idealized image of Main Street America.
Rotary International was born in Chicago in 1905. By the time World War II was over, the organization had made good on its promise to “girdle the globe.” Rotary International and the Selling of American Capitalism explores the meteoric rise of a local service club that brought missionary zeal to the spread of American-style economics and civic ideals.
Brendan Goff traces Rotary’s ideological roots to the business progressivism and cultural internationalism of the United States in the early twentieth century. The key idea was that community service was intrinsic to a capitalist way of life. The tone of “service above self” was often religious, but, as Rotary looked abroad, it embraced Woodrow Wilson’s secular message of collective security and international cooperation: civic internationalism was the businessman’s version of the Christian imperial civilizing mission, performed outside the state apparatus. The target of this mission was both domestic and global. The Rotarian, the organization’s publication, encouraged Americans to see the world as friendly to Main Street values, and Rotary worked with US corporations to export those values. Case studies of Rotary activities in Tokyo and Havana show the group paving the way for encroachments of US power—economic, political, and cultural—during the interwar years.
Rotary’s evangelism on behalf of market-friendly philanthropy and volunteerism reflected a genuine belief in peacemaking through the world’s “parliament of businessmen.” But, as Goff makes clear, Rotary also reinforced American power and interests, demonstrating the tension at the core of US-led internationalism.
With an impressive command of broadcast history, as well as critical and cultural studies of the media, Streeter shows that liberal marketplace principles—ideas of individuality, property, public interest, and markets—have come into contradiction with themselves. Commercial broadcasting is dependent on government privileges, and Streeter provides a searching critique of the political choices of corporate liberalism that shape our landscape of cultural property and electronic intangibles.
The Gulf American Corporation played a significant role in the development and urbanization of the state of Florida, especially southwest Florida, during the late 1950s and 1960s. The Miami-based company promoted living in Florida to people residing throughout North America and in several foreign countries. It also enabled people of average incomes to purchase home sites in Florida on an installment basis. As a result, Gulf American had a heavy influence on the migration of people to Florida as early as 1957.
Leonard and Julius J. Rosen of Baltimore, Maryland, founded and controlled the corporation during its 12-year existence from 1957 to 1969. The sale and promotion of Florida real estate was an extension of their marketing style developed in previous years when they sold mail-order cosmetics and other products. Their innovative sales strategies ultimately resulted in conflicts with state and federal regulatory agencies in the mid 1960s over the firm’s aggressive sales methods. The struggle with the state of Florida over regulation, which degenerated into a personal conflict between Governor Claude Kirk and the Rosens, resulted in the Rosens’ selling the business to GAC Corporation of Allentown, Pennsylvania, in 1969. After a series of business setbacks and continuing accusations of misrepresentations by salespeople, GAC declared bankruptcy in 1975 and was eventually resurrected as Avatar Holding, Inc., in 1980.
Gulf American left a mixed legacy to the state of Florida by building several growing cities like Cape Coral and Golden Gate, while at the same time selling worthless underwater swampland near the Everglades. The building of their first development was planned by the company. In that sense, Cape Coral was designed to be the Rosens’ most elaborate sales tool.
Based on 31 personal interviews with former Gulf American Corporation, GAC/Avatar Holding company officials and supplemented by articles from 25 different newspapers, this book provides a comprehensive and fascinating look at the Gulf American Corporation—the largest land sales firm in the United States in the 1960s. In many ways the story of Gulf American is a rags-to-riches tale of Leonard and Julius (Jack) Rosen, complete with intrigue and the fluctuations of fortune that matched the rising tides that covered much of the land they sold.
The original scheme for the modern Olympic Games was hatched at an international sports conference at the Sorbonne in June 1894. At the time, few provisions were made for the financial underwriting of the project—providence and the beneficence of host cities would somehow take care of the costs. For much of the first century of modern Olympic history, this was the case, until the advent of television and corporate sponsorship transformed that idealism.
Now, linking with the five-ring logo is good business. Advertising during the Olympic Games guarantees a global audience unmatched in size by any other sports audience in the world. However, if the image begins to tarnish and the corporate sector loses interest, television companies can’t sell advertising to business interests. This was the greatest threat posed by the scandal surrounding Salt Lake City’s bid.
Selling the Five Rings outlines the rise of the Olympic movement from an envisioned instrument of peace and brotherhood, to a transnational commercial giant of imposing power and influence. Using primary source documents such as minutes of the IOC General Sessions, minutes and reports of various IOC sub-committees and commissions concerned with finance, reports of key marketing agencies, and the letters and memoranda written to and by the major figures in Olympic history, the authors track the history of a fascinating global institution.
For more than a hundred years, outsiders enamored of the perceived strengths of American Indian cultures have appropriated and distorted elements of them for their own purposes—more often than not ignoring the impact of the process on the Indians themselves. This book contains eight original contributions that consider the selling of American Indian culture and how it affects the Native community. It goes beyond studies of “white shamanism” to focus on commercial ventures, challenging readers to reconsider how Indian cultures have been commercialized in the twentieth century.
Some selections examine how Indians have been displayed to the public, beginning with a “living exhibit” of Cocopa Indians at the 1904 Louisiana Purchase Exposition and extending to contemporary stagings of Indian culture for tourists at Tillicum Village near Seattle. Other chapters range from the Cherokees to Puebloan peoples to Indians of Chiapas, Mexico, in an examination of the roles of both Indians and non-Indian reformers in marketing Native arts and crafts.
These articles show that the commercialization and appropriation of American Indian cultures have been persistent practices of American society over the last century and constitute a form of cultural imperialism that could contribute to the destruction of American Indian culture and identity. They offer a means toward understanding this complex process and provide a new window on Indian-white interactions.
CONTENTS
Part I: Staging the Indian
1. The “Shy” Cocopa Go to the Fair, Nancy J. Parezo and John W. Troutman
2. Command Performances: Staging Native Americans at Tillicum Village, Katie N. Johnson and Tamara Underiner
3. Savage Desires: The Gendered Construction of the American Indian in Popular Media, S. Elizabeth Bird
4. “Beyond Feathers and Beads”: Interlocking Narratives in the Music and Dance of Tokeya Inajin (Kevin Locke), Pauline Tuttle
Part II: Marketing the Indian
5. “The Idea of Help”: White Women Reformers and the Commercialization of Native American Women’s Arts, Erik Trump
6. Saving the Pueblos: Commercialism and Indian Reform in the 1920s, Carter Jones Meyer
7. Marketing Traditions: Cherokee Basketry and Tourist Economies, Sarah H. Hill
8. Crafts, Tourism, and Traditional Life in Chiapas, Mexico: A Tale Related by a Pillowcase, Chris Goertzen
In Selling the Race, Adam Green tells the story of how black Chicagoans were at the center of a national movement in the 1940s and ’50s, a time when African Americans across the country first started to see themselves as part of a single culture. Along the way, he offers fascinating reinterpretations of such events as the 1940 American Negro Exposition, the rise of black music and the culture industry that emerged around it, the development of the Associated Negro Press and the founding of Johnson Publishing, and the outcry over the 1955 lynching of Emmett Till.
By presenting African Americans as agents, rather than casualties, of modernity, Green ultimately reenvisions urban existence in a way that will resonate with anyone interested in race, culture, or the life of cities.
Originating as a radio series in 1933, the Lone Ranger is a cross-media star who has appeared in comic strips, comic books, adult and juvenile novels, feature films and serials, clothing, games, toys, home furnishings, and many other consumer products. In his prime, he rivaled Mickey Mouse as one of the most successfully licensed and merchandised children’s properties in the United States, while in more recent decades, the Lone Ranger has struggled to resonate with consumers, leading to efforts to rebrand the property. The Lone Ranger’s eighty-year history as a lifestyle brand thus offers a perfect case study of how the fields of licensing, merchandizing, and brand management have operated within shifting industrial and sociohistorical conditions that continue to redefine how the business of entertainment functions.
Deciphering how iconic characters gain and retain their status as cultural commodities, Selling the Silver Bullet focuses on the work done by peripheral consumer product and licensing divisions in selectively extending the characters’ reach and in cultivating investment in these characters among potential stakeholders. Tracing the Lone Ranger’s decades-long career as intellectual property allows Avi Santo to analyze the mechanisms that drive contemporary character licensing and entertainment brand management practices, while at the same time situating the licensing field’s development within particular sociohistorical and industrial contexts. He also offers a nuanced assessment of the ways that character licensing firms and consumer product divisions have responded to changing cultural and economic conditions over the past eighty years, which will alter perceptions about the creative and managerial authority these ancillary units wield.
A literary scholar and investment banker applies economic criticism to canonical novels, dramatically changing the way we read these classics and proposing a new model for how economics can inform literary analysis.
Every writer is a player in the marketplace for literature. Jonathan Paine locates the economics ingrained within the stories themselves, revealing how a text provides a record of its author’s attempt to sell the story to his or her readers.
An unusual literary scholar with a background in finance, Paine mines stories for evidence of the conditions of their production. Through his wholly original reading, Balzac’s The Splendors and Miseries of Courtesans becomes a secret diary of its author’s struggles to cope with the commercializing influence of serial publication in newspapers. The Brothers Karamazov transforms into a story of Dostoevsky’s sequential bets with his readers, present and future, about how to write a novel. Zola’s Money documents the rise of big business and is itself a product of Zola’s own big business, his factory of novels.
Combining close readings with detailed analyses of the nineteenth-century publishing contexts in which prose fiction first became a product, Selling the Story shows how the business of literature affects even literary devices such as genre, plot, and repetition. Paine argues that no book can be properly understood without reference to its point of sale: the author’s knowledge of the market, of reader expectations, and of his or her own efforts to define and achieve literary value.
In Selling the Yellow Jersey, Eric Reed examines the Tour’s development in France as well as the event’s global athletic, cultural, and commercial influences. The race is the crown jewel of French cycling, and at first the newspapers that owned the Tour were loath to open up their monopoly on coverage to state-owned television. However, the opportunity for huge payoffs prevailed, and France tapped into global networks of spectatorship, media, business, athletes, and exchanges of expertise and personnel. In the process, the Tour helped endow world cycling with a particularly French character, culture, and structure, while providing proof that globalization was not merely a form of Americanization, imposed on a victimized world. Selling the Yellow Jersey explores the behind-the-scenes growth of the Tour, while simultaneously chronicling France’s role as a dynamic force in the global arena.
Marjorie L. Hilton presents a captivating history of consumer culture in Russia from the 1880s to the early 1930s. She highlights the critical role of consumerism as a vehicle for shaping class and gender identities, modernity, urbanism, and as a mechanism of state power in the transition from tsarist autocracy to Soviet socialism.
Beginning in the late nineteenth century, Russia witnessed a rise in mass production, consumer goods, advertising, and new retail venues such as arcades and department stores. These mirrored similar developments in other European countries and reflected a growing quest for leisure activities, luxuries, and a modern lifestyle. As Hilton reveals, retail commerce played a major role in developing Russian public culture—it affected celebrations of religious holidays, engaged diverse groups of individuals, defined behaviors and rituals of city life, inspired new interpretations of masculinity and femininity, and became a visible symbol of state influence and provision.
Through monarchies, revolution, civil war, and monumental changes in the political sphere, Russia’s distinctive culture of consumption was contested and recreated. Leaders of all stripes continued to look to the “commerce of exchange” as a key element in appealing to the masses, garnering political support, and promoting a modern nation.
Hilton follows the evolution of retailing and retailers alike, from crude outdoor stalls to elite establishments; through the competition of private versus state-run stores during the NEP; and finally to a system of total state control, indifferent workers, rationing, and shortages under a consolidating Stalinist state.
Derek Johnson presents an innovative perspective that looks beyond the simple category of “kids’ media” to consider how entertainment industry strategies invite producers and consumers alike to cross boundaries between adulthood and childhood, professional and amateur, new media and old. Revealing the social norms, reproductive ideals, and labor hierarchies on which such transformations depend, he identifies the lines of authority and power around which legacy media institutions like television, comics, and toys imagine their futures in a digital age. Johnson proposes that it is not strategies of media production, but of media reproduction, that are most essential in this context. To understand these critical intersections, he investigates transgenerational industry practice in television co-viewing, recruitment of adult comic readers as youth outreach ambassadors, media professionals’ identification with childhood, the branded management of adult fans of LEGO, and the labor of child YouTube video creators. These dynamic relationships may appear to disrupt generational and industry boundaries alike. However, by considering who media industries empower when generating the future in these reproductive terms and who they leave out, Johnson ultimately demonstrates how their strategies reinforce existing power structures.
This book makes vital contributions to media studies in its fresh approach to the intersections of adulthood and childhood, its attention to the relationship between legacy and digital media industries, and its advancement of dialogue between media production and consumption researchers. It will interest scholars in media industry studies and across media studies more broadly, with particular appeal to those concerned about the current and future reach of media industries into our lives.
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