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Between the two world wars, the retail world experienced tremendous changes. New forms of competition, expanded networks of communication and transportation, and the proliferation of manufactured goods posed challenges to department store and small shopkeeper alike.

In western New York, and in Buffalo and Rochester in particular, retailers were a crucial part of urban life, acting as cultural brokers and civic leaders. They were also cultivators of area pride. Even as they adopted the latest merchandising techniques or stocked the newest items, merchants emphasized their local roots and their ability to put a local spin on national trends and innovations. Regional identity became a powerful selling tool not only during the prosperity of the 1920s but also through the economic crisis of the Great Depression.

Sales and Celebrations explains how local traditions and institutions affected the evolution of American consumer culture. It expands our understanding of American consumerism, demonstrating that local particularities and loyalties could often coexist with, and occasionally challenge, the spread of mass consumption. In her award-winning study, Professor Sarah Elvins provides new insight into the relationship between America’s largest metropolises and its smaller centers. Retailers in Buffalo and Rochester did not simply imitate the practices of their counterparts in Manhattan and Chicago; they highlighted their unique ability to serve the wants and needs of their particular markets.

By drawing attention to this persistent power of the local, Sales and Celebrations illuminates a neglected aspect of the story of American culture in the interwar period.

When the fighting of the Mexican Revolution died down in 1920, the national government faced the daunting task of building a cohesive nation. It had to establish control over a disparate and needy population and prepare the country for global economic competition. As part of this effort, the government enlisted the energy of artists and intellectuals in cultivating a distinctly Mexican identity. It devised a project for the incorporation of indigenous peoples and oversaw a vast, innovative program in the arts. The Eagle and the Virgin examines the massive nation-building project Mexico undertook between 1920 and 1940.

Contributors explore the nation-building efforts of the government, artists, entrepreneurs, and social movements; their contradictory, often conflicting intersection; and their inevitably transnational nature. Scholars of political and social history, communications, and art history describe the creation of national symbols, myths, histories, and heroes to inspire patriotism and transform workers and peasants into efficient, productive, gendered subjects. They analyze the aesthetics of nation building made visible in murals, music, and architecture; investigate state projects to promote health, anticlericalism, and education; and consider the role of mass communications, such as cinema and radio, and the impact of road building. They discuss how national identity was forged among social groups, specifically political Catholics, industrial workers, middle-class women, and indigenous communities. Most important, the volume weighs in on debates about the tension between the eagle (the modernizing secular state) and the Virgin of Guadalupe (the Catholic defense of faith and morality). It argues that despite bitter, violent conflict, the symbolic repertoire created to promote national identity and memory making eventually proved capacious enough to allow the eagle and the virgin to coexist peacefully.

Contributors. Adrian Bantjes, Katherine Bliss, María Teresa Fernández, Joy Elizabeth Hayes, Joanne Hershfield, Stephen E. Lewis, Claudio Lomnitz, Rick A. López, Sarah M. Lowe, Jean Meyer, James Oles, Patrice Olsen, Desmond Rochfort, Michael Snodgrass, Mary Kay Vaughan, Marco Velázquez, Wendy Waters, Adriana Zavala

"Why is The Making of New Deal Democrats so significant? One of the major controversies in the study of American elections has to do with the nature of electoral realignments. One school argues that a realignment involves a major shift of voters from one party to another, while another school argues that the process consists largely of mobilization of previously inactive voters. The debate is crucial for understanding the nature of the New Deal realignment.

Almost all previous work on the subject has dealt with large-scale national patterns which make it difficult to pin down the precise processes by which the alignment took place. Gamm's work is most remarkable in that it is a close analysis of shifting voter alignments on the precinct and block level in the city of Boston. His extremely detailed and painstaking work of isolating homogeneous ethnic units over a twenty-year period allows one to trace the voting behavior of the particular ethnic groups that ultimately formed the core of the New Deal realignment."—Sidney Verba, Harvard University