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Enterprise and Society Advance Access originally published online on August 24, 2009
Enterprise and Society 2009 10(4):856-859; doi:10.1093/es/khp048
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© The Author 2009. Published by Oxford University Press [on behalf of the Business History Conference]. All rights reserved. For permissions, please e-mail: journals.permissions@oxfordjournals.org.

Gabrielle Esperdy. Modernizing Main Street: Architecture and Consumer Culture in the New Deal

Gabrielle Esperdy. Modernizing Main Street: Architecture and Consumer Culture in the New Deal. Chicago: The University of Chicago Press, 2008. x + 307 pp. ISBN 0-226-21800-7, $35.00 (cloth)

The first 10% of the full text of this article appears below.

Most New Deal programs have captured a great deal of attention of scholars and government officials over the years. A few have escaped this attention, notably the Federal Housing Authority's (FHA) "Modernize Main Street" initiative, which began in 1934 and lasted until 1943 when wartime exigencies ended it. Its primary objective was to update storefronts to provide economic and psychological jolts to the sick economy. To encourage financial institutions to make loans to storeowners, the FHA insured them; to entice businesses to upgrade their buildings and to coax consumers to spend money, the FHA embarked . . . [Full Text of this Article]

Howard R. Stanger

Canisius College, New York


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