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Enterprise and Society Advance Access originally published online on November 3, 2009
Enterprise and Society 2009 10(4):853-856; doi:10.1093/es/khp077
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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.

Adam C. Stanley. Modernizing Tradition. Gender and Consumerism in Interwar France and Germany

Adam C. Stanley. Modernizing Tradition. Gender and Consumerism in Interwar France and Germany. Baton Rouge: Louisiana State University Press, 2008. 261 pp. ISBN 978-0807133620, $39.95 (cloth)

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

The topic of this book is the image of women in French and German interwar societies, using advertisements as historical sources to describe the stereotypes of women and of gendered roles. During WWI, French and German women were vested with new responsibilities, but during the interwar years came a period of reaction characterized by a "restoration of housewifery" (p. 25). Stanley shows throughout the book that this reaction developed in the realm of consumption, as a resurgence of tradition underlying a discourse of modernity. Stanley argues that consumption is a key term because it was the most important element to identify women. In this aspect, Stanley follows the footsteps of the work of Jean Baudrillard, La société de consommation. Ses mythes. Ses structures . . . [Full Text of this Article]

Veronique Poulliard

University of Brussels veronique.pouillard@ulb.ac.be


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