"Dr. Milanesio examines the ways mass consumption transformed Argentina in the twentieth century in a comprehensive analysis of the relations between consumers, goods, manufacturers, advertisers, and the state during Juan Peron's reign. She examines the social and political changes that occurred when the general population became consumers of industrial goods and participants in consumption"--Provided by publisher.

In 1951 an Argentine newspaper announced that the standard of living of workers in Argentina was “the highest in the world.” More than half a century later, Argentines still look back to the mid-twentieth century as the “golden years of Peronism,” a time when working people, who had struggled to make ends meet a few years earlier, could now buy ready-made clothing, radios, and even big-ticket items like refrigerators. Milanesio explores this period marked by populist politics, industrialization, and a fairer distribution of the national income by analyzing the relations among consumers, consumer goods, manufacturers, advertising agents, and Juan Domingo Perón’s government (1946–1955). Combining theories from the anthropology of consumption, cultural studies, and gender studies with the methodologies of social, cultural, and oral histories, Milanesio shows the exceptional cultural and social visibility of low-income consumers in postwar Argentina along with their unprecedented economic and political influence. Her study reveals the scope of the remarkable transformations fueled by the new market by examining the language and aesthetics of advertisement, the rise of middle- and upper-class anxieties, and the profound changes in gender expectations.

This book argues that we need to focus attention on the ways that workers themselves have invested subjectively in what it means to be a worker. By doing so, we gain an explanation that moves us beyond the economic decisions made by actors, the institutional constraints faced by trade unions, or the power of the state to interpellate subjects. These more common explanations make workers and their politics visible only as a symptom of external conditions, a response to deregulated markets or a product of state recognition. Instead – through a history of retailing as a site of nation and belonging, changing legal regimes, and articulations of race, class and gender in the constitution of political subjects from the 1930s to present-day Wal-Mart – this book presents the experiences and subjectivities of workers themselves to show that the collective political subject ‘workers’ (abasebenzi) is both a durable and malleable political category. From white to black women’s labour, the forms of precariousness have changed within retailing in South Africa. Workers’ struggles in different times have in turn resolved some dilemmas and by other turn generated new categories and conditions of precariousness, all the while explaining enduring attachments to labour politics.

Introduction: Letter writing and the construction of Peronist charisma -- Early correspondence and Eva's creation of charismatic bonds -- Pensions for the elderly and infirm -- Pent-up needs : Juan's Plan de Gobierno -- Reaffirming the charismatic bond : the Segundo Plan Quinquenal -- Children and La Patria -- Charismatic bonds : how long can they last? -- Conclusion and epilogue

Recasting the Nation in Twentieth-Century Argentina tackles the meaning of "the nation" by looking to the geographical, ideological, and political peripheries of society. What it means to be Argentine has long consumed writers, political leaders, and many others. For almost two centuries prominent figures have defined national values while looking out from the urban centers of the country and above all Buenos Aires. They have described the nation in terms of urban experience and, secondarily, by surrounding frontiers; they have focused on the country’s European heritage and advanced an entangled vision of race and space. The chapters in this book take a dynamic new approach. While scholars and political leaders have routinely ignored the country’s many peripheries, the Argentine nation cannot be reasonably understood without them. Those on the margins also defined core tenets of the nation. This volume will be vital reading for those interested in how Latin American societies emerged over the past two centuries and for those curious about how ideas outside of the mainstream come to define national identities.

"El Mall considers the boom of shopping malls in Latin America to explore how malls and consumption are shaping the conversation about class and social inequality in Latin America"--Provided by publisher.

"A transnational approach to the history of a key Latin American border region"--Provided by publisher.