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Confronting AmericaThe Cold War between the United States and the Communists in France and Italy$
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Alessandro Brogi

Print publication date: 2011

Print ISBN-13: 9780807834732

Published to North Carolina Scholarship Online: July 2014

DOI: 10.5149/9780807877746_brogi

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Redefining Oppression: The 1960s, from Affluence to Youth Protest

Redefining Oppression: The 1960s, from Affluence to Youth Protest

(p.244) 7 Redefining Oppression: The 1960s, from Affluence to Youth Protest
Confronting America

Alessandro Brogi

University of North Carolina Press

This chapter discusses Europe's economic miracles, which were not only about growth, prosperity, and full employment. With the arrival of mass consumption, the diffusion of visual media, and the shaping of a new social order that privileged the private sphere over communal life, the “miracle” also heralded a profound cultural transformation. Starting in the late 1950s, a consumer-oriented culture, in which advertising contributed to socializing the masses more successfully than old patterns of social solidarity, fulfilled the promise of the politics of productivity the United States had transmitted to Europe during the Marshall Plan years. Although the end of the dollar gap and rapid industrialization marked Europe's relative economic emancipation from the United States, the social transformation carried the American label more strongly than in the postwar period.

Keywords:   Europe, economic miracles, mass consumption, visual media, new social order

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