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How the Streets Were MadeHousing Segregation and Black Life in America$
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Yelena Bailey

Print publication date: 2020

Print ISBN-13: 9781469660592

Published to North Carolina Scholarship Online: January 2022

DOI: 10.5149/northcarolina/9781469660592.001.0001

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PRINTED FROM UNIVERSITY OF NORTH CAROLINA PRESS SCHOLARSHIP ONLINE (www.northcarolina.universitypressscholarship.com). (c) Copyright University of North Carolina Press, 2022. All Rights Reserved. An individual user may print out a PDF of a single chapter of a monograph in NCSO for personal use.date: 23 May 2022

The Secret of Selling the Negro

The Secret of Selling the Negro

The Creation of Black Urban Consumerism

(p.44) Chapter Two The Secret of Selling the Negro
How the Streets Were Made

Yelena Bailey

University of North Carolina Press

Chapter 2 discusses the history of homeownership as a component of U.S. nationalism and white identity and how government policies led to the creation of a new, racialized market for home goods. Paying specific attention to the impact exclusionary policies had on perceptions of Black consumerism and belonging, this chapter examines the marketing that was aimed at Black urban inhabitants through magazines like Ebony. As the flagship Black magazine of the mid-twentieth century, Ebony reflects the way Black consumerism was cultivated in connection to the streets, often in derogatory ways.

Keywords:   Homeownership, Nationalism, Identity, Policies, Racialized market, Consumerism, Urban, Marketing, Ebony (magazine), Streets

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