Joanne Hollows
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Consumption and material culture
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This chapter introduces debates about consumer cultures, shopping, domestic consumption and lifestyle. It explores work which considers how consumption is not simply a process in which commodities are bought but also how they are 'given meaning through their active incorporation in people's lives'. The chapter isolates three debates about gender and consumption in different historical formations of consumer culture: late-nineteenth-century modernity, mid-twentieth-century Fordism, and late-twentieth-century post-Fordism. It explores debates about the department store as a 'feminine space' within the masculine 'public' sphere. The chapter considers how women consumed housing and used consumer goods to create a sense of 'home' and to articulate gendered identities in the post-war period in the UK. It also examines debates about gender, identity and contemporary consumer cultures, and explores how the design of material culture in the 1950s tried to produce a particular form of femininity epitomised by the figure of the rational, scientific housewife.

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