From Tristram's list on the United States Of America.
This is an outstanding work, full of surprise and insight informed by excellent research. As the author explores the wave of American ideas that broke across the European Continent in the early decades of the 20th Century, we gain a deep insight into the power and creativity of American thinking in those years. The Chain Store revolutionised commerce, becoming "a machine for selling"; mass consumerism was underpinned by new kinds of currency and credit: postal money orders, travelers' cheques, credit cards, and installment plans; advertizing corporations promoted branded goods, spreading Coca Cola, Kellog’s Corn Flakes and Campbell’s Soups around the world. Ultimately, De Grazia shows, the American “standard of living” became a yardstick for measuring the status of any population in the world.
Why should I read it?
What is this book about?
The most significant conquest of the twentieth century may well have been the triumph of American consumer society over Europe's bourgeois civilization. It is this little-understood but world-shaking campaign that unfolds in Irresistible Empire, Victoria de Grazia's brilliant account of how the American standard of living defeated the European way of life and achieved the global cultural hegemony that is both its great strength and its key weakness today.
De Grazia describes how, as America's market empire advanced with confidence through Europe, spreading consumer-oriented capitalism, all alternative strategies fell before it-first the bourgeois lifestyle, then the Third Reich's command consumption,…