Towards a reconstruction of the advertisement on the consumption of the popular classes during the first peronism. The case of El Hogar (1946-1955)

The present work proposes to deepen in the study of the increase of the consumption capacity of the popular classes during the First Peronism (1946-1955), focusing on the world of salaried and non-salaried workers -autonomous or independent-. The socio-cultural functioning of consumption will be stu...

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Autor principal: Mazzocchi, María Florencia
Formato: Artículo revista
Lenguaje:Español
Publicado: ISHiR/CONICET 2017
Materias:
Consumo
Publicidad
El Hogar
Primer Peronismo
Cultura de consumo
Consumption
Advertising
First Peronism
Consumer culture
Acceso en línea:https://web3.rosario-conicet.gov.ar/ojs/index.php/revistaISHIR/article/view/765
Aporte de:
Revista Estudios del ISHIR (CONICET) de Universidad Nacional de Rosario
id I15-R239-article-765
record_format ojs
spelling I15-R239-article-7652017-12-28T22:20:28Z Towards a reconstruction of the advertisement on the consumption of the popular classes during the first peronism. The case of El Hogar (1946-1955) Hacia una reconstrucción de la publicidad sobre el consumo de los sectores populares durante el primer peronismo. El caso de El Hogar (1946-1955) Mazzocchi, María Florencia Consumo Publicidad El Hogar Primer Peronismo Cultura de consumo Consumption Advertising El Hogar First Peronism Consumer culture The present work proposes to deepen in the study of the increase of the consumption capacity of the popular classes during the First Peronism (1946-1955), focusing on the world of salaried and non-salaried workers -autonomous or independent-. The socio-cultural functioning of consumption will be studied from the protagonism of its social actors, analyzing various advertising strategies present in a graphic publication of that time: El Hogar. The purpose is to try to explain the transformation of popular classes into mass consumers and participants of consumer spaces and practices that they had barely enjoyed prior to the Peronist government, taking into account the particularities and similarities presented by consumption patterns in different spaces and how they were manifested in this graphic means that, as a historical source, synthesizes discourses legitimized socially, contributing to the construction of spaces of sociability and profoundly new subjectivities. El presente trabajo propone ahondar en el estudio del aumento de la capacidad de consumo de los sectores populares durante el Primer Peronismo (1946-1955), centrándose en el mundo de los trabajadores asalariados y no asalariados -autónomos o independientes-. Se estudiará el funcionamiento socio-cultural del consumo a partir del protagonismo de sus actores sociales, analizando diversas estrategias publicitarias presentes en una publicación gráfica de la época: El Hogar. El objetivo es tratar de explicar la transformación de los sectores populares en consumidores masivos y participantes de espacios y prácticas de consumo que escasamente habían disfrutado con anterioridad al gobierno peronista, atendiendo a las particularidades y similitudes que presentan las pautas de consumo en distintos espacios y cómo las mismas se manifestaron en este medio gráfico que -en tanto fuente histórica- sintetiza discursos legitimados socialmente, contribuyendo a la construcción de espacios de sociabilidad y subjetividades profundamente nuevos. ISHiR/CONICET 2017-12-05 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Artículo evaluado por pares application/pdf https://web3.rosario-conicet.gov.ar/ojs/index.php/revistaISHIR/article/view/765 10.35305/eishir.v7i19.765 Estudios del ISHiR; Vol. 7 Núm. 19 (2017): Estudios del ISHiR; 43-64 Estudios del ISHiR; Vol. 7 No. 19 (2017): Estudios del ISHiR; 43-64 2250-4397 spa https://web3.rosario-conicet.gov.ar/ojs/index.php/revistaISHIR/article/view/765/810 Derechos de autor 2017 Estudios del ISHiR
institution Universidad Nacional de Rosario
institution_str I-15
repository_str R-239
container_title_str Revista Estudios del ISHIR (CONICET)
language Español
format Artículo revista
topic Consumo
Publicidad
El Hogar
Primer Peronismo
Cultura de consumo
Consumption
Advertising
El Hogar
First Peronism
Consumer culture
spellingShingle Consumo
Publicidad
El Hogar
Primer Peronismo
Cultura de consumo
Consumption
Advertising
El Hogar
First Peronism
Consumer culture
Mazzocchi, María Florencia
Towards a reconstruction of the advertisement on the consumption of the popular classes during the first peronism. The case of El Hogar (1946-1955)
topic_facet Consumo
Publicidad
El Hogar
Primer Peronismo
Cultura de consumo
Consumption
Advertising
El Hogar
First Peronism
Consumer culture
author Mazzocchi, María Florencia
author_facet Mazzocchi, María Florencia
author_sort Mazzocchi, María Florencia
title Towards a reconstruction of the advertisement on the consumption of the popular classes during the first peronism. The case of El Hogar (1946-1955)
title_short Towards a reconstruction of the advertisement on the consumption of the popular classes during the first peronism. The case of El Hogar (1946-1955)
title_full Towards a reconstruction of the advertisement on the consumption of the popular classes during the first peronism. The case of El Hogar (1946-1955)
title_fullStr Towards a reconstruction of the advertisement on the consumption of the popular classes during the first peronism. The case of El Hogar (1946-1955)
title_full_unstemmed Towards a reconstruction of the advertisement on the consumption of the popular classes during the first peronism. The case of El Hogar (1946-1955)
title_sort towards a reconstruction of the advertisement on the consumption of the popular classes during the first peronism. the case of el hogar (1946-1955)
description The present work proposes to deepen in the study of the increase of the consumption capacity of the popular classes during the First Peronism (1946-1955), focusing on the world of salaried and non-salaried workers -autonomous or independent-. The socio-cultural functioning of consumption will be studied from the protagonism of its social actors, analyzing various advertising strategies present in a graphic publication of that time: El Hogar. The purpose is to try to explain the transformation of popular classes into mass consumers and participants of consumer spaces and practices that they had barely enjoyed prior to the Peronist government, taking into account the particularities and similarities presented by consumption patterns in different spaces and how they were manifested in this graphic means that, as a historical source, synthesizes discourses legitimized socially, contributing to the construction of spaces of sociability and profoundly new subjectivities.
publisher ISHiR/CONICET
publishDate 2017
url https://web3.rosario-conicet.gov.ar/ojs/index.php/revistaISHIR/article/view/765
work_keys_str_mv AT mazzocchimariaflorencia towardsareconstructionoftheadvertisementontheconsumptionofthepopularclassesduringthefirstperonismthecaseofelhogar19461955
AT mazzocchimariaflorencia haciaunareconstrucciondelapublicidadsobreelconsumodelossectorespopularesduranteelprimerperonismoelcasodeelhogar19461955
first_indexed 2023-06-26T22:55:08Z
last_indexed 2023-06-26T22:55:08Z
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