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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| Formato: | Artículo revista |
| Lenguaje: | Español |
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ISHiR/CONICET
2017
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| Acceso en línea: | https://web3.rosario-conicet.gov.ar/ojs/index.php/revistaISHIR/article/view/765 |
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| Sumario: | 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. |
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