Themes from the following readings have to do with consumerism, men versus women, the growing sense of gender surrounding products, and the use of women to sell products. The Belshaw reading points out the emergence of different markets for different demographics. The argument is also raised that the emergence of such markets and institutions could be to support the existing economic structures. Modern techniques of advertising become apparent as more and more of the same products, technologies, and media platforms begin to appear. Nicholas speaks of the growing commodification of women in Canadian society, and the growing gendering of products that is accompanying it. Nicholas points out the presence of the ‘feminine touch’ as it was in the early 20th century. This trend of displaying women in particular ways in advertising has persisted until today. Sutherland brings in the emergence of merchandise that capitalizes off of popular movies, television, and celebrities. Sutherland also mentions the pervasiveness of the media, and the growing role it plays in socializing children as media becomes further ingrained into the lives of Canadians. Pennell speaks about the importance of not just understanding what people are consuming, who is doing the most consuming, or even what is allowing the people to do the consuming, but rather about what is driving them to consume in the first place. Something I believe that in Canada had to do entirely with the great consumerism taking place in England and the United States, and Canada’s want to be like these to countries. Sweincicki talks about how male consumerism has always been overlooked, especially in a historical context, as women in turn of the century and early 20th century societies were in a position of consuming for an entire household whereas men only consumed for they themselves. This non-domestic consumption as overlooked, yet was, and is, a huge force of consumption.
Sources
Nicholas, Jane. “Modern Girls and Machines: Cars, Projectors, and Publicity.” Toronto UP.
Pennell, Sara. “Consumption and Consumerism in Early Modern England.” The Historical Journal 42, no. 2 (1999): 549-64. http://www.jstor.org.ezproxy.tru.ca/stable/3021000.
Sutherland, Neil. “Popular Media in the Culture of English-Canadian Children in the Twentieth Century.” Historical Studies in Education/Revue d’histoire de l’éducation 14, 1 ( 2002): 1-34
Swiencicki, Mark A. “Consuming Brotherhood: Men’s Culture, Style and Recreation as Consumer Culture, 1880-1930.” Journal of Social History 31, no. 4 (1998): 773-808. http://www.jstor.org.ezproxy.tru.ca/stable/3789301.
