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000456159 05000 $$aTX654$$b.G65 2012
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000456159 1001_ $$aGoldstein, Carolyn M.,$$d1962-
000456159 24510 $$aCreating consumers :$$bhome economists in twentieth-century America /$$cCarolyn M. Goldstein.
000456159 260__ $$aChapel Hill :$$bUniversity of North Carolina Press,$$cc2012.
000456159 300__ $$axi, 412 p. :$$bill. ;$$c25 cm.
000456159 504__ $$aIncludes bibliographical references and index.
000456159 5050_ $$a1. Envisioning the rational consumer, 1900-1920 -- 2. Creating a science of consumption at the Bureau of Home Economics, 1920-1940 -- 3. Reforming the marketplace at the Bureau of Home Economics, 1923-1940 -- 4. Selling home economics : the professional ideals of businesswomen, 1920-1940 -- 5. Product testing, development, and promotion : corporate investment in home economics, 1920-1940 -- 6. From service to sales : utility home service departments, 1920-1940 -- 7. Mediation marginalized : home economics in government and business, 1940-1970 -- 8. Identity crisis and confusion : home economics and social change, 1950-1975 -- Epilogue
000456159 520__ $$a"Home economics emerged at the turn of the twentieth century as a movement to train women to be more efficient household managers. At the same moment, American families began to consume many more goods and services than they produced. To guide women in this transition, professional home economists had two major goals: to teach women to assume their new roles as modern consumers and to communicate homemakers' needs to manufacturers and political leaders. Carolyn M. Goldstein charts the development of the profession from its origins as an educational movement to its identity as a source of consumer expertise in the interwar period to its virtual disappearance by the 1970s. Working for both business and government, home economists walked a fine line between educating and representing consumers while they shaped cultural expectations about consumer goods as well as the goods themselves. Goldstein looks beyond 1970s feminist scholarship that dismissed home economics for its emphasis on domesticity to reveal the movement's complexities, including the extent of its public impact and debates about home economists' relationship to the commercial marketplace. "--Provided by publisher.
000456159 650_0 $$aHome economics$$xVocational guidance$$zUnited States$$xHistory$$y20th century.
000456159 650_0 $$aConsumer education$$zUnited States$$xHistory$$y20th century.
000456159 650_0 $$aFeminism$$zUnited States$$xHistory$$y20th century.
000456159 85200 $$bgen$$hTX654$$i.G65$$i2012
000456159 85642 $$3Cover image$$uhttp://www.netread.com/jcusers/1116/2517976/image/lgcover.3434922.jpg
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