Consumption and Gender in Southern Europe since the Long 1960s

Consumption and Gender in Southern Europe since the Long 1960s offers an in-depth analysis of the relationship between gender and contemporary consumer cultures in post-authoritarian Southern European societies.

The book sees a diverse group of international scholars from across the social sciences draw on 14 original case studies to explore the social and cultural changes that have taken place in Spain, Portugal and Greece since the 1960s. This is the first scholarly attempt to look at the countries' similar political and socioeconomic experiences in the shift from authoritarianism to democracy through the intersecting topics of gender and consumer culture. This comparative analysis is a timely contribution to the field, providing much needed reflection on the social origins of the contemporary economic crisis that Spain, Portugal and Greece have simultaneously experienced. Bringing together past and present, the volume elaborates on the interplay between the current crisis and the memory of everyday life activities, with a focus on gender and consumer practices.

Consumption and Gender in Southern Europe since the Long 1960s firmly places the Southern European region in a wider European and transatlantic context. Among the key issues that are critically discussed are 'Americanization', the 'cultural revolution of the Long 1960s' and representations of the 'Model Mrs Consumer' in the three societies.

This is an important text for anyone interested in the modern history of Southern Europe or the history of gender and consumer culture in modern Europe more generally.

Konstantinos (Kostis) Kornetis is Assistant Professor at the Center for European and Mediterranean Studies at New York University, USA. He is the author of Children of the Dictatorship: Student Resistance, Cultural Politics and the "Long 1960s" in Greece (2013).

Eirini Kotsovili is coordinator of the Greek Language Program at the SNF Centre for Hellenic Studies at Simon Fraser University, Canada.

Nikolaos Papadogiannis is Visiting Fellow at the University of St. Andrews, UK. He is the author of the forthcoming book, Militant Around the Clock? Left-Wing Youth Politics, Leisure, and Sexuality in Post-Dictatorship Greece, 1974-1981 (2015).

List of illustrations
List of contributors
Acknowledgments
Transliteration

Preface - Guya Accornero (University Institute of Lisbon, Portugal)

Introduction - Kostis Kornetis, Eirini Kotsovili, Nikolaos Papadogiannis

PART ONE
Consumption and Gender in Dictatorship and Disciplined Democracy

1. Gendering Touristic Spain, 1950s - 1970s - Moritz Glaser (University of Kiel, Germany)
2. Basque National Identities, Youth Culture and Gender in the 1960s: Beyond the Farmhouse and the Ye-Yé - Amaia Lamikiz Jauregiondo (European University Institute, Italy)
3. Consumerism, Gender Diversity and Moralization of Sexuality in the Iberian 1960s - Rosa M. Medina-Domenech (University of Granada, Spain) and Richard Cleminson (University of Leeds, UK)
4. Gender and Consumer Behavior: A Portrait of Portugal in the 1960s - Inês Brasão (Polytechnic Institute of Leiria, Portugal)
5. Tourism, Body and Seaside Recreational Practices in Postwar Greek Society until 1974 - Michalis Nikolakakis (Independent Scholar, Greece)

PART TWO
Consumption and Gender Through the Moment of Transition
6. Representations of Sexuality and Gender in Portuguese Cinema During the Late Estado Novo and the Carnation Revolution - Érica Faleiro Rodrigues (Birkbeck, University of London, UK)
7. The Spanish Housewives in Transition (1959-1980) - Elena Díaz Silva (University of Cologne, Germany)
8. Documenting Post-Authoritarian Subcultures in the European South: The Cases of Pedro Almodóvar's Pepi, Luci, Bom and Nikos Zervos's Dracula of Exarchia - Kostis Kornetis (New York University, USA)
9. 'Naked Piazza'. Male (Homo)Sexualities, Masculinities and Consumer Cultures in Greece since the 1960s - Kostas Yannakopoulos (University of the Aegean, Greece)

PART THREE
Consumption and Gender Between the Transition to Democracy and the Financial Crisis of the 2010s

10. Television Culture and Social Change in Post-revolutionary Portuga - Luís Trindade (Birkbeck, University of London, UK)
11. Leafing through the 1980s in Portuguese Fashion Magazines - Giulia Bonali (Birkbeck University of London, UK)
12. Consuming the Past as a Televisual Product: Gender and Consumption in Cuéntame cómo pasó/Tell Me How it Was - Abigail Loxham (University of Queensland, Australia)
13. Audio-Visual Consumption in the Greek VHS Era: Social Mobility, Privatization and the VCR Audiences in the 1980s - Ursula-Helen Kassaveti (Aristotle University of Thessaloniki, Greece)
14. Revisiting the Greek 1980s through the Prism of Crisis - Panagiotis Zestanakis (University of Crete, Greece)

Bibliography
Index

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