Consuming Subjects
Women, Shopping, and Business in the Eighteenth Century
by Elizabeth Kowaleski Wallace

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• Publisher: Columbia University Press
• Genres: history
• Language: english
• Format: paperback, 192 pages
• ISBN: 9780231105798 (0231105797)
• Release date: December 26, 1997
• Author: Elizabeth Kowaleski Wallace

About The Book

Consuming Subjects is an insightful exploration of the origin of the modern idea of women as shoppers. Kowaleski-Wallace considers the origins of current ideas about women and consumerism to call into question the « natural » link between women and the commodities they buy.

While previous scholars have posited the nineteenth-century department store and arcade as the crucial place for understanding the emergence of the female consumer, Kowaleski-Wallace argues that the eighteenth century yields a keener understanding by allowing us to view the foundations of contemporary cultural practices.

Drawing on feminist criticism, cultural studies, and new historical ideas, she surveys eighteenth-century literary texts, material objects -such as china- and cultural events to illuminate the ways in which women are both controlled and empowered through images of consumption. Kowaleski-Wallace links the rise of shopping to the appearance of modern pronography: like pornography, shopping embodies a cultural fantasy, claiming to locate and control female « pleasure. »

This elegant study is an important contribution to eighteenth-century studies and will appeal to a broader audience of readers interested in feminist and cultural issues.

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