scholarly journals Will It Be Wine or Cocktails? The Quest to Build a Mass Market for California Wine after Prohibition

2017 ◽  
Vol 18 (2) ◽  
pp. 360-399
Author(s):  
LISA JACOBSON
Keyword(s):  
Middle Class ◽  
Married Couples ◽  
Mass Market ◽  
Dinner Table ◽  
The 1950S

This article examines why wine marketers struggled to build a mass market for American wine from the 1930s to the 1950s. Wine promoters worked to both surmount and accommodate existing preferences for spirits by casting wine both as a base for cocktails and as the budget-friendly alternative to them. Previously marked as either too highbrow or too lowbrow, wine gradually lost its foreignness as merchandisers learned to sell the glamour of wine without the demands of connoisseurship. Instead of setting their sights on urban sophisticates, wine promoters aimed for young married couples and budget-conscious new homeowners—the most recent entrants into the middle class. These populist marketing approaches, I contend, sowed the seeds of the table “wine revolution” not in bohemian enclaves and gourmet dining societies but in middle-class suburbia, where wine found its way to the American dinner table via the cocktail glass, the casserole dish, and the backyard barbecue.

What Kind of Job Is That for a Nice Jewish Boy?

2017 ◽  
Author(s):  
Rachel Kranson
Keyword(s):  
Middle Class ◽  
Upward Mobility ◽  
The Self ◽  
American Jews ◽  
New Models ◽  
Economic Position ◽  
The 1950S ◽  
American Jewish

In the 1950s and early 1960s, American Jews wrestled with new models of masculinity that their new economic position enabled. For many American Jewish novelists, intellectuals, and clergy of the 1950s and early 1960s, the communal pressure on Jewish men to become middle-class breadwinners betrayed older, more Jewishly-authentic, notions of appropriate masculinity. Their writing promoted alternative, Jewish masculine ideals such as the impoverished scholar and the self-sacrificing soldier, crafting a profoundly gendered critique of Jewish upward mobility.

The Paradoxes of Postwar Domesticity

Mahjong ◽  
2021 ◽  
pp. 203-220
Author(s):  
Annelise Heinz
Keyword(s):  
Middle Class ◽  
Family Members ◽  
Household Labor ◽  
Cultural Norms ◽  
Economic Changes ◽  
Home Life ◽  
The 1950S ◽  
Domestic Roles ◽  
Jewish Mother

At the height of the postwar domestic revival, a subset of women who fully participated in the culture of domesticity nonetheless claimed a unique space for leisure with their peers in the form of a weekly evening mahjong game. Although the culture of mahjong could reinforce their domestic roles as much as undermine them, the weekly mahjong ritual explicitly came at the expense of both household labor and their family members’ comfort. Despite their claims on autonomous domestic leisure, mahjong-playing middle-class women became emblematic of the trappings of stereotypical postwar domesticity. As Jewish mahjong players established their strong cultural norms in the 1950s and 1960s, they became embedded in the evolving stereotype of the domineering Jewish mother. This association signaled the waning of both postwar domestic norms and the patterns of leisured domesticity that thrived within them, as economic changes and generational shifts transformed middle-class home life.

scholarly journals DISCRIMINATION, OPPORTUNITY, AND MIDDLE-CLASS SUCCESS IN EARLY COMMUNIST HUNGARY

2005 ◽  
Vol 48 (2) ◽  
pp. 499-521 ◽  
Author(s):  
JAMES MARK
Keyword(s):  
Middle Class ◽  
Oral History ◽  
Upward Mobility ◽  
The State ◽  
Central European ◽  
Communist State ◽  
Professional Success ◽  
Large Numbers ◽  
History Of ◽  
The 1950S

This article explores the middle-class response to life under the early Communist state in Hungary. It is based on an oral history of the Budapest bourgeoisie, and challenges some of the dominant indigenous representations of the central European middle class as persecuted victims who were forced into ‘internal exile’ by the Stalinist state. Despite being officially discriminated against as ‘former exploiters’, large numbers achieved educational and professional success. Their skills were increasingly needed in the rapid modernization of the 1950s, and the state provided them with semi-official opportunities to remake themselves into acceptable Communist citizens. Middle-class testimony revealed how individuals constructed politically appropriate public personas to ensure their own upward mobility; they hid aspects of their pasts, created ‘class conscious’ autobiographies, and learnt how to demonstrate sufficient political loyalty. The ways in which individuals dealt with integrating into a system which officially sought to exclude them and which many disliked ideologically is then examined. In order to ‘cope with success’, respondents in this project invented new stories about themselves to justify the compromises they had made to ensure their achievements. These narratives are analysed as evidence of specifically Communist middle-class identities.

Cookbook Writers and Recipe Readers: Georgiana Hill, Isabella Beeton and Victorian Domesticity

2020 ◽  
Vol 25 (3) ◽  
pp. 408-423
Author(s):  
Rachel Rich
Keyword(s):  
Middle Class ◽  
Publishing Industry ◽  
The State ◽  
Household Management ◽  
Dinner Table ◽  
Multiple Audiences ◽  
Authorial Voice

Abstract This article examines female-authored cookbooks in the 1860s, focusing in particular on the little-known work of Georgiana Hill, and the famous life of Isabella Beeton and her Book of Household Management. Looking at the state of cookbook publishing in the 1860s, and considering both the tone and content of these publications, the author argues that taking Hill’s authorial voice into account can enhance our understanding of how women operated in the highly competitive cookbook market. Hill’s and Beeton’s work, alongside that of Eliza Acton and numerous lesser-known cookery writers, suggests ways in which authors were conscious of addressing multiple audiences, including mistresses and servants, and both confident and incompetent cooks. At the same time, the frequent appearance of both European and Indian recipes suggests that the middle-class cookbook market made assumptions about the sophistication and cosmopolitanism of the domestic dinner table. The article goes on to investigate Hill’s biography, and her navigation of the publishing industry, analysing in particular the archives of George Routledge and Co., in order to argue that even while it offered female cookery writers the opportunity to capitalize on their expertise, this was still an industry in which it was difficult for a woman to be fairly rewarded for her work.

The Rise and Fall of Ace Records: A Case Study in the Independent Record Business

1990 ◽  
Vol 64 (3) ◽  
pp. 411-450 ◽  
Author(s):  
Donald J. Mabry
Keyword(s):  
United States ◽  
Middle Class ◽  
The United States ◽  
Record Industry ◽  
Rhythm And Blues ◽  
White Middle Class ◽  
History Of ◽  
The 1950S ◽  
Rock N Roll

The record industry in the United States was controlled until the 1950s by a half dozen major companies, which produced music directed primarily toward the white middle class. The following article uses the history of Ace Records, a small, regional, independent company, to examine the nature of the record industry in the 1950s and 1960s. The article explains the shifts in demography and technology that made possible the growth of the independents, as well as the obstacles and events that made their demise more likely. It also traces the changes that such companies, by recording and promoting rhythm and blues and early rock ‘n’ roll, introduced to the cultural mainstream.

„Samuel Beckett’s Decadent Turn”

Tekstualia ◽  
2019 ◽  
Vol 4 (55) ◽  
pp. 157-172
Author(s):  
S.E. Gontarski
Keyword(s):  
Middle Class ◽  
Human Experience ◽  
Marquis De Sade ◽  
Performance Artists ◽  
The 1950S ◽  
And Performance

„Samuel Beckett’s Decadent Turn” re-examines and reassesses Beckett’s relationship with certain experimental and countercultural forms of and movements in art often called „Decadent” – from his running afoul of the Irish Censorship of Publications Acts in the 1930s to the 1950s, through his search for „literature in the pornography, or beneath the pornography” in his translations of the Marquis de Sade and his battles with the Lord Chamberlain in the mid-1950s over the London productions of his fi rst two plays, to his close professional and personal associations with publishers who celebrated the work of the demimonde. Much of that term encompasses an opening to the fullness of human experience denied in previous centuries, and much of that has been sexual or decadent. Beckett’s aesthetics emerged from such encounters and those associations continued to inform his work and to develop into experimental modes that upended literary models and middle- class values, an aesthetics that, furthermore, has inspired any number of subsequent visual and performance artists.

New tastes create China market for alcoholic drinks

2016 ◽  
Keyword(s):  
Middle Class ◽  
Alcoholic Beverages ◽  
Luxury Brands ◽  
Mass Market ◽  
Content Type ◽  
China Market ◽  
Alcoholic Drinks ◽  
Key Drivers

Subject The market for alcoholic beverages in China. Significance Imported beer sales have grown rapidly in China, while sales of wine and spirits have begun to recover after a downturn. The markets for beer, wine and spirits have converged to target younger, middle-class consumers. Impacts Sales of imported premium beer will outstrip mass-market beers, accounting for one-third of the market by 2020. Mid-priced imported wine and spirits will outperform luxury brands. E-commerce will be an increasingly important battleground for alcohol brands as younger, tech-savvy consumers become key drivers of growth. Domestic wine and baijiu brands are beginning to expand abroad, but face an uphill battle to 'educate' foreign consumers. Alcohol is increasingly consumed for taste and novelty, rather than to show wealth, creating opportunities for smaller, lesser-known brands.

scholarly journals Homem ideal em revista no Jornal das Moças (anos 1950)

2019 ◽  
Vol 32 (1) ◽  
pp. 175-192
Author(s):  
Lucas Santos Rosa ◽  
Maria Cecilia Barreto Amorim Pilla
Keyword(s):  
Middle Class ◽  
Present Article ◽  
Family Life ◽  
The 1950S

Cada período constrói estereótipos e seus próprios meios e regramentos que podem ser veiculados de diversas formas, os periódicos podem ser importantes maneiras de divulgar esses padrões, incutir ensinamentos, moldar categorias. Dessa forma é que o presente artigo pretende conhecer modelos que corresponderiam ao desejado “homem ideal”, o tão almejado “bom para casar”, que garantiria uma vida familiar segura e digna. Para tanto, constituem fontes dessa pesquisa a revista Jornal das Moças ao longo dos anos 1950, um periódico quinzenal que dirigido às mulheres das classes médias das cidades brasileiras aconselharam suas leitoras a buscarem idealizações de si mesmas e que em sua íntima procura e responsabilidade seriam capazes de encontrar seus pares que revelariam qualidades a elas complementares correspondentes ao companheiro “ideal”. PALAVRAS-CHAVE: “homem ideal”; “marido ideal”, estereótipo do masculino.   ABSTRACT Each period builds stereotypes and its own means and regulations that can be conveyed in different ways, journals can be important ways to disseminate these standards, instill teachings, shape categories. In this way, the present article intends to know models that would correspond to the desired "ideal man", the longed for "good to marry", that would guarantee a safe and dignified family life. Therefore, the sources of this research is the “Jornal das Moças” during the 1950s, a biweekly magazine aimed at middle-class women in Brazilian cities that advised their readers to seek idealizations of themselves and that in their intimate search and responsibility they would be able to find their peers who would reveal complementary qualities corresponding to their "ideal" companion. KEYWORDS: “ideal man”, “ideal husband”, male stereotype

scholarly journals Bossa Nova: the reinvention and reinvigoration of samba in the 1950s

2016 ◽  
Vol 3 (2) ◽  
pp. 169
Author(s):  
Martinus Helmiawan
Keyword(s):  
Eighteenth Century ◽  
Middle Class ◽  
The Core ◽  
History Of ◽  
The 1950S ◽  
Bossa Nova ◽  
National Music

<p>In a society where music becomes the core of its people’s life, many discourses emerge and root in music. In Brazil, for instance, samba as the national music represents the chronicle of the Brazilians, which starts from the slavery in eighteenth century. However, at the start of the era of Brazil’s modernism in 1950s, samba was deemed stagnant. It was unable to cope with the fast developments of Brazil’s politics, societies, and cultures. This essay observes the history of samba, investigates the reasons why samba becomes stagnant and reviews the efforts made to revitalize it through the invention of Bossa Nova. In the process of redefining samba, American jazz plays an important role as the agent which brings modernity and revolution to the original samba. The ideology of the Brazilian urban middle class is also important, as well as Brazilian 1950s musicians’ efforts such as Antonio Carlos Jobim, Joao Gilberto, or Vinicius de Moraes. This paper aims to analyze Bossa Nova’s contributions in revitalizing and redefining samba, with its jazz influence which could be traced from the ideology of the Brazilian urban middle class. The paper also highlights the contradiction between foreign influences and traditional heritages in the music.</p>

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