{"product_id":"buying-into-change-alejandro-j-g-mez-del-moral-9781496205063","title":"Buying Into Change: Mass Consumption, Dictatorship, and Democratization in Franco's Spain, 1939-1982","description":"2023 Hagley Prize for Best Book in Business History \u003cp\u003e\u003c\/p\u003e\u003ci\u003eBuying into Change\u003c\/i\u003e examines how the development of a mass consumer society under the dictatorship of General Francisco Franco (1939-1975) inserted Spain into transnational consumer networks and set the stage for Spain's transition to democracy during the late 1970s. This transition is broadly significant to both a Spanish public still struggling to redefine their society after Franco and to scholars who have long debated the origins of Spain's current democracy, yet many aspects of it remain largely unexamined. \u003cp\u003e\u003c\/p\u003e\u003ci\u003eBuying into Change\u003c\/i\u003e incorporates mass consumption into our understanding of Spain's democratic transition by tracing the spread and social impact of new foreign-influenced department stores, of imported innovations such as modern mass advertising, and of consumer magazines that promoted foreign products. Initially, these enterprises backed Franco's conservative policies, and the regime in turn encouraged consumption in order to improve its image both domestically and abroad. \u003cp\u003e\u003c\/p\u003e Spain's new globally oriented commerce ultimately sold retailers and shoppers not just foreign ways of buying and selling but also subversive ideas. Imported 1960s fashions brought along countercultural notions on issues such as gender equality. And as Spaniards consumed more like their foreign neighbors, they increasingly viewed themselves as cosmopolitan and European and identified with liberal political conditions abroad, undermining Francoism's doctrine of national exceptionalism, thus laying the social foundations for democratization and European integration in Franco's wake.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eAuthor:\u003c\/b\u003e Alejandro J. Gez del Moral\u003cbr\u003e\u003cb\u003eISBN-10:\u003c\/b\u003e 1496205065\u003cbr\u003e\u003cb\u003eISBN-13:\u003c\/b\u003e 9781496205063\u003cbr\u003e\u003cb\u003ePublisher:\u003c\/b\u003e University of Nebraska Press\u003cbr\u003e\u003cb\u003eLanguage:\u003c\/b\u003e English\u003cbr\u003e\u003cb\u003ePublished:\u003c\/b\u003e 05\/01\/2021\u003cbr\u003e\u003cb\u003ePages:\u003c\/b\u003e 366\u003cbr\u003e\u003cb\u003eFormat:\u003c\/b\u003e Hardcover\u003cbr\u003e\u003cb\u003eWeight:\u003c\/b\u003e 1.60lbs\u003cbr\u003e\u003cb\u003eSize:\u003c\/b\u003e 9.00h x 6.00w x 1.00d","brand":"Alejandro J. Gez del Moral","offers":[{"title":"Hardcover","offer_id":43987569967359,"sku":"9781496205063","price":65.0,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0662\/2982\/9887\/files\/img_b1ac4b7c-b5e1-4b34-8e82-f44e85f5690a.jpg?v=1683289773","url":"https:\/\/www.whiterainbookhouse.com\/products\/buying-into-change-alejandro-j-g-mez-del-moral-9781496205063","provider":"WR Book House","version":"1.0","type":"link"}