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More is Better: Mass Consumption, Gender, and Class Identity in Postwar AmericaWorking class women preserved valeus and taste•New found purchasing power deviated away from good design•More is better because it makes work easier form working class women (Spend most time there) kitchen is heart of the home•Solid heavy appliances security symbol for working class (respectability)•Modernity achieved a higher standard of living•Middle class living room most important•Don’t fit in with white collar womenDesigners of mass produced goods satisfy demands of gendered working class market•Suburbs blend white collar and blue collar into middle class culture (two different tastes)•Companies tried to uphold good design, Servel, but sales were not as good as flashy larger items (Populuxe)•Working class rejected severely plain like over the top detail dependability and comfort•Middle class concern for taste (Status anxiety)Researchers/ social scientists articulated persisting taste•Motivation research•Working class- bulk and size, embellishment and visual flash, and color•Upper middle class – simplicity, elegance•Sloanism- GM “More is better” Cadillac big chrome•SRI 53 % upper-lower wage earner (acknowledge social structure)Publishers/ editors of True Story Magazine•Foley – ignore working class taste for upper middle class would fail•Working class still class?•Working class women primary role as house worker middle class women more as wivesStyle used to preserve working class identity, reform social relations in the middle classFemales were targeted by designers because they use the appliances (more liberated after war)
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