Consumption, Americanisation and National Identity in Britain, 1918-50: Studies in Cultural History

This book explores the relationship between consumption, Americanisation and national identity in Britain between the end of the First World War and the mid-twentieth century. It examines the ways in which the arrival of American consumer goods and culture influenced British society and the ways in which British people responded to these changes.

The book argues that consumption was a key factor in the shaping of British national identity in this period, and that it played a role in the development of a more modern and consumer-oriented society. It also argues that the Americanisation of British culture was a complex and contested process, and that it was not simply a matter of British people adopting American values and ways of life.

Contents

• Chapter 1: The American Invasion: American Consumer Goods and Culture in Britain, 1918-30
• Chapter 2: The British Response: Consumption and National Identity in the Interwar Years
• Chapter 3: The American Dream: Consumerism and the Mass Media in Britain, 1930-50
• Chapter 4: The American Way of Life: Everyday Life and Americanisation in Britain, 1930-50

The period between the end of the First World War and the mid-twentieth century was a time of great change in Britain. The war had a profound impact on British society, and it led to a number of social and economic changes. One of the most significant changes was the rise of consumerism.

Consumerism is the belief that the acquisition of goods and services is essential to happiness and well-being. It is a relatively new phenomenon, and it has its roots in the Industrial Revolution. The Industrial Revolution led to the mass production of goods, and this made it possible for more people to afford to buy things. At the same time, the development of new forms of advertising and marketing encouraged people to buy more.

The rise of consumerism had a profound impact on British society. It led to a change in the way people thought about their lives and their place in the world. It also led to the development of a more materialistic and acquisitive society.

In the years after the First World War, American consumer goods and culture began to flood into Britain. This was due in part to the fact that the United States was the only major country that had not been devastated by the war. As a result, the United States was able to produce and export a wide range of goods, including cars, radios, refrigerators, and other household appliances.

The arrival of American consumer goods and culture had a profound impact on British society. It led to a change in the way people lived their lives, and it also influenced the way they thought about themselves and their place in the world.

Chapter 1: The American Invasion: American Consumer Goods and Culture in Britain, 1918-30

The first chapter of the book provides a detailed account of the arrival of American consumer goods and culture in Britain in the years after the First World War. It examines the ways in which American goods and culture were marketed and sold in Britain, and it also explores the ways in which British people responded to these changes.

The chapter argues that the arrival of American consumer goods and culture was a complex and contested process. It was not simply a matter of British people adopting American values and ways of life. Rather, it was a process that was shaped by a number of factors, including the British government's policy of free trade, the development of new forms of advertising and marketing, and the changing social and economic conditions in Britain.

Chapter 2: The British Response: Consumption and National Identity in the Interwar Years

The second chapter of the book examines the ways in which British people responded to the arrival of American consumer goods and culture in the interwar years. It argues that consumption played a key role in the shaping of British national identity in this period. Consumption allowed British people to express their individuality and to create their own sense of style. It also helped to create a sense of community and belonging.

However, the chapter also argues that the Americanisation of British culture was a contested process. There were some people who were critical of the influence of American culture on British society. They argued that it was leading to a loss of traditional British values and customs.

Chapter 3: The American Dream: Consumerism and the Mass Media in Britain, 1930-50

The third chapter of the book examines the role of consumerism and the mass media in the Americanisation of British culture in the 1930s and 1940s. It argues that the mass media played a key role in promoting consumerism and in creating a desire for American goods and lifestyles.

The chapter also examines the ways in which British people resisted the Americanisation of their culture. It argues that there was a strong sense of national identity in Britain in this period, and that this helped to protect British culture from the full effects of Americanisation.

Chapter 4: The American Way of Life: Everyday Life and Americanisation in Britain, 1930-50

The fourth chapter of the book examines the ways in which American consumer goods and culture influenced everyday life in Britain in the 1930s and 1940s. It argues that Americanisation had a profound impact on the way people lived their lives, and it explores the ways in which this affected their sense of national identity.

The chapter also examines the ways in which British people resisted the Americanisation of their everyday lives. It argues that there was a strong sense of community in Britain in this period, and that this helped to protect British culture from the full effects of Americanisation.

The book concludes by arguing that the Americanisation of British culture was a complex and contested process. It was not simply a matter of British people adopting American values and ways of life.