In the nineteenth and twentieth centuries products, marketed on a nationwide scale, became essential resources for the constitution of individual and collective identities. Therefore, they were well suited to constructing and disseminating national images, as well as to structuring self-perception and the perception by third parties. The focus of the conference will be on (mostly 20th century) Europe, but cases from Japan and Canada will also be discussed. The keynote speech will open up a comparative perspective on China.
It is evident that companies have often appealed to national
sensitivities with marketing goals in mind. But to what extent have national connotations been promoted by other actors, politicians, journalists, or consumers? Which social groups act as driving forces of nationalizing product communication? What goals do they pursue, what are the discursive and social results?
Vienna, 1-3 October 2009
Oliver Kühschelm / Franz X. Eder, University of Vienna, Department of Economic and Social History
Hannes Siegrist, University of Leipzig
Please register for the conference via email:
Michael Viktor Schwarz, Dean of the Faculty of Historical and Cultural Studies, Univ. Vienna
Hannes Siegrist, Univ. Leipzig
Consumption and Mental Mapping in Modern Societies
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