Victoria De Grazia

Attilio Teruzzi, Mussolini's commander of the Black Shirts, exemplified fascism's obsession with male strength. Through the story of his broken marriage to a young Jewish American opera star, Victoria de Grazia explores the cult of masculinity on which the New Rome was to be built, revealing the seductive appeal of fascism.

A Story of Love, Power, and Morality in Mussolini's Italy

The Perfect Fascist

The most significant conquest of the twentieth century may well have been the triumph of American consumer society over Europe's bourgeois civilization. It is this little-understood but world-shaking campaign that unfolds in Irresistible Empire, Victoria de Grazia's brilliant account of how the American standard of living defeated the European way of life and achieved the global cultural hegemony that is both its great strength and its key weakness today. De Grazia describes how, as America's market empire advanced with confidence through Europe, spreading consumer-oriented capitalism, all alternative strategies fell before it--first the bourgeois lifestyle, then the Third Reich's command consumption, and finally the grand experiment of Soviet-style socialist planning. Tracing the peculiar alliance that arrayed New World salesmanship, statecraft, and standardized goods against the Old World's values of status, craft, and good taste, Victoria de Grazia follows the United States' market-driven imperialism through a vivid series of cross-Atlantic incursions by the great inventions of American consumer society. We see Rotarians from Duluth in the company of the high bourgeoisie of Dresden; working-class spectators in ramshackle French theaters conversing with Garbo and Bogart; Stetson-hatted entrepreneurs from Kansas in the midst of fussy Milanese shoppers; and, against the backdrop of Rome's Spanish Steps and Paris's Opera Comique, Fast Food in a showdown with advocates for Slow Food. Demonstrating the intricacies of America's advance, de Grazia offers an intimate and historical dimension to debates over America's exercise of soft power and the process known as Americanization. She raises provocative questions about the quality of the good life, democracy, and peace that issue from the vaunted victory of mass consumer culture.

America's Advance Through Twentieth-century Europe

Irresistible Empire

Victoria DeGrazia

Ellen Furlough

"A rare pleasure. Rooting gender and consumption in the actions of people making their own history, these brilliant essays move from nineteenth-century pinups to the formation of gendered modernity. Once you've savored this volume, you'll never think of modern life in the same way again."—Temma Kaplan, author of Red City, Blue Period

Gender and Consumption in Historical Perspective

The Sex of Things

Italy, 1922-1945 (A Centennial Book)

How Fascism Ruled Women

The efforts of fascism to form a 'culture of consent,' or shape depoliticized activities, in Italy between the world wars, make a unique portrait of fascist political tactics. Professor de Grazia focuses on the dopolavoro or fascist leisure-time organization, the largest of the regime's mass institutions. She traces its gradual rise in importance for the consolidation of fascist rule; its spread in the form of thousands of local clubs into every domain of urban and rural life; and its overwhelming impact on the distribution, consumption, and character of all kinds of recreational pursuits - from sports and adult education to movies, traveling theaters, radio, and tourism. The author shows how fascism was able, between 1926 and 1939, to build a new definition of the public sphere. Recasting the public sphere entailed dispensing with traditional class and politically defined modes of organizing those social roles and desires existing outside the workplace.

Mass Organisation of Leisure in Fascist Italy

The Culture of Consent

Burcu Baykurt

The term “soft power” was coined in 1990 to foreground a capacity in statecraft analogous to military might and economic coercion: getting others to want what you want. Emphasizing the magnetism of values, culture, and communication, this concept promised a future in which cultural institutes, development aid, public diplomacy, and trade policies replaced nuclear standoffs. From its origins in an attempt to envision a United States–led liberal international order for a post–Cold War world, it soon made its way to the foreign policy toolkits of emerging powers looking to project their own influence. This book is a global comparative history of how soft power came to define the interregnum between the celebration of global capitalism in the 1990s and the recent resurgence of nationalism and authoritarianism. It brings together case studies from the European Union, China, Brazil, Turkey, and the United States, examining the genealogy of soft power in the Euro-Atlantic and its evolution in the hands of other states seeking to counter U.S. hegemony by nonmilitaristic means. Contributors detail how global and regional powers created a variety of new ways of conducting foreign policy, sometimes to build new solidarities outside Western colonial legacies and sometimes with more self-interested purposes. Offering a critical history of soft power as an intellectual project as well as a diplomatic practice, Soft-Power Internationalism provides new perspectives on the potential and limits of a multilateral liberal global order.

Victoria De Grazia

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