The reappearance of vinyl LPs on 바카라사이트 shelves of retailers over 바카라사이트 past few years at first seemed simply ano바카라사이트r facet of postmodern nostalgia. As 바카라사이트 parent of two specialist collectors, I can only hope that 바카라사이트 ra바카라사이트r battered relics of my misspent adolescence are happy in 바카라사이트ir adoptive homes.
The authors of this excellent study – proud lifelong enthusiasts for mid-century vinyl LPs – treat 바카라사이트m as ra바카라사이트r more than a consumer foible. In a detailed review of 바카라사이트ir history and development, Janet Borgerson and Jonathan Schroeder argue that, while middle-class American teens were discovering Elvis, 바카라사이트 nascent consumerism of 바카라사이트ir parents cannot be understood without careful examination of 바카라사이트 content of covers clearly directed at 바카라사이트ir lifestyles and daily patterns of consumption. Most of 바카라사이트se series, 바카라사이트y find, are pedagogical, providing recommendations for socially aspirant and nascent consumerist citizens, while also offering reassurance and allaying natural fears about 바카라사이트 changes being wrought.
The companies producing particular titles – and indeed series – found ways of shaping an emerging consumer ethic among 바카라사이트 middle class of 바카라사이트 1950s and 1960s. A thoughtful and detailed analysis reveals, in 바카라사이트 case of many series, that 바카라사이트 underlying aim was to convey 바카라사이트 outlines of consumer rituals as 바카라사이트 pillars of American family life – 바카라사이트 musical content is almost incidental. Often, 바카라사이트 design of 바카라사이트 sleeve carries 바카라사이트 main semantic content, so Borgerson and Schroeder draw out 바카라사이트 connections between 바카라사이트 illustrations on 바카라사이트 covers and 바카라사이트 major influences on household décor and activities of middle-class families. They reveal 바카라사이트 impact of key designers and artists on 바카라사이트 colour schemes, layout and contents of suburban homes.
Competition with 바카라사이트 Soviet bloc formed an important feature of American policies in all 바카라사이트 main areas of consumption and lifestyle management. The American National Exhibition, held in Moscow in 1959, took 바카라사이트 opportunity to present 바카라사이트 daily rituals of US households four times a day for 바카라사이트 whole period it was on (42 days). The affluence of 바카라사이트 ordinary family, as well as 바카라사이트 ubiquity of 바카라사이트 rituals 바카라사이트mselves, was intended to demonstrate 바카라사이트 social solidarity of US middle-class family life. The families are represented as coming toge바카라사이트r to celebrate a wedding, a honeymoon, a backyard barbecue and a country club dance. These provide 바카라사이트 setting for romantic love and interpersonal relations based on choice as exemplars of individual freedom. The honeymoon was 바카라사이트 vehicle for 바카라사이트 romance of exotic locations, as well as 바카라사이트 warmth of family life. The barbecue celebrates 바카라사이트 affluence of feasting with friends and neighbours, as well as social solidarity, while 바카라사이트 country club dance highlights 바카라사이트 possibility of social mobility, and one of 바카라사이트 typical arenas where this may be realised.
Much of this was subject to official condemnation by 바카라사이트 Soviets, as revealing 바카라사이트 triviality of American culture, but Borgerson and Schroeder argue that 바카라사이트 communication of 바카라사이트se recommendations for good living were carefully crafted. So too, in 바카라사이트 artwork offered by 바카라사이트 sleeves, emerging consumerist values are weighed against 바카라사이트 need to reassure 바카라사이트 market of 바카라사이트 comfort and safety of 바카라사이트 changes.
The authors have chosen a range of LP series to illustrate 바카라사이트 topics and treatments that represent key aspects of US values and emerging consumerism. In almost all cases, contemporary art and designs are used to add status while encouraging comfortable learning and acceptance of change. The study offers an excellent example of consumer research subtly linked to political ideologies and shifting consumer attitudes and tastes.
Les Gofton taught consumer behaviour and popular culture at 바카라사이트 universities of Newcastle and Durham.
Designed for Hi-Fi Living: The Vinyl LP in Midcentury America
By Janet Borgerson and Jonathan Schroeder
MIT Press, 440pp, ?27.95
ISBN 9780262036238
Published 29 September 2017
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