Dr. Milanesio examines the ways mass consumption transformed Argentina in the twentieth century in a comprehensive analysis of the relations between consumers, goods, manufacturers, advertisers, and the state during Juan Perón's reign. She examines the social and political changes that occurred...

Combining theories from the anthropology of consumption, cultural studies, and gender studies with the methodologies of social, cultural, and oral histories, Milanesio shows the exceptional cultural and social visibility of low-income consumers in postwar Argentina along with their unprecedented...