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ISBN: 1282679015 9786612679018 0226218023 Year: 2008 Publisher: Chicago : University of Chicago Press,
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An important part of the New Deal, the Modernization Credit Plan helped transform urban business districts and small-town commercial strips across 1930's America, but it has since been almost completely forgotten. In Modernizing Main Street, Gabrielle Esperdy uncovers the cultural history of the hundreds of thousands of modernized storefronts that resulted from the little-known federal provision that made billions of dollars available to shop owners who wanted to update their facades. Esperdy argues that these updated storefronts served a range of complex purposes, such as stimulating public consumption, extending the New Deal's influence, reviving a stagnant construction industry, and introducing European modernist design to the everyday landscape. She goes on to show that these diverse roles are inseparable, woven together not only by the crisis of the Depression, but also by the pressures of bourgeoning consumerism. As the decade's two major cultural forces, Esperdy concludes, consumerism and the Depression transformed the storefront from a seemingly insignificant element of the built environment into a potent site for the physical and rhetorical staging of recovery and progress.
Storefronts --- Commercial buildings --- New Deal, 1933-1939. --- Consumption (Economics) --- History --- land use planning, building types, depression history of the us, modernization credit plan, urban business districts, city spaces, small-town commercial strips, cultural, culture, social issues, modernized storefronts, federal provisions, public consumption, stagnant construction industry, architectural styles, architecture, european modernist design, landscape, bourgeoning consumerism, rhetorical staging, economic recovery, progress, economics.
Book
ISBN: 0520940229 1281385603 9786611385606 1435653610 Year: 2008 Publisher: Berkeley : University of California Press,
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Hollywood in the Neighborhood presents a vivid new picture of how movies entered the American heartland-the thousands of smaller cities, towns, and villages far from the East and West Coast film centers. Using a broad range of research sources, essays from scholars including Richard Abel, Robert Allen, Kathryn Fuller-Seeley, Terry Lindvall, and Greg Waller examine in detail the social and cultural changes this new form of entertainment brought to towns from Gastonia, North Carolina to Placerville, California, and from Norfolk, Virginia to rural Ontario and beyond. Emphasizing the roles of local exhibitors, neighborhood audiences, regional cultures, and the growing national mass media, their essays chart how motion pictures so quickly and successfully moved into old opera houses and glittering new picture palaces on Main Streets across America.
Motion pictures --- Motion picture audiences --- Motion picture theaters --- History. --- 20th century american films. --- american audiences. --- american films. --- american heartland. --- american midwest. --- early film exhibition. --- entertainment industry. --- ethnography. --- film audiences. --- film industry. --- film studies. --- film. --- government film exhibition. --- great depression. --- history of hollywood. --- history. --- hollywood. --- local moviegoing. --- media studies. --- motion pictures. --- movie show. --- movie studies. --- movies. --- national mass media. --- political. --- race in film. --- regional cultures. --- religion in film. --- retrospective. --- small town theatre. --- united states of america.
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