Title Yankee don't go home! : Mexican nationalism, American business culture, and the shaping of modern Mexico, 1920-1950 / Julio Moreno

Published Chapel Hill : University of North Carolina Press, ©2003

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Description 1 online resource (xi, 321 pages) : illustrations Series Luther Hartwell Hodges series on business, society, and the state Luther Hartwell Hodges series on business, society, and the state. Contents Liberalism, the state, and modern industrial capitalism in postrevolutionary Mexico -- Spreading the American dream : information, technology, and World War II -- Prophets of capitalism : the growth of advertising as a profession and the making of modern Mexico -- Advertising national identity and globalization in the reconstruction of modern Mexico -- J. Walter Thompson and the negotiation of Mexican and American values -- In search of markets, diplomacy, and consumers : Sears as a commercial diplomat in Mexico -- Industrial capitalism, antimodernism, and consumer culture in 1940s Mexico Summary Annotation In the aftermath of the 1910 Mexican Revolution, Mexican and U.S. political leaders, business executives, and ordinary citizens shaped modern Mexico by making industrial capitalism the key to upward mobility into the middle class, material prosperity, and a new form of democracy-consumer democracy. Julio Moreno describes how Mexico's industrial capitalism between 1920 and 1950 shaped the country's national identity, contributed to Mexico's emergence as a modern nation-state, and transformed U.S.-Mexican relations. According to Moreno, government programs and incentives were central to legitimizing the postrevolutionary government as well as encouraging commercial growth. Moreover, Mexican nationalism and revolutionary rhetoric gave Mexicans the leverage to set the terms for U.S. businesses and diplomats anxious to court Mexico in the midst of the dual crises of the Great Depression and World War II. Diplomats like Nelson Rockefeller and corporations like Sears Roebuck achieved success by embracing Mexican culture in their marketing and diplomatic pitches, while those who disregarded Mexican traditions were slow to earn profits. Moreno also reveals how the rapid growth of industrial capitalism, urban economic displacement, and unease caused by World War II and its aftermath unleashed feelings of spiritual and moral decay among Mexicans that led to an antimodernist backlash by the end of the 1940s Analysis Humaniora Historie Bibliography Includes bibliographical references (pages 283-307) and index Notes Master and use copy. Digital master created according to Benchmark for Faithful Digital Reproductions of Monographs and Serials, Version 1. Digital Library Federation, December 2002. http://purl.oclc.org/DLF/benchrepro0212 MiAaHDL English Print version record digitized 2010 HathiTrust Digital Library committed to preserve pda MiAaHDL Subject J. Walter Thompson Company. Sears, Roebuck and Company. SUBJECT J. Walter Thompson Company fast Sears, Roebuck and Company fast J. Walter Thompson New York, NY gnd Subject Industrial policy -- Mexico -- History -- 20th century Capitalism -- Mexico -- History -- 20th century Consumption (Economics) -- Mexico -- History -- 20th century Advertising -- Mexico -- History -- 20th century Nationalism -- Mexico -- History -- 20th century BUSINESS & ECONOMICS -- International -- General. BUSINESS & ECONOMICS -- International -- Economics. Advertising Capitalism Consumption (Economics) Industrial policy Diplomatic relations Nationalism Politics and government Nationale identiteit. Kapitalisme. Natievorming. Industriepolitik Kapitalismus Konsumgesellschaft Nationalismus Politique industrielle -- Mexique -- 20e siècle. Nationalisme -- Mexique. SUBJECT Mexico -- Foreign relations -- United States United States -- Foreign relations -- Mexico Mexico -- Politics and government -- 1910-1946. http://id.loc.gov/authorities/subjects/sh85084613 Mexico -- Politics and government -- 1946-1970. http://id.loc.gov/authorities/subjects/sh85084614 Subject Mexico United States Mexiko USA Mexique -- Relations extérieures -- États-Unis -- 20e siècle. États-Unis -- Relations extérieures -- Mexique -- 20e siècle. Genre/Form History Form Electronic book LC no. 2003007366 ISBN 0807862088 9780807862087 0807828025 9780807828021

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