Download the fantastic book titled Modernizing Main Street written by Gabrielle Esperdy, available in its entirety in both PDF and EPUB formats for online reading. This page includes a concise summary, a preview of the book cover, and detailed information about "Modernizing Main Street", which was released on 15 July 2010. We suggest perusing the summary before initiating your download. This book is a top selection for enthusiasts of the History genre.
Summary of Modernizing Main Street by Gabrielle Esperdy PDF
An important part of the New Deal, the Modernization Credit Plan helped transform urban business districts and small-town commercial strips across 1930s 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.
Detail About Modernizing Main Street PDF
- Author : Gabrielle Esperdy
- Publisher : University of Chicago Press
- Genre : History
- Total Pages : 318 pages
- ISBN : 0226218023
- Release Date : 15 July 2010
- PDF File Size : 9,5 Mb
- Language : English
- Rating : 4/5 from 21 reviews
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