Stock image for illustration purposes only - book cover, edition or condition may vary.
Modernizing Main Street: Architecture and Consumer Culture in the New Deal
Gabrielle Esperdy
€ 63.73
FREE Delivery in Ireland
Description for Modernizing Main Street: Architecture and Consumer Culture in the New Deal
hardcover. An important part of the New Deal, the Modernization Credit Plan helped transform urban business districts and small-town commercial strips across 1930s America. This work uncovers the cultural history of the modernized storefronts that resulted from the little-known federal provision that made billions of dollars available to shop owners. Series: Center Books on American Places. Num Pages: 304 pages, 66 halftones. BIC Classification: 1KBB; AMG. Category: (UP) Postgraduate, Research & Scholarly; (UU) Undergraduate. Dimension: 235 x 164 x 24. Weight in Grams: 552.
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 ... Read more
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 ... Read more
Product Details
Format
Hardback
Publication date
2008
Publisher
University of Chicago Press United States
Number of pages
304
Condition
New
Series
Center Books on American Places
Number of Pages
318
Place of Publication
, United States
ISBN
9780226218007
SKU
V9780226218007
Shipping Time
Usually ships in 15 to 20 working days
Ref
99-15
About Gabrielle Esperdy
Gabrielle Esperdy is associate professor of architecture at the New Jersey Institute of Technology.
Reviews for Modernizing Main Street: Architecture and Consumer Culture in the New Deal
"This fascinating and insightful book coaxes us to see the familiar storefront in entirely new ways. Esperdy fluidly explores broad cultural meanings at the same time as she helps us interpret the details of the buildings. The implications for our understanding of New Deal policies and the 1930s are particularly surprising and novel." - Alison Isenberg, author of Downtown America" ... Read more