History Commons^™

Promoting The Consumer Citizen: Seals, Spectacles, And The Gendered Consumer In Depression-Era America, Danielle B. Wetmore

Dissertations, Theses, and Capstone Projects

This thesis will argue that New Deal legislation accounted for increased importance placed on consumers and the articulation of consumer citizenship as female during the Great Depression. Once New Deal programs and legislation determined and legitimized the consumer citizen, the consumer citizen exercised influence though purchasing power. Analyzing the ways the federal government defined women as consumer citizens through programs like the National Recovery Administration’s Blue Eagle Campaign offers important insight into who was considered to have a voice. Notions of citizenship define groups by who has the necessary attributes and qualifications—in this case the means to purchase goods—to be …