Consuming the Romantic Utopia: Love and the Cultural Contradictions of Capitalism

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9780520202757: Consuming the Romantic Utopia: Love and the Cultural Contradictions of Capitalism

To what extent are our most romantic moments determined by the portrayal of love in film and on TV? Is a walk on a moonlit beach a moment of perfect romance or simply a simulation of the familiar ideal seen again and again on billboards and movie screens? In her unique study of American love in the twentieth century, Eva Illouz unravels the mass of images that define our ideas of love and romance, revealing that the experience of "true" love is deeply embedded in the experience of consumer capitalism. Illouz studies how individual conceptions of love overlap with the world of clichés and images she calls the "Romantic Utopia." This utopia lives in the collective imagination of the nation and is built on images that unite amorous and economic activities in the rituals of dating, lovemaking, and marriage.

Since the early 1900s, advertisers have tied the purchase of beauty products, sports cars, diet drinks, and snack foods to success in love and happiness. Illouz reveals that, ultimately, every cliché of romance—from an intimate dinner to a dozen red roses—is constructed by advertising and media images that preach a democratic ethos of consumption: material goods and happiness are available to all.

Engaging and witty, Illouz's study begins with readings of ads, songs, films, and other public representations of romance and concludes with individual interviews in order to analyze the ways in which mass messages are internalized. Combining extensive historical research, interviews, and postmodern social theory, Illouz brings an impressive scholarship to her fascinating portrait of love in America.

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From the Inside Flap:

"Illouz creates a map of the intricate relationship between love and economics in American society. In an analytical style reminiscent of that of Daniel Bell in its scope and intellectual ambition, she argues that romantic love captures our minds and hearts by promising transgression through consumption of leisure and nature."—Michelle Lamont, author of Money, Morals, and Manners

About the Author:

Eva Illouz teaches sociology at the Hebrew University of Jerusalem. She is the Academic Director of the Program of Cultural Studies as well as a member of The Center for the Study of Rationality

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Eva Illouz
Editorial: University of California Press (1997)
ISBN 10: 0520202759 ISBN 13: 9780520202757
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Descripción University of California Press, 1997. Hardcover. Estado de conservación: New. 1. Nº de ref. de la librería DADAX0520202759

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Illouz, Eva
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Descripción University of California Press. Hardcover. Estado de conservación: New. 0520202759 New Condition. Nº de ref. de la librería NEW6.3103552

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Eva Illouz
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Eva Illouz
Editorial: University of California Press (1997)
ISBN 10: 0520202759 ISBN 13: 9780520202757
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Descripción University of California Press, 1997. Hardcover. Estado de conservación: New. book. Nº de ref. de la librería 0520202759

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