The Conquest of Cool: Business Culture, Counterculture, and the Rise of Hip Consumerism

University of Chicago Press
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While the youth counterculture remains the most evocative and best-remembered symbol of the cultural ferment of the 1960s, the revolution that shook American business during those boom years has gone largely unremarked. In this fascinating and revealing study, Thomas Frank shows how the youthful revolutionaries were joined—and even anticipated —by such unlikely allies as the advertising industry and the men's clothing business.

"[Thomas Frank is] perhaps the most provocative young cultural critic of the moment."—Gerald Marzorati, New York Times Book Review

"An indispensable survival guide for any modern consumer."—Publishers Weekly, starred review

"Frank makes an ironclad case not only that the advertising industry cunningly turned the countercultural rhetoric of revolution into a rallying cry to buy more stuff, but that the process itself actually predated any actual counterculture to exploit."—Geoff Pevere, Toronto Globe and Mail

"The Conquest of Cool helps us understand why, throughout the last third of the twentieth century, Americans have increasingly confused gentility with conformity, irony with protest, and an extended middle finger with a populist manifesto. . . . His voice is an exciting addition to the soporific public discourse of the late twentieth century."—T. J. Jackson Lears, In These Times

"An invaluable argument for anyone who has ever scoffed at hand-me-down counterculture from the '60s. A spirited and exhaustive analysis of the era's advertising."—Brad Wieners, Wired Magazine

"Tom Frank is . . . not only old-fashioned, he's anti-fashion, with a place in his heart for that ultimate social faux pas, leftist politics."—Roger Trilling, Details
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Additional Information

Publisher
University of Chicago Press
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Published on
Oct 21, 1998
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Pages
322
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ISBN
9780226924632
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Language
English
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Genres
Business & Economics / Advertising & Promotion
Business & Economics / Commerce
History / General
History / Modern / 20th Century
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Content Protection
This content is DRM protected.
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Read Aloud
Available on Android devices
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Eligible for Family Library

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From the bestselling author of What's the Matter With Kansas, a scathing look at the standard-bearers of liberal politics -- a book that asks: what's the matter with Democrats?

It is a widespread belief among liberals that if only Democrats can continue to dominate national elections, if only those awful Republicans are beaten into submission, the country will be on the right course.

But this is to fundamentally misunderstand the modern Democratic Party. Drawing on years of research and first-hand reporting, Frank points out that the Democrats have done little to advance traditional liberal goals: expanding opportunity, fighting for social justice, and ensuring that workers get a fair deal. Indeed, they have scarcely dented the free-market consensus at all. This is not for lack of opportunity: Democrats have occupied the White House for sixteen of the last twenty-four years, and yet the decline of the middle class has only accelerated. Wall Street gets its bailouts, wages keep falling, and the free-trade deals keep coming.

With his trademark sardonic wit and lacerating logic, Frank's Listen, Liberal lays bare the essence of the Democratic Party's philosophy and how it has changed over the years. A form of corporate and cultural elitism has largely eclipsed the party's old working-class commitment, he finds. For certain favored groups, this has meant prosperity. But for the nation as a whole, it is a one-way ticket into the abyss of inequality. In this critical election year, Frank recalls the Democrats to their historic goals-the only way to reverse the ever-deepening rift between the rich and the poor in America.

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