Book contents
- Frontmatter
- Frontmatter
- Acknowledgements
- Introduction
- I Waiting for The Consumer Society
- II Economies of Consumption (1)
- III Small Shops
- IV Big Stores
- V Economies of Consumption (2)
- VI Reflections on The Consumer Society
- 13 Post-war Visions of Paradise: The Dawning of the Consumer Society
- 14 Managing the Consumers (1): Motivational Analysts
- 15 Managing the Consumers (2): Advertisers
- 16 The Consumers Managing 1: Making Do by Instalments
- 17 The Consumers Managing 2: Making Do and Producing
- Conclusion: A Good Buy?
- Bibliography
- Index
13 - Post-war Visions of Paradise: The Dawning of the Consumer Society
from VI - Reflections on The Consumer Society
- Frontmatter
- Frontmatter
- Acknowledgements
- Introduction
- I Waiting for The Consumer Society
- II Economies of Consumption (1)
- III Small Shops
- IV Big Stores
- V Economies of Consumption (2)
- VI Reflections on The Consumer Society
- 13 Post-war Visions of Paradise: The Dawning of the Consumer Society
- 14 Managing the Consumers (1): Motivational Analysts
- 15 Managing the Consumers (2): Advertisers
- 16 The Consumers Managing 1: Making Do by Instalments
- 17 The Consumers Managing 2: Making Do and Producing
- Conclusion: A Good Buy?
- Bibliography
- Index
Summary
Already in the nineteenth century the influence of America on France was being deplored, and for those who remained attached to traditional French culture, the prospects for future relations did not look bright. Huysmans, in A vau-l'eau, has M. Folantin exclaim: ‘décidément Paris devient un Chicago sinistre! […] profitons du temps qui nous reste avant la définitive invasion de la grande muflerie du Nouveau-Monde!’ (506) His sentiments were echoed in A Rebours by Des Esseintes, who laments the fact that the world has been taken over by ‘la tyrannie du commerce’, which he calls ‘le grand bagne de l'Amérique transporté sur notre continent’ (761). By the 1920s and 1930s this anxiety reached fever pitch as writers returned from visits to the USA to retail visions of a civilisation devoted to the dollar, built on Taylor-inspired industrial assembly lines and the all-encompassing Fordist factory régime. Duhamel, in Scènes de la vie future (1930), depicts the USA as a land where the individual is subjected to ‘machinisme’ and is in danger of being swallowed up in a mass society. Céline, in Voyage au bout de la nuit (1932), bears witness to the overwhelming might of the cities of skyscrapers, the cult of the dollar and the depersonalising impact of work in a factory. But ‘On n’échappe pas au commerce américain’, his hero declares.
By the time Pascal Quignard published L'Occupation américaine in 1994, the American influences on French culture were still being deplored, but it was too late to forestall them. However, Quignard's novel returns to a key phase of history that saw this influence reinforced in specific ways. It tells a story that spans the period encompassing the Occupation, the Liberation, the Marshall Plan to finance the reconstruction of Europe, the beginnings of the Cold War and the creation of NATO, up to General de Gaulle's first steps to remove France from NATO in July 1959. The historical background is constantly evoked, notably from the creation in 1951 of the Supreme Headquarters of Allied Powers in Europe (SHAPE), based at Rocquencourt, near Versailles (18), to the withdrawal of the French Mediterranean fleet from NATO command in March 1959 and the subsequent closure of NATO military bases in France (201–02).
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- Information
- Consumer ChroniclesCultures of Consumption in Modern French Literature, pp. 225 - 240Publisher: Liverpool University PressPrint publication year: 2011