Thrift, Saving and Luxury in Canada During the First World War
From Spenders to Savers: Thrift, Saving and Luxury in Canada during the First World War By Madeleine Kloske Thesis submitted to the Faculty of Graduate and Postdoctoral Studies in partial fulfilment of the requirements for the Doctor of Philosophy degree in History Department of History Faculty of Arts University of Ottawa © Madeleine Kloske, Ottawa, Canada, 2017 ii Abstract: “From Spenders to Savers: Thrift, Saving, and Luxury in Canada during the First World War” Author: Madeleine Kloske Supervisor: Heather Murray 2017 This thesis focuses on wartime thrift and patriotic consumer campaigns as central features of the Canadian home front experience during the First World War. Using records from government officials, federal departments, and volunteer service organizations, as well as examples from newspapers, magazines, and other wartime publications, this study explores the ways in which wartime standards of acceptable consumption and patriotic spending and saving were developed, challenged and negotiated. It traces a shift in sensibilities from a spending to saving ethos through the lens of the Business as Usual and Made in Canada campaigns which, by mid-war, gave way to the thrift and food conservation campaigns. Notions of wartime patriotism demanded that every Canadian “do their bit”; thus, public participation in wartime thrift and saving was encouraged through widespread organized campaigns and enforced through informal surveillance networks. This study argues that wartime calls for thrift and sacrifice, meant to support a national project aimed at ensuring victory, were undermined by an apparent and persistent inequality; many Canadians perceived wartime policies as protective of the wealthy and business-owning minority at the expense of the working and agricultural majority.
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