© 2014 Alejandro Jose Gomez-Del-Moral ALL RIGHTS

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© 2014 Alejandro Jose Gomez-Del-Moral ALL RIGHTS © 2014 Alejandro Jose Gomez-del-Moral ALL RIGHTS RESERVED BUYING INTO CHANGE: CONSUMER CULTURE AND THE DEPARTMENT STORE IN THE TRANSFORMATION(S) OF SPAIN, 1939-1982 By ALEJANDRO JOSE GOMEZ-DEL-MORAL A dissertation submitted to the Graduate School-New Brunswick Rutgers, The State University of New Jersey In partial fulfillment of the requirements For the degree of Doctor of Philosophy Graduate Program in History Written under the direction of Temma Kaplan And approved by ________________________________ ________________________________ ________________________________ ________________________________ New Brunswick, New Jersey October 2014 ABSTRACT OF THE DISSERTATION Buying Into Change: Consumer Culture and the Department Store in the Transformation(s) of Spain, 1939-1982 by ALEJANDRO JOSE GOMEZ-DEL-MORAL Dissertation Director: Temma Kaplan This dissertation examines how the development of a mass consumer society during the dictatorship of Generalissimo Francisco Franco (1939-1975) inserted Spain into transnational consumer networks and drove its democratization. As they spread, Spain’s first modern department stores, supermarkets, consumer magazines, and advertising helped create a public sphere when the Franco regime had curtailed opportunities for public life. In these stores, Spanish consumers encountered foreign products and lifestyles that signaled cosmopolitanism and internationalism, undermining the dictatorship’s foundational discourse of Spanish exceptionalism. With these products came subversive ideas on issues like gender equality, which undercut Francoist patriarchy. Despite these emancipatory tendencies, Francoists also used Spain’s new mass consumption politically: premier Spanish department store Galerías Preciados, owned by a conservative Franco supporter, continued to govern its workers according to Francoist precepts well into the 1970s. Yet in the end, the consumer society forged in Spain’s department stores and magazines eroded the integrity of the Franco regime’s sociopolitical project and helped set the stage for the nation’s transition to democracy in the late 1970s and integration into the European Economic Community in the 1980s. ii ACKNOWLEDGEMENTS Completing a Ph.D. is a long, daunting, and difficult process that would have been impossible without the advice and support of a number of individuals, especially the members of my dissertation committee. I would like to thank Temma Kaplan, my advisor, for her guidance at all stages of my coursework, exams, and the researching and writing of this dissertation. Her efforts to refine my arguments and most especially my (often verbose) prose, as well as her kind encouragement, consistent support for my ideas and intellectual growth, and considerable help during the job application process have helped me produce a better dissertation, and made me a similarly better (and employed) scholar. It was under Seth Koven’s direction that I first considered the role that retailers could play in transmitting social and cultural notions across borders, and his early encouragement to remain aware of class as a factor in Spain’s consumer revolution has stayed with me throughout the writing of this dissertation. Jochen Hellbeck likewise pointed me to concepts of biopower that have helped shape the way I have envisioned the Franco regime’s sociopolitical project. Finally, Aurora Morcillo’s historiographical and research advice as I began my research, particularly in directing me to the FOESSA institute, has been similarly useful, as has her ongoing encouragement. Beyond my committee, I would like to thank Phyllis Mack for guiding the research that began this dissertation, Dawn Ruskai for her incalculably extensive help over seven years of graduate study, as well as several scholars in Spain who have helped me, including Javier Muñoz Soro, as well as José Álvarez Junco, Stephen Jacobson, and Pilar Toboso Sánchez for kindly providing me affiliations with Spanish universities as I applied for a Fulbright grant to Spain. Lastly, I would like to thank Igor Cacho Ugalde at iii the Archivo General de la Universidad de Navarra, Javier Tébar at the Fundació Cipriano García – Arxiu Històric de CC.OO. de Catalunya, Antonio Mingo at the Fundación 1o de Mayo – Archivo de Historia del Trabajo, and the archivists and librarians at the Archivo Regional de la Comunidad de Madrid, the Archivo General de la Administración, the National Libraries of Catalonia and Spain, and the Rockefeller Family Archives for their help as I conducted my research. The research for this dissertation would have similary been impossible without the support from several generous funding organizations. These include the Program for Cultural Cooperation Between the Spanish Ministry of Culture and United States Universities and the Mellon Foundation, which provided me travel grants at crucial points in my research. They include the Rutgers University Graduate School – New Brunswick, which similarly made it possible for me to research in Spanish archives with a Pre-Dissertation Travel Award, and by subsequently granting me a Louis Bevier Dissertation Completion Fellowship, allowed me to devote 2012-2013 exclusively to my dissertation. I would also like to thank – again – the Rutgers Department of History, who generously permitted me a second year of dedicated dissertation-writing through the award of a Warren and Beatrice Susman Memorial Dissertation Completion Fellowship, and for various small grants that eased the financial strain of research and conference travel. I would like to thank my alma mater, Amherst College, for the award of a Forris Jewett Moore Fellowship for Graduate Study in History. Finally, I would remiss if I did not thank Teresa Delcorso and the Rutgers’ GradFund office for their invaluable help in putting together the applications for these grants and fellowships. Most of all, I have to thank my family and friends, whose support has on a iv personal level been most important of all. I thank my colleagues, Arnout van der Meer, Steve Allen, Adam Zalma, Annie Kinkel, Elizabeth Churchich, Patrick Zimmerman, Allison Salazar, Lauren Saxton, and Matt Friedman for their moral and professional support. Arnout, Adam, Steve – I will miss our Hungarian Pastry Shop sessions. I would also like to thank my friends, Joke van Oers and Peter Bulmer for their solidarity over the years. I cannot thank my parents, Al Ritchie and Maria de Lourdes Guerra, enough for their love and support during this process – impossible to fully describe here – as well as for encouraging me to pursue graduate study in the first place. I thank my father- and mother-in-law, Jack and Colleen Mahaney, for their understanding as I spent too much of several Christmases perched on their couch organizing documents and writing, and would like to thank my many relatives in the Guerra family for bearing with my work-induced silences. I extend a sincere “gracias” to my family in Spain, including my grandmother Maria Luisa Peire, my uncles Carles and Luis Gómez del Moral, and my aunts and cousins for the affectionate welcome they have always extended me during my trips to Barcelona, and add special thanks to the Gómez del Moral-Buisán family for providing me a copy of my great-uncle Alfonso Buisán Pérez’s personal memoirs, which was a valuable material for my discussion of Sears of Spain in Chapter Four. Finally, and most of all, I would like to thank my wife, Kat Mahaney, for her immense love, support, forbearance, and valiant (if mostly unsuccessful) attempts to keep my sane during this process, as well as the many revisions and advice she has provided me over the years as a respected colleague. There are no words to encompass how much you have done for me. This dissertation is dedicated to you, to my mother, and to baby Gomez-del-Mahaney. v TABLE OF CONTENTS Page Abstract………...….....………………………………………………………...…….........ii Acknowledgements......………………………………………………………...…….......iii Table of Contents….....………………………………………………………...……........vi List of Tables…...……...………………………….…………………………...…….......vii List of Illustrations...............………………………….…………………………...…….viii Introduction……...……………………………………………………………...……........1 Chapter 1 The Department Store and the Formation of a Spanish Mass Consumer Society Under the Early Dictatorship, 1939-1957……………………………..…….....38 2 Emerging Mass Consumption, Gendered Consumer Magazines, and the First Rumblings of Boom-Era Cosmopolitanism, 1937-1956………….......……….88 3 Modernity, Cosmopolitanism, and Sociocultural Change in the Initial Expansion and Professionalization of the Grocery and Mass Advertising Fields, 1956-1966……………....................................………………..……...151 4 “On That Day, Borders Did Not Exist”: The Department Store, the Consumer Press, and the Social Liberalization of Spain, 1960-1975………….....……...212 Conclusion and Epilogue: “The Future is Already Here”……………...…………...….275 Bibliography…...……………………………………………………………………….291 vi LIST OF TABLES Page Expansion of Galerías Preciados, 1939-56….…………………….…………...…….......44 vii LIST OF ILLUSTRATIONS Page “Treason Against the [Commercial] House”…………………………………...……......61 “Four Recruits, Four [Store] Resignations”….........…………………………...…….......65 Comic Strip, “Boliche, El Gato del Estudio” (“Boliche, the Studio’s Cat”)………….....75 “No, Mama, nobody’s here; Pepito and I are playing house”…………………...............79 “No Comment”……........……………...………..……………………………...……..... 79 Las Muchachas de Azul, Movie Poster (1957)………..………………………..……......82 “Un cutis terso
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