Style & status: selling beauty to African American women, 1920-1975

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University Press of Kentucky,
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Between the 1920s and the 1970s, American economic culture began to emphasize the value of consumption over production. At the same time, the rise of new mass media such as radio and television facilitated the advertising and sales of consumer goods on an unprecedented scale. In Style and Status: Selling Beauty to African American Women, 1920--1975, Susannah Walker analyzes an often-overlooked facet of twentieth-century consumer society as she explores the political, social, and racial implications of the business devoted to producing and marketing beauty products for African American women. Walker examines African American beauty culture as a significant component of twentieth-century consumerism, and she links both subjects to the complex racial politics of the era. The efforts of black entrepreneurs to participate in the American economy and to achieve self-determination of black beauty standards often caused conflict within the African American community. Additionally, a prevalence of white-owned firms in the African American beauty industry sparked widespread resentment, even among advocates of full integration in other areas of the American economy and culture. Concerned African Americans argued that whites had too much influence over black beauty culture and were invading the market, complicating matters of physical appearance with questions of race and power. Based on a wide variety of documentary and archival evidence, Walker concludes that African American beauty standards were shaped within black society as much as they were formed in reaction to, let alone imposed by, the majority culture. Style and Status challenges the notion that the civil rights and black power movements of the 1950s through the 1970s represents the first period in which African Americans wielded considerable influence over standards of appearance and beauty. Walker explores how beauty culture affected black women's racial and feminine identities, the role of black-owned businesses in African American communities, differences between black-owned and white-owned manufacturers of beauty products, and the concept of racial progress in the post--World War II era. Through the story of the development of black beauty culture, Walker examines the interplay of race, class, and gender in twentieth-century America.

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Grouped Work ID c9dc3464-06eb-3852-372a-24e375ecc41b
full_title style status selling beauty to african american women 1920 1975
author walker susannah
grouping_category book
lastUpdate 2017-08-14 05:04:35AM

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physical xiii, 250 p. : ill. ; 24 cm.
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table_of_contents Introduction : Why hair is political -- The beauty industry is ours : developing African American consumer citizenship in the 1920s and 1930s --Everyone admires the woman who has beautiful hair : mediating African American neauty standards in the 1920s and 1930s -- An export market at home : expanding African American consumer culture in the 1940s, 1950s, and 1960s -- Beauty services offered from head to toe : promoting beauty to African American women in the 1940s and 1950s -- All hair is good hair : integrating beauty in the 1950s and 1960s -- Black is beautiful : redefining Beauty in the 1960s and 1970s -- Conclusion : why African American beauty culture is still contested.
target_audience Other
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title Style & status selling beauty to African American women, 1920-1975
title_alt Style & status, Style and status.
title_display Style & status selling beauty to African American women, 1920-1975
title_full Style & status [electronic resource] : selling beauty to African American women, 1920-1975 / Susannah Walker
title_short Style & status
title_sort style & status selling beauty to african american women, 1920-1975
title_sub selling beauty to African American women, 1920-1975