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Heard, Sandra . "The "Bad" Black Consumer: A Study of African-American Consumer Culture in Washington, D.C., 1910s-1930s," George Washington University, Aug 2010.
“The ‘Bad’ Black Consumer” is a social and cultural history of African-American consumption in the nation’s capital between the 1910s and the 1930s. It examines newspapers, sociological studies, government records, city directories, literature, popular magazines and films, and the personal papers of elites to show how commodity culture fashioned a black consumer class that willingly and unintentionally stigmatized the Race during the rise of Jim Crow. This project specifically explores how members of the capital city’s black elite worked to delimit the mobility of their constituency when they reproduced the idea that African Americans who conspicuously consumed were villainous or disreputable. It also looks at the role that mass culture played in distracting poor and middle-class black Washingtonians from addressing the structural forces that systematically disenfranchised peoples of African descent. Unlike black community studies and consumer culture histories that document how African Americans expressed their economic and political interests in racial terms during the twentieth century, this dissertation argues that blacks from various backgrounds displayed middle-class cultural norms and, subsequently, subjugated the Race in their market exchanges.
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