Commerce in Color examines consumer culture and race in the United States from 1893-1933 as they were manifested in advertising, literary texts, mass culture, and the public events of the period. James C. Davis argues that racial thinking was central to the emergence of U.S. consumerism and, conversely, that an emerging consumer culture was a key element in the development of racial thinking and the consolidation of racial identity in America. While there is an abundance of literature on both consumer culture and critical race theory, the intersection between the two has been neglected until now. Davis takes up a remarkable range of subjects, including the crucial role publishers Boni and Liveright played in the marketing of Harlem Renaissance literature, Henry James's critique of materialism in ""The American Scene"", and the commodification of racialized popular culture in James Weldon Johnson's ""The Autobiography of an Ex-Coloured Man"". Both an influential literary study and an absorbing historical read, ""Commerce in Color"" proves that - in America - advertising, publicity, and the development of the modern economy cannot be understood apart from the question of race.
- ISBN10 0472026070
- ISBN13 9780472026074
- Publish Date 11 February 2010 (first published 25 June 2007)
- Publish Status Active
- Publish Country US
- Imprint University of Michigan Press
- Format eBook
- Pages 309
- Language English