Developing Consumers: A History of Wants and Needs in Postwar South America

Developing Consumers: A History of Wants and Needs in Postwar South America offers a comparative social and economic history of South America’s developmental decades, from the 1950s to the mid-1970s. In the aftermath of World War II, Argentina, Brazil, and Chile implemented state-led strategies to secure economic sovereignty, raise living standards, and expand domestic markets. These policies made durable goods such as refrigerators, automobiles, and televisions increasingly available, yet access remained uneven across class, gender, and racial lines. By the 1960s, these commodities had become powerful symbols of modern well-being. The dissertation examines how people experienced this transformation and how new forms of consumption reshaped ideas of welfare, citizenship, and inequality. By the decade’s end, it was clear that the developmental state could not deliver social mobility or universal access to modern comforts, leading to widespread frustration. Policy makers, marketing experts, and intellectuals debated how to “rationalize” consumption—deciding which needs should be guaranteed for all and which reflected elite privilege.