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Desegregating the Dollar: African American Consumerism in the Twentieth Century
Paperback
Business GeneralEconomicsBlack American Studies
ISBN13: 9780814793275
Publisher: New York University Press
Published: Feb 1 1998
Pages: 206
Weight: 0.64
Height: 0.56 Width: 6.02 Depth: 8.96
Language: English
Capitalism and slavery stand as the two economic phenomena that have most clearly defined the United States. Yet, despite African Americans' nearly $500 billion annual spending power, surprisingly little attention has been devoted to the ways U.S. businesses have courted black dollars in post-slavery America. Robert E. Weems, Jr., presents the first fully integrated history of black consumerism over the course of the last century.
Unwilling to settle for facile answers, Weems explores the role of black entrepreneurs who promoted the importance of the African American consumer market to U.S. corporations. Their actions, ironically, set the stage for the ongoing destruction of black-owned business. While the extent of educational, employment, and residential desegregation remains debatable, African American consumer dollars have, by any standard, been fully incorporated into the U.S. economy.
Desegregating the Dollar takes us through the blaxploitation film industry, the vast market for black personal care products, and the insidious exploitation of black urban misery by liquor and cigarette advertisers. Robert E. Weems, Jr., has given us the definitive account of the complicated relationship between African Americans, capitalism, and consumerism.
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