Consuming the Romantic Utopia: Love and the Cultural Contradictions of Capitalism

Consuming the Romantic Utopia: Love and the Cultural Contradictions of Capitalism

Eva Illouz


To what quantity are our so much romantic moments made up our minds by means of the portrayal of affection in movie and on television? Is a stroll on a moonlit seashore a second of ideal romance or just a simulation of the widely used excellent visible repeatedly on billboards and picture monitors? In her special examine of yank love within the 20th century, Eva Illouz unravels the mass of pictures that outline our rules of affection and romance, revealing that the event of "true" love is deeply embedded within the adventure of customer capitalism. Illouz reviews how person conceptions of affection overlap with the area of clichés and photographs she calls the "Romantic Utopia." This utopia lives within the collective mind's eye of the country and is equipped on pictures that unite amorous and fiscal actions within the rituals of courting, lovemaking, and marriage.

Since the early 1900s, advertisers have tied the acquisition of attractiveness items, activities autos, nutrition beverages, and snack meals to luck in love and happiness. Illouz unearths that, eventually, each cliché of romance—from an intimate dinner to a dozen purple roses—is built by way of advertisements and media pictures that hold forth a democratic ethos of intake: fabric items and happiness can be found to all.

Engaging and witty, Illouz's learn starts off with readings of advertisements, songs, motion pictures, and different public representations of romance and concludes with person interviews in an effort to examine the ways that mass messages are internalized. Combining wide old learn, interviews, and postmodern social conception, Illouz brings a magnificent scholarship to her attention-grabbing portrait of affection in America.

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