Consumo, género e italianidad en Il Mattino d’Italia (Buenos Aires, 1930-1940)

Abstract

This article explores representations of gender and consumer culture in the Italian ethnic press during the thirties. More specifically, it analyzes how Italian women’s cultural consumption was represented by Il Mattino d’Italia, which was among the most important commercial newspapers of the Italian community in Argentina and had strong ties with the fascist regime. Through the analysis of advertisements and articles about fashion, beauty and home decoration, this article argues that the newspaper portrayed the Italian woman living in Buenos Aires as a young and cosmopolitan woman, expert on and consumer of the latest fashion and home decor styles.