Dignifying Argentina : Peronism, Citizenship, and Mass Consumption

During the mid-twentieth century, Latin American countries witnessed unprecedented struggles over the terms of national sovereignty, civic participation, and social justice. Nowhere was this more visible than in Peronist Argentina (1946-1955), where Juan and Eva Per—n led the region's largest populist movement in pursuit of new political hopes and material desires. Eduardo Elena considers this transformative moment from a fresh perspective by exploring the intersection of populism and mass consumption. He argues that Peronist actors redefined national citizenship around expansive promises of a vida digna (dignified life), which encompassed not only the satisfaction of basic wants, but also the integration of working Argentines into a modern consumer society. Drawing on documents such as the correspondence between Peronist sympathizers and authorities, Elena sheds light on the contest over the vida digna. He shows how the consumer aspirations of citizens overlapped with Peronist paradigms of state-led development, but not without generating great friction among allies and opposition from diverse sectors of society. Consumer practices encouraged intense public scrutiny of class and gender comportment, and everyday objects became charged with new cultural meaning. By providing important insights on why Peronism struck such a powerful chord, Dignifying Argentina situates Latin America within the broader history of citizenship and consumption at midcentury and provides innovative ways to understand the politics of redistribution in the region today.