Bibliographic Data: Gordon, Andrew. Fabricating Consumers: The Sewing Machine in Modern Japan. Berkeley: University of California Press, 2012.
Main Argument: "Put to manifold uses with varied meanings, both a tool of home-based production and a high-status object of consumer desire, the sewing machine and its sojourn track the emergence and then the ascendance of the middle class as cultural ideal and social formation, along with the emergence of the female consumer and professional home manager as defining figures in Japanese modern times" (9).
( Fabricating consumers )
Conclusion: Argument, Sources, Examples Gordon reviews his earlier arguments; it is important to note again that "with the birth of the salesman came the birth of the consumer, in Japan as around the world," and that "in the cultural life of the consuming subject or citizen, one sees in Japan as elsewhere a two-sided modernity projected at and anchored in the imagination of a new middle class" (216, 217). In Japan as elsewhere, the sewing machine had many similar effects, including its role affirming the social order and bridging class differences. Gordon finds that local differences in Japan include "the figure of the woman managing home finance with professional attention, struggling to rein in her spendthrift husband's binging on credit tickets, to be a singular one, linked to the singularly enduring influence in high-growth, postwar Japan of the ideal of the professional housewife," and that the preponderance of home sewing in Japan is also a salient difference linked to the survival of that same housewife ideal (223).
Critical assessment: Another excellent book from Gordon, and a welcome focus on women as agents in their own historical stories and in the story of Japan's economic history. He really is an excellent writer, although the press copy editor was asleep at the switch on this one.
Further reading: Skud: Why Is It So Difficult to Make Your Own Clothes?; Mimura, Planning for Empire; Atkins, Blue Nippon
Main Argument: "Put to manifold uses with varied meanings, both a tool of home-based production and a high-status object of consumer desire, the sewing machine and its sojourn track the emergence and then the ascendance of the middle class as cultural ideal and social formation, along with the emergence of the female consumer and professional home manager as defining figures in Japanese modern times" (9).
( Fabricating consumers )
Conclusion: Argument, Sources, Examples Gordon reviews his earlier arguments; it is important to note again that "with the birth of the salesman came the birth of the consumer, in Japan as around the world," and that "in the cultural life of the consuming subject or citizen, one sees in Japan as elsewhere a two-sided modernity projected at and anchored in the imagination of a new middle class" (216, 217). In Japan as elsewhere, the sewing machine had many similar effects, including its role affirming the social order and bridging class differences. Gordon finds that local differences in Japan include "the figure of the woman managing home finance with professional attention, struggling to rein in her spendthrift husband's binging on credit tickets, to be a singular one, linked to the singularly enduring influence in high-growth, postwar Japan of the ideal of the professional housewife," and that the preponderance of home sewing in Japan is also a salient difference linked to the survival of that same housewife ideal (223).
Critical assessment: Another excellent book from Gordon, and a welcome focus on women as agents in their own historical stories and in the story of Japan's economic history. He really is an excellent writer, although the press copy editor was asleep at the switch on this one.
Further reading: Skud: Why Is It So Difficult to Make Your Own Clothes?; Mimura, Planning for Empire; Atkins, Blue Nippon