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Migrant MarketplacesFood and Italians in North and South America$
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Elizabeth Zanoni

Print publication date: 2018

Print ISBN-13: 9780252041655

Published to Illinois Scholarship Online: September 2018

DOI: 10.5622/illinois/9780252041655.001.0001

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“Pro Patria”: Women and the Normalization of Migrant Consumption during World War I

“Pro Patria”: Women and the Normalization of Migrant Consumption during World War I

(p.101) Chapter 4 “Pro Patria”: Women and the Normalization of Migrant Consumption during World War I
Migrant Marketplaces

Elizabeth Zanoni

University of Illinois Press

Chapter Four argues that migrants’ involvement in transnational wartime campaigns normalized consumption as a “duty” to the homeland while fostering the growth of a united Italian identity among migrants. Italians in New York mobilized more often around U.S.-made goods, while Italians in Buenos Aires rallied around Italian imports. Furthermore, migrant women’s war-related activities, particularly “pro-wool” campaigns, created an opening for increased acceptance of migrant consumption associated with women after the war. During the interwar years, migrant marketplaces feminized, as advertisements about Italian food in the Italian-language press, as well as the transnational identities they generated, became increasingly moored to women. Supporting Italy valorized consumption of Italian, U.S., and Argentine goods in ways that strengthened migrants’ sense of Italianness while cultivating a distinct ethnic identity abroad.

Keywords:   World War I, Advertisements, Italian-language press, Women, ethnic identity, national identity, consumption, feminized, duty, wool

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