Consumption and Gender in Southern Europe since the Long 1960s

This timely and ambitious volume provides a novel approach to the processes of democratization in Southern Europe, recognising the pitfalls of both under- or over-playing the parallels and connections between Greece, Portugal and Spain. A focus on consumer patterns provides an intelligent focus, while allowing for the gender(ed) politics of the transitions to come to the fore. The contributors include an impressively broad range of authors encompassing voices from diverse geographical, biographical and disciplinary backgrounds. * Duncan Wheeler, University of Leeds, UK * The volumes focus on the role played by consumption in three Southern European countries transition to democracy shows the complexity of the relationship between lifestyles and the political. Particularly welcome is the stress on how new market-driven consumption patterns may or may not be liberatory as far as gender roles are concerned. * Jo Labanyi, New York University, USA * The originality of the volume is twofold. Firstly, focusing on the interrelations between gender identities and consumer cultures in Spain, Portugal and Greece, it revisits hegemonic interpretations through transnational analysis drawing from a part of Europe relatively unknown to English-language readers. Secondly, it explores these countries dual transition: from dictatorship to democracy and from economic development to economic crisis. Thus it offers new insights to the changing entanglement between politics, gender and everyday life. Most of the participants in this interdisciplinary volume are young scholars doing exciting research. This high-quality collective volume will constitute an important contribution to knowledge. It will find a readership amongst academics and postgraduates in the fields of European history, gender history and cultural history. * Efi Avdela, University of Crete *

Kostis Kornetis is Assistant Professor at the Center for European and Mediterranean Studies at New York University, USA. He is the author of Children of the Dictatorship: Student Resistance, Cultural Politics and the Long 1960s in Greece (2013). Eirini Kotsovili is Lecturer at the Hellenic Studies Centre at Simon Fraser University, Canada. Nikolaos Papadogiannis is Teaching Fellow at the University of St. Andrews, UK. He is the author of the book, Militant Around the Clock? Left-Wing Youth Politics, Leisure, and Sexuality in Post-Dictatorship Greece, 1974-1981 (2015).

List of illustrations List of contributors Acknowledgments Transliteration Preface - Guya Accornero (University Institute of Lisbon, Portugal) Introduction - Kostis Kornetis, Eirini Kotsovili, Nikolaos Papadogiannis PART ONE Consumption and Gender in Dictatorship and Disciplined Democracy 1. Gendering Touristic Spain, 1950s - 1970s - Moritz Glaser (University of Kiel, Germany) 2. Basque National Identities, Youth Culture and Gender in the 1960s: Beyond the Farmhouse and the Ye-Y - Amaia Lamikiz Jauregiondo (European University Institute, Italy) 3. Consumerism, Gender Diversity and Moralization of Sexuality in the Iberian 1960s - Rosa M. Medina-Domenech (University of Granada, Spain) and Richard Cleminson (University of Leeds, UK) 4. Gender and Consumer Behavior: A Portrait of Portugal in the 1960s - Ins Braso (Polytechnic Institute of Leiria, Portugal) 5. Tourism, Body and Seaside Recreational Practices in Postwar Greek Society until 1974 - Michalis Nikolakakis (Independent Scholar, Greece) PART TWO Consumption and Gender Through the Moment of Transition 6. Representations of Sexuality and Gender in Portuguese Cinema During the Late Estado Novo and the Carnation Revolution - rica Faleiro Rodrigues (Birkbeck, University of London, UK) 7. The Spanish Housewives in Transition (1959-1980) - Elena Daz Silva (University of Cologne, Germany) 8. Documenting Post-Authoritarian Subcultures in the European South: The Cases of Pedro Almodvars Pepi, Luci, Bom and Nikos Zervoss Dracula of Exarchia - Kostis Kornetis (New York University, USA) 9. Naked Piazza. Male (Homo)Sexualities, Masculinities and Consumer Cultures in Greece since the 1960s - Kostas Yannakopoulos (University of the Aegean, Greece) PART THREE Consumption and Gender Between the Transition to Democracy and the Financial Crisis of the 2010s 10. Television Culture and Social Change in Post-revolutionary Portuga - Lus Trindade (Birkbeck, University of London, UK) 11. Leafing through the 1980s in Portuguese Fashion Magazines - Giulia Bonali (Birkbeck University of London, UK) 12. Consuming the Past as a Televisual Product: Gender and Consumption in Cuntame cmo pas/Tell Me How it Was - Abigail Loxham (University of Queensland, Australia) 13. Audio-Visual Consumption in the Greek VHS Era: Social Mobility, Privatization and the VCR Audiences in the 1980s - Ursula-Helen Kassaveti (Aristotle University of Thessaloniki, Greece) 14. Revisiting the Greek 1980s through the Prism of Crisis - Panagiotis Zestanakis (University of Crete, Greece) Bibliography Index