product description page

Class Acts : Young Men and the Rise of Lifestyle (Hardcover) (Mary Rizzo)

Class Acts : Young Men and the Rise of Lifestyle (Hardcover) (Mary Rizzo) - image 1 of 1

about this item

Class Acts explores the development of lifestyle marketing from the 1960s to the 1990s. During this time, young men began manipulating their identities by taking on the mannerisms, culture, and fashion of the working class and poor. These style choices had contradictory meanings. At once they were acts of rebellion by middleclass young men against their social stratum and its rules of masculinity and also examples of the privilege that allowed them to try on different identities for amusement or as a rite of passage. Starting in the 1960s, advertisers and marketers, looking for new ways to appeal to young people, seized on the idea of identity as a choice, creating the field of lifestyle marketing.Mary Rizzo traces the development of the concept of lifestyle marketing, showing how marketers disconnected class identity from material reality, focusing instead on a person’s attitudes, opinions, and behaviors. The book includes discussions of the rebel of the 1950s, the hippie of the 1960s, the white suburban hip-hop fan of the 1980s, and the poverty chic of the 1990s.Class Acts illuminates how the concept of “lifestyle,” particularly as expressed through fashion, has disconnected social class from its material reality and diffused social critique into the opportunity to simply buy another identity. The book will appeal to scholars and other readers who are interested in American cultural history, youth culture, fashion, and style.
Number of Pages: 202.0
Genre: Social Science, History
Sub-Genre: History, Fashion
Format: Hardcover
Publisher: Univ of Nevada Pr
Author: Mary Rizzo
Language: English
Street Date: October 1, 2015
TCIN: 50572083
UPC: 9780874179866
Item Number (DPCI): 248-08-5021

guest reviews

Prices, promotions, styles and availability may vary by store & online. See our price match guarantee. See how a store is chosen for you.