Pamela E. Swett Livres

"Neighbors and Enemies provides a new interpretation of the collapse of Germany's first democracy, the Weimar Republic, which ended with the naming of Adolf Hitler as chancellor in January 1933. This study focuses on individual workers in Berlin and their strategies to confront the crises in their daily lives that were introduced by the transformation of society after 1918 and intensified by the Depression. Tensions between the sexes and generations, among neighbors, within families, and between citizens and their political parties led to the emergence of a radical - and at times violent - neighborhood culture that signaled a loss of faith in political institutions. Swett offers an interpretation that marries a history of daily life in Depression-era Berlin with an analysis of the meanings of local politics in workers' communities, shifting our focus for understanding Weimar's collapse and the emergence of the Third Reich from the halls of governmental power to the streets of the urban core."--Jacket

Selling under the Swastika is the first in-depth study of commercial advertising in the Third Reich. While scholars have focused extensively on the political propaganda that infused daily life in Nazi Germany, they have paid little attention to the role played by commercial ads and sales culture in legitimizing and stabilizing the regime. Historian Pamela Swett explores the extent of the transformation of the German ads industry from the internationally infused republican era that preceded 1933 through the relative calm of the mid-1930s and into the war years. She argues that advertisements helped to normalize the concept of a "racial community," and that individual consumption played a larger role in the Nazi worldview than is often assumed. Furthermore, Selling under the Swastika demonstrates that commercial actors at all levels, from traveling sales representatives to company executives and ad designers, enjoyed relative independence as they sought to enhance their professional status and boost profits through the manipulation of National Socialist messages.

Although we associate the Third Reich above all with suffering, pain and fear, pleasure played a central role in its social and cultural dynamics. This book explores the relationship between the rationing of pleasures as a means of political stabilization and the pressure on the Nazi regime to cater to popular cultural expectations.