By Mona Domosh
It is a novel interpretation of the connection among consumerism, commercialism, and imperialism in the course of the first empire development period of the United States within the late nineteenth and early twentieth centuries. not like different empires in historical past, that have been commonly outfitted on army strength, the 1st American empire was once basically a advertisement one, devoted to pushing items abroad and dominating overseas markets. whereas the yankee executive used to be very important, it used to be the good capitalist corporations of the USA – Heinz, Singer, McCormick, Kodak, regular Oil – that drove the imperial technique, explicitly linking the acquisition of patron items out of the country with 'civilization'. Their power message to America's searching for what you offer used to be, 'buy American items and sign up for the march of progress'. Domosh additionally explores how the pictures of peoples in a foreign country conveyed via items increased America's experience of itself on this planet.
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Additional info for American Commodities in an Age of Empire
NYLIC, for example, had begun to sell policies overseas as early as 1870; by 1889, those policies totaled roughly one-third of its total (55,148 [excluding Canada] out of 150,381). 1 Worldwide locations of Singer’s central offices, 1879. (Based on information in Fred V. 2 Countries where McCormick had established a structure of contracted agents, 1885. (Based on information in Fred V. J. Heinz Company began selling products in England in the late 1880s but made no major forays into foreign markets until the late 1890s.
34 The canvassers were thought to be the key to sales success; they were meant to be energetic, bright, knowledgeable about the machines, and honest. Most of these canvassers were “natives” — that is, although as one moved up the hierarchy at Singer, the employees became more American and white, at the base of that hierarchy, the company employed local peoples. Singer realized that canvassers needed to know not only the local language but also the cultural norms and social mores that guided peoples’ lives.
Siberia was of particular concern to him; he figured it was still prime territory for future growth, yet its size and overall distance from headquarters required some special considerations. In 1910, Flohr introduced a new level of management — an office that would supervise several of the centrals in eastern Russia, in effect then overseeing a large chunk of Russia and reporting directly to headquarters. This office was located in Samara and included the centrals of Samara, Orenburg, Omsk, Tomsk, Irkutsk, and Vladivostok.
American Commodities in an Age of Empire by Mona Domosh