New Books in Economic and Business History New Books Network

In the early nineteenth century, the American commercial marketplace was a chaotic, unregulated environment in which knock-offs and outright frauds thrived. Appearances could be deceiving, and entrepreneurs often relied on their personal reputations to close deals and make sales. Rapid industrialization and expanding trade routes opened new markets with enormous potential, but how could distant merchants convince potential customers, whom they had never met, that they could be trusted? 
Through wide-ranging visual and textual evidence, including a robust selection of early advertisements, Branding Trust: Advertising and Trademarks in Nineteenth-Century America (University of Pennsylvania Press, 2023) by Dr. Jennifer M. Black tells the story of how advertising evolved to meet these challenges, tracing the themes of character and class as they intertwined with and influenced graphic design, trademark law, and ideas about ethical business practice in the United States.
As early as the 1830s, printers, advertising agents, and manufacturers collaborated to devise new ways to advertise goods. They used eye-catching designs and fonts to grab viewers’ attention and wove together meaningful images and prose to gain the public’s trust. At the same time, manufacturers took legal steps to safeguard their intellectual property, formulating new ways to protect their brands by taking legal action against counterfeits and frauds. By the end of the nineteenth century, these advertising and legal strategies came together to form the primary components of modern branding: demonstrating character, protecting goodwill, entertaining viewers to build rapport, and deploying the latest graphic innovations in print. Trademarks became the symbols that embodied these ideas—in print, in the law, and to the public.
Branding Trust thus identifies and explains the visual rhetoric of trust and legitimacy that has come to reign over American capitalism. Though the 1920s has often been held up as the birth of modern advertising, Dr. Black argues that advertising professionals had in fact learned how to navigate public relations over the previous century by adapting the language, imagery, and ideas of the American middle class.

This interview was conducted by Dr. Miranda Melcher whose new book focuses on post-conflict military integration, understanding treaty negotiation and implementation in civil war contexts, with qualitative analysis of the Angolan and Mozambican civil wars.
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Histories of North Korea typically focus on one man — Kim Il Sung — and one narrative — his grand rise to absolute power. Andre Schmid’s new book, North Korea's Mundane Revolution: Socialist Living and the Rise of Kim Il Sung, 1953-1965 (University of California Press, 2024), tells a much more complex and richly textured story. Moving away from the focus on Kim Il Sung, Schmid looks at how the Korean population participated in party-state projects to create “New Living”: a quest for a better life, realized through socialism. Each part of North Korea’s Mundane Revolution focuses on a question that was central to a different aspect of New Living: How to self-improve? How to build more efficiently? How to make a happy family home? How to consume properly? In exploring these questions, Schmid looks at a wide range of overlooked sources, especially North Korean magazines and journals, complete with tongue-in-cheek cartoons and photographs. Wonderfully nuanced, empirically rich, and utterly compelling, this book not only sheds light on the origins of North Korea's durability, but it does so through a fascinating history of unhappy housewives and prefabricated apartments. 
North Korea’s Mundane Revolution is sure to appeal to those interested in Korean history and global histories of gender, socialist revolution, and print culture, as well as anyone who has ever wondered "How do you do North Korean history?"
And if you want to read more about this book before diving in, you should check out how it fares at the ‘The Page 99 Test,’ here.
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Guilds were prominent in medieval and early modern Europe, but their economic role has seldom been studied. In The European Guilds: An Economic Analysis (Princeton University Press, 2019), Sheilagh Ogilvie offers a wide-ranging examination of what guilds did and how they affected pre-modern economies. As Ogilvie explains, guilds were particularized institutions which created and enforced privileges for their members while denying them to outsiders. This authority was granted to them by rulers and governments, and depended on their intricate relationship with the public authorities. Their privileges entitled guilds to determine who could participate in a profession, the quality of the items their members produced, and the technological innovations their members could adopt. Ogilvie looks at all aspects of guild activities to show their wide-ranging impact on the economies of their time, and the ways they pursued their members’ interests even when it stifled growth for the rest of society.
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The creation of the postwar welfare state in Great Britain did not represent the logical progression of governmental policy over a period of generations. As George R. Boyer details in The Winding Road to the Welfare State: Economic Insecurity and Social Welfare Policy in Britain (Princeton University Press, 2019), it only emerged after decades of different legislative responses to the problems of poverty that reflected shifting societal attitudes on the subject. As Boyer explains, welfare policy in the early 19th century primarily consisted of cash or in-kind payments provided for people living in their homes. This changed with the Poor Law Amendment Act of 1834, which replaced it with the infamous workhouse system. Though this brought down expenditures on the poor, the expectation that poverty was being reduced was belied by a series of reports at the end of the century which exposed the extent of urban poverty to a shocked nation. In response, the Liberal governments of the early 20th century passed a series of laws that established unemployment insurance and pensions for the elderly. While these expanded considerably the role of the state in providing for the poor, Boyer demonstrates that they fell well short of a comprehensive system, one which William Beveridge detailed in a famous 1942 report that served as the blueprint for the legislation passed by the Labour government after the Second World War.
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As the sun set slowly on the British Empire in the years after the Second World War, the nation's stately homes were in crisis. Tottering under the weight of rising taxes and a growing sense that they had no place in twentieth-century Britain, hundreds of ancestral piles were dismantled and demolished.
Yet - perhaps surprisingly - many of these great houses survived, as dukes and duchesses clung desperately to their ancestral seats and tenants' balls gave way to rock concerts, safari parks and day trippers. From the Rolling Stones rocking Longleat to Christine Keeler rocking Cliveden, Noble Ambitions: The Fall and Rise of the Post-War Country House (Basic Books, 2021) by Dr. Adrian Tinniswood takes us on a lively tour of these crumbling halls of power.
This interview was conducted by Dr. Miranda Melcher whose new book focuses on post-conflict military integration, understanding treaty negotiation and implementation in civil war contexts, with qualitative analysis of the Angolan and Mozambican civil wars.
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In Disruption: The Global Economic Shocks of the 1970s and the End of the Cold War (Cornell University Press, 2024), Dr. Michael De Groot argues that the global economic upheaval of the 1970s was decisive in ending the Cold War. Both the West and the Soviet bloc struggled with the slowdown of economic growth; chaos in the international monetary system; inflation; shocks in the commodities markets; and the emergence of offshore financial markets. The superpowers had previously disseminated resources to their allies to enhance their own national security, but the disappearance of postwar conditions during the 1970s forced Washington and Moscow to choose between promoting their own economic interests and supporting their partners in Europe and Asia.
Dr. de Groot shows that new unexpected macroeconomic imbalances in global capitalism sustained the West during the following decade. Rather than a creditor nation and net exporter, as it had been during the postwar period, the United States became a net importer of capital and goods during the 1980s that helped fund public spending, stimulated economic activity, and lubricated the private sector. The United States could now live beyond its means and continue waging the Cold War, and its allies benefited from access to the booming US market and the strengthened US military umbrella. As Disruption demonstrates, a new symbiotic economic architecture powered the West, but the Eastern European regimes increasingly became a burden to the Soviet Union. They were drowning in debt, and the Kremlin no longer had the resources to rescue them.

This interview was conducted by Dr. Miranda Melcher whose new book focuses on post-conflict military integration, understanding treaty negotiation and implementation in civil war contexts, with qualitative analysis of the Angolan and Mozambican civil wars.
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