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While many historians have contended that America took a leftward turn during the economically turbulent 1930s, McComb demonstrates that college students adopted the language of the marketplace, the logic of capitalism, and the process of self-commodification to make sense of their situation and to erect social barriers to protect a threatened middle-class status.
Great Depression and the Middle Class: Experts, CollegiateYouth and Business Ideology, 1929-1941 explores how middle-class college students navigated the rocky terrain of Depression-era culture, job market, dating marketplace, prospective marriage prospects, and college campuses by using expert-penned advice and business ideology to make sense of their situation.
1. Introduction 2. Why Are We Here? How Do We Sell it? Life on Campus, 1930-1934 3. Ritual, Tradition and Standardization, 1931-1935 4. Rating and Dating, 1935-1940 5. Romanticism and Fatalism: Compassionate Marriage and Its Discontents, 1935-1940. Conclusion