Reimagining the Nation and Selling Civilization: Ideological Foundations of American Imperialism

重新构想国家和出售文明：美帝国主义的意识形态基础

• 批准号: 9911232
• 负责人: Mona Domosh
• 金额: $ 10.3万
• 依托单位: Dartmouth College
• 依托单位国家: 美国
• 项目类别: Continuing Grant
• 财政年份: 2000
• 资助国家: 美国
• 起止时间: 2000-07-01 至 2003-06-30
• 项目状态: 已结题
• 来源: https://www.nsf.gov/awardsearch/showAward?AWD_ID=9911232&HistoricalAwards=false
• 关键词: Reimagining; Nation; Selling; Civilization; Ideological

The goals of this project are three-fold: (1) to document to what degree and in what ways late 19th-century American businesses incorporated gender and racial ideology into images of American identity in order to sell "civilization" and their products overseas, (2) to examine how, in turn, images of the commercial empire were used to sell products at home, and by so doing, (3) to contribute to our theoretical understanding of the relationships between imperialism, national identity, gender, and "race." This research will focus on the transformations of the image of the American garden -- the symbolic space of American nation-building -- as it was used to construct and legitimize American commercial expansion in the late 19th century. The goals will be accomplished through an analysis of: (1) images of American identity used as promotional devices and corporate advertisements at the 1876 and 1893 Expositions, and (2) advertising campaigns of select American corporations who were successful in selling their products overseas in the late 19th century (Singer, McCormick, Heinz, Colgate-Palmolive, Kodak), and (3) the use of such images in popular 19th-century journals. The project will involve the use of different methodologies appropriate to the diverse range of source material (corporate archives, manuscript collections, advertising histories, contemporary guidebooks and pamphlets, 19th-century journals).This research will provide the first empirical study of the ideological underpinnings of American commercial imperialism, and will advance our understanding of the relationships between American imperialism and national identity in the late 19th century. This empirical work will contribute to our theoretical understanding of the links between notions of "race," gender, national identity, and imperialism in late 19th-century America. By so doing, this study should provide a necessary context for understanding the on-going cultural and economic dominance of the United States over large portions of the world based on the selling of its consumer products.

该项目的目标有三个：（1）记录 19 世纪末的美国企业在何种程度上和以何种方式将性别和种族意识形态融入美国身份形象中，以便在海外销售“文明”及其产品，（2）研究商业帝国的形象如何被用来在国内销售产品，并通过这样做，（3）有助于我们对帝国主义、民族身份、性别和文化之间关系的理论理解。 “种族。” 本研究将重点关注美国花园（美国国家建设的象征空间）形象的转变，因为它被用来构建 19 世纪末美国的商业扩张并使之合法化。 这些目标将通过分析以下内容来实现：(1) 在 1876 年和 1893 年博览会上用作促销手段和企业广告的美国身份图像，以及 (2) 19 世纪末在海外成功销售产品的精选美国公司（辛格、麦考密克、亨氏、高露洁棕榄、柯达）的广告活动，以及 (3) 这些图像在 19 世纪流行的广告中的使用 期刊。 该项目将涉及使用适合各种来源材料（公司档案、手稿收藏、广告历史、当代指南和小册子、19世纪期刊）的不同方法。这项研究将首次对美帝国主义的意识形态基础进行实证研究，并将增进我们对19世纪末美帝国主义与民族认同之间关系的理解。 这项实证研究将有助于我们从理论上理解 19 世纪末美国“种族”、性别、民族认同和帝国主义等概念之间的联系。 通过这样做，这项研究应该为理解美国基于其消费品销售而对世界大部分地区持续的文化和经济主导地位提供必要的背景。