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SUMMARY:"'Chi beve birra campa cent'anni!': Wine Beer\, and the Question of Italian Identity under Fascism"
DESCRIPTION:EUROPEAN COLLOQUIUM\nTALK BY WEBER POSTDOCTORAL SCHOLAR\, BRIAN GRIFFITH\nThis paper analyzes the struggles between the Italian winemaking and brewing industries over the shaping of bourgeois Italian tastes and habits during the interwar decades. During the early 1920s\, Fascist Italy’s Industrial Wine Lobby began unveiling a wide range of public relations and collective marketing campaigns\, which were aimed at forging new ‘fashions’ among the country’s wayward middle- and upper-class consumers. The pro-wine lobby’s efforts\, however\, were obstructed by a variety of political and commercial challenges\, including a growing competition with various ‘foreign’ beverage industries\, such as coffee\, cocktails\, and\, above all\, beer. Between 1929 and 1931\, Italian brewers’ commercial lobbying organization\, the National Beer Propaganda Consortium\, launched two ambitious collective marketing campaigns of its own\, which were centered on discursively intertwining the beverage’s consumption with bourgeois sociability\, domesticity\, and ‘Italian’ identity. Unwilling to yield any commercial ground to domestic brewers\, Italy’s Industrial Wine Lobby launched a follow-up\, and wide-ranging collective marketing campaign in order to both defend ‘the world’s vineyard’ from the ‘invasion’ of ‘semi-barbarian’ beverages\, as one wine lobbyist colorfully phrased it in 1935. By exploring these industries’ conflicts over the definition and articulation of ‘Italian’ taste and style during the interwar years\, this study aims to shed further light on the complex relationships between consumerism\, industrial ‘fashion’ dynamics\, and national identity under Benito Mussolini’s fascist dictatorship. \nIf you would like to attend via Zoom\, please RSVP.
URL:https://history.ucla.edu/event/chi-beve-birra-campa-centanni-wine-beer-and-the-question-of-italian-identity-under-fascism/
LOCATION:Zoom
CATEGORIES:Events
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DTSTART;TZID=America/Los_Angeles:20220228T160000
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LAST-MODIFIED:20220901T213156Z
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SUMMARY:History of Science Colloquium: Alexander Kertzner (UCLA)
DESCRIPTION:“Polio\, Adventism\, and Rehabilitation Medicine in Los Angeles.” \nRancho Los Amigos was founded during the late nineteenth century as a poor farm but became a rehabilitation hospital for iron lung patients during Los Angeles’s 1950s polio epidemics. Following the polio vaccination campaigns\, researchers received federal funding to test Rancho’s concept of care on other chronic patient groups and it became an internationally renowned rehabilitation center. \nVarious aspects of Los Angeles’s city life\, including its unorthodox religious environment\, tradition of popular medicine\, and local industries\, from Hollywood to aerospace\, informed the process by which rehabilitation took shape at Rancho Los Amigos. My talk situates Seventh Day Adventism within this history.  Many of the physicians who worked at Rancho Los Amigos during the years that it became a rehabilitation center were educated at the College of Medical Evangelists (now the Loma Linda University School of Medicine)\, an Adventist medical school in Loma Linda\, California. I will discuss how life in Southern California’s Adventist community impacted not only the clinical practice of rehabilitation at Rancho Los Amigos\, but the research conducted in its laboratories. In studying how Adventists\, Department of Defense researchers\, and local engineers designed rehabilitation technologies\, we see how the region’s unique environment stimulated innovation in rehabilitation medicine\, both locally and nationally. \nZoom RSVP: \nhttps://ucla.zoom.us/meeting/register/tJUpd–qrjovGNxKoSVYViqjAr1dFmOnpzIT \nIn Person RSVP (at 5288 Bunche Hall): \nhttps://docs.google.com/forms/d/1gfZeJr4ZiB3S33dD3780Pr2Vc43Xz8rRWO2uOc4jg28
URL:https://history.ucla.edu/event/history-of-science-colloquium-alexander-kertzner-ucla/
CATEGORIES:Events
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