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By Robert E. Weems

Capitalism and slavery stand because the financial phenomena that experience such a lot sincerely outlined the USA. but, regardless of African americans' approximately $500 billion annual spending energy, strangely little cognizance has been dedicated to the methods U.S. companies have courted black cash in post-slavery the United States. Robert E. Weems, Jr., offers the 1st absolutely built-in historical past of black consumerism over the process the final century.

The international warfare I period nice Migration of African americans from the agricultural South to northern and southern towns influenced preliminary company curiosity in blacks as shoppers. A iteration later, as black urbanization intensified in the course of international warfare II and its aftermath, the suggestion of a unique, ecocnomic African American customer marketplace won better foreign money. furthermore, black socioeconomic earnings because of the Civil Rights stream which itself featured such shopper justice protests because the Montgomery Bus Boycott, extra greater the prestige and impact of African American shoppers.

Unwilling to accept facile solutions, Weems explores the position of black marketers who promoted the significance of the African American client industry to U.S. agencies. Their activities, mockingly, set the level for the continued destruction of black-owned enterprise. whereas the level of academic, employment, and home desegregation is still arguable, African American buyer money have, via any average, been absolutely integrated into the U.S. economy.

Desegregating the Dollar takes us during the "blaxploitation" movie undefined, the sizeable marketplace for black own care items, and the insidious exploitation of black city distress through liquor and cigarette advertisers. Robert E. Weems, Jr., has given us the definitive account of the advanced courting among African americans, capitalism, and consumerism.

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