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  • Lisa Jacobson

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    Department of History, University of California Santa Barbara


    Consumer Cultures, Advertising, History of Alcohol, gender, food studies, Marketing, Political Economy
    Women in Business History

    I am a cultural historian of the late nineteenth- and twentieth-century United States with wide-ranging interests in the histories of consumer culture; food and alcoholic beverages; capitalism and the senses; and childhood, gender, and the family. My research seeks to understand how goods and practices that were previously regarded as illicit or disreputable achieved mainstream acceptance. My first book, Raising Consumers: Children and the American Mass Market in the Early Twentieth Century (2004), examines how an array of actors—from advertisers and children’s magazine publishers to child experts, parents, thrift educators, and children themselves—helped to shape the contours of modern consumer society and legitimize a distinctive children’s consumer culture. My new book Intoxicating Pleasures: The Reinvention of Wine, Beer, and Whiskey after Prohibition (2024), asks a deceptively simple question: how did how alcoholic beverages, previously banned under Prohibition, shed their stigmatized pasts and become widely accepted emblems of the American good life? Focusing on the Great Depression and World War II, the book shows how alcohol producers and their allies—a group that included scientists, trade associations, restaurateurs, home economists, cookbook authors, and New Deal planners—linked alcohol to wartime food crusades and new ideas about the importance of pleasure in modern American life.  

    Service to the BHC
    Scholarly Society Liaison Committee 2019 - 2021 [Chair 2020 - 2021]
    Nominating Committee 2013 - 2015 [Chair 2014 - 2015]
    Board of Trustees 2008 - 2011
    Associate Editor of Enterprise & Society 2007 - 2010


    Recent Conference Participation
    2026 BHC Meeting: Presenter, "Vodka Marketing in the Cold War Era U.S.: The Malleable Meanings of a Malleable Spirit"
    2025 BHC meeting: Presenter, Roundtable Presentation
    Chair, Workers, Wives, and One-ways: Expanding the Boundaries of American Brewing History
    Discussant, Workers, Wives, and One-ways: Expanding the Boundaries of American Brewing History
    2023 BHC Meeting: Presenter, "War and the Limits of Reinvention: Consumers, Soldiers, and the Effort to Remake Alcohol's Public Image"
    2021 BHC Virtual Meeting: Presenter, "Respect and Respectability: Black Consumers and the Politics of Beer Marketing in the Postwar United States"
    2020 BHC Meeting: Presenter, "Respect and Respectability: Black Consumers and the Politics of Beer Marketing in the Postwar United States"
    Chair, Knowing Your Consumer in Postwar America
    Discussant, Knowing Your Consumer in Postwar America

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