Studies in Industry and Society

The little-known story of Wall Street's effort to court individual investors during the Cold War in order to build a bulwark against communism. Immediately after the frightening Great Crash of 1929, many Americans swore they would never-or never again-become involved in the stock market. Yet hordes of Americans eventually did come to embrace equity investing, to an extent actually far greater, than the level of popular involvement in the market during the Roaring Twenties. A Nation of Small Shareholders explores how marketers at the New York Stock Exchange during the mid-twentieth century deliberately cultivated new individual shareholders. Janice M. Traflet examines the energy with which NYSE leaders tried to expand the country's retail investor base, particularly as the Cold War emerged and then intensified. From the early 1950s until the 1970s, Exchange executives engaged in an ambitious and sometimes controversial marketing program known as "Own Your Share of America," which aimed to broaden the country's shareholder base. The architects of the marketing program ardently believed that widespread share ownership would strengthen "democratic capitalism"-which, in turn, would serve as an effective barrier to the potential allure of communism here in the United States. Based on extensive primary source research, A Nation of Small Shareholders illustrates the missionary zeal with which Big Board leaders during the Cold War endeavored to convince factions within the Exchange, as well as the public, of the practical and ideological importance of building a true shareholder nation.

How the chemical engineering behemoth that brought us Teflon, Kevlar, Lycra, Freon, and more shaped the culture of postwar America. What do nylon stockings and atomic bombs have in common? DuPont. The chemical firm of DuPont de Nemours pioneered the development of both nylon and plutonium, among countless other innovations, playing an important role in the rise of mass consumption and the emergence of the notorious "military-industrial complex." In this fascinating account of the lives and careers of Du Pont's chemical engineers, Pap A. Ndiaye deftly illustrates the contribution of industry to the genesis of a dominant post-World War II "American model" connecting prosperity with security. The consumer and military dimensions of twentieth-century American history are often studied separately. Ndiaye reunites them by examining Du Pont's development of nylon, which symbolized a new way of life, and plutonium, which was synonymous with annihilation. Reflecting on the experiences and contributions of the company's engineers and physicists, Ndiaye traces Du Pont's transformation into one of the corporate models of American success.

A study of how and why women in early twentieth-century Hollywood went from having plenty of filmmaking opportunities to very few. “Women Filmmakers in Early Hollywood” explores when, how, and why women were accepted as filmmakers in the 1910s and why, by the 1920s, those opportunities had disappeared. In looking at the early film industry as an industry-a place of work-Mahar not only unravels the mystery of the disappearing female filmmaker but untangles the complicated relationship among gender, work culture, and business within modern industrial organizations. In the early 1910s, the film industry followed a theatrical model, fostering an egalitarian work culture in which everyone-male and female-helped behind the scenes in a variety of jobs. In this culture women thrived in powerful, creative roles, especially as writers, directors, and producers. By the end of that decade, however, mushrooming star salaries and skyrocketing movie budgets prompted the creation of the studio system. As the movie industry remade itself in the image of a modern American business, the masculinization of filmmaking took root. Mahar's study integrates feminist methodologies of examining the gendering of work with thorough historical scholarship of American industry and business culture. Tracing the transformation of the film industry into a legitimate "big business" of the 1920s and explaining the fate of the female filmmaker during the silent era, Mahar demonstrates how industrial growth and change can unexpectedly open-and close-opportunities for women.