European Ways of Life
Welcome to the website of European Ways of Life!
European Ways of Life in American Century Mediating Consumption and Technology in the Twentieth Century, or simply the acronym EUWOL, is a Collaborative Research Project (CRP) in the framework of the European Science Foundation EUROCORES program Inventing Europe.
This quote captures an important aspect of the European postwar consumer society: the United States as both a source of inspiration and counter narrative. As the above quotation suggests, however, Europeans were seldom willing to become a blueprint of the United States. served as an important role model already in the interwar period, when "rationalization" of everything from manufacturing to housework became a pivotal metaphor. production and consumption regime to fit what they considered domestic, regional, or local traditions. challenge in fact inspired the formation of panEuropean and national identities that to a large extent were defined on the basis of distinct modes of production, distribution, and consumption during what has been famously called the American Century. As a result, there never developed in Europe one particular "way of life" but several "ways of life," and, accordingly, several technological regimes.
The project treats three interrelated areas of consumption, one that is connected with residing and housing, one that treats the emergence of various forms of leisure activities, and one that is related to the distribution, preservation, and packaging of food.
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