How German is she?

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The 1950s in the Federal Republic of Germany are often remembered for the "economic miracle," yet the roles of women in this economic reconstruction have received little attention until now. Erica Carter examines how the establishment of a "social market economy" after 1949 elevated consumers, particularly housewives, as vital contributors to the nation's economic landscape. This shift granted women newfound public significance, as housewives were seen as essential in preparing society for a consumer-driven prosperity. The exploration is divided into two parts: the first addresses the political economy of postwar consumption in West Germany, while the second analyzes representations of women as consumers in various cultural forms. The book features a wealth of visual imagery, including advertisements, fashion photographs, and film stills from the era. Additionally, it contributes to discussions on national identity, challenging the notion that nationalism faded after 1945. Carter argues that notions of nationhood persisted in public policy and popular culture, framing efficient consumption as a duty of housewives not only to their families but also to the postwar nation. This work will appeal to scholars and students in German studies, women's studies, and cultural studies.