consumerism
There was little to consume in Italy in 1945, as the war receded to leave Italians cold,
hungry and unemployed. The imperative of ‘autarchy’ or self-sufficiency, imposed by the
Fascist regime during the 1930s, had practically cancelled the very idea of consumerism
and replaced it with the modest dream of just ‘mille lire al mese’ (a thousand lire a
month) and a peaceful life. In 1950, over 70 per cent of an Italian family’s expenditure
was on food, housing and clothing. By the mid-1950s, however, three major factors
began to effect a profound change on Italian spending patterns: rapid economic expansion
(the so-called economic miracle), mass motorization and television.
With much of the population in work by this time, increased wages offered new
possibilities for allocating a greater part of income to other than basic expenses. As
damage to infrastructure and transport systems was repaired (see postwar
reconstruction), the country was brought back together. The first part of the motorway
between Milan and Rome was opened in 1958, connecting different parts of the country
as never before (see autostrada network). The introduction of the Vespa motor scooter
made personal transport easy and economical, although it was the motor car that now
arose as the new object of desire. The mass production of small, affordable cars like the
Fiat Cinquecento and Seicento soon put most Italians on four wheels, signalling the
beginning of consumerist behaviour. This was energetically fanned by the introduction of
television in 1954, as advertisements for consumer products were now able to reach a
larger audience through the new medium. Carosello, the advertising segment introduced
on public television in 1957 which showcased an attractive carousel of consumer
products, thus encouraging a new standard of living and a new ideal of consumption,
immediately became—and for many years remained—the most watched programme on
Italian television. As children were allowed to stay up late to watch the barrage of ads,
the first consumerist generation born without memories of lack and deprivation matured.
Nevertheless, the new affluence was not uniform and there were great disparities: the
economic ‘boom’ clearly favoured the North over the South. So, from the early 1950s on,
southern labourers flocked to the northern factories of Turin and Milan, chasing the
utopia of economic well-being (see Southern Question). At the same time, the new
consumerism began to be criticized by the Catholic Church, alarmed by the progressive
loss of ethics and the reduction in religious observance. Some intellectuals also voiced
their criticism. Writers like Luciano Bianciardi, in his novel La vita agra (Sour Life), and
Valerio Mastronardi, in Il maestro di Vigevano (The Teacher of Vigevano), both written
in 1962 at the peak of the boom period, highlighted the dramatic contradictions of a
rapidly changing society. Louder than most, filmmaker and writer Pier Paolo Pasolini
passionately criticized the new mass society created in the image of television
commercials, although he was to remain largely a voice in the wilderness.
Although the economic boom was all but over by 1965, consumerism had become
firmly established as a standard of life and the measure of wellbeing. A concerted attack
on consumerism was mounted by the 1968 student movement, but this had little practical
effect until the ‘oil crisis’ of 1973–4 imposed on Italians another real period of austerity.
The subsequent double-digit inflation and economic downturn coupled with political
terrorism to make the late 1970s the anni di piombo (years of lead). Beginning in 1983,
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