It takes the average reader 5 hours and 28 minutes to read Modernizing Main Street by Gabrielle Esperdy
Assuming a reading speed of 250 words per minute. Learn more
An important part of the New Deal, the Modernization Credit Plan helped transform urban business districts and small-town commercial strips across 1930s America, but it has since been almost completely forgotten. In Modernizing Main Street, Gabrielle Esperdy uncovers the cultural history of the hundreds of thousands of modernized storefronts that resulted from the little-known federal provision that made billions of dollars available to shop owners who wanted to update their facades. Esperdy argues that these updated storefronts served a range of complex purposes, such as stimulating public consumption, extending the New Deal’s influence, reviving a stagnant construction industry, and introducing European modernist design to the everyday landscape. She goes on to show that these diverse roles are inseparable, woven together not only by the crisis of the Depression, but also by the pressures of bourgeoning consumerism. As the decade’s two major cultural forces, Esperdy concludes, consumerism and the Depression transformed the storefront from a seemingly insignificant element of the built environment into a potent site for the physical and rhetorical staging of recovery and progress.
Modernizing Main Street by Gabrielle Esperdy is 318 pages long, and a total of 82,044 words.
This makes it 107% the length of the average book. It also has 100% more words than the average book.
The average oral reading speed is 183 words per minute. This means it takes 7 hours and 28 minutes to read Modernizing Main Street aloud.
Modernizing Main Street is suitable for students ages 12 and up.
Note that there may be other factors that effect this rating besides length that are not factored in on this page. This may include things like complex language or sensitive topics not suitable for students of certain ages.
When deciding what to show young students always use your best judgement and consult a professional.
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