By Jeffrey Montez de Oca
In Discipline and Indulgence, Jeffrey Montez de Oca demonstrates how pop culture, in particular collage soccer, addressed capitalism’s contradictions via integrating males into the economic system of the chilly struggle as employees, warriors, and shoppers. within the dawning tv age, collage soccer supplied a ritual and spectacle of the yankee lifestyle that anybody may well perform from the relaxation of his own residence. collage soccer shaped a moral area of patriotic pageantry the place males might produce themselves as electorate of the chilly struggle country. in keeping with a theoretically refined research of chilly battle media, Discipline and Indulgence assesses the period’s institutional linkage of game, better schooling, media, and militarism and unearths the connections of up to date activity media to today’s battle on Terror.
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Additional resources for Discipline and Indulgence: College Football, Media, and the American Way of Life during the Cold War
Kennedy’s touch football games staged as media events on the White House lawn served to construct a vigorous, youthful image of the first Catholic president participating in the American way of life despite debilitating back injuries he probably incurred during the Second World War (Altman and Purdum 2002; Massa 1999). Commentators in the 1950s called the embodiment of an identity that suppressed empathy for self and others a “suicidal cult of masculinity” that made men the objects of government for themselves, their wives, medicine, leisure and recreation institutions, and the state.
If consumerism created a sphere of life where consumer citizens could participate in the Cold War without sacrifice, then consumerism 36 Disc ipline a nd Ind ulgenc e could also present a barrier when citizens are called upon to make sacrifices and asked to do what they could for their country. So as much as it was caused by any real or imagined differences in the fitness of youth in the United States and Europe, the muscle gap emerged in the gap between the two prongs of containment. The dual prongs of containment made imperialism and consumerism two sides of the same military-industrial-Keynesian political economy, which meant that consumer-citizens were as important to contesting the Cold War as citizen- soldiers.
Despite the concern with how the norms of middle-class white manhood drove men to endure forms of violence against the self within an industrial society, this was not a feminist-inspired men’s movement. As Dr. Robert H. Felix, director of the National Institute of Mental Health, argued, “Each year thousands of able, ambitious, hard-working men are cut down in the prime of their careers by psychological and physiological ailments. 16 Within the institutional realities of MIK, this discourse, like the field of psychology (Deleuze and Guattari 1977), was primarily concerned with organizing middle-class lifestyles in order to adjust men to the alienating conditions of the postwar political economy.
Discipline and Indulgence: College Football, Media, and the American Way of Life during the Cold War by Jeffrey Montez de Oca