Between the 1890s and the 1920s, mass consumer culture and modernism grew up together, by most accounts as mutual antagonists. Morrisson demonstrates, however, that the vast new influence of advertising and publishing on consumers also had a profound effect on modernist authors and artists in Britain and America, who actually displayed optimism about the power of mass-market technologies and strategies to transform culture and restore a public function to art. Reading works by Joyce, Shaw, Wyndham Lewis, F. M. Ford, T. S. Eliot, and others, Morrisson shows that these contexts affected the techniques and concerns of literature itself.
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