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Fabricating ConsumersThe Sewing Machine in Modern Japan$
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Andrew Gordon

Print publication date: 2011

Print ISBN-13: 9780520267855

Published to California Scholarship Online: May 2012

DOI: 10.1525/california/9780520267855.001.0001

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PRINTED FROM CALIFORNIA SCHOLARSHIP ONLINE (www.california.universitypressscholarship.com). (c) Copyright University of California Press, 2022. All Rights Reserved. An individual user may print out a PDF of a single chapter of a monograph in CALSO for personal use.date: 27 June 2022

Mechanical Phoenix

Mechanical Phoenix

Chapter:
(p.151) Chapter 6 Mechanical Phoenix
Source:
Fabricating Consumers
Author(s):

Andrew Gordon

Publisher:
University of California Press
DOI:10.1525/california/9780520267855.003.0007

This chapter investigates the process by which Japanese producers came to dominate home and world markets, and the Singer Sewing Machine Company's frustrated attempt to regain its dominant position. The sewing machine emerged as both mechanical chameleon and phoenix. As chameleon, the mishin quickly changed colors from home-front weapon to implement of peace in the autumn of 1945. As phoenix, it rose with astonishing speed to play an important role in the recovery of Japan's machine industry in export and domestic markets. Singer had been one of the few foreign firms with significant prewar reach into Japan's household consumer market. The story of the sewing machine as mechanical phoenix reveals a link between prewar and wartime developments and the postwar consumer revolution. Machine sewing was both a survival skill and a ticket to the dream of a bright life.

Keywords:   mishin, Singer Company, mechanical chameleon, mechanical phoenix, Japan, consumer market

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