My research examines the rise of niche marketing and consulting firms after the Second World War. The owners and employees of these firms were members of the communities they packaged and promoted. They combined new forms of social science research with personal testimony to sell major American companies on images of their communities as potential markets. My dissertation, Segmenting America, reveals how, from the mid-1950s to the late 1980s, these agencies’ entrance into the marketing profession meant that aspects of capitalism that had once been the sole domain of a white, largely male professional class quite suddenly became contested.
My scholarly writing related to this project has appeared in the Journal of Dramatic Theory and Criticism, American Studies (forthcoming), and Business Ethics. If you are interested in these materials, shoot me an email—I’m happy to share non-paywalled versions.
I also write on topics related to my research for a more general audience. Work has appeared in The Washington Post, The National Post, and The Conversation
You can email me at guadagnolo(at)wisc.edu or find me on twitter at @dan_guad.
Forewarned: I am deeply committed to retweeting photos of capybaras.