The Business of Marketing, Entrepreneurship, and Architecture of Communal Societies in the 1960s and 1970s

This book provides an in-depth history of three US-based communal societies that operated in the late 1960s and 1970s-Soul City, Stelle and Twin Oaks-with an emphasis on their financing, marketing, and entrepreneurship processes. These communities reflect the diversity of people who were dissatisfied with the direction in which American society was heading-often underpinned by concerns over racism, sexism, the environment, and capitalism-and decided to take the radical step of joining a communal society. A moral economy approach offers a lens on how these communities were prevented from fully realizing their visions due to the confines of capitalism, as embedded in banking practices, zoning laws, and systemic racism. Rahima Schwenkbeck is a historian of American Business. Her work on topics such as utopias, video games, advertising, and environmental issues has been featured in several edited collections. She received her doctorate in American Studies from The George Washington University (USA).

Autorentext

Rahima Schwenkbeck is a historian of American Business. Her work on topics such as utopias, video games, advertising, and environmental issues has been featured in several edited collections. She received her doctorate in American Studies from The George Washington University (USA).

Inhalt

1. Introduction.- 2. Founding Ideologies of Soul City, Stelle and Twin Oaks.- 3. Pioneers in the Middle of Nowhere: Land and Space.- 4. No Hippies, Please: Members and Membership Policies.- 5. Commune, Inc.: The Perils and Benefits of Entrepreneurship.- 6. Some Hands on Deck: Labor Politics and Practices.- 7.Selling the Dream: Advertising Community and Business.- 8. Everything Has its Price: Financing a Community.- 9. The Invisible Hand, or Crushing Fist, of the State.- 10. Conclusion: Meandering Towards Utopia.