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The Retreats of ReconstructionRace, Leisure, and the Politics of Segregation at the New Jersey Shore, 1865-1920$
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David E. Goldberg

Print publication date: 2016

Print ISBN-13: 9780823272716

Published to Fordham Scholarship Online: May 2017

DOI: 10.5422/fordham/9780823272716.001.0001

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Marketing and Managing Jim Crow

Marketing and Managing Jim Crow

(p.56) 3 Marketing and Managing Jim Crow
The Retreats of Reconstruction

David E. Goldberg

Fordham University Press

Chapter 3 examines the political strategies white business owners and marketing agents employed in response to the black consumer activism of the late 1880s and early 1890s. Beginning in 1893, white authorities developed a Jim Crow strategy built around a defense of market values and public propriety, necessary regulations that they believed would prevent a wholesale disintegration of core capitalist principles and Victorian assumptions of respectability. In doing so, they attempted to make the segregation debate about political economy instead of race, castigating black consumer activism as a disruptive social act that threatened the popularity and financial growth of the region.

Keywords:   capitalism, common law, Jersey Shore, political economy, segregation, Victorianism

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