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Mora Bendesky

MA work

Dissertation: Shaping the Perónist Kid: The Giving of Toys by Perón's Regime in Argentina, 1946-55

With the intention of broadening its social base, the government of Juan Perón spent large amounts of money and resources on propaganda aimed at attracting the youth of Argentina. Children were considered one of the ways of introducing Perónism to the family; they were seen as the seeds for the Perónisation of all society.

One of the mechanisms employed to appeal to children was the giving of gifts. From 1946 to 1955 the regime gave away a total of 43 million toys, setting up a ritual of distribution that was reproduced all over Argentina. For many children, the toy received was their first ever; in fact, many people have kept these objects to this day.

Drawing on oral testimonies, and taking into account theories of gifts-giving, my dissertation intends to make a historical reconstruction of this process of material and symbolic exchange, as well as an assessment of its social and political implications.

Info

  • MA Degree

    School

    School of Humanities

    Programme

    MA History of Design, 2008

  • Dissertation: Shaping the Perónist Kid: The Giving of Toys by Perón's Regime in Argentina, 1946-55

    With the intention of broadening its social base, the government of Juan Perón spent large amounts of money and resources on propaganda aimed at attracting the youth of Argentina. Children were considered one of the ways of introducing Perónism to the family; they were seen as the seeds for the Perónisation of all society.

    One of the mechanisms employed to appeal to children was the giving of gifts. From 1946 to 1955 the regime gave away a total of 43 million toys, setting up a ritual of distribution that was reproduced all over Argentina. For many children, the toy received was their first ever; in fact, many people have kept these objects to this day.

    Drawing on oral testimonies, and taking into account theories of gifts-giving, my dissertation intends to make a historical reconstruction of this process of material and symbolic exchange, as well as an assessment of its social and political implications.

  • Degrees

  • BA Graphic Design, University of Buenos Aires, Argentina, 2004
  • Experience

  • Research Assistant for Institute of Latin American Art & Aesthetics Studies, University of Buenos Aires, Buenos Aires, Argentina, 2003-4; Image Researcher, V&A Publications, Victoria and Albert Museum, London, 2005; Public Image Services Administrator, V&A Images, Victoria and Albert Museum, London, 2006 to present
  • Awards

  • The Basil Taylor Award, 2007; Scholarship, Friends of the V&A, 2006