Still, Swedish post-war architecture and urban planning was much less reluctant to embrace mass-consumerism than its German counterpart. This, as the paper will discuss, was due to a notion of the "rational consumer" that had been established as part of the "people's home" the Swedish social democratic governments had been propagating since the early 1930s. In Sweden, macro-economical planning for the common welfare was to be facilitated by a population that had been educated to develop a rational, consumerist subjectivity. In contrast, many (West-)German planners perceived mass consumerism as a threat to their social ideals, as can be seen in the German reception of Vällingby – a New Town near Stockholm which was widely debated in Germany. Only in the early 1960s did German planners begin to acknowledge mass-consumption, partly owing to American re-education-practices that advertised modern mass-consumption, conducted, amongst others, by the Economic Cooperation Administration (ECA) which had been organizing exhibitions on housing and funding a number of model housing estates (ECA-Siedlungen) across the country.
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