Acknowledgements . . 7
Introduction: The Formation of the Finnish Type of Consumer Society between the East and the West, the!950s and 1960s . . 10 

PART I. THE MAKING OF THE FRUGAL CONSUMER 
The Finnish Consumer Mentality and Ethos: At the Intersection between East and West . . 42
A Country of Decent Consumers: The Role of Alcohol in Everyday Finnish Life in the 1950s . . 88
Imagining Economy. Finlandia Newsreels Building up shared Imagery in the 1950s and early 1960s . . 104
Anglo-American Pop Music, Finnish Tango, and the Controversial Images of Modernity in Finland in the 1960s . . 124

PART II. CONSUMPTION AS SPECTACLE: AGE OF THE TELEVISION, AFFLUENCE AND MEDIATISATION OF CONSUMER SOCIETY 
Television Creating Finnish Consumer Mentality in the 1960s . . 154 
The Legalizing of Roulette and Changes in Finnish Consumer Culture in the 1960s and 1970s . . 180
Accidental Traders - Finnish Tourists in the Soviet Union in THE 1950s-1970s . . 206
From Background to Foreground: Music Products for Production and Consumption Spaces. . 230

Afterword 
Summerhouses and Saunas, Parks and Libraries - Places of Private and Public Consumption in Finland . . 254
List of conrributors . . 260