"No fertile soil for pathogens": rayon, advertising, and biopolitics in late Weimar Germany

Recent research on twentieth-century German history has begun to re-examine the centrality of race as a category of analysis. While not discounting its importance in the shaping and enacting of Nazi policies and practices, race is seen instead as one among many factors leading to the crimes of the Nazi regime. In this paper, the author considers the role consumerist desires and fantasies played in the wider context of the inter-war European fascination with notions of technology, "hygiene," democracy, and modernity. Using advertisements that were created to promote manufactured-fiber (rayon) apparel, this article suggests that continuities across cultures and time periods necessitate a re-evaluation of race as the signal organizing principal. Instead, the author argues that by complicating the intersections between class, science and technology, and an emerging, but troubling, modernity, 1920s rayon advertising offers an especially rich site for analysis of the ways in which biopolitics and nascent consumerism both sold products and constructed ideologies before 1933, and influenced the post-war welfare state.