Reviewed by: Chimneys in the Desert: Industrialization in Argentina During the Export Boom Years, 1870-1930 James Brennan Chimneys in the Desert: Industrialization in Argentina During the Export Boom Years, 1870-1930. By Fernando Rocchi. Palo Alto, CA: Stanford University Press, 2006, Pp. xviii, 394. Tables. Appendices. Notes. Bibliography. Index. $70.00 cloth. Fernando Rocchi's Chimneys in the Desert, forcefully disputes what he calls the "canonical version" of Argentina's modern economic history, namely of a stunted industrial development due to a hostile state or the influence of agro-export interests. In this boldly revisionist book, Rocchi builds on Adolfo Dorfman's classic study of Argentina's industrialization (Historia de la industria argentina [1942]) and depicts an even greater role for industry in the economy during the export boom than that suggested by Dorfman. Rocchi's superbly researched study demonstrates quite convincingly a relatively diversified industrialization, a "middling industrialization" in his words. Economies of scale were achieved in some industries, credit was not a particular problem, the state was not a consistent adversary and indeed sometimes was a generous benefactor, nor was the landowning class uniformly opposed to a complementary industrialization project. Any structural weakness that Argentine industry demonstrated, Rocchi suggests, had more to do with the small size of the domestic market than with exogenous forces. As part of what at times reads like an almost idyllic recasting of the story of Argentine industry, Rocchi writes—in what are his best chapters—about the growth of consumer society and the market for industrial goods. Though the history of consumption is a well-established field in both European and United States historiography, it is a relatively neglected subject for Latin America, including Argentina. In these chapters, Rocchi writes compellingly about the role of advertising, the rise of new merchandising techniques (such as department stores) and the creation of a new set of consumer dreams, all contributing to give Argentina the most diversified and industrial economy in Latin America in these years. [End Page 468] Rocchi's thesis is so provocative and his empirical findings so rich that a brief review cannot do the book justice. His study will be a source of debate among economic historians for years to come. Though he presents his findings at times with a tone of irrefutability, they are more likely to stimulate heated discussion, some to be questioned and perhaps a few disproved outright. Certainly the book ends on a most debatable proposition, that of a seamless transition from the liberal order to the Perón era. Rocchi argues that industrialization policies were essentially the same, different only in "degree." If by "degree" he means under Perón a state monopolizing foreign trade to promote industry, a nationalized banking system and new public banks intended to subsidize industry, social policies that increased enormously the size of the domestic market and greatly contributed to industrial growth, and even attempts at national economic planning through the two "Five Year Plans," one can agree with his characterization. Although it would be more accurate to acknowledge some significant, deep changes in industrial policy. This point also raises a methodological issue. At times, it is not entirely clear how representative are the firms from which Rocchi has chosen to make sweeping arguments and to dismiss earlier interpretations. For example, his rejection of the proposition of any discrimination in the capital markets or the scarcity of capital for industrialists seems a bit selective in its evidence. Certainly during the Perón years, industrialists complained insistently about both, and here again a too facile continuum from the liberal era to the Peronist years mars the final pages of the book. Self-financing from profits may have been a satisfactory strategy for the limited capital demands of this "middling industrialization" that he so ably analyzes, but it did not appear sufficient for a later generation of industrialists. Similarly, the Union Industrial Argentina (UIA), portrayed by Rocchi as a relatively effective spokesperson for industrial interests in the years of his study, was reviled by many industrialists during the Perón years precisely for inconsistent and often hapless ways. So rather than the final word, Rocchi's exemplary study plays the invaluable role...
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