University of Wisconsin–Madison

Daniel Guadagnolo

Advisor: Nan Enstad



My research charts the historical and contemporary role of the market, economics, and consumption in everyday life. “Segmenting America”, my dissertation project, explores the cultural history of niche marketing after 1945, when the concept of a singular mass market gave way to the notion of many niche and segmented markets partitioned along lines of age, race, class, and gender difference. In the study, I track the evolution of consumer market research techniques, beginning with the emergence of social class analysis at the University of Chicago affiliated Social Research, Inc. immediately after the Second World War and concluding with the arrival of the “positioning era” and the development of geo-demographic consumer profiles that promised to reveal a consumers’ likes, dislikes, lifestyles and purchase behaviours based on their zip code.

Throughout the dissertation, I tend to the creative marketing firms that sought to capitalize on the evolving techniques of consumer research and major merchandisers’ interest in understanding the motivations of specific consumer groups.

I began my PhD at the University of Wisconsin-Madison in 2013, where I am an International Fulbright student. I currently reside in Toronto, Canada, where I teach a yearly survey course on post-1945 histories of gender, sex, and sexuality in the United States at the University of Toronto. My work has been supported by the George Mosse Program, the Fulbright production, the Social Science, Humanities, and Research Council of Canada (SSHRC), and the Smithsonian Institution.


M.A., University of Toronto, History
M.A., Joint Program in Communication & Culture, Ryerson University and York University
B.A., Hons. – York University, History & Theatre Studies


  • U.S. History

MA Titles

  • “Fashioning the Dandy: Blacksploitation, Marketing, and Masculinity in 1970s Fashion.”; (Ryerson University, 2013) “
  • A “Superb Portrait of the Common Man”: J.C. Leyendecker, Commercial Advertising, and Queer Commercial Desire in the North American Marketplace, 1907-1927.” (University of Toronto, 2011).

Working Dissertation Title

  • “Segmenting America: Historical Approaches to Niche Marketing”

Selected Publications

  • “Feeling Scottish: Affect, Mimicry, and Vaudeville’s “Inimitable” Harry Lauder.” Journal of Dramatic Theory and Criticism. Volume 26, Number 2 (Winter 2013): 145-160. (co- authored with Dr. Marlis Schweitzer, York University).

Selected Awards

  • Smithsonian Predoctoral Fellowship
  • George L Mosse Fellowship in LGBTQ History
  • Phi Theta Alpha Teaching Award
  • Fulbright Fellowship
  • SSHRC International Doctoral Fellowship (4 years)

Professional Affiliations

  • OAH
  • CHA
  • CBHA

Courses Taught as TA

  • History 102 – U.S. History Since 1864 (2014)
  • History 274 – Sport, Recreation and Society (2015)

Courses Taught as Instructor

  • History 221 – Advertising and Merchandising in Twentieth Century U.S. History, Department of History, University of Wisconsin-Madison (2017)
  • History 374 – Histories of Gender and Sexuality in Post-1945 United States. History, Department of Historical Studies, University of Toronto (2015-2017)