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The existing macro-historical scholarship tends to assert rather than demonstrate the wider impact of nationalism. Yet, state-sponsored national ideologies permeate the broader reaches of society to varying degrees. To investigate variations in the consolidation of official nationalism, this paper combines the content analysis of school textbooks as state-regulated and picture postcards as primarily market-driven sources. Building on this novel methodological approach, we find that textbooks published in mid-twentieth-century Argentina, Mexico, and Peru promoted a similar popular nationalism that portrayed the lower classes as "true" national subjects. However, picture postcards from the same period demonstrate that the consolidation of this official national ideology varied. In Mexico and Peru, the new state-sponsored conceptions of nationhood gained presence in public life, but they did not to take hold in Argentina. We conclude that studying the top-down nationalist messages promoted by states should not be equated with studying their ideological impact in public life. [ABSTRACT FROM AUTHOR]