IT'LL TAKE A WHILE FOR THE COHORT OF '60s-INFLUENCED PROFS TO RETIRE...:

A specter is haunting university history departments: the specter of capitalism.

After decades of "history from below," focusing on women, minorities and other marginalized people seizing their destiny, a new generation of scholars is increasingly turning to what, strangely, risked becoming the most marginalized group of all: the bosses, bankers and brokers who run the economy.

Even before the financial crisis, courses in "the history of capitalism" -- as the new discipline bills itself -- began proliferating on campuses, along with dissertations on once deeply unsexy topics like insurance, banking and regulation. [...]

The new history of capitalism is less a movement than what proponents call a "cohort": a loosely linked group of scholars who came of age after the end of the cold war cleared some ideological ground, inspired by work that came before but unbeholden to the questions -- like, why didn't socialism take root in America? -- that animated previous generations of labor historians.

Instead of searching for working-class radicalism, they looked at office clerks and entrepreneurs.

"Earlier, a lot of these topics would've been greeted with a yawn," said Stephen Mihm, an associate professor of history at the University of Georgia and the author of "A Nation of Counterfeiters: Capitalists, Con Men and the Making of the United States." "But then the crisis hit, and people started asking, 'Oh my God, what has Wall Street been doing for the last 100 years?' "

In 1996, when the Harvard historian Sven Beckert proposed an undergraduate seminar called the History of American Capitalism -- the first of its kind, he believes -- colleagues were skeptical. "They thought no one would be interested," he said.

But the seminar drew nearly 100 applicants for 15 spots and grew into one of the biggest lecture courses at Harvard, which in 2008 created a full-fledged Program on the Study of U.S. Capitalism. That initiative led to similar ones on other campuses, as courses and programs at Princeton, Brown, Georgia, the New School, the University of Wisconsin and elsewhere also began drawing crowds -- sometimes with the help of canny brand management.

After Seth Rockman, an associate professor of history at Brown, changed the name of his course from Capitalism, Slavery and the Economy of Early America to simply Capitalism, students concentrating in economics and international relations started showing up alongside the student labor activists and development studies people.

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