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This book argues that the emergence of modern consumerism was not merely a neutral and progressive transformation but involved heated political contests...

It is commonly accepted that the consumer is now centre stage in modern Britain, rather than the worker or producer. Consumer choice is widely regarded as the major source of self-definition and identity rather than productive activity. Politicians vie with each other to fashion their appeal to 'citizen-consumers'.

When and how did these profound changes occur? Which historical alternatives were pushed to the margins in the process? In what ways did the everyday consumer practices and forms of consumer organising adopted by both middle and working-class men and women shape the...

It is commonly accepted that the consumer is now centre stage in modern Britain, rather than the worker or producer. Consumer choice is widely regarded as the major source of self-definition and identity rather than productive activity. Politicians vie with each other to fashion their appeal to 'citizen-consumers'.

When and how did these profound changes occur? Which historical alternatives were pushed to the margins in the process? In what ways did the everyday consumer practices and forms of consumer organising adopted by both middle and working-class men and women shape the...