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A Consumers' Republic: The Politics of Mass Consumption in Postwar America
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Binding: Hardcover
Format: Bargain Price
Number Of Pages: 576
Publication Date: January 21, 2003
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Editorial Review:
The three decades after World War II are often heralded as a “Golden Era” of American affluence. But as Lizabeth Cohen makes clear, the pursuit of prosperity defined much more than the nation’s economy; it also became a basic component of American citizenship. Consumers were encouraged to buy not just for themselves, but for the good of the nation.After a decade and a half of hard times resulting from the Great Depression and the war, the embrace of mass consumption, with its supposed far-reaching benefits—greater freedom, democracy, and equality—transformed American life. The extensive suburbanization of metropolitan areas (propelled by such government policies as the GI Bill), the shift from downtowns to shopping centers, and the advent of targeted marketing all fueled the consumer economy, but also sharpened divisions among Americans along gender, class, and racial lines. At the same time, mass consumption changed American politics, inspiring new forms of political activism through the civil rights and consumer movements and prompting politicians to apply the latest marketing strategies to their political campaigns.Cohen traces the legacy of the “Consumers’ Republic” into our time, demonstrating how it has reshaped our relationship to government itself, with Americans increasingly judging public services—as if one more purchased good—by the personal benefits they derive from them.Brilliantly researched and reasoned, A Consumers’ Republic is a starkly illuminating social and political history.
Customer Reviews
Average Rating: 
Rating:  - Mediocre, repetitive, irrelevamt
"A Consumers' Republic" is one of those kinds of books that exists on the premise that it illuminates some previously unknown phenomenon. The book purports to be a "bold, encompassing, and profoundly influential book." I humbly propose that this book is none of the above. "A Consumers' Republic" is certainly not a "bold" book. Quite tepidly, actually, the author makes a weak case that is essentially a rehashing (and a mediocre one at that) of mainstream academic criticisms of popular market culture. ... Read More
Rating: - Fascinating history, though stodgy at times
I defer to the thorough review titled "Consumption and Greed" below for a synopsis of this book.
The subject matter of "A Consumers' Republic" is engrossing and the book reveals many truths that are now forgotten and swept under the rug. Cohen uses an impressive plethora of examples to demonstrate her points, and in the end I know much more about the United States' economic and social history from the 30's to the present.
Unfortuntately, Cohen's writing often becomes convoluted ... Read More
Rating:  - "consumer's ranks could include both everyone and no one"
The above quote from the book reveals its fundamental problem. Consumerism is stretched to include (for example) racial equality, housing policy, and politics: this dulls any edge the concept might have as an analytic tool. What is a consumer? We're told "the word's original meaning" - - "to devour, waste and spend" - - but not its current one. The author tries to distinguish between the "citizen consumer" and "purchaser consumer". The supposed dichotomy between these roles was no more obvious to me ... Read More
Rating: - A remarkable piece of research
Lizabeth Cohen's "A Consumers' Republic" does much to explain how citizenship has been significantly redefined by consumerism in postwar America. The thoroughly readable book is full of insights and should interest all readers of 20th century American history. It will also prompt many to ponder how America might try to heal its frayed society while there is time available to do so.
In the Acknowledgements, Ms. Cohen explains that this impressive book was written over the course of ten years. Her thesis ... Read More
Rating: - A must read for students of American history & marketing.
To say you are an America is to say that you are, de facto, a consumer.
This word is a defining aspect of our American world... Consumerism covers daily life, whether it be drug discounts, tourism, marketers, insurance, cars, homes, technology or just plain old product reviews. We Americans are defined by our consumption.
Lizabeth Cohen has given us a thoroughly researched, readable history on consumerism, and how it came to be such a force and part of our lives in America. She argues ... Read More
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