A POLITICAL HISTORY OF THE CONSUMER

Abstract

This article examines the relationship between the consumer and the citizen from the eighteenth century to the present in Europe and the United States. Part I highlights the political narrative underlying the opposition between courtly consumption (absolutism) and the inconspicuous consumption of the middling sorts, and explores early formulations of the relationship between consumption and democracy. Part II looks at the first half of the nineteenth century, defined by the opposition between consumers (coded feminine, and as ‘despised’) and citizens (coded masculine, and as ‘restrained’). Part III goes from the 1860s to the 1930s. American historians have emphasized the positive political agency of consumers in this period, and their contribution to the notion of social citizenship. This article emphasizes the less democratic aspects of consumer politics, and the contributions of anti-liberal movements on the extreme left and right to a stronger tradition of social citizenship in Europe. Part IV takes Lizabeth Cohen's claim that a ‘Consumers' Republic' was forged in the US in the post-war period, and casts the Marshall Plan and the Cold War as the context that gave rise to an international negotiation over the relationship between consumption and democracy that continues to the present.