Chapter 1: Consuming: Historical and Conceptual Issues Next Chapter

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Consuming: Historical and Conceptual Issues
Consuming: Historical and conceptual issues

The twentieth century has been termed ‘The American Century’ (Luce, 1941; Evans, 1998). This designation seems especially appropriate in respect of contemporary consumer culture and associated consumer lifestyles, for as the twentieth century developed the global reach and influence of American consumerism increased markedly. With the growth of American economic and cultural influence, particularly in the latter half of the century, American consumer brands, culture, and lifestyles increasingly were being exported to and adopted by the rest of the world, albeit inflected in various ways by local customs and practices (Ritzer, 2005; Brewer and Trentmann, 2006). American corporations, consumer goods, cultural forms, and styles exerted an increasing influence over people's lives and corporate brands, commodities, and ...

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