- Subject index
The Unmanageable Consumer examines the key Western traditions of thinking about and being a consumer. Each chapter posits a consumer model with examples from the international community. Readers are invited to enter an exciting and radical analysis of contemporary consumerism which suggests that consumerism is fragile and consumers unpredictable.
Chapter 8: The Consumer as Rebel
The Consumer as Rebel
People never rebel just because they have to carry a heavy load or because of exploitation. They don't know life without exploitation, they don't even know that such a life exists. How can they desire what they cannot imagine? The people will rebel only when, in a single movement, someone tries to throw a second burden, a second heavy bag onto their backs. The peasant will fall face down in the mud – and then spring up and grab an ax. He'll grab an ax, my gracious sir, not simply because he can't sustain this new burden – he could carry it – he will rise because he feels that, in throwing the second burden onto his back ...