A Consumer's Republic - Reflection

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Lizabeth Cohen's "A Consumer's Republic" was in my opinion the most intriguing reading of the year. She literally focuses on one aspect of American Culture (consumerism), and analyzes how it has helped shape American history. She touches on topics from the government's role in regulating the market over time to how racial inequality was perpetuated by consumer trends.

One of the constants throughout history in relation to consumers has been the discrepancy between the purchaser consumer and the citizen consumer. Purchaser consumers were not beneficial to the market, as they simply bought things impulsively. Citizen consumers, however, Cohen argues were essential in history. They had the tendency to be much more lobbyist, and look out for the rights of consumers in general. I think the difference between these two types of consumers shows where the power is in terms of American capitalism and the free market. There are much more purchaser consumers than citizen consumers, and except for when the government needed an economic boost, purchaser consumers are really hurting their own cause. If 75-80% of consumers were citizen-consumers, then those would be the people who would be able to regulate trends in the free market. However, as it stands, (and it probably won't change anytime soon) corporations and the private sector in general has all of the power when it comes to marketing and consumer practices.

Overall, Cohen's writing was a very persuasive argument. She had a plethora of sources from which she compiled her information, and it was very effective. If people underestimated the power of consumerism, after reading this book, perhaps they will think twice before the next time they go shopping. It is truly amazing how an everyday, sometimes mindless task could have such a profound effect on the entire construct of the United States.