A Consumer's Republic: Understanding Postwar American Consumerism - A Study Guide

This study guide delves into Lizabeth Cohen’s influential book, A Consumers’ Republic: The Politics of Mass Consumption in Postwar America, exploring how mass consumption shaped American identity and society after World War II. This analysis covers Cohen’s key arguments, the evolution of consumerism, and its lasting effects on race, gender, class, and politics.

Cohen’s Central Thesis: Consumption and Citizenship

Cohen argues that postwar Americans viewed their nation as a model for a society committed to mass consumption. She posits that consumption was not merely about purchasing goods; it fundamentally shaped the dimensions of postwar American society. In essence, Cohen believes that how Americans buy things influences how they understand themselves as citizens. She contends that consumerism significantly impacts public life, mirroring and reinforcing American values, attitudes, and behaviors. Public policy and mass consumption, according to Cohen, are mutually reinforcing. The core idea is that communal identities arise from modes of consumption rather than modes of production.

This image represents the idealized postwar American dream home, a symbol of consumerism and aspiration during the era discussed in “A Consumer’s Republic.” The growth of suburban neighborhoods and single-family housing contributed significantly to shaping post-war consumer culture.

Four Categories of Consumer Patterns

Cohen identifies (though sometimes confusingly) four categories to explain consumer patterns:

Citizen Consumers: This category represents a patriotic ideal where consumption is driven by the collective good. It favors price controls and market regulations to protect consumers and ensure equity.
Purchaser Consumers: This view sees consumerism as the pursuit of self-interest and private gain.
Purchaser as Citizen: Emerging in postwar America, this rationalizes the overindulgence of personal material wants as a contribution to the nation’s economy. Buying more equals patriotism.
Consumer/Citizen/Taxpayer/Voter: This category, prominent in recent decades, views government policies as market transactions judged by how well they serve individual needs.

The New Deal and the Rise of the “Citizen Consumer”

Cohen traces the origins of this consumer culture to the Great Depression. The New Deal framed the Depression as a problem of underconsumption, solidifying consumerism as a crucial social force. “Citizen consumers” sought representation in government and advocated for consumer protection legislation. This era empowered women and African Americans through grassroots consumer movements, leveraging purchasing power to advance social equality and solidarity.

This image portrays consumers during the New Deal era, reflecting the focus on consumerism as a way to stimulate the economy and empower citizens through their purchasing power.

World War II: Intensifying Consumer Trends

World War II amplified consumer trends established during the New Deal. Programs like the Office of Price Administration (OPA) encouraged responsible consumption for the common good, reflecting the “citizen consumer” ideal. Simultaneously, some consumers hoarded rationed goods or participated in the black market (“purchaser consumer”). Women gained political influence as the perceived drivers of household purchasing. Cohen notes that “good citizenship and good consumerism were promoted as inseparable and women gained special stewardship over both.” For African Americans, the connection between citizenship and consumerism became a means to claim equal rights. Soldiers returning from war increasingly saw consumerism as the reward for their service.

Postwar Shift: The Rise of the “Consumers’ Republic”

The postwar period witnessed a decline in the “citizen consumer” ideal. The dismantling of the OPA in 1946 signaled the end of price controls. Economic interests, from anti-New Deal business figures to moderate capitalists, advocated for mass consumption as the key to transitioning from wartime to peacetime economy. This emphasis on growth through consumption, instead of equitable wealth distribution, laid the foundation for the “purchaser as citizen” and the “Consumers’ Republic.” This republic, Cohen argues, promised economic equality without politically progressive wealth redistribution. The Cold War further reinforced this ethos, linking consumer freedom to political freedom.

The postwar housing boom exemplifies the rise of the “Consumers’ Republic,” with mass-produced suburban homes becoming symbols of status and economic prosperity. This surge in residential construction fueled economic growth and transformed the American landscape.

Consequences of the Consumers’ Republic

The rise of the “Consumers’ Republic” brought significant changes:

Gender Roles: Women’s hold on purchasing power diminished. The focus shifted from the female citizen consumer to the male “purchaser as citizen,” who dominated as head of household, breadwinner, homeowner, and taxpayer. Policies like the GI Bill and tax structures reinforced these gender norms.
Racial Inequality: Postwar mass consumption perpetuated racial inequality through housing segregation and discriminatory lending practices.
Class Relations: Mass consumption blurred the lines of class identity. Working-class Americans increasingly aspired to middle-class status through increased purchasing power, diminishing the distinct identity of the labor movement.

Fragmentation and the Limits of Consumerism

Suburbanization contributed to a fragmented social landscape with less shared public space. Malls and shopping centers aimed to exclude marginalized groups. Market segmentation further divided society by appealing to specific demographics, creating a more fragmented America along race, class, and gender lines.

Renewed Consumer Activism

Despite the dominance of self-interested consumerism, the ideal of responsible consumerism experienced a resurgence, fueled by the unfulfilled promises of the “Consumers’ Republic.” The civil rights movement highlighted the importance of equal access to goods and services.

This image represents the Civil Rights Movement and its fight for equal access to goods and services, illustrating how consumerism became intertwined with the struggle for racial equality.

The “Consumerization of the Republic”

In recent decades, Cohen argues that the “Consumers’ Republic” has transformed into the “Consumerization of the Republic.” A self-interested consumer mentality increasingly dictates government policies, as citizens evaluate public services and taxes based on personal benefits.

Criticisms and Further Considerations

While Cohen’s work offers valuable insights into the relationship between consumerism and American identity, it’s not without its critics. Some argue that her categories of consumer patterns are overly complex and somewhat artificial. Others point out that the rise of consumerism may have begun earlier than the 1930s, possibly in the 1920s. Additionally, Cohen’s emphasis on consumption sometimes overshadows the role of production in shaping identity.

Conclusion: The Enduring Legacy of Mass Consumption

Despite these criticisms, A Consumers’ Republic remains a significant contribution to understanding the evolution of American consumerism and its profound impact on race, gender, class, and politics. It encourages readers to critically examine the ways in which consumption shapes their identities and their roles as citizens in a consumer-driven society. This study guide provides a framework for exploring the complex relationship between consumption, citizenship, and American identity in the 20th and 21st centuries.

A Consumer’s Republic: Understanding Postwar American Consumerism – A Study Guide