What Gender is the Consumer?: The Role of Gender Connotations in Defining the Political

Abstract

The 1890s and the 1930s were periods of intense consumer activism during which organized consumers pressured government to regulate business on behalf of the consuming public. In both periods, however, the heightened awareness of the consumer had an impact that extended beyond the realm of grass-roots activism or government regulation. One of the areas profoundly affected by this heightened awareness was political–economic thought. In both periods, political–economic theorists turned their attention to the consumer, debating such issues as whether humans were fundamentally producers or consumers, whether civic identity should be rooted in the consumer or the producer identity, and whether the “good society” was one based on “producerist” or “consumerist” values.