The individual is managed and manipulated not only in the sphere of production, but also in the sphere of consumption, which allegedly is the one in which the individual expresses his free choice. Whether it is the consumption of food, clothing, liquor, cigarettes, movies, or television programs, a powerful suggestion apparatus is employed with two purposes: first, to constantly increase the individual’s appetite for new commodities, and second, to direct these appetites into the channels most profitable for industry. The very size of the capital investment in the consumer-goods industry and
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