One of the most respected contemporary political scientists, American Benjamin R. Barber devoted much of his life to studying the effects of the consumer market on individuals and society at large. In his bestseller, *Jihad vs. McWorld*, he presented a precise and illuminating analysis of the tensions between consumer capitalism and religious fundamentalism. In this insightful sequel, Barber returns to familiar territory and the conflicting models of civilization exposed in his earlier work. *CONSUMED* offers readers a gripping portrait of how adult consumers are infantilized by a child-oriented global economy that overproduces in a market where there are insufficient buyers. In this provocative study of democracy and capitalism, Barber shows how the infantilist ethos not only seeks to transform young people into aggressive consumers but also influences the psychological development of adults, encouraging them to indulge in childish and narcissistic purchases based on foolish brand loyalties. He points out that this totalitarian drive deprives society of responsible citizens and replaces public goods with private commodities. Traditional liberal democratic society is colonized by a widespread market imposition; public space is privatized; identity is transformed into a commercial brand; our world is homogenized. To explain how and why this scenario has emerged, the author draws on extensive empirical research, combined with an original theoretical framework to understand our current situation. Barber argues that consumerism presents itself as a late form of capitalism, initially a system of producing goods useful to the population. The author believes that global inequality has separated the planet into two types of potential consumers: the poor in developing countries, with many needs but no means to satisfy them; and the rich in developed countries, with plenty of money but no reason to spend it. He concludes that current capitalism is no longer based on the production of goods, but on the production of needs. If the poor cannot become rich enough to become consumers, then adults in the developing world—currently responsible for 60% of global consumption—will have to be enticed to buy. Inducing them to remain childish and impetuous in their tastes helps ensure that they buy the global market goods intended for indolent, prosperous youth. Brilliantly and profoundly, Barber confronts the likely consequences for our children, our freedom, and our citizenship, and ultimately shows how citizens can resist and transcend the civic schizophrenia that consumerism has sown.
