James B. Twitchell

James B. Twitchell, a professor of English at the University of Florida, Gainesville, writes in the following viewpoint that consumerism is, in many ways, a positive force in American society. According to Twitchell, the number of choices available to American consumers makes them feel emancipated and powerful. Furthermore, he contends, the process of consumption can be both pleasurable and meaningful. Twitchell is the author of several books, including Adcult USA: The Triumph of Advertising in American Culture and Lead Us Into Temptation: The Triumph of American Materialism.

As you read, consider the following questions:

1. Why has consumerism proved potent, in Twitchell’s opinion?
2. What is the relationship between democracy and consumerism, as explained by the author?
3. According to the author, how has consumer culture freed people from the strictures of social class"

Of all...