CONTENTS 
INTRODUCTION 
Richard Wightman Fox and T. |. Jackson Lears vil 
i 
FROM SALVATION TO SELF-REALIZATION: 
Advertising and the Therapeutic Roots of the Consumer 
Culture, 1880-1930 
T. J. Jackson Lears 1 
I 
THE RHETORIC OF CONSUMPTION: 
Viass-Market Magazines and the Demise of the Gentle 
Reader, 1880-1920 
Christopher P. Wilson 39 
Ili 
THE CONSUMING VISION OF HENRY JAMES 
Jean-Christophe Agnew 65 
Iv 
EPITAPH FOR MIDDLETOWN: 
Robert S. Lynd and the Analysis of Consumer Culture 
Richard Wightman Fox 101 
Vv 
POLITICS AS CONSUMPTION: 
Managing the Modern American Election 
Robert Westbrook ~~ 143 
Vi 
SELLING THE MOON: 
[he U.S. Manned Space Program and the Triumph of 
Commodity Scientism 
Michael L.. Smith 175 
NOTES 
211