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| Preface | |
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| Horace Mann Meets the Wizard of Oz | |
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| Introduction and Overview of the Book | |
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| Consumer-Citizen and Ideology | |
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| Prelude to a Consumer Society | |
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| Preparing a Consumer Public: Schools and Equality of Opportunity | |
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| Children Read About Wealth and Its Uses | |
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| 19th-Century Protestantism and the Environment | |
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| Protestantism and Urban Leisure | |
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| Creating a Consumer Public: Advertising and Newspapers | |
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| Newspapers, Post Office, Telegraph, and Advertising | |
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| The Wizard of Oz and the Architecture of Desiring | |
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| Conclusion: Development of a Consumer Society | |
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| Liberation With Jell-O and Wonder Bread: Educating the New Woman | |
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| The Consumer Woman and Brand Names | |
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| Teaching Consumer Ideology: Home Economics | |
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| Prepared Food and Women's Education | |
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| Wonder Bread and Jell-O: Home Economics, the New Woman, and Social Reform | |
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| Making up the Modern Woman | |
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| Placing the Product in the Woman's Mind | |
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| Serving Whites: African Americans and Native Americans | |
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| The Irrational Consumer | |
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| Women's Fashions as Artificial Obsolescence | |
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| Equality of Opportunity and Consumption | |
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| Conclusion: The Puritan and the Immigrant | |
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| Cowboys and Jocks: Visions of Manliness | |
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| The Crisis in Male Identity | |
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| Spermatic Political Economy and Patriotism | |
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| The Spermatic Political Economy of High School Sports | |
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| Sex Education | |
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| High School Dances and Dating: Creating a New Consumer Market | |
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| Patriotism and Economic Nationalism | |
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| The Clean-Shaven Businessman: Advertising Images of the New Man | |
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| The Cowboy Image | |
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| Conclusion: Rudolph Valentino and the Eroticization of American Society | |
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| Commodification of Leisure and Cultural Control: Schools, Movies, and Radio | |
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| Movies: Profit Versus Moral Instruction | |
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| Educators and Movies: Competition or Consumer Item | |
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| Markets, Financing, and the Content of Movies | |
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| Educators, Youth, and the Movies | |
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| Movies and the Sexual Revolution | |
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| Making Movies Safe | |
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| The Triumph of Advertising: Commercial Radio | |
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| Consumerism, Crime, and Violence on Children's Radio | |
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| Making Commodified Leisure Safe for Americans | |
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| Conclusion: Controlling Commodified Leisure | |
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| The American Way and the Manufacturing of Consent | |
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| Selling the "American Way" in Schools and on Billboards | |
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| Propaganda and Free Speech in Schools | |
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| Protecting Advertising and Linking Free Enterprise to Democracy | |
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| Rugg and Consumerism | |
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| Educating the Consumer-Citizen | |
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| The War of Economic Systems | |
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| Civic Consumerism: The New Teenage Culture | |
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| The American Way: TV and Comic Book Codes | |
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| Textbooks and the Consumer Family | |
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| The Male Warrior Protects the American Way | |
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| Trapped in Textbook and Consumer Town: Women and the Lack of Independent Media Images | |
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| Conclusion: The American Way | |
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| Participating in the American Dream | |
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| The Coloring of Textbook Town | |
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| Beauty in the Public Mind | |
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| Integrating Consumer Markets: African-American Sport Stars Replace White Cowboys | |
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| Making Shopping Masculine | |
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| Liberating the Textbook Town Housewife for More Consumption | |
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| Movies and the Racial Integration of Capitalism | |
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| Adding Color to TV | |
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| The Underclass and Big Bird: The Growth of a Common Media and Consumer Experience | |
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| Conclusion: All People Can Consume | |
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| Sonya's Choice: Fast-Food Education | |
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| Educating for Consumption | |
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| Textbooks: Environmentalism as the New Enemy | |
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| Consumer Education | |
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| Schooling Creates a Global Teen Market | |
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| The Seduction of Childhood | |
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| Memories and Critical History | |
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| Fast-Food Education | |
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| Conclusion: Getting Coca-Cola Into the Classroom | |
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| Notes | |
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| Author Index | |
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| Subject Index | |