Modern mass consumption is a sum of solo performances; each consumer, an unpaid homeworker employed in the production of the mass man.
In the days before the cultural faucets of radio and television had become standard equipment in each home, the Smiths and Millers used to throng the motion picture theaters where they collectively consumed the stereotyped mass products manufactured for them. One might be tempted to regard it as peculiarly appropriate that the mass product should be thus consumed by a compact mass. Such a view, however, would be mistaken. Nothing contradicts the essential purpose of mass production more completely than a situation in which a single specimen of a commodity is simultaneou...
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