The Making of the Consumer

In The Making of the Consumer (صناعة المستهلك), cultural theorist Anthony Galluzzo delivers a penetrating critique of consumer capitalism and its profound impact on human behavior. Galluzzo argues that the modern "consumer" was actively constructed through 20th-century marketing, advertising, and institutional design rather than emerging naturally. The book traces how mass production shifted societal focus from civic engagement and production toward infinite material consumption. By analyzing the psychological mechanisms that link personal identity to commodities, Galluzzo exposes how artificial desires serve as tools of social control, fueling both environmental degradation and systemic existential alienation in modern society.

Because it offers an eye-opening, essential critique of consumer culture, helping readers understand how modern marketing shapes their desires, habits, and self-worth.

For students and readers of sociology, media studies, political economy, cultural critique, and anyone seeking to understand the psychological roots of modern consumerism.