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