So it offers not just soap that gets your whites whiter, but soap that liberates, radios of resistance, carnivalesque cars and counter-hegemonic hamburgers.... If our fragmented society has anything approaching a master narrative, it is more of a master conflict. We are in constant struggle - not against communism, but against the spirit-crushing, fakeness-pushing power of consumer society. And we resist by watching Madonna videos or by consorting with more authentic people in our four-wheel-drives, or by celebrating consumers who do these things.
People worked harder and longer in the '90s than in previous decades; they saw more ads on more surfaces than before; they ran up greater household debts; they had less power than at any time in the past 50 years over the conditions in which they lived and worked. In such an environment our anger mounted. And from the eternally outraged populist right to the liberation marketers of Madison Avenue, those who prevailed in the past decade have been those who learnt to harness this anger most effectively.