The New Consumerist Chic.

In 1981 President Ronald Reagan set the tone for an upsurge in American consumerism by celebrating his inauguration with $11 million worth of pageantry and balls, signaling to the nation that glitter was back in style. First Lady Nancy Reagan was soon overseeing expensive renovations at the White House and ordering a new set of White House china that cost more than $200,000. Although none of these expensive undertakings was financed with public funds, the Reagans were criticized for displaying an ostentatious extravagance that seemed inappropriate during the economic recession than plagued the early 1980s. Yet the "small is beautiful" philosophy that had charmed some in the 1970s was put aside for good. "America is back," the president declared, and the subtext of that declaration seemed to be "shop till you drop."

Consumer Culture as New Wave.

All across the United States there was a huge...