The Good Life: Sacramento's Consumer Culture

Book excerpt: Mass consumption is a defining feature of modern American culture. During the 20th century, mass production, discretionary income, and modern advertising combined to create and fulfill demand for more products than ever before. From butchers and bakers to big-box retailers, the story of the buying and selling of goods tells the history of our cities from a unique perspective. The Good Life approaches Sacramento's history from the bottom up, with a look at the city's past from the perspective of ordinary citizens. From the gold rush to the dot-com bubble and beyond, it tells the story of changing times, changing styles, and changing fortunes, and their effects on the lives of the people of Sacramento.