ABSTRACT
This book has presented the arguments and ideas of theorists, policy-makers and politicians since the late 1950s, predominantly in Britain, as they have sought to refashion the way the economy is governed. Throughout it has been shown that this discourse always referenced a particular vision of the consumer. The different permutations of the consumer that neoliberals have practised, such as the sovereign consumer, the active consumer galvanized by choice on the high street, the agent of progress, or the entrepreneur-of-the-self are not necessarily identical. But even as there are differences, each concept represents references to the consumer that have been practised by neoliberals in similar ways.
