THE CONSTRUCTION OF RATIONAL CONSUMPTION IN WHICH MAGAZINE - THE MOREBLOBS THE BETTER

Published by the Consumers' Association and launched in 1957, Which? m agazine aims to offer impartial, independent and scientifically-ground ed factual information in order to promote rational choice in consumpt ion. In this article, Which? is analysed as a lifestyle guide in which rational consumption and the rational consumer are socially construct ed. Which! repudiates the irrationalist anti-Enlightenment thrust of p ostmodernism: it concentrates on use-value; brackets ethical and aesth etic considerations; treats consumption as a serious matter to be appr oached with self-discipline; searches for the reality underlying appea rances; and promotes confidence in independent, rationally organised e xpert systems.