…leisure has become a job. In other words, outside of our money-making jobs, each of us has the additional biopolitical task of building ourselves and our lifestyles through the consumption of products, what we might call the branding of our individuality—the shoes we wear, the music we listen to, the books we read (or don’t read), the car we drive, the movies we like. These things that surround us are, as far as the world’s concerned, who we are… . We are all these days what theorists like to call “prosumers,” people who produce themselves and their lives through consumption.
— The Theory Toolbox, Second Edition, by Jeffrey Nealon & Susan Searls Giroux