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Christopher Lasch (1984) additionally noted that consumerism rose markedly during this time and contributed to a deficit in the American individual's sense of identity and in how that identity could inform self-direction.
These patterns of behavior that provide one with a sense of self-direction and self-construction are often informed by privatized power centers in modern democratic and capitalistic societies that stress the importance of the individual charting his or her own course, with limited interventions from the state (McGushin 2011; Paras, 2006).
Coonley continued, offering a view of the American person that found a sense of fuller life through a market-enabled self-direction that had little need for the New Deal:
Concurrently, former NAM pres- ident Colby Chester affirmed that business understood, appreciated, and sought to amplify Americans' essential, self-directed nature.
SOCA's messages, rather than offering a direct appeal to identify with the corporation, addressed existing societal values that prized self-direction, encouraging readers to channel their energies toward maximizing their lives through the free market.
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