Just like an many other chapter of the Theory Toolbox, the writer poses many interesting ideologies and pushes us – the readers – to draw our own conclusions about what is being presented. However, this time more than usual the writer seems to have a forthright concept to share that deserves a bit or critiquing, or at the very least, concern. In the chapter on Life, the writer calls us all “prosumers” who essentially express our individuality and create our distinct personalities from what we consume. I find this to be a chicken-or-the-egg situation, though; does our personality, what makes us “unique” (if this text hasn’t totally ruined that word for you), really come solely from what we consume? Or could it be more innate? Could it be that our personalities are molded by the people who impact our lives and really its those people who in turn lead to what we consume? The term “prosumers” is a distinctly negative criticism of Western culture. We do not necessarily create a personality through the medium of consumerism; consuming is the afterthought, the response to our distinct personalities and tastes. Although of course, these things we choose to consume do in turn begin to mold our personalities as we find people with similar interests, but its those people themselves, not the movie or magazine, that hold weight.