Abstract
This analysis of the electronic superhighway focuses on its potential engagement with the consumer economy. If changes to the existing media system spawned by the electronic superhighway are to be as dramatic and far reaching as many commentators would have us believe, what impact will these changes have on the process of consumption? To answer this question we describe possible changes to commodities, consumers and means of mediating between consumers and producers which the superhighway could make possible. New frontiers of time and space are opened up to be commodified but perhaps at the expense of other non-commodified options for discretionary time. In particular, we target the further commodification of identity as an important arena for analysis. In conclusion, we briefly examine the implications of different ways of funding the superhighway.
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