If anyone ever doubts that the creation of consumer identities reinforces oppressive structures, they straight up need to look at the toy lines and corresponding tv shows that came out of the 80’s. Conforming to stereotypes is heavily rewarded because it makes you a realizable consumer. The media we watch is designed to make that process feel more personal and pleasurable. And we start kids in this consumer indoctrination process pretty much as soon as they can open their eyes