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This book offers a critical cultural history of the mass media's role in legitimizing the rise of consumerism in the former communist world. The book's main argument is that the rapid adoption of consumerist values in Eastern Europe would have been impossible without profound changes in the region's media systems, and without related shifts in mediated discourses about collective and personal identities. The book focuses specifically on how the media helped to transform three central markers of belonging and exclusion: political, national, and gender identities. As we approach the 25th anniversary of the end of the Cold War, this study invites critical reflection on the social and cultural implications of the status of consumerism as the global "winning" ideology. Through an analysis of mediated consumer culture, the book aims to shed light on the cultural legacies of the Cold War.