Consumed with Sleep? Dormant Bodies in Consumer Culture

Abstract: This paper takes the neglected sociological matter of sleep and applies the insights contained therein to issues and debates within the sociology of consumption. Sleep, it is argued, is pursued if not consumed in a variety of ways in consumer culture, including its (lifestyle) associations with health and beauty, leisure and pleasure. It is also increasingly recognised if not contracted for in the workplace, construed as the 'ultimate performance enhancer' and the 'cheapest form of stress relief'. These and other insights are located in the context of a burgeoning 'sleep industry' and the consumer identities it spawns: one which is busy capitalising on this dormant third part of our lives through a range of products, from beds to bedding, night-wear to night-cream, pills to pillows. Sleep, it is concluded, is a crucial element of consumption, augmenting existing theoretical and empirical agendas in significant new ways. The broader sociological implications of sleep are also touched upon and addressed, as a stimulus to further research, discussion and debate.