ACKNOWLEDGEMENTS -- GLOSSARY -- INTRODUCTION -- Inter-Personal and Inter-Textual Negotiations -- The Organization of the Book -- CHAPTER ONE CONSUMER CULTURE IN DIVIDED CAIRO -- Segregated Cities -- City-Malls -- Back to Cairo -- How to Emulate the Asian Tigers? -- Beirut -- Dubai -- The Virtual City and its Double -- CHAPTER TWO CONSUMER STUDIES IN THE MIDDLE EAST: THE BLIND SPOT -- Globalization and Landscapes Compared -- The Public Sphere and Public Spaces -- The Emerging of the Public Sphere and "Spaces" -- Les Grands Magasins: Forgotten Early Egyptian Consumerism -- The Social Life of Malls -- A New Public Sphere -- CHAPTER THREE MEMORIES -- The Ideal and Nasr Companies -- Bauhaus -- Continuities -- Transformations/Metamorphosis in Continuity -- Household Consumption -- Shopping -- Fashion in the 1960's -- The Language of Fashion -- Readings and Private Lessons -- Birthdays -- Living in Zamalek -- The Move to Mohandessin -- CHAPTER FOUR THE SIXTIES' LEISURE CLASSES -- Servants -- Bitaqat al-Tamwin (Ration Cards) and the Servants -- Boasting Wealth -- CHAPTER FIVE A NEW CONSUMER CULTURE -- The Cappuccino Egyptianized -- Baladi Qahwas (Popular Coffee Houses) in Malls -- Resorts -- Orascom -- Eating Out (McDonald's in Cairo) -- Differing Notions of Beauty and Consumer Culture -- Fashion Today -- Affandiyas versus Galabeyyas -- Islamic and Ethnic Chic -- Shahira Mehrez's Search for Identity through the Galabeyya -- Jewellery -- Arts and Crafts -- Authenticity in Fashion and Folklorization -- The Flowering of the Art Market -- Salons and Paintings -- CHAPTER SIX CAIRO'S SHOPPING MALLS AND URBAN RESHAPING -- New Dating Patterns -- Youth, Sexuality and New Spaces -- The Official Discourse on 'Ashwa'iyyat (slums) -- Bulaq -- Madinat Nasr (Nasr City) -- Nasr City: The Army and Malls -- How To Spend Time in Polluted Cairo.

Popular versus "Chic" Malls -- Economic Recession and the Future of Consumerism -- CONCLUSION -- BIBLIOGRAPHY -- INDEX.