The art of acting is a sociological theory of everyday life and consumer behavior. According to Certeau, everyday life is fundamentally different from other areas of life because it occurs almost entirely unconsciously and is completely repetitive. A central concept here is active consumption, "another production that is referred to as consumption" (de Certeau). The consumer is not just a passive recipient of products but also a producer: by selecting the products he chooses, he "crafters" his identity and life world. De Certeau does not study popular culture, but rather the fundamental techniques, "tricks, ruses, and strategies of consumers: walking, traveling, storytelling, speaking, writing, thinking, reading, doing, etc.," that establish such popular culture.