In the aftermath of the Labour's 1959 general election defeat, Douglas Jay, one of its frontbench spokesmen, generated a furore by suggesting, in an article in Forward, that the party should rethink its nationalization proposals, and should consider changing the party name to 'Labour and Radical' or 'Labour and Reform'. 1 Responding to his critics in a further article the following month, he emphasized that he was by no means opposed to further public ownership, but that this should not take the form of the extension of public monopoly into manufacturing industry and the distributive trades. Rather, he argued, in a world of full employment and long-run capital gains, expanding ownership of industrial shares and other property by the community could supply the revenue for better pensions and public services without high rates of personal taxation. He declared: 'This is a form of socialism which the public will both understand and desire, in the more affluent society into which we are now movinga fairer sharing of the nation's growing wealth at home and abroad.' 2 Jay's explicit attempts to evolve a socialist response to the phenomenon of affluence marked him out as a key figure in Labour revisionism, albeit one whose contributions during the 'thirteen years of Tory misrule' have largely been forgotten. Admittedly, he is often mentioned in the same breath as Hugh Gaitskell, Tony Crosland and Evan Durbin, the group often being credited with providing (posthumously, in Durbin's case) an important intellectual influence on the party in between 1951 and 1964. 3 Jay is also invoked by supporters of Tony Blair as one of the 'first voices of modernizing dissent' within the Labour Party. 4 Yet, unlike his fellow revisionists, Jay has received little serious scholarly attentionperhaps partly because he did not have the glamorizing advantage of an early death! However, a detailed examination of his thinking during the long years of opposition suggests important lessons about Labour's ideological adjustment from the era of rationing to that of rock and roll.This chapter will draw on a range of Jay's speeches and writings in order to test the powerful argument that during these years Labour failed to come to terms with working-class affluence. According to Lawrence Black, the consumerist values of the 'affluent society' were seen as overwhelmingly negative by socialists, whom, he argues, 'can be seen to have to a large extent brought upon themselves their alienation from popular affluence.' 5 This argumentessentially that Labour was a victim of its own cultural snobberystill has a strong political relevance today.