Commodify your dissent
A series of essays on consumerism, corporations and marketing in the culture of late twentieth-century America. Targets of these snarky and often smart "salvos" include malls, exurbs, business books, and record labels (remember those?). The co-opting of grunge (remember that?) is critiqued in loving detail. More serious pieces address the rise of the Internet as a commercial force, and question how we should think about work in an age of digitization.
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- Steve Albini captured this perfectly in an essay to The Baffler called "Commodify your Dissent". I highly recommend it, as it described the commodification of subculture that started in the 80's and really swallowed everything in the 1990's (in the USA at least);
Here's the book:
https://store.thebaffler.com/products/commodify-your-dissent
One of his examples is that music and clothing companies realized there was a market for things like T-Shirts with Anarchy symbols on them. This stuff didn't exist at scale in the 1970's, you needed to know someone with a silk screen, or live in a city like Chicago or San Fran that had the first wave of non-conformists. But 30 years later you could walk into a mall and come out looking like you had a personality even though you just bought it.
What's really funny, watch "Dogtown and Z-boys", a movie about the rise of skateboarding with lots of footage from the 1970's. The first "tricks" they do will make you say, "What? Where's the trick? He just bounced on his board", and then compare it with today's batshit insane achievements. Skateboarding was peak commodified in the late 1980's (Thrasher magazine helped) early 1990's, but in the 1960's it was ... a simpler time and the outcasts looked like normal kids having fun compared to today.
https://en.wikipedia.org/wiki/Dogtown_and_Z-Boys
You can see how something goes from a "weird kid activity" to "every kid does it".
Like green mohawks on toddlers in the early 2000's. Edgy in 1970's, preschool in 2010.
Man, I'm showing my age. :|
- I first read this article in the book "Commodify Your Dissent", which is a collection of phenomenally accurate critiques of post-80's culture
https://store.thebaffler.com/products/commodify-your-dissent
- I'm in my mid-50's. I missed the 1950's and 1960's in the US, but I recall the 70's and onward vividly. It is hard to impart to today's generations just how subversive MTV was in the 1980's. Being different in school in the 70's was a mortal sin, so people who did it were either truly weird or had immense self-confidence. "Alternative radio" didn't exist in most of the country, let alone cassettes and albums: department stores only sold what big labels offered. Punk and alternative had to be sought out by college students or people in cities. MTV changed all that radically. "Nonconformity" was a big word for teens in the 70's and 80's. It is all but gone now, today my friends teen-aged kids are about fitting in, not sticking out.
Because there is no more "sticking out". Everything has been commodified and accepted. There is no longer a way to differentiate yourself from the pack, because the pack is so diverse. I think that has really shaken things up: there's nothing to rebel against, and Gen-X cynicism/nihilism has left an identity crises for Mil/GenZ. Although it appears these groups are going back to tradition and don't give a f*k about nonconformity.
Steve Albini (legendary producer) wrote an essay in "Commodify Your Dissent" from the Baffler magazine around the time of the Dead Kennedys. He hits on the ability to buy anarchy patches in department stores as fashion items when in the past they were signs of a true counterculture. I highly recommend it, it captures what you are feeling up to a point, because it refers mostly to the 80's and 90's, and not the utter weirdness of today.
https://www.amazon.com/Commodify-Your-Dissent-Salvos-Baffler...
- I found a copy of 'Commodify Your Dissent' by Thomas Frank in a pile of free books when I was 17 and it had a significant and lasting impact on the way I viewed the world.
- Oh, absolutely.
http://www.amazon.com/Commodify-Your-Dissent-Salvos-Baffler/...
Very good book, BTW.
- I just posted the same thing.
Did you read this?
https://www.amazon.com/Commodify-Your-Dissent-Salvos-Baffler...
