Counterculture: Changing Capitalism

In Thomas Frank's article "Why Johnny Can't Dissent," he discusses a lot about the changes of capitalism and how they came about. He talks about how counterculture originated in the 50s, and how they are "summarized with images of 1950s suburban correctness" (32). Anyone can tell times have changed, particularly because "consumerism isno longer about 'conformity' but about 'difference'" (34). The new way of thinking toward consumerism is to "rebel" and do your own thing, rather than conforming to what the rest of the world thinks is right. Figures who demonstrate this idea of "going against the crowd" are the Beatles and Bob Dylan (35). Not only was the new sense of rebellion displayed in the music industry, but also in advertising. All different types of advertisements were broadcasting and promoting the rebellion. For example, Burger King's new slogan became "Sometimes you gotta break the rules," Vision Cologne's new punch line became "It separates you from the crowd," and Swatch's new saying, "The art of changing" (41). By showing the consumer that their products went against the norm, it drewmore attention to their companies. I found this article interesting, especially in the way he described the new changes in consumerist society. The examples he gave were especially helpful to truly see the change.