The Emergence of Virtual Communities

It can be agreeably said that the internet has changed our lives, most of our lives - those who engage in the technologies of our century to make life easier and faster in some parts. The global economy is becoming so much more competitive because it has become so small due to the use of technologies, especially the internet. The internet has many purposes. Kahn and Kellner address that the "emergence of the utpoian rhetoric of cyberdemocracy and personal liberation" have allowed the growth of new online communities. I feel the internet can be both dangerous and extremely beneficial for people. Kahn and Kellner also introduce that the internet (World Wide Web) "constitutes a dynamic and complex space in which people can construct and experiment with their own identity(ies), culture, and social practices. People are able to "act out roles" of themselves that they wouldn't really do in real life. Posts of social networks like Facebook of the "daily me" statuses allow people to publicize their lives they otherwise would not think to share to others in person - this makes information about other people more easy to find than ever. The internet is a place that embodies reconstructions of citizenship as Kahn and Kellner argue in their essay "Oppositional Politics and the Internet". This youtube video below demonstrates a good example of what this essay is talking about. It is scary when you think deeper on this idea.

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.

Counterculture: The Voice of Corporations and Consumers

Thomas Frank discusses the merging of the counterculture and capitalist ideals in "Why Johnny Can’t Dissent." He argues that the “evils of conformity are…summarized with images of 1950s suburban correctness” (Frank, 1). He also states that revolt by embracing diverse and individual lifestyles is well understood and agreed upon. Beats best represents the counterculture idea, as they live on the edge for immediate gratification and freedom. The consumer society directly corresponds to the counterculture idea. Consumerism has become about being different, and corporate America has become a “sponsor of fun.” Although, Frank does point out that in order to enjoy capitalism’s rebel products consumers must feel some sort of capitalist repression and hostility to pleasure. Still, tradition and establishment are becoming more obsolete, leading to a complete lack of dissonance between capitalist and counterculture ideals, as demonstrated by the Burroughs/Nike partnership. Capitalism now embraces breaking the rules and abolishing rigid corporate structure. Tom Peters draws similarities between dissident and business culture, such as the desire to destroy order and the suspicion of traditional practices. This leads to countercultural rebellion becoming corporate ideology in a chaotic world of turbulent change that preaches “diversity,” “empowerment,” and “thinking outside the box.” It involves risk taking and rebellion. Page seven gives examples of this rule breaking, revolutionary theme as used in advertising by stating companies slogans such as Burger Kings, “Sometimes You Gotta Break the Rules,” Arby’s, “This is different. Different is good,” and Hugo Boss’s “Innovate Don’t Imitate.” Henry Rollins (who embodies empowerment and thrives on chaos) provides an example of how businessman and rebels sound so similar, as he “straddles both worlds unproblematically” (Frank, 7). Overall, Frank argues that the structure and thinking of American business have changed so that today, corporate America embraces the counterculture idea, which he states, “is no longer different from the official culture it’s supposed to be subverting” (Frank, 9).

I chose to show three images this week. The first is a cartoon drawn to represent the 1950s. Frank uses the 1950s as the prime example of conformity, which contrasts to the dominant counterculture idea dominating both businessmen and consumers alike. In the sketch, all the houses look the same, and all the men are wearing the exact same outfit, walking out to check the mail at the exact same time. The fact that the cartoon lacks color reinforces the lack of creativity and diversity that is associated with conformity. Contrast is shown when looking at the other two pictures. The first is an advertisement for Burger King and reads, “Have it your way.” This illustrates the emphasis of individuality and the importance of being different that accompanies the counterculture movement. The picture with the boy peeing on the wall that reads Nike’s slogan, “Just do It,” further communicates these values. Here, the boy is clearly breaking the law, and is allegedly persuaded to do so by Nike’s encouraging words. This relates to the idea that businesses destroy order and promote rule breaking through advertisements in order to appeal to consumers. Here, the campaign is seen in a humorous but nonetheless successfully convincing manor.