Supermodernity III
It is a society that seeks out of this mess of commodity, constantly seeks authenticity, but can never quite get there. The fact of the matter is that the very search for authenticity, for anti-corpratisim, is being commodified as we speak. It is becoming suppressed just like the Seattle punk movement. Independent coffeeshops are sprouting up all over the place. Stores that supply vintage goods are raising their prices. The same laws of style apply, the same reules of interactiion. Newness is becoming absorbed, neutralized, romantisized and approriated.
Those with greater social, political, and economic power can easily integrate their company's objective into any cultural movement and raise it up on a hill for all of the country...all of the world to see. This symbol, subsequentely worshipped so far and wide, can be taken down as readily as it was put up, and then entire movement will quickly go down with it.
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