The Commodification
of Expression
Essay by Nikos Monoyios
I'm different just like you. The precedence of this statement is clearly paramount to new waves of counterculture. Though the desire to flaunt individuality continually grows, recent pangs are unique and distinctive to what we've seen before. Generations have always organically morphed into some sort of over-arching social cohesion. From the beatniks, greasers, and mods, to the punks, goths, and rockers, expression of current counterculture is merely being sold to us by the prophets of profits.
As I was preparing to write this article vacationing in the Canadian wilderness, I came across the most recent Adbusters magazine and Toronto Star newspaper. Interestingly, both had articles commenting on the culture of the exploding "hipster" scene. Surrounded by the antithesis of counterculture, I sat in my boat realizing that the "hipster" has graduated into the mainstream. Although I didn't read these two articles for fear of corrupting my thoughts on this piece, the coincidence on the subject matter was rather thought provoking.
We are subjects of a commodified culture, one that is specifically defined by style, not substance. Our consumable habits have caused our culture to regress into commodities being bought and sold, like beans or cotton. Since being socialized into this world from infancy, people assimilate to desirable tastes and styles of their choice. Though we hate to admit it, we are a people who subconsciously adhere to and absorb influences through the vast array of media. It helps define our forms of expression. Of course, each of us has unique and distinct taste and style… or do we? Media's unrelenting bombardment has reduced our individuality to become largely defined by style and not substance. Stronger than ever, our individuality is being advertised and marketed to us under the guise of expressing individuality.
We're a people proud of our individuality and scoff at the mainstream. We want to be different. We want to express our own uniqueness. Yet as this bombardment continues through the media, we find it more difficult to identify anything unique. So much has been done before. Marketing and media has a stronger influence on culture than ever before and its grasp will continue to tighten over the years. We examine advertisements in magazines to see what people are wearing. We know of hairstyles we've seen on television, and we do really believe that fashion gurus have some sort of mystical oracle they consult. All of this is simply derivative of strategic marketing. Alas, we're smack-dab in the middle of a level of existence where the media is dictating culture. Both subversive and subliminal, these professional suits know what and how to sell images and expression to the masses. A mass of similarly styled people convinced they are all individuals. Again… I'm different, just like you. It's rather amusing.
Style used to be discovered through unintended or unrelated findings. A prime example is the plaid shirts of the early 90s. It's safe to assume that the pioneers of grunge did not purposefully and conscientiously don the checkered garment to project a certain image. It's simply a result of their already happenstance wardrobe. Simply put, they don't care about style. The "marketeers" get a hold of what is going on and sell it to the consumer as a form of expression. Consequently, these once unique and unintended items are being bought by the masses to express their countercultural ideals. Inevitably, the never-ending social phenomenon of countercultural individualistic expression becomes mainstream and rather ordinary. And as years go by, the only thing that changes is the style, and what continues to lack is substance.
Have we forgotten to truly express ourselves individualistically through substance and not style? We flirt with faux-political ramblings and subscribe to blogs trying to convince ourselves that we have substance. Listening to NPR reminds us that we're mature and educated. Vintage clothing and fixed-gear bikes make us feel young and somewhat nostalgic. Yet when it comes right down to it, stuff is what we've been conditioned to take refuge in. Stuff has become our identity's security blanket.
When a social movement isn't challenging, it's just lost and pissed. The current credo seems to be random stuff to define our own weirdness because we've simply run out of ideas. Like periods of painting styles, current individual expression is in the abstract for the sake of abstract stage. There is stuff in stores everywhere whispering to us with promises of strong and poignant individuality. Our culture is in an adolescent phase going through phases of question and uncertainty. Like all adolescents, substance and maturity eventually unveils itself, and the emphasis on style takes a back seat.
No longer can we let the brokers of culture define what it means to be individual. Promisingly, we're seen a new world dawning. Media also has a bright side. Access to information is easier than ever. Independent broadcasts continuously grow, redefining the boundaries of the media spectrum. The buffet of substance reaches all time highs every day, and these hunger pangs of individuality will be satiated. Soon, substance will define our social cohesion and renew the breath of culture, relieving the stifling gasps of the individual.