File spoon-archives/lyotard.archive/lyotard_2001/lyotard.0106, message 60

Date: Thu, 14 Jun 2001 21:26:38 +0100
Subject: Re: Post-modern, Post-Marxist etc. comments on philosophy andculture

What I find extremely interesting here is the extent to which the 'brands' have
consistently been co-opted into use through sub-cultures and returned into
circulation within other youth sub-cultures. For example the use of trainers,
brands etc within black youth subcultures, recently Rap etc and returned into
circulation within the local youth cultures. Not necessarily in the abused forms
that this happened in the 50s and 60s either....



Reg Mifflin wrote:

> All,
> While the comments below are fair enough they can be expanded at least far
> enough to include a contrasting element, thus adding a dynamic effect.
> There is, after all, an equally strong movement esp among young people to
> appropriate tribal personae, which works against the heirarchy of capital.
> They are, nevertheless, stakeholders in a pop industry (music, fashion)
> which favours working class "authenticity" and "integrity" while being
> sublimely unsentimental about what these terms really mean. I experience
> the aesthetics of terror every weekend when my glam-Goth daughter goes out
> with her neo-Punk pals, ready to lord it over those 'stupid, fawning rich
> kids who try to suck up for some street cred'. It's not just social cache
> though, because that street cred translates into a powerful and burgeoning
> segment of the West's economy ... and the kids all know it.
> Reg
> At 09:42 PM 6/13/01 -0500, Mary Murphy&Salstrand wrote:
> >steve.devos wrote:
> >>
> >> All
> >>
> >> I may reply to this more completely but not yet, however the following
> >> statement needs correcting...
> >>
> >> "I have heard of children traumatized about attending school because their
> >> clothing lacked the proper labels."
> >>
> >> The above statement has always beeen true - the working class kid attending
> >> a middle or upwards school would always be attacked because of the
> incorrect
> >> clothing, labels, shoes or accent. In essence they had the wrong
> >> imaginary... The requirement is always to belong to the majority the wrong
> >> piece of clothing will mark you as the minority...
> >>
> >
> >Yes, I agree with you. Such oppression has always existed. The only
> >difference is that today oppression wears a brand name. That is our
> >progress.
> >
> >
> >


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