I’m not particularly invested in the whole “anti-consumerism, culture-jamming” movement, so I’m not particularly scandalized by that, but I’m not sure I get it.
UPDATE: reading it. Getting it. Makes total sense.
The basic idea is this: the whole “anti-consumerism” meme is predicated on the notion that”capitalism/consumerism” is all about conformity. And that you can be different by not conforming and buying special differen things which those ordinary consumerists don’t buy.
But that’s not true; capitalism and consumerism don’t want everyone to try to be like everyone else — that would actually be fairly achieveable, on the materialistic side of things anyway, and capitalism doesn’t want you to have achieveable goals; you might reach them and stop buying things. Capitalism wants you to always try and be better, more special, than everbody else. And being anti-consumerist makes you the most special of all. So it’s the same vibe. “I’m one of the few cool ones because I buy Nike” is exactly the same thought, phrased in different words, as “I’m one of the few cool ones because I buy things that are more enlightened than Nike.”
Brilliant little article. I like. But of course, I would like. I’ve never been cool enough to choose a “rebel” product except for Linux, my current Mac I guess, and one lone pair of actual Birks bought back in grad school. So it’s easy for me to say “yeah, that is totally true,” cause I’m not the one he takes aim at.