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Had a few people asking how capitalism coopts social movements and protests, so I thought we could talk about the failed revolution of the 1960’s/1970’s, how it was disarmed, digested, and then transformed into a sellable product. 1/
What we’ve come to know as the movements of the 60’s/70’s was a combination of the Civil Rights Movement, anti-war movements, and social movements. To a large extent their ability to change was predicated on different groups recognizing power through solidarity. 2/
That solidarity was an engine for change until corporations saw an opportunity. The cultural consensus had nearly exhausted mass consumption and the destruction of consensus meant there was a chance to market diverse products. 3/
American marketing pivoted towards “the individual” by using the outward expressions of counterculture. This proved incredibly popular for moving products and created a marketing identity of the countercultural individual. 4/
Because of this, protest wasn’t necessary. Neither was action. A person could express their identity and “beliefs” by purchasing the necessary products aligning with those identities. 5/
This fractured the revolution and largely ended the solidarity. There were gains for civil rights and social changes, but the movement largely stalled because it was incorporated into mainstream culture. 6/
Now, decades later, the revolution is marketed as being successful as opposed to being stalled. This is how MLK, a hated figure at the time, is now considered universally above reproach. Cultural amnesia means everyone was on “the right side.” 7/
A really disturbing thing is to watch attempts to market the failed revolution. Take a Time-Life commemorative set of books. A real movement is distilled down to a tidy narrative about “standing up” without ever addressing what people were standing for. 8/
Now, an entire generation looks back on that time as having won their perspective cause. Everyone was an individual, everyone wanting change. It’s universally known songs and movies. A feeling instead of facts. 9/
The failed revolution was swallowed and digested, turned into a nearly meaningless product, the only way it’s meaning is returned is to study the intricacies and specifics, like adding water to a dehydrated concentrate. 10/
It’s a harrowing story, but necessary when examining how counterculture turned to cyber culture, how acid trips turned to algorithms. It’s the perception and commodification of moments into products. 11/11
