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- Title
THE DEW (DO) GENERATION: EXPLORATIONS IN IDENTITY AND SOCIAL ACTIVISM.
- Authors
Renshaw, Scott W.; Woodward, J. R.
- Abstract
As sophisticated consumers influenced by advertising, especially Mountain Dew Soda and Nike's "Just do it" campaign, we suggest that those referred to as Generation X fit into a larger phenomenon we call the Dew (Do) Generation. Synthesizing Marcuse's one dimensional man/[human] with Baudrillard's hyperreality, we claim individual moral worth and identity formation is shying from status dependent on the explicit exchange value attached to commodity, to status and moral worth associated with the implicit manipulation of commodity for image maintenance. This subtle shift is present in what we call hyper-dimensionality. In this hyper-dimension where image reigns supreme, corporate capitalist hegemony is accentuated. Corporations now sell lifestyles and their accompanying image, such as Nike's "Just Do It". Yet, more importantly, this opens the door for companies like Harley Davidson to strip away the deviant aspects of a group's behavior, repackage an image as desirable, and then market a lifestyle. But in doing so, this may undermine the autonomy of resistant groups. Thus, in the hyper-dimension, image maintenance and lifestyle marketing implicitly becomes a mechanism of social control.
- Subjects
ADVERTISING; GENERATION X; GROUP identity; COMMERCIAL products; PRODUCT image; SOCIAL control; ETHICS
- Publication
International Journal of Humanities & Peace, 2005, Vol 21, Issue 1, p44
- ISSN
1042-4032
- Publication type
Article