Product Description

An explosive rejection of the myth of the counterculture in the most provocative book since No Logo.

In this wide–ranging and perceptive work of cultural criticism, Joseph Heath and Andrew Potter shatter the central myth of radical political, economic and cultural thinking. The idea of a counterculture – that is, a world outside of the consumer dominated one that encompasses us – pervades everything from the anti–globalisation movement to feminism and environmentalism. And the idea that mocking the system, or trying to ‘jam’ it so it will collapse, they argue, is not only counterproductive but has helped to create the very consumer society that rad icals oppose.

In a lively blend of pop culture, history and philosophical analysis, Heath and Potter offer a startlingly clear picture of what a concern for social justice might look like without the confusion of the counterculture obsession with being different.

Product Details

• Amazon Sales Rank: #62848 in Books
• Published on: 2006-02-17
• Original language: English
• Binding: Paperback
• 376 pages

From the Inside Flap
'COUNTERCULTURE HAS ALMOST COMPLETELY REPLACED SOCIALISM AS THE BASIS OF RADICAL POLITICAL THOUGHT'
With the incredible popularity of Michael Moore's books and movies, and the continuing success of anti-consumer critiques like ADBUSTERS magazine and Naomi Klein's NO LOGO, it is hard to ignore the growing tide of resistance to the corporate-dominated world. But do these vocal opponents of the status quo offer us a real political alternative?
In this wide-ranging and perceptive work of cultural criticism, Joseph Heath and Andrew Potter shatter the central myth of radical political, economic and cultural thinking. The idea of a counterculture that is, a world outside of the consumer dominated one that encompasses us pervades everything from the anti-globalisation movement to feminism and environmentalism. And the idea that mocking the system, or trying to jam' it so it will collapse, they argue, is not only counterproductive but has helped to create the very consumer society that radicals oppose.
In a lively blend of pop culture, history and philosophical analysis, Heath and Potter offer a startlingly clear picture of what a concern for social justice might look like without the confusion of the counterculture obsession with being different.

From the Back Cover
"…a compelling read, proposing ways for us serfs to combat the brandlords…"
—Focus

It is hard to ignore the growing tide of resistance to the corporate–dominated world. But do vocal opponents of the status quo offer us a real political alternative?

Joseph Heath and Andrew Potter shatter the central myth of radical political, economic and cultural thinking. The idea of a counterculture – that is, a world outside of the consumer dominated one that encompasses us – pervades everything from the anti–globalisation movement to feminism and environmentalism. And the idea that mocking the system, or trying to ‘jam’ it so it will collapse, they argue, is not only counterproductive but has helped to create the very consumer society that radicals oppose. Heath and Potter offer a startlingly clear picture of what a concern for social justice might look like without the confusion of the countercultural obsession with being different.

About the Author
‘COUNTERCULTURE HAS ALMOST COMPLETELY REPLACED SOCIALISM AS THE BASIS OF RADICAL POLITICAL THOUGHT’

With the incredible popularity of Michael Moore’s books and movies, and the continuing success of anti–consumer critiques like ADBUSTERS magazine and Naomi Klein’s NO LOGO, it is hard to ignore the growing tide of resistance to the corporate–dominated world. But do these vocal opponents of the status quo offer us a real political alternative?

In this wide–ranging and perceptive work of cultural criticism, Joseph Heath and Andrew Potter shatter the central myth of radical political, economic and cultural thinking. The idea of a counterculture – that is, a world outside of the consumer dominated one that encompasses us – pervades everything from the anti–globalisation movement to feminism and environmentalism. And the idea that mocking the system, or trying to ‘jam’ it so it will collapse, they argue, is not only counterproductive but has helped to create the very consumer society that radicals oppose.

In a lively blend of pop culture, history and philosophical analysis, Heath and Potter offer a startlingly clear picture of what a concern for social justice might look like without the confusion of the counterculture obsession with being different.

Customer Reviews

Long overdue
Just when you think the posties are going to take over the planet, this book makes a compelling case for a return to real politics. I disagree with the reviewer who regards this as a rehashed version of the idea of the 'co-optation' of the cool in the production of mass-culture. Despite the title, I did not understand this book to be arguing that the counter-cultural movement has been "co-opted" by consumerism. Rather, the counter-cultural movement was always the vanguard of consumerism, it was its most perfect manifestation. "Co-option" is the term that people like Naomi Klein use to differentiate her own consumption patterns from the vulgar masses, whereas these guys are arguing that 'co-optation' is really the a keyword for those who are engaged in competitive consumption.
Anyway, I found the political message a refreshing one, and I think, and well worth reading. True enough, it is kind of written in the pop-style of No Logo, but that is perfectly consitent with their own arguments.

The conventionality of being 'alternative'...
This is a brilliant book. For those of us who fancy ourselves "alternative" - but primarily because we imagine we are too smart to get caught in conventional thinking - reading this book is a bit of a humbling experience. The idea that the counterculture is a marketing tool is not exactly original - but Heath and Potter extend that sort of critique in a multitude of directions: complementary medicine, exotic tourism, and a number of dubious pseudo-leftist critiques of 'mass society.'

There are a couple of weak points: I think they are naive about the impact and operations of the WTO, in particular. But on the whole it is extremely insightful. Very enjoyable in particular for the repeated skewering of the smug Naomi Klein...

Aaargh! Be a rebel, buy this book... and be a consumer
Interesting thesis, concerning how the counterculture has become co-opted into consumerism and in fact drives novelty in tastes and new ideas. In readable style, far less hectoring than their compatriot Naomi Klein, they survey a number of different areas where this is the case. I especially enjoyed the chapter 'I hate myself and want to buy', and not just because of the title.

However, none of this is new. The Frankfurt School, and Adorno and Horkheimer in particular, argued after the Second World War about the co-optation of popular taste in order to churn out more cultural 'product', and this is essentially the same argument, brushed up for the 21st century. Their style gets repetitive, and some of the tangents are unnecessary.

Also, quite disturbingly, a version of this book exists (with a different cover and different price) for the Business/ Management sector - and this should really ring alarm bells. While it's OK to come up with a thesis on the co-optation of the counter-culture and have it read by disaffected students of sociology and cultural studies, for example, it's quite another thing for it to be read by Ad Execs and Marketing (wo)Men in search of the next Big Idea... Rather than doing this in a seditious or tongue-in-cheek way, this just smacks of a cynical ploy, playing one side against the other in order to sell more books. And, of course, this is the central contradiction they are speaking of: if you buy this book you are not actually spreading free thought and awareness, you're actually participating in a consumer society. D'oh.