The Rebel Sell

Last updated
The Rebel Sell: Why the Culture Can't be Jammed
Rebelsellcover.jpg
First edition
Authors
Country Canada
LanguageEnglish
Published2004
Publisher HarperCollins
ISBN 978-1-84112-654-8

The Rebel Sell: Why the Culture Can't be Jammed (released in the United States as Nation of Rebels: Why Counterculture Became Consumer Culture) is a non-fiction book written by Canadian authors Joseph Heath and Andrew Potter in 2004. The thesis of the book is that counter-cultural movements have failed to effect any progressive political or economic consequences; thus counter-culture is not a threat to "the establishment".

Contents

Consumerism

Potter and Heath argue against the notion that consumerism is driven by conformity; instead, they state we are largely motivated by competitive consumption, which is an attempt to attain status distinction through the products we buy. They suggest it is the nonconformists, not the conformists, who are driving consumer spending. They claim this has led to the "rebel consumer". Since all goods depend on exclusivity for their value, a purchasing arms race is always in existence as consumers struggle to outdo one another: if you lag, you become mainstream. They note, the image of rebelliousness and critique of mass society has been one of the most powerful forces driving consumerism for the past forty years. Far from being 'subversive,' being a rebel consumer has had no political or economic consequences and is simply a form of status distinction.

Conformity

Following their claim that conformity isn't something perpetuated by mainstream media, Potter and Heath identify other sources of conformity using work from Thomas Hobbes, Jean-Jacques Rousseau and Sigmund Freud. They describe conformity as the byproduct of simple market preferences, or alternatively, an attempt to resolve a collective action problem. For instance, they claim school uniforms successfully curb the fashion 'arms race' created between students when no restrictions are in place, and they are not utilized to remove individualism, as many counter-cultural figures have suggested. According to Potter and Heath, social customs provide security that saves us from a constant need to recalculate the significance of our surroundings. For example, thanks to rules of traffic, a pedestrian can generally safely stand on a sidewalk, without needing to calculate at each instance whether an oncoming bus might stay within its lane or whether it might hit the pedestrian. Thus, rules are by no means inherently oppressive: the undesirability of many facets of society (such as consumerism) are, if anything, caused from the 'bottom up'. Other researchers have called this effect Trickle-up fashion. To Potter and Heath, some rules may be beneficial, and some rules may be useful.

Collective action problems

Heath and Potter state most of society's problems (and rules) are traceable to collective action problems, not to traits inherent in consumer culture. They assert culture jammers, attempts to disrupt the existing social order, are largely inconsequential. They further suggest, this 'subversive' action allows people to wrongly claim a political element to their lifestyle preferences, and in extreme cases, this can result in the glorification of criminality as a form of dissent.

The authors offer a number of solutions to these collective action problems. They recommend a simple legislative solution to problems such as consumerism, for example, through eliminating tax deductions for advertising. (The notion that top-down solutions are far more effective than the "think globally act locally" grassroots movement of the 1960s is a running theme). The authors also point, however, to the counterculture's tendency to reject institutional solutions, a mistake which merely allows the problem to remain intact.

Criticism

In his review of the book, Derrick O'Keefe claims the book does not argue for "a more coherent and effective Left politics," but for a "strident defense of markets and capitalism." [1] He accuses the authors of using strawman arguments, and misrepresenting people they criticize (he accuses them of oversimplifying Naomi Klein's No Logo and misrepresenting Antonio Gramsci's concept of cultural hegemony). O'Keefe also accuses the book of being racist, as it claims that Detroit's black population's participation in the 12th Street riot was the cause of the neighborhood's problems while omitting the many root causes of the riots entirely. He also cites the book "lumping political prisoner Mumia Abu-Jamal in with the likes of Lorena Bobbitt and the Columbine shooters." O'Keefe claims that the authors' defense of white rapper Eminem (while criticizing contemporary black hip-hop) shows their ignorance of the subject and ignores politically conscious black hip-hop artists.

A review of the book in The Guardian claims "the argument it makes is important and original" but says that "in places it is also unfair, light on evidence and repetitively polemical." [2] It also claims the book "relies too heavily on setting up straw men," and finds that while the authors are pro-welfare and anti-unfettered business, their "dislike of the capitalist fixation with youth culture... comes close to a fogeyish distaste for youth culture itself" and they "sound as nostalgic as any conservative newspaper columnist for the world before the 60s." Additionally, the review claims the authors focus too much on North America, ignoring the "more paternalistic and less fashion-fixated" capitalism and non-commodified dissent in other parts of the world.

A review of the book from The A.V. Club claims the "prose... betrays a deep social conservatism," and the authors "frustratingly treat the concepts of gradual reform and a total revolution in human consciousness as an either/or proposition." [3] It further claims the good ideas of the book were "borrowed wholesale from [Thomas] Frank and from Bobos in Paradise author David Brooks," but the book fails to have equal quality due to "the unsavory combo of faulty reasoning and weak arguments."

Authors Response

Heath and Potter responded to the criticisms made in interviews, lectures, and an epilogue added to later editions of the book. [4] They gave their personal and political biographies to establish their left-wing credentials. They also acknowledged flaws in the explanation of some of their arguments. However, they also criticized their reviewers for confusing their attack on the ideals of counterculture as an attack on art or the Left in general.

See also

Related Research Articles

<span class="mw-page-title-main">Max Horkheimer</span> German philosopher and sociologist (1895–1973)

Max Horkheimer was a German philosopher and sociologist who was famous for his work in critical theory as a member of the Frankfurt School of social research. Horkheimer addressed authoritarianism, militarism, economic disruption, environmental crisis, and the poverty of mass culture using the philosophy of history as a framework. This became the foundation of critical theory. His most important works include Eclipse of Reason (1947), Between Philosophy and Social Science (1930–1938) and, in collaboration with Theodor Adorno, Dialectic of Enlightenment (1947). Through the Frankfurt School, Horkheimer planned, supported and made other significant works possible.

<span class="mw-page-title-main">Counterculture</span> Subculture whose values and norms of behavior deviate from those of mainstream society

A counterculture is a culture whose values and norms of behavior differ substantially from those of mainstream society, sometimes diametrically opposed to mainstream cultural mores. A countercultural movement expresses the ethos and aspirations of a specific population during a well-defined era. When oppositional forces reach critical mass, countercultures can trigger dramatic cultural changes. Prominent examples of countercultures in the Western world include the Levellers (1645–1650), Bohemianism (1850–1910), the more fragmentary counterculture of the Beat Generation (1944–1964), and the globalized counterculture of the 1960s (1965–1973). Countercultures differ from subcultures.

<span class="mw-page-title-main">Subculture</span> Smaller culture within a larger culture

A subculture is a group of people within a cultural society that differentiates itself from the conservative and standard values to which it belongs, often maintaining some of its founding principles. Subcultures develop their own norms and values regarding cultural, political, and sexual matters. Subcultures are part of society while keeping their specific characteristics intact. Examples of subcultures include BDSM, hippies, hipsters, goths, steampunks, bikers, punks, skinheads, gopnik, hip-hoppers, metalheads, cosplayers, otherkin, otaku, furries, and more. The concept of subcultures was developed in sociology and cultural studies. Subcultures differ from countercultures.

<i>Adbusters</i> Canadian nonprofit organization

The Adbusters Media Foundation is a Canadian-based not-for-profit, pro-environment organization founded in 1989 by Kalle Lasn and Bill Schmalz in Vancouver, British Columbia. Adbusters describes itself as "a global network of artists, activists, writers, pranksters, students, educators and entrepreneurs who want to advance the new social activist movement of the information age."

<span class="mw-page-title-main">Commodity fetishism</span> Concept in Marxist analysis

In Marxist philosophy, the term commodity fetishism describes the economic relationships of production and exchange as being social relationships that exist among things and not as relationships that exist among people. As a form of reification, commodity fetishism presents economic value as inherent to the commodities, and not as arising from the workforce, from the human relations that produced the commodity, the goods and the services.

<span class="mw-page-title-main">Alternative culture</span> Type of culture which exists outside or on the fringes of mainstream/popular culture

Alternative culture is a type of culture that exists outside or on the fringes of mainstream or popular culture, usually under the domain of one or more subcultures. These subcultures may have little or nothing in common besides their relative obscurity, but cultural studies uses this common basis of obscurity to classify them as alternative cultures, or, taken as a whole, the alternative culture. Compare with the more politically charged term, counterculture.

Critique is a method of disciplined, systematic study of a written or oral discourse. Although critique is commonly understood as fault finding and negative judgment, it can also involve merit recognition, and in the philosophical tradition it also means a methodical practice of doubt. The contemporary sense of critique has been largely influenced by the Enlightenment critique of prejudice and authority, which championed the emancipation and autonomy from religious and political authorities.

<span class="mw-page-title-main">Steve Keen</span> Australian economist and author (born 1953)

Steve Keen is an Australian economist and author. He considers himself a post-Keynesian, criticising neoclassical economics as inconsistent, unscientific, and empirically unsupported.

<i>The Blank Slate</i> 2002 book by Steven Pinker

The Blank Slate: The Modern Denial of Human Nature is a best-selling 2002 book by the cognitive psychologist Steven Pinker, in which the author makes a case against tabula rasa models in the social sciences, arguing that human behavior is substantially shaped by evolutionary psychological adaptations. The book was nominated for the 2003 Aventis Prizes and was a finalist for the Pulitzer Prize.

<i>The Culture of Critique series</i> Trilogy of books by Kevin MacDonald

The Culture of Critique series is a trilogy of books by Kevin B. MacDonald, an antisemitic conspiracy theorist, white supremacist, and retired professor of evolutionary psychology. MacDonald claims that evolutionary psychology provides the motivations behind Jewish group behavior and culture. Through the series, MacDonald asserts that Jews as a group have biologically evolved to be highly ethnocentric and hostile to the interests of white people. He asserts Jewish behavior and culture are central causes of antisemitism, and promotes conspiracy theories about alleged Jewish control and influence in government policy and political movements.

<span class="mw-page-title-main">Anti-consumerism</span> Opposition to excessive systemic buying and use of material possessions

Anti-consumerism is a sociopolitical ideology that is opposed to consumerism, the continual buying and consuming of material possessions. Anti-consumerism is concerned with the private actions of business corporations in pursuit of financial and economic goals at the expense of the public welfare, especially in matters of environmental protection, social stratification, and ethics in the governing of a society. In politics, anti-consumerism overlaps with environmental activism, anti-globalization, and animal-rights activism; moreover, a conceptual variation of anti-consumerism is post-consumerism, living in a material way that transcends consumerism.

<span class="mw-page-title-main">Distinction (sociology)</span> Social force that assigns different values upon different people within a given society

In sociology, distinction is a social force whereby people use various strategies—consciously or not—to differentiate and distance themselves from others in society, and to assign themselves greater value in the process. In Distinction: A Social Critique of the Judgement of Taste, Pierre Bourdieu described how those in power define aesthetic concepts like "good taste", with the consequence that the social class of a person tends to predict and in fact determine his or her cultural interests, likes, and dislikes.

Joseph Heath is a Canadian philosopher. He is professor of philosophy at the University of Toronto, where he was formerly the director of the Centre for Ethics. He also teaches at the School of Public Policy and Governance. Heath's webpage at the University of Toronto declares his work "is all related, in one way or another, to critical social theory in the tradition of the Frankfurt School." He has published both academic and popular writings, including the bestselling The Rebel Sell, which he coauthored with Andrew Potter. His philosophical work includes papers and books in political philosophy, business ethics, rational choice theory, action theory, and critical theory.

Andrew Potter is a Canadian author and associate professor at the Max Bell School of Public Policy in Montreal, Quebec. He is the former editor-in-chief of the Ottawa Citizen; best known for co-authoring The Rebel Sell with Joseph Heath and for his 2010 book The Authenticity Hoax. He was formerly director of the McGill Institute for the Study of Canada.

<span class="mw-page-title-main">Spectacle (critical theory)</span> View of media, markets and commodities as sovereign, central to Situationist thought

The spectacle is a central notion in the Situationist theory, developed by Guy Debord in his 1967 book The Society of the Spectacle. In the general sense, the spectacle refers to "the autocratic reign of the market economy which had acceded to an irresponsible sovereignty, and the totality of new techniques of government which accompanied this reign." It also exists in a more limited sense, where spectacle means the mass media, which are "its most glaring superficial manifestation."

<span class="mw-page-title-main">Culture jamming</span> Form of protest to subvert media culture

Culture jamming is a form of protest used by many anti-consumerist social movements to disrupt or subvert media culture and its mainstream cultural institutions, including corporate advertising. It attempts to "expose the methods of domination" of mass society.

<i>Bullshit Jobs</i> 2018 book by David Graeber

Bullshit Jobs: A Theory is a 2018 book by anthropologist David Graeber that postulates the existence of meaningless jobs and analyzes their societal harm. He contends that over half of societal work is pointless and becomes psychologically destructive when paired with a work ethic that associates work with self-worth. Graeber describes five types of meaningless jobs, in which workers pretend their role is not as pointless or harmful as they know it to be: flunkies, goons, duct tapers, box tickers, and taskmasters. He argues that the association of labor with virtuous suffering is recent in human history and proposes unions and universal basic income as a potential solution.

Bobo is a portmanteau word used to describe the socio-economic bourgeois-bohemian group in France, the French analogue to the English notion of the "champagne socialist". The geographer Christophe Guilluy has used the term to describe France's elite class, whom he accuses of being responsible for many of France's current problems.

<i>Selling Yoga</i>

Selling Yoga : from Counterculture to Pop culture is a 2015 book on the modern practice of yoga as exercise by the scholar of religion, Andrea R. Jain.

References

  1. O'Keefe, Derrick (June 21, 2005). "Not Buying The Rebel Sell - A Critique of a Critique of the Left's Political Practice". Seven Oaks Magazine. Archived from the original on June 24, 2005. Retrieved May 23, 2015.
  2. Beckett, Andy (June 4, 2005). "Branded for life". The Guardian . Retrieved May 23, 2015.
  3. Rabin, Nathan (February 1, 2005). "Joseph Heath & Andrew Potter: Nation Of Rebels: Why Counterculture Became Consumer Culture". The A.V. Club . Retrieved May 23, 2015.
  4. "Archived copy". Archived from the original on 2012-03-19. Retrieved 2011-08-07.{{cite web}}: CS1 maint: archived copy as title (link)