Argues that Americans' constant striving for self-expression and distinction is what drives the consumer society and the continuing cycles of alternative lifestyles that involve a break with contemporary mores and values lead to new opportunities for new products, ad campaigns, and marketing efforts. Original. 25,000 first printing.
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As the counterculture hippies evolved into yuppies and traded their Volkswagen Beetles in for gas-guzzling SUVs, they were not selling out; they were merely following the natural path laid out for them by the core assumptions of the counterculture. So argue Heath (philosophy, U. of Toronto, Canada) and Potter (philosophy, Trent U., Canada) in this work of cultural criticism that attacks the theory of society they believe underlie countercultural ideas. Ideas about the psychological oppression of the individual by organized society articulated by figures like Herbert Marcuse, the "society of the spectacle" decried by the French situationists, and others identified by the authors as part of the counterculture milieu are criticized and blamed for devolving into empty protest that ironically may serve to undermine efforts toward greater justice for exploited groups. Annotation ©2004 Book News, Inc., Portland, OR (booknews.com)
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