Penny Lane- Hebdige/Jameson Late

Ideology is a mechanism used to subdue or dilute oppositional expression. Differentiation defines subcultures. A subculture is a sect of people that vary from the dominant behavior to a noticeable degree. Furthermore, there is always a motive inspiring said action, which is the desire for change. The mainstream stops these initiatives by assimilating the subcultural-identity with the popular. Hebdige believes that “as soon as the original innovations which signify ‘subculture’ are translated into commodities and made generally available, they become ‘frozen.’” By incorporating aspects of the subversive into the common ground, the potential of counter culture movements is halted before any real damage is done to the dominant perspective. The exotic is found, rejected, adapted, accepted, and eventually diminished. According to Jameson, commodities are now defined by surface: how they look; how much they cost; what company produces them; and where they are sold. You can create a façade of a particular image you want to project through attire, but the social connection remains vacant. Commodities sell an idea as well as a product. They can range from products on a self to the ideas enforced by media outlets. If you look much deeper you will find one of two things, both of which are oppositional to the goal of capitalism. First if you look passed the external presentation of an object, it becomes generic. The extra value allocated to a high-end brand is usually related less to the cost of production, and more related to the cost of advertising initiatives. Without the packaging and label, it is culturally insignificant. Second, if you look beneath the surface, you might find something you don’t want to see. Injustice, corruption, and abuse of power are frequently ignored to prevent a shift in the hegemonic order. For this reason, journalism no longer tackles difficult issues with far reaching implications. We are provided with an idea of justice, but this shallow representation only serves to pacify the public. Constructive cultural criticism falls to the wayside with the groups that aim to challenge the mainstream.