Interactivity+I - Commitment to workplace. Work hard, party...

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Recent techniques and strategies
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"identifying mark made by a hot iron” “mark of distinction”
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Short for logogram: “sign or character  representing a word” Not differentiating among things, but  virtual
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Brand expands
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who is host and who is supporting actor? Culture as brand extension. Art, music, magazines, sports.
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Not just exploring world, hours and hours of attachment to character.
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1961-1978 or 1965-1981 Convergence of lit, marketing, and journalism.
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Many subcultures: skaters, surfers, ravers, rockers, tattooed, hackers, rappers, techies. Not authentic subculture, but subculture created to be an audience.
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Response to Yuppies and 80s values, such as :
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Unformatted text preview: Commitment to workplace. Work hard, party hard. Display of success. Cultivating tastes Anti-consumerist Thrifty Pessimistic/apolitical *refusal to accept label is itself part of being under it. Anti-fashion fashion revolt (simple lumberjack Northwest style, street culture). Alienation from advertisings beam Need to be entertained. MEDIA SAVVINESS : activity of audience taken into account. Leads to burst of ethnographic research and cool hunting Merchants of Cool : 1) Ethnography: studying consumers in their habitat Mook, Midriff Bro-ing Not anticonsumer, just more discriminating. Belonging and marking difference....
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Interactivity+I - Commitment to workplace. Work hard, party...

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