PAC Online

Several thoughts,

When trying to express our individuality, (an idea Naomi Klein posits as perpetuated by corporations anyways) everything has been or is commercialized.  Che, the revolutionary, is buy-able at Hot Topic stores everywhere.  What is left for real individuality?

As I see it in terms of dress, there are two outlets, thrifting or personal branding.  By starting a new personal brand, where everything is branded by oneself, an individuality borrowing the form of corporations follows.   Similar to how rappers took to wearing Polo, and some snowboarders wear jeans made for the sport.  By “remixing” there target audience and outfits people felt like they could reach new levels of distinctiveness.  Problem is that the companies find out…  and besides, even if worn out of their original context, this still supports the companies.  Take it another step and people wear thrift clothing.

Good thrift clothing is old.  The obvious age/wear and tare of the product in question overshadows its brand, which undoubtedly doesn’t “make stuff like they used to, anyways.”  One more step and Joe Blow will be sewing stuff and changing the base product on an unique level.  This is one more way to get out from under the mass produced thumb.  I’ve seen this a lot in DIY sewing circles, and I imagine that brands will be just one step behind.  I am sure they are watching even now.

This discussion leads to a question of customization.  Having grown up in a world of mass production and competition, things like customization and unique details are an interesting topic.  There are sites with individual products like Etsy, and then there are products with built in customization.  With products ranging from cars, to computers, to software, much of the “customization” has been preplanned and priced accordingly.  With facebook, one has access to many application to “fine tune” their experience.  Myspace has built in allowances for customizable settings, giving users “individuality” within a larger sphere of constraints.  In all cases it is a semblance of freedom that the companies develop and foster.  Hackers are the true free spirit of this era.  DIY groups are the front line against commodification of every aspect of human life.  Don’t feel content with the modicum of individuality corporations give you, instead fight for more.

This leads to my new rally, the new call of the oppressed coming out of the twentieth century:

“I’m different, because I’m like everyone!”

This branding is in ever more places as I look around.  The best successful churches are brands.  Schools must become a corporation to compete…  with whom, each other?  It feels like my school is competing with me.  I hate being in a institution where the University is number one, the students, it’s product, seem to be of the least importance.  Why don’t we make, or change policy in meaningful ways?

Bahhh.

~ by pacome07 on July 2, 2009.