Consuming the counterculture: China and the United States commercialize dissent.

摘要

In this exploratory research, attitudes from countercultural movements are identified in American and Chinese contemporary consumer culture. These marketable attitudes are remnants of twentieth century countercultural movements. American countercultural movements have drawn inspiration from Chinese philosophy and elements of Chinese movements have been inspired by the West. In order to promote products, advertisers use strategies to reproduce attitudes of rebellion in a form that is safe and fit for consumption. The results are hybrid versions of original countercultural movements which have been subverted by the processes of co-optation and adaptation.