The erosion of traditional western folkways began over two centuries ago, with the beginning of the industrial revolution and the arrival of consumer culture to the middle classes. Today, few of us directly influence the shape and character of the objects, clothing, music, stories, or foods that order our lives. Most of our basic cultural imagery, language, and history has been homogenized for cost-efficient mass production, distribution, and consumption. Innovation, choice, and tradition have been replaced by coerced subscription.
Lifestyle and identity have become consumer products.
Now, participation in mass culture requires the constant questioning of the origins and motives of its basic, popular language. The meanings of its products and images are not necessarily fixed, however. The elements of mass media and popular culture can be questioned, appropriated, hybridized, mutated, or redefined by their consumers. From this, the form and content of the stories and icons that surround us can maintain a resemblance of us.
REDUCE PEPSI TO A BEVERAGE
CONSUME THE CONTENTS, NOT THE PACKAGE
