Post by Sampaguita on Jan 29, 2003 1:06:57 GMT -5
As for the ads erasing the individuality of the sub-cultures---what, then?---should each person of the different race be wearing a completely different style of clothing? (And what about those who are multi-racial?) Or should all the Gap dancers be of one specific, clearly defined race?
I would totally get your point, except that sub-cultures aren't DIRECTLY tied to race. Subcultures are like hip-hop culture, rave culture, the punk aesthetic, skaters, rat-pack wannabes-- Of course race plays into the construction of subcultures... but it's not the primary determinant. Subcultures are primarily about creating one's own niche in the culture at large. My big problem with GAP is that it takes the music out of the subculture in an attempt to redefine the style of that particular culture. The subculture becomes commodified-- or inadvertently sells out because of a particular piece of music (and the dance that goes with it) tacked on to a GAP ad.
But I suspect that you're immediately addressing Josh's jab at GAP's "diversity management" statement. It goes back to the advocacy for a uniformity. One of Hitler's main strategies in his rise to power was to send out propaganda advocating uniformity. Most everybody was dressing the same, slowly elements of pop-culture and its subcultures started to dissappear... then he went for the ethnic and religious groups. I think it was Mussolini that said that uniformity was the first step to facism. And I think that's what Josh was trying to get at.
On some levels, I agree with it. On others, I disagree. Yes, it is creepy that subculture and ethnic individuality dissappears in the commercials while the music remains. Mainly because it kinda pressures people to leave subculture style or heritage behind. And in the case of the "Zoot Suit Riots" the complete disregard for the struggle that the moniker is supposed to bring to mind, is very disturbing... especially since the song is used to sell khakis.
However, in order to evolve culture, the mixing and convergence of the various components of cultures & subcultures is necessary. But in the case of advertisments, the evolution feels forced-- and by a bunch of men and women in a board room that possibly have no idea what the cultures and subcultures are about.
I'm talking in circles... I think that's enough for now... I hope that made sense. But in spite of all of this, there have been quite a few GAP ads that I've enjoyed... And when it comes right down to it, I'll buy some of the clothing from GAP and its affiliate Old Navy.