Rebel Sell: Why the Culture Can't Be Jammed (Paperback)

The central argument of the Rebel Sell is simple: since the 50s and 60s, the problem with left-wing politics is that it misdiagnoses the source of problems in society. While the critique of mass society identifies the source of problems in the inhuman and deeply repressive nature of "the system", Heath and Potter argue that 1) there is no such thing as the system and 2) most problems in our society are "collective action problems". The book is excellent at demonstrating the deeply individualistic and entrepreneurial nature of counter-culture and at showing how it feeds, and not rejects, the 'system'.

I was personally fascinated by the role of 'collective action problems' and the left's failure to address them. For instance, the authors argue that the source of most violence in society is rational. Following Freud, the left has ignored this fact, and focused on emotions and instincts. Similarly, the authors argue that consumerism is very much a product of defensive competition in the struggle to maintain status in society. Hence, SUVs, gun ownership, tuition fees, etc. are 'collective action problems', the solution to which does not rest in individual choices, but rather in collective decision-making.

There is a lot more in the book than just this. The authors in fact do an impressively good job at moving from philosophical arguments to actual examples. The sections on the social construction of taste, the importance of cool as a positional good and the discussion of alternative lifestyle are fascinating. In addition, the book has a great index and a very accurate bibliography.

For anyone that is genuinely interested in the social problems of contemporary society, this book is a must-read. It is not a manifesto for political action: in fact, it's most successful achievement is the accurate critique of the most prominent movements and ideas of our time. It is fascinating (and deeply troubling) to see how hypocritical and misguided political movements have been recently. A focus re-shift is necessary, and here's where to start.

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Rebel Sell starts by destroying the sociological and moral psychological underpinnings of the counterculter movement which are generally housed upon Marx and Freud respectively. The authors point out (and Chris W seems to have missed this point), that both Marx and Freud have been largely chased out of the world of philosophers and theorists, even though the ghosts of these thinkers still haunt the minds of the amateur intellectuals that make up the ranks of the counterculture.

After that, the rest of the book is a lively and often very amusing discussion of the silliness of the counterculture ideology (thank you, India!) combined with a complete debunking of most of its claims, and a damning critique of any real substantive solutions to legitimate problems. For liberals such as myself who are tired of being embarrassed by the pseudo-rebels in Nike shoes, this book is a welcome relief.

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It goes on to further show how counterculture behaviour cannot only arrest development, but that its antisocial ideas and actions can harm us. Instead of behaving like adolescents, pointing fingers at the corporations that only sell us what we demand, we should be building a better society through real political process. This distinguishes thoughts and actions between dissent and deviance.

Perhaps you're like me, having already read "No Logo" & "Fast Food Nation". You were a punk in high school and are still seeking ways to "smash the system". Instead of trying to destroy 2000 years of culture, as Atari Teenage Riot would have us do, we should follow the conclusions that the authors reach. This book actually offers sound advice, rather than simply complain. Their ideas are practical and realistic.

Anyone interested in evolutionary psychology will feel at home with terms like "competitive consumption". The authors recognize that our quest for status affects those around us. What they object to is when your aspirations begin to harm society, when it is threatened by zero-sum games. Your attempts at distinguishing yourself from the masses could not only be pointless, but damaging. See their sections on the prisoner's dilemma, where they expand on that borrowed concept.

The authors rarely self-identify during the book, and I found this single voice to facilitate the reading experience. It was a wise decision. Overall, the writing is excellent, especially considering the critical nature of the topic. They also include the word "smacktard", which should be added to your everyday conversation.

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