we really went from "women and girls can do anything" to im just a girl i only do girl math im a passenger princess i dont drive i dont eat i just do haha girl dinner im so sillyyyy i wear makeup bc i want to i also try and define all women into categories that are marketable omg what if we were just girls and we were so useless and helpless
also if anyone wants to do some reading about this, it's a genuine phenomenon that occurs within most counter cultures. the main hegemony (capitalism) absorbs any part of the movement, and makes it something that can't cause harm to the existing power.
so yes, these quips start off as jokes, but if jokes weren't impactful then we wouldn't have spent so much time criminializing comedians, historically.
louis althusser came up with the idea of ideological state apparatuses, and there's an explanation of it here. it shows how we are systematically programmed through multiple facets of our everyday life.
these are my own notes about hegemonies
theres also this amazing excerpt from this pdf about counter culture being absorbed back into the dominant culture, which is capitalism
I'd also like to point out that interpellation is why all of those debates about who is "punk" or not are so futile. Because "punk" has long since become just another market segment.
[Image transcripts in order: How do dominant ideologies operate to shape culture?
Operates to:
Limit - limits the range of acceptable ideas.
Normalize - makes ideology seems normal & every other ideology is strange
Privileging - privileging some ideologies over others; ruling class ideologies over others
Interpellation - ideology affects us through interpellation
What is hegemony?
The process by which one ideology subverts other, competing ideologies and gains cultural dominance through the own consent of the governed or dominated.
What is interpellation?
Interpellation functions by “hailing" us into social positions and identities. When we are interpellated, we are called Into being as a particular kind of subject. This process is called subjection. As a part of ideology, interpellation (being hailed into a subject position) also seems natural.]
[The first generation hippies did everything they could to violate the dress code of 50s society: men grew their hair long and wore beards, refused to wear suits and ties: women adopted miniskirts, threw away their bras, stopped wearing makeup - and so on.. But it wasn't long before these items and clothing styles started showing up in advertisements and on mannequins in shop windows. Soon department stores were selling peace medallions and love beads. In other words 'the system' seemed to regard the hippies less as a threat to the established order than as a marketing opportunity. (Heath and Potter 36)
As it turned out, rebellion against mass society is not the same as rebel- lion against the consumer society. What is more, as argued by Thomas Frank, the system co-opts the symbols of rebellion, assimilates them, makes them conformist, robs them of deep meaning and implements them in the market mechanisms.]
