
‘The golden age of cultural theory is long past’. It has been swallowed by the consumer strategy of mega-corporations targeting our Achilles spot: self-indulgence. Since the revolution in our world perception, which made us to realise that it is OK to be human with needs and these needs can be discussed and studied, we are constantly being reminded HOW to fulfil our needs and that they MUST be fulfilled.
The idea of ‘after theory’ theorists to study every day life was truly revolutionary. Yes, they would talk and write about sex; yes, they would study pornography for their PhD thesis. And.. they were cool, they were rebellious. So why shouldn’t we, generation NEXT, go with the flow and simply have fun discussing flavour of malt whiskies in the dissertation (surely doing daily research on the matter in the nearest pub)??
Well, it seems to me that there is a quite big chunk missing from the ‘generation NEXT’ equation: sex, drugs and rock-and-roll are not revolutionary matters any more. However, they are marketed as such. To be rebellious you have to rebel against something. Popular culture theorists threw historicisms away and pronounced common people and events of today the subjects of study. Though, the dismantled theoretical foundations were well known to them. They were studied, understood and only after torn down. That act made popular culture studies viable and its students cool.
Popular culture is still cool, but this ‘coolness’ is just an echo from the past amplified by capitalist structures to make us not only consume more and more, but ‘also identify our own fulfilment with the survival of the system’. And I and many others from my generation are accepting this baby- food-like processed and adapted theory still thinking that we are rebelling against something openly talking about sex and watching life TV for educational purposes. I think we are just being lazy. This laziness is being encouraged as we often hear that ‘our own opinion matters the most’ (obviously not supported by any facts, because life experience is way more important than texts by some Marx or Derrida). I feel I am missing on something and planning to read more, but will I? To be frank, I don’t know - it is comfortable and what is more important widely accepted to be lazy.