As popular culture becomes more presentist, we move away from entertainment as the vicarious experience of a narrative - as watching someone else's story - and much more toward enacting one's own story. Moving away from myths and toward fantasy role-playing games, away from movies and toward videogames.
Once a teen has been identified as part of the 'target market,' he knows he's done for. The object of the game is to confound the marketers, and keep one's own, authentic culture from showing up at the shopping mall as a prepackaged corporate product.
Since the 1960s, mainstream media has searched out and co-opted the most authentic things it could find in youth culture, whether that was psychedelic culture, anti-war culture, blue jeans culture. Eventually heavy metal culture, rap culture, electronica - they'll look for it and then market it back to kids at the mall.
When digital culture first came along, it was supposed to create more time, by allowing us to shift time around. Somehow instead we've strapped devices to ourselves that ping us all the time.
I feel like Hollywood would rather end the emerging, bottom-up creative culture than let it happen.
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