Okay, Maybe You Are Your Khakis: Consumerism, Art, and Identity in American Culture

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Title:	Okay, Maybe You Are Your Khakis: Consumerism, Art, and Identity in American Culture
Author:	Bickerstaff, Meghan Triplett
Description:	This thesis explores the evolving relationship between the cultural realms of art and the marketplace. The practice of “coolhunting,” or finding original fashions and ideas to co-opt and market to a mainstream audience, is increasingly being used in corporate America. The Toyota Scion and its advertising campaign are examples of such commodification, and they are considered within the context of Roland Marchand and Thomas Frank’s histories and theories of advertising. The novels Pattern Recognition by William Gibson and The Savage Girl by Alex Shakar both feature main characters who are coolhunters, and both approach the problem of the imposition of capital into the realm of art but formulate responses to the problem very differently. This literature offers insight into the important relationship between consumption and identity in American culture in the early twenty-first century.
Permanent Link:	http://rave.ohiolink.edu/etdc/view?acc_num=miami1092258380 http://hdl.handle.net/2374.OX/18817
Date:	2004

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