To be or not to be a nonconformist

The basic idea of ​​this book is simple: there is no form of appeal to conformism (opposition to mass consumption) would have proved incompatible with the market economy, since beginning of the movement against-cultural in the 1960s until today. We witness the birth and propel a new type of consumer, a new marketing industry with its own advertising slogans and speeches: the rebel consumer, rebellious, imaginative, which is more aware of the real problems everyone, etc. The authors argue that go up against-cultural consumption was one of the main engines of capitalism revival in post-industrial mode. The book touches a real problem: the market economy has a remarkable absorption capacity (there surrealism in the windows of shopping centers already deplored Roland Barthes). Any appeal to the originality, differentiation, self-assertion as being unique at risk to enroll in the niche of creation demands that the market essentially carbide. I am inclined to think that the book is a little too long from the time (the middle) where the argument may be well understood, and it seems that there filling here and there ... I have to Moreover confess having smiled at the idea that authors were taking their revenge on the heralds of fashion 'to the' who had persecuted them and rejected them ugly adolescents, now assénant them proof that it was better not seek to be in on it. Nevertheless, it is a good read that allows us to recover the revolt in view of its fundamental uselessness ...