Week 2 Cobb- Chapter 2 (Cultural Studies)

It is interesting to think of popular culture as a "zone" of give and take between the powers-that-be and the consumers (see Cobb 2005, 56). The concept of "poaching" and "braconnage" are very fascinating ways to describe the vitality and power-weapons of the consumers. I can't help but think of the USSR and the cultural dynamics of the the fall of communism and the flood of Western goods and ideas that followed. Whereas, prior to the early 1990's, listening to the Beatles and wearing Levis was seen by the ruling class as a subversive act, the situation has flipped 180 degrees. During my trips to Russia, I have observed first hand the everyday street marketing of tennis shoes, cell phones, magazines, etc... and the hiring of cultural surveyors to find out what is "cool" to the contemporary Russian young person. In many ways, the corporate powers are in a perfect position in Russia. This is because the youth desire strongly to consume as much Western media and culture as possible as a way of defining their generation over and against previous generations of Russians. Therefore, the power plays of the corporations fall in step with the desires of the consumers. Soon enough however, I foresee the day when the consumers will begin to take back and assert their "Russian-ness". In fact, this is already occurring with the pro-Putin youth movement "Nashee" and various Russian lines of clothing and music.