The Real Thing

Blog 7

Pat Bc

The Real Thing

The 1960’s through 1970’s was a period of change brought about by the unrest within the minds and souls of individuals.  Triggered by inequities within the political and economic structures, individuals were disenchanted with society within America.   Elitism shapes ideology in the superstructures of society which work to the good of the elite and not the proletariat (Eagleton, 1991).   The Chicano, Indigenous, Pan Asian, Black, and Feminist Movements’ struggles for equality and opportunity brought revolutionary changes to all of America’s institutions which spawned a shift in political, economic, and religious ideology.  It is through the commonality of the movements that an interconnectedness was created through the  bond of the masses (Eagleton, 1991).  This shift in turn fostered transformation in the self (Fischer, 2010).  Transformation of America occurred through new ideologies of civic virtues and values which were expressed through a renewal in the pastoral movement, arts and crafts.   Ideology is presumed to be passé but it is evident through the social movements of this period.

Renewal meant dropping out of the established societal ideologies for some and making a declaration for a new republic (Eagelton, 1991).   New civic virtues and values declaring  a collective mode of consciousness (Lears, 1981) in sharing of the responsibility in saving humanity and the planet  quite similar to the antebellum romantic period (Lears, 1981). Reformists known as activists sought to create and foster economic and social change in those who may be less fortunate.  This meant active renewal of one’s self through community and political world involvement through programs such as Peace Corps Green Peace, and The Wildlife Fund Organization.    

Arts and crafts articulate the values of the 70’s individual through expression in music, poetry, art and dress.  A revival of handicrafts was also prevalent through fairs and living styles. Individuals sought to express their skills through woodwork, and the integration of indigenous and other cultural arts through pottery, weaving, candle making, macramé, tie-dying, and so on.

The “Simple Life” (Eagelton, 1991) was a major aspect in the 60’s and 70’s with a return to pastoralism.  For some communes became a new lifestyle while for others similar adaptations of simplicity were developed within the home.  For example, the natural look became part of one’s identity through individuality in clothing and natural food styles.  Yet capitalism began to make changes as well by seizing on multiculturalism through the Earth Movement.  In 1971, the Coca Cola Company came out with a change in advertisement strategies, “It’s the Real Thing.”   The real thing was the need for authencity in people and its products.   Through multicultural advertisement it became one of the first indications of capitalism through the globalization of cultures (www.cocacola.com) and the loss of self. Thus capitalism continues to lure people into false consciousness (Eagleton, 1991) as evidenced in the transformation of 4^th Avenue and Mill Street in Tempe from hippie to new post modern establishments that indicate another shift in political and economic ideology and society’s illusion of self.