Steven Heller “Underground Mainstream” in Design Observer 2008.

Here are the questions to which you should respond in your reading response:

  • In your opinion, is there a difference between “underground” and “mainstream” today? Why?
  • Heller identifies a few underground movements, like 1960s psychedelia, that turned mainstream; which ones does he identify? And can you think of any others?
  • Provide a visual example (with citation) of culture jamming today. Describe why it would be considered culture jamming.

I do think there is a difference between “underground” and “mainstream” today, although the boundaries between the two can sometimes blur.  The “mainstream” refers to cultural products, trends, or ideas widely accessible and consumed by a large audience. Mainstream culture often encompasses popular music, films, fashion, and other forms of entertainment readily available through commercial channels and platforms. They focus on commercial success and mass appeal, resulting in cultural products catering to a broader audience’s tastes and preferences. Market demands, media exposure, and popular trends influence it. While “underground” refers to cultural movements, subcultures, or niche communities that operate outside mainstream channels and are often characterized by limited accessibility. Underground movements may have more specialized interests, aesthetics, or ideologies that appeal to a smaller, more devoted audience. They prioritize creative freedom, experimentation, and authenticity over commercial considerations. It is often associated with countercultural movements that challenge or critique mainstream values, aesthetics, or ideologies. However, it is essential to note that the line between underground and mainstream can be fluid and subject to change. The underground can provide an alternative perspective, introducing new ideas, styles, and forms of expression that may later influence or infiltrate the mainstream. On the other hand, the mainstream may adopt and co-opt elements from the underground to remain relevant and appeal to changing cultural trends.

Heller identifies a few underground movements, like 1960s psychedelia, that turned mainstream. The psychedelic movement was born from a small community that shared proclivities for sex, drugs, and anarchic behavior. Similar visual artists, musicians, and designers developed means of expression that helped define the culture’s distinct characteristics. These characteristics were vibrant colors, mind-altering imagery, and rejecting societal norms, which started as an underground phenomenon. It affected the mainstream but gained significant mainstream recognition through its influence on popular music, album cover art, fashion, and advertising. Street Art/Graffiti started as an illegal and often anonymous form of expression in urban environments. It transitioned into the mainstream. Artists like Banksy have achieved global recognition and have their works exhibited in galleries and museum. “Murder King” is considered cultural jamming because it the artist used the Burger King logo to change one word to give it a different meaning. It suggests that if you have Burger King, it will kill you because it is a fast food place. Fast food chains have been controversial because people claim they are “making America obese” and the food is “not real.”

Culture Jamming

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Touted

Mantra

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