This week’s Longreads Member pick is “The American Nonconformist in the Age of the Commercialization of Dissent,” a 1992 essay by Thomas Frank from The Baffler, the magazine he cofounded with Keith White in 1988.
“In republishing this bit of juvenilia from 1992—my very first exploration of an idea that I reworked and reconsidered a number of times over the years that followed—it is worth remembering some of the context. This was before the web, for the most part; it was right about when ‘alternative’ was beginning to hit the culture, and a lot of the stuff I describe here was new and surprising at the time. Today, of course, most of it seems utterly unremarkable, so far has what I used to call the commercialization of dissent advanced. It’s not something I really even think about anymore, except for the most outrageous iterations—like the ski helmet I bought last week, a model called ‘Mutiny’ by ‘R.E.D.’ And even then I’m too exhausted to bother belaboring the ironic contrast of this bragging rebelliousness with the millionairiest sport there is. I’m off to even more ironic fields. See you there.”
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