That’s like…SO postmodern: a cultural analysis of hipsterisms.

I’ve been studying the notion of postmodern art for a television history class (taught by Candace Moore, take a class with her if you want to learn awesome things about TV!)

Postmodernism is characterized by an extreme interest in style as a means of making a statement, disinterest in any traditional form, and the conscious decision to take a variety of historical aesthetics out of context to create a mosaic aesthetic which defies the logic of consumer culture.

I want to suggest the possibility that hipster culture is inherently postmodern. Let’s note some parallels:

Style as a form of statement:

hipsters are flashy and aware that every aspect of their grooming and clothing choice stand out from “the mainstream”. Hence, rad haircuts,

super thick rimmed glasses,

ironic t-shirts.

All of these clothing items not only demand attention, but call into question why these clothings are designed and worn the way they are. In other words, using the symbolic nature of clothing to get rid of the consumer agenda hidden behind the fabric.

Pastiche (empty cultural references):

in other words, taking visual elements of other cultures and using them to create a new, mosaic-like aesthetic which is unlike any existing tradition. For example,

t-shirts with tiny buddhas on them are not an attempt to push Hinduism/Buddhism’s ideals, they’re merely using Buddha because he looks funny, different, and distinguish the hipster’s wardrobe as anti-mainstream.

That’s like…so mainstream:

The decision to parody marketing tactics through actively rejecting the mainstream. Hipsters have distinguished hair styles and clothing trends which are anti-establishment. This smorgasbord approach to aesthetics rejects traditional consumer logic (capitalist hegemony).

I want to point out something here. Hipster culture ultimately forms its own mainstream – stores and salons have started to market the hipster look. Moreover, the decision to “distinguish” oneself from mainstream consumerism requires the social resources to pursue education, which some people plagued by consumerism do not have access to.

Hence, hipsters ultimately create their own brand of consumer logic. Their contribution to the anti-mainstream, however, is still relevant. By overemphasizing style and aesthetic marketing strategy, hipsters create awareness that style can be manipulated.

This post is meant neither to hipster bash nor hipster glorify, but rather to explore the postmodern aesthetic strategies hipsters have employed, and how those crazy concepts we’ve learned in school (Jean Baudrillard’s postmodern theories of hyperreality, Pierre Bourdieu’s critique of taste and social capital) actually apply to modern day fads.