Culture and moments in time.
A swirl of generations, technology & creativity.
Happy Diwali/Deepavali to those who celebrate!
A busy week, and the ‘short & more’ format makes its way back- a bunch of stories and perspectives today to provide pause for thought, smiles, discoveries, some scratching of the head.
Across Time: Time sometimes seems cyclical.
The Death of Subcultures: I don’t know if they are.
On Fandom: two differing looks at fandoms.
Friday Find: Nobody Cares!
Its So Good: New stuff from Netflix.
Plurality in Indian horror: Black, white and grey?
With: Logos in music, instant noodle fun, an IG restaurant.
1. Across Time.
The more we change, the more the world transforms, the more our reactions stay the same. Perspective from longer time periods and generational connections help.
Two examples:
“How can you tell what is real, and what is not?” Here is a news piece from 1988, worrying about the new technology called Photoshop. Some of the arguments thrown against it in that video from 36 years ago, might look woefully myopic or paranoid or even cute today. It can also be argued that some of those concerns are very much part of the reality of the last few decades- take for example the roll-on effects on beauty, women and mental health.
The young are often very sure- not only of themselves, but also of the eroding relevance of those older. As the young grow less young, they hold on to their sense of smarts, preserving its primacy over the generation before; while also slowly getting assured of their confidence over the generation that has come after.
Here is a collected list of quotes, with every older generation looking down on the younger one (this goes both ways). Running from Socrates to TIME magazine across 2500 years, it includes gems like,
"Modern fashions seem to keep on growing more and more debased. The ordinary spoken language has also steadily coarsened" from Yoshida Kenko, 800 yrs ago;
"Many young people were so pampered nowadays that they had forgotten that there was such a thing as walking" from Falkirk Herald, 75 yrs ago.
Of course, I would never suggest painting entire populations with a single brush. Some of us very much like to always believe in young people. Others grow to cherish the wisdom of those older. And those are not mutually exclusive, either.
Time sometimes seems cyclical. As do trends, debates, belief systems and biases. Resistance to change, fearing technology, looking down on the next or previous generation- none of these are unique to our times, or indeed any time. Yet, our time will do well to learn from both the founded and unfounded concerns of past years, and especially the last few decades. (I’m looking at you, Gen AI).
2. The Death of Subcultures.
Subcultures are strange & beautiful things. In past avatars, I have actively looked for them, or riffed off them. If you find one too easily, or if its notes ring all around you, is it really a subculture? Are you only allowed to really know a subculture if you belong to it? It sometimes feels like these thoughts are less relevant now, as social media and the internet flatten pop culture. It is happening at the same time that we talk about the loss of a monoculture, the rise of communities and niche groups. But none of these necessarily seem to have the same rhythms as a subculture.
I don't know if subcultures are dead. If all of us on mainstream social knew all about all of them, they wouldn't be very 'sub', would they? What are the cultures on streets & school canteens & Discords? Many of them will be derivative (usually from social), but I expect there are enough to qualify as subcultures; the kind we would expect the MTVs and Vices of old to dig out and share and mainstream the heck out of! :)
Here’s a sharp, insightful clip claiming that subcultures are, indeed, dead. I love how this has been put across by Eugene Healey. The core-ification and cosplay and 'only the aesthetics' aspects are very evident to those of us who look a little- though not always as well articulated or acknowledged. As I said, extending it to a eulogy on subcultures might be excessive; but as a reflection of the mainstream we live (and work) in, this is a pretty good take.
3. On Fandom.
Not quite subcultures, but movements of their own, are fandoms.
“Enthusiasm can be a productive force for good, but our culture has rapidly become a fan-based landscape that the rest of us are merely living in”.
Alan Moore has been one of the most influential figures in comic books and graphic novels, often credited with playing a leading role in ‘elevating’ them and bringing them into adult consciousness over the decades, with works like Watchmen and V for Vendetta. Known for narrative depth and powerful themes, he has also had a complex relationship with the genre and the industry, often distancing himself from adaptations of his work, the space that the genre has moved into, and even saying a couple of years ago that he was done with comic entirely.
In this short piece, he raises a question that is sweepingly relevant in today’s global pop culture- the place of fandom. I would have loved this to be more in-depth, but it is worth a read to ponder some questions.
‘Fandom has toxified the world’: Alan Moore on superheroes, Comicsgate and Trump.
on the flip side-
A Timothee Chalamet lookalike competition in NYC, for the grand prize of $50. There were two twists. One, the cops made a long appearance- there is a fine and an arrested TC wannabe to show for it.
Two, much more joyous and even less expected- the real Chalamet showed up!
Here is the organiser revelling in his $500 fine. Also, a breakdown from a co-organiser here ; she was too busy sorting sh*t out and missed Timothee’s appearance.
Fun fact- they organised a Kai Cenat lookalike competition too, the day before- the giveaway was a Playstation 5. Less than 20 people showed up.
Together now- “Lisan al Gaib!”
4. Friday Find: Nobody Cares!
Do you care about AI? Fiverr doesn’t! Or does it? Watch this spot and figure it out.
Though the aesthetic is not quite my thing, I think this is a clever way to upend something that is very much in the zeitgeist. Its finds a way to touch a chord with those who love everything AI, as well as those who really couldn’t give a sh*t. Fiverr, the marketplace of professional and especially creative/marketing services, says they’ll get the job done- who cares if you use AI or your human brilliance.
A counterpoint? It papers over the many issues around data, ownership and ethics when it comes to AI- after all, its “who cares” approach is a thinly-cloaked embrace of AI… who cares about any issues.
More: Depending on your interests, the field you work in, the people you connect with, chatter about Generative AI can be a distantly hovering shadow, or a looming menace, or a pesky nagging brat. I do believe that our circle of interactions (especially online) can wildly skew this. For me, I sometimes feel surrounded by voices on AI- gushing about its transformative powers, bemoaning its sweeping but shallow abilities, cursing its ethical issues. marvelling at its tools. But I suspect a large majority of people fall into the “don’t know, don’t care” bracket. Those who might be interested in what a new powerful technology can do, but are not seduced by a creation merely because of its tool. In fact, they wouldn’t even know that AI might be behind what they consume. That’s who this spot hopes to touch, too. This very aspect is also, of course, the cause for concern- how insidious generative AI can become in our lives.
5. Its So Good.
Netflix launches a new brand campaign. When was the last time you recall them doing that? “Its So Good” featuring Simone Biles, Cardi B and Giancarlo Esposito, is meant to be the start of a new phase of branding, so eyes peeled for where this goes. Just for a moment, I thought this would be a truly global spot, but its pretty much US-centric. I’d be disappointed if it doesn’t put down some global markers in upcoming phases, that has to be one of Netflix’s big things.
Equally, if not more significantly- coinciding with this campaign is the launch of a ‘moments’ feature on the mobile app (check out netflix.com/SoGood), which allows you to save your favourite moments while watching a show and- here’s the fun part- share the clip across socials.
Many of us talk about what Netflix can or will do with shorter form. We have all seen ‘clip-farming’, and how Reels and Tiktoks and Shorts have fun with moments from movies and shows, without any rights to do so, but often also helping boost the show’s visibility.
With this, Netflix could well own the meme-fication of their content.
6. Pluralistic horror?
An interesting short take on the missing plurality of Horror in Indian cinema.
Devki Pande suggests that Indian horror is still largely influenced by the good-evil polarisation of monotheistic cultures, and could do well to explore the potential and the capacity that a polytheistic mythology like India’s own, could offer.
The duality (the ‘not inherently evil nature' in Indian stories, as in asuras, the so-called demons) is something I have likely internalised from a young age. At the same time, I think a lot of the retelling of Indian mythology and religious fables have also tended to the reductive, easily (lazily?) assigning 'evil' to the asuras and good to the avatars. This is understandable, or fathomable, especially in the telling of these stories to younger audiences/readers who- maybe unfairly- are assumed to not grasp nuance. If so, this commonly black & white take in our modern horror stories is also merely an extension? After all, most mainstream Indian films have always enjoyed the notion of good and evil, hero and villain, with fewer shades of grey.
7. Masala Peanuts
(where I share stories or tidbits I find interesting)
Read: This is about the #1 restaurant in Austin 73k Instagram followers, countless positive reviews featured, and photos of mouth watering food, plus a link to the reservations page. Except, it doesn’t exist. Why go through the lengths to do this? Because it can be done, maybe. Remember the magnificent Shed in London?
Sample. From Aretha Franklin to The Rolling Stones, a new book charts the history of band logo design across the last half century. The fascinating stories behind some of music’s biggest logos.
Look. ‘Wok Tok Chinese Par Apne style se’ a spot that “showcases India's ability to adapt global cuisines to suit local palates”. Methinks though- it actually shows others taking on Indian cultural quirks, not Indians adapting. It seems to me to tap more into India’s long running connection with ‘Indian Chinese’ cuisine (which has a legit and old backstory to it). An entertaining watch nonetheless.
Off for a sweet jalebi and bitter coffee.