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Rockin Hegemony: West Coast Counterculture

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John Storey’s text, Rockin’ Hegemony: West Coast Rock an Amerika’s War in Vietnam, outlines the West Coast counterculture movement in 1960’s. Storey divides the movement into three sections including counterculture, resistance, and incorporation and puts forth the blueprint that resulted in the movement’s failure, plus the later rebirth of legacies all while using Gramsci’s theories of hegemony. The West Coast counterculture was a social movement with students and cultural groupings ranging in age from eighteen to twenty-five, from a middle class background, who attempted to establish a non-competitive, non-aggressive ‘alternative’ community from 1965 to 1970. The movement was built on dual parts of political attitudes, generally on war, more …show more content…

This formed a closely-knit cultural unit around music, where the relationship between consumer and product were not as distanced compared to capitalistic society. The sincere anti-war messages advertised by the musicians, according to Storey, were a modification of Gramsci’s principle of collective organic intellectuals. It was not simply about trends and fashion, but an authentic resistance culture. Storey claims the counterculture was built from the bottom up, yet was still caught under American capitalism and encountered with being incorporated into the capitalistic industry. Musicians began to crossover into popular American culture, causing divisions within the community. Musicians were forced by the limitations of capitalism to surrender to its authority, thus came the collapse of the movement. Incorporation began with the first commercialized music festival, the success of Woodstock, violence at various counterculture gatherings, and the draft lottery. This tested the devotion of members to the community, and twisted public perception negatively. Counterculture ended with the Vietnam War and a new area of War veterans

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