1957-72 a revolution of everyday life. Both and art movement and a political one. Dadaism, Surrealism and Lettrism
- anti bourgeois
The Society of the Spectacle draws on Marxist theories of alienation, commodity fetichism and false consciousness.
commodity fetishism – each and every new product is supposed to offer a dramatic shortcut to the long awaited promised land of total consumption. As such it is ceremoniously presented as the unique and ultimate product.
detournement – rerouting, hijacking using existing images, artworks etc and subverting them for revolutionary purposes.
recuperation – the mirror image of detournement.
Example of recuperation – apple 1984 commercial