Che Guevara, who is now famously everywhere, on bumper stickers, t-shirts and sidewalks, stood against all that he has become. Our society has commodified him and created him into a culture icon that represents support for liberation. Just like labels attached to brands such as Prada and Gucci, society has essentially created a brand out of Che even though he would find this deplorable. This is an example of how capitalism can take the “teeth” out of opposition because if we want to represent rebelling and wanting freedom, we go out and buy a Che t-shirt or sticker. However, this is still giving in to the consumer culture and keeping the capitalist machine running.
You can also see this phenomenon occur with Bob Marley. While he sang about love, freedom and happiness, he has become a staple in flea markets and stores and I can safely assume that many college students have a poster of his in his room. While he has been “branded” for different reasons, many idolize him for his rampant marijuana usage while others for the message of love and unity he tried to spread. These different brands are all part of the capitalist machine that makes Bob Marley appealing to virtually all audiences and makes everyone could feel comfortable buying some of his memorabilia.
Our society has become so capitalistic that you can now essentially buy your way in to supporting protests and cultural leaders. Today, everything comes with a price tag. People that may not necessarily understand what icons such as Che or Bob Marley stood for can now hide behind a t-shirt or sticker they purchased and pretend that they are an activist.
Research Questions:
Can you think of any other cultural icons that have been commodified?
If people are buying Che memorabilia to support his cause is it such bad thing that he is everywhere?