Merchification contributes to the loss of unique identities
Research Bulletin #1: The evolution of merch and how it relates to identity loss
We are starting a new column on our newsletter that will feature research briefs and explanation of key findings, pop culture commentary, and short analyses of real-world events or stories that relate to identity and group dynamics. We plan to post these occasionally in addition to our weekly newsletters. Hope you enjoy these research tidbits!
What does your merch say about you?
Last week, video essayist and writer Mina Le of High Brow published a thoughtful (viral) video essay on Youtube in which she discussed the history of merch, its evolution, and how it signals different identities and statuses. She explains that the purpose of merch is to promote something—a band, an organization, etc—but it can also signal a person’s values, identities, and interests. Merch can bring people together (or drive people apart) because it visually signals our social identification to the world.
But Mina claims that the merch industry has gone too far, and its commodification has led to the loss of meaning for certain groups. She says, for example, many people wear Nirvana tees not because they identify with the band and enjoy listening to their music, but because they like the design or are following trends. They probably can’t name three songs. Does this signal a loss of identity for the real fans?
Historically, different subcultures (punk, hippie, etc.) centered the expression of their identity through fashion. The idea that what someone wears signals their thoughts, beliefs and lifestyle has always been at the cornerstone of these communities. But with the way the fashion industry has commodified merch and subcultures, have they become watered down? How do subculture groups thrive?
Follow the link below to watch Mina’s video essay on Youtube:
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My colleague was remarking on this commodification issue this past weekend when he encountered a barbecue grill that was designed to resemble a NASCAR vehicle. It was seemingly odd virtue-signal to flag one’s fandom for racing.
Likewise, I recall in the 90s when the band KISS launched a line of KISS Koffins.
Makes me wonder about the intersection of Meaning and Money.