As readers may know, collecting soccer/football shirts is one of my main hobbies; it gives me a souvenir to collect in the cities I visit as well as a way to intimately get to know every city I visit. Each polyester shirt serves mainly as a memory of a team, a neighborhood, a city, and a country. In that sense, the shirt can serve as device for building personal, local, and national memories. Unfortunately, modern shirts are become less and less about either personal or national memories and more about extreme capitalism. The German team Schalke 04’s new shirt will have a payment chip in it as part of a sponsorship deal. Fans will apparently be able to buy halftime beers and sausages with…their shirts.

 

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Just Lean Your Shoulder Towards the Register . . . Image Courtesy Of: https://www.wareable.com/smart-clothing/schalke-smart-jersey-pay-4516

 

While this is a troubling attack on what shirts should mean, the Americans have a different way of turning football shirts into vehicles for consumption in the age of late-stage capitalism. While in Europe shirts are being produced to allow people to consume more with money they may not have, in the United States the trend of “throwback jerseys” is creating a market for shirts that once existed; it is an odd form of double consumption. The throwback jersey encourages spending on pseudo-vintage items to the point where, according to Ebay at least, the new “vintage” item sometimes costs more than the actual vintage item itself! The U.S. soccer team LA Galaxy has done a Throwback shirt night at a game, while Sporting Kansas City brought back their throwbacks (from the Kansas City Wiz era) for one night only in April of 2016. Interestingly, USA Today originally labelled the Kansas City Wizards shirts as being too ugly to come back. Yet, in the age of late-stage capitalism, it came back. How did this happen? It is symptomatic of the world of extreme capitalism we live in: People will spend money on anything, as long as it appeals to some sort of human emotion—affection for the past is one such emotion. It is also an example of the one-dimensional thought (to borrow from Herbert Marcuse)  that characterizes the time we live in, a kind of thought that discourages all forms of creativity and different lines of thought.

 

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Old and New…New and Old? Images Courtesy Of: http://www.kansascity.com/sports/mls/sporting-kc/article69923152.html

 

The field of movies can provide us with a few more examples. Rather than develop new films and new storylines by encouraging creativity, the film industry has instead taken to recycling old ideas. Star Wars, which some cultural critics argue should have stopped at one film, and the recent fourth installment of Indiana Jones are two great examples. The latest culprit of rehashing is the Transformers franchise; the newest movie is apparently “racist” according to some critics, while others simply called it terrible.

Like most male children growing up in the late 1980s and early 1990s, I loved Transformers; who wouldn’t love cars that transform into robots? It was, after all, far more interesting than what we see today—human beings transforming into…(i)robots—but I digress. In order to capitalize on the nostalgia of my generation, the purveyors of late-stage capitalism in the film industry have taken to re-making the films of our childhood in hopes that we, many of us now parents, will pass the interest on to our children! The re-appearance of Batman, Superman, the Ninja Turtles, and Power Rangers—just to name a few—are all further examples of this process. Along with the films come merchandise and toys; essentially money is being made on recycled ideas and there is little room for new ideas. Interestingly, some toys/franchises from the 1980s have not seen a revival. Among them are GI Joes and Barbies (perhaps because they push messages that run counter to the one-dimensional thought that dominates our current age of late-stage capitalism: American nationalism in the former case and cisgender normativity in the latter case).

 

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I’m Not Sure What This Is, Since It Bears No Resemblance to the Optimus Prime I Know. Image Courtesy Of: http://www.cbr.com/the-last-knight-15-ways-it-killed-the-transformers-franchise/

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This Is More Like It. Can I Have My Childhood Back? Image Courtesy Of: http://tfwiki.net/wiki/Optimus_Prime_(G1)/Generation_1_cartoon_continuity

 

Interestingly, sometimes these remakes even end up changing the original to fit the needs of the dominant strains of existing one-dimensional thought: It is a world where Barbie’s beau, Ken, sports a man bun. It is also one where the new Spider man is black, Iron Man is now a young black girl (how the fictional character’s name is still Iron “Man” is unclear, but that is something the progressives clearly failed to acknowledge), and the superhero Thor is now…a woman (Again, the fact that Thor is actually a Norse God—and a male—was missed by progressive minds). We should not, of course, be surprised that cultural history is being re-written; American history itself is also being re-written, as evidenced by the war on Confederate monuments in the South. But we should be surprised that—in a cynical bid to make more money—the purveyors of extreme capitalism are pandering to one dimensional thought by changing the genders and races of comic book characters while they remake them and resell them to the general public and no one seems to care. Wouldn’t it be nicer if comic book executives came up with new  superheroes, and made them whichever race or gender they pleased, rather than succumb to tokenism by changing the existing superheroes in order to pander to the demands of one-dimensional thought? Unfortunately that would require something called “Creativity”, something that has been stifled in the brave new world we now live in.

 

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In This (Brave) New World, Ken Sports a Man Bun. Image Courtesy Of: http://barbie.mattel.com/en-us/about/fashionistas.html

 

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Also, Spider Man (Top) and Iron Man (Bottom) Have changed Races and Genders, Belittling the Causes of Race and Gender Equality Advocates By Becoming Symbols of Tokenism. Images Courtesy of http://www.independent.co.uk/arts-entertainment/books/news/miles-morales-to-replace-peter-parker-as-first-black-spider-man-in-marvel-comics-10336153.html (Top) and http://www.breitbart.com/big-hollywood/2016/07/06/marvels-new-iron-man-teenage-black-woman/ (Bottom).

 

This kind of one-dimensional thought has become so pervasive that there was outrage when U.S. President Donald Trump tweeted an admittedly comical Gif of him body-slamming Professional Wrestling entrepreneur Vince Mcmahon with a CNN logo superimposed over his head. Instead of recognizing the humor, there was only outrage. Unfortunately, the outrage did not go far enough since few people batted an eye when CNN essentially blackmailed the creator of the Gif when they threatened to publically expose the individual’s identity. When a media company acts like the mob one would expect outrage. Instead, there is silence because the public has succumbed to one dimensional thought; the public refuses to recognize that the mainstream media is—and has been for years—essentially lying. When the New York Times calls globalism a “far-right conspiracy theory” you have to question the media’s legitimacy: Academics have been critical of globalization for years!.

Again, this refusal to question dominant narratives is not a new phenomenon. If the government said they would be taking pictures of everyone’s homes and neighborhoods and making it publically available, they would be outraged. But when Google does it people do not bat an eye. If the government told people that they had to “check in” and publically announce where they are during the day, there would be outrage. But when people voluntarily give such information on Facebook, or their online comments are stamped by the location of their phone or computer’s IP address, people do not bat an eye. It is, indeed, a dangerous world.

People would do well to break free of this type of one-dimensional thought fostered by late-stage capitalist society and encouraged by mass media and Hollywood celebrities. Society will be better—and more “diverse”, to use a liberal catch phrase—if alternative perspectives are allowed.

The media would be better if freedom of thought was encouraged. Academia would improve if freedom of opinion was encouraged. Movies and comic books would be better if creativity was allowed. We are tired of the same old things, the same old stories, the same old one-dimensional thought being re-hashed with only the goal of making money in mind. We want new things—and new ideas—to help us break free of the conservatism and rationality of the late-stage capitalist world.

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