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  • Do hipsters really define modern pop culture?
  • Do hipsters really define modern pop culture?
    old_skool_paul, Creative Commons (2012) ©
REPORT

Are we all just a little too ironic?

The hipster is defined as the embodiment of Postmodern Irony. But it's not the only group striving for leadership over pop culture; New Sincerity has been singled out as another ideology contender. Is there really a 'battle of the principles'? And how are adverts reflecting this?

Location Global

Scope
Every decade has its zeitgeist, and every generation has its tribes. So what is the contemporary ethos, and who is it embodied by? Scholars and cultural critics seem anxious to define it and pin Millennials into categories.

The hipster – the most visible and most discussed specimen – is defined as the embodiment of Postmodern Irony, but it’s not the only group striving for leadership over pop culture. New Sincerity has been singled out as the other contending ideological current.

Is this theorised ‘battle of the principles’ real? Criticism of ad campaigns siding with either camp casts ...

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