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From the Fanzine to the Magazine: an Analysis of Punk Rock Representations by Advertising

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From the Fanzine to the Magazine: an Analysis of Punk Rock Representations by Advertising ARTICLE COMUN. MÍDIA CONSUMO, SÃO PAULO, V. 13, N. 37, P. 74-94, MAIO/AGO. 2016 DOI 10.18568/1983-7070.133776-97 From the fanzine to the magazine: an analysis of punk rock representations by advertising1 Da fanzine à magazine: uma análise das representações do punk pela publicidade Cláudia da Silva Pereira2 Lívia Pessanha Boeschenstein3 Abstract The objective is to analyze the social representations of punk rock in the media from two icons of this movement: Johnny Rotten (former lead singer of the late 1970’s punk band The Sex Pistols) and João Gordo (former lead singer of the Brazilian hardcore punk band Ratos de Porão). It starts with the premise that the punk rock subculture is likely to be, through advertising, retransmitted to the general audience within “politically correct” standards in comparison to what it is in its ideological essence. To try to understand the concept of “social represen- tations” and also how the process of assigning meanings to certain elements that are “foreigners” to a culture is, a reflection shall be developed from Moscovici’s (2003) theory of social representations, among others authors. Keywords: Media representations; Advertising; Punk rock Resumo O objetivo é analisar as representações sociais do punk na mídia a partir de dois ícones deste movimento: Johnny Rotten (ex-vocalista da banda Sex Pistols) e João Gordo (ex-vocalista da banda Ratos de Porão). Parte-se da premissa de que a subcultura punk é passível de ser, através da publicidade, retransmitida 1 This article is the result of research supported by Bolsa Jovem Cientista do Nosso Estado (Young Scientist Scholarship of Our State) of FAPERJ [Fundação de Apoio à Pesquisa do Estado do Rio de Janeiro (Foundation to Support Research of the State of Rio de Janeiro)] granted to author Cláudia Pereira. 2 Pontifícia Universidade Católica do Rio de Janeiro – PUC/Rio, Rio de Janeiro, RJ, Brasil. E-mail: [email protected] 3 Pontifícia Universidade Católica do Rio de Janeiro – PUC/Rio, Rio de Janeiro, RJ, Brasil. E-mail: [email protected] cláudia da silva pereira | lívia pessanha boeschenstein 75 ao público em geral dentro de padrões “politicamente corretos” em comparação ao que ele é em sua essência ideológica. Para tentar compreender o conceito de ARTICLE “representações sociais” e também como se dá o processo de atribuição de signifi- cados a determinados elementos “estrangeiros” a uma cultura, será desenvolvida uma reflexão a partir da teoria das Representações Sociais de Moscovici (2003), dentre outros autores. Palavras-chave: Representações midiáticas; Publicidade; Punk comun. mídia consumo, são paulo, v. 13, n. 37, p. 74-94, maio/ago. 2016 ARTICLE 76 from the fanzine to the magazine It starts with the premise that advertising acts, in particular, as a space of signification in society that contributes to the maintenance of what (Romanian-born French social psychologist Serge) Moscovici (2003) calls “consensual universes,” in which what is outside the established standards gains new meanings, becoming a current portion of common sense. In order to discuss, in a way, the limits of the role of advertising in the construction of these conciliatory media representations, turning the “non-familiar” into “familiar” (Moscovici, 2003), we take punk rock as an object of reflection. Punk rock is a subculture that was built as absolutely transgressive and countercultural, which appropriated everyday elements, shifting goods from their original meaning, giving new meaning and inventing an unconventional lifestyle embodied by the dominant culture. Even it, we propose to state, is likely to be, through advertising, retransmitted to the general audience within “politically correct” standards in compari- son to what it is in its ideological essence. For that, it shall be necessary to understand the concept of subculture, dialoguing with theories of the field of British Cultural Studies, and resort to the sociological theories of deviance (Becker, 2009) and impurity (Douglas, 2012). The punk phenomenon shall be explored beyond the musical genre as a kind of subculture endowed with rites and symbols, politics and as an element of criticism of the “mother culture” or “mainstream culture,” using the studies by Hodkinson (2007) and Hebdige (2008) about the topic. The punk subculture gained strength in the 1970s among young peo- ple from the British working class due to economic and political crises of the postwar as a way to challenge and deny everything that would come from the conventional culture or mainstream (Hebdige, 2008). Nevertheless, punk is frequently used as a reference related to a given youth ethos, serving as a symbolic marker for the entertainment indus- try – fashion and pop music – and advertising. The media, in general, intensively works with social, collective and consensual representations, and therefore friendlier, to strengthen its traditional paradigms and val- ues, to communicate more clearly and quickly. Thus, it is possible to comun. mídia consumo, são paulo, v. 13, n. 37, p. 74-94, maio/ago. 2016 cláudia da silva pereira | lívia pessanha boeschenstein 77 generate a process of identification and recognition from the audience with what is being presented and communicated, labeling different cul- ARTICLE tures, stereotyping characters. In order to understand the concept of “social representations” and also how the process of assigning meanings to certain elements that are “foreigners” to a culture is, a reflection shall be developed from Mos- covici’s (2003) theory of social representations, which addresses issues surrounding this phenomenon. Moscovici conceptualizes social repre- sentations as products of an interactional force to familiarize what is “non-familiar” or unknown in order to avoid what is foreign to the com- mon sense of that society. It is possible to see, in this way, the author’s speech proximity to the subject matter covered in this research: how the media, particularly the advertising discourse, appropriates certain concepts to deal with what looks strange and unexpected. According to the theorist, social representations have a mobile character. They are as supports for words or ideas. Their meanings and structures are dynamic and can be moved to others that are completely opposite to the previous ones, or even disappear. According to Moscovici, there is a continuing need for reestablishing any breakages on common sense, that is, the social representations are ways to recreate reality without which no com- munity would operate. As for Durkheim (1970), to whom Moscovici attributes the basis of his theory, the concept encompasses the collective, because a single in- dividual could not create such circumstances and beliefs alone. It is an “actual phenomenon” collectively created and imposed on individ- uals. Collective representations are therefore coercive. The collective then prevails on the individual. According to the sociologist, the less they are perceived, the greater the power of influence of collective representations. Also according to Moscovici’s ideas, the representation systems are different ways to classify concepts and add certain features. A culture can be seen from the massive sharing of conceptual maps, that is, a huge amount of people understands the same meanings from the same comun. mídia consumo, são paulo, v. 13, n. 37, p. 74-94, maio/ago. 2016 ARTICLE 78 from the fanzine to the magazine social representations, sharing the same identity. In short, the represen- tation is the process that connects things, concepts and signs. Similarly, reinforcing common sense, inserting an idea massively shared by a so- cial representation and enabling the creation of an identity that brings people together to share the same set of ideas is what makes the media. Subcultures, deviation and danger The discussions on the terms used to define cultures that arise within other cultures are numerous. According to Morin (2006), the subculture belongs to the wider system of mass culture, thus participating in the cultural industry, sharing “mar- ket laws, production techniques and mass diffusion” (MORIN, 2006, p.133). The subcultural media conveys messages that are not focused only in entertainment, but in political ideals that refuse integration in the consumer society, taking on marginality. For Morin (2006), subcul- ture is a phenomenon that fits “between” culture and counterculture. On the one hand, the counterculture is opposed to what is established; on the other, the subculture “coexists” with it. Subcultures propose in- novations, changes in values, review of precepts and practices, in short, the strength of the market is higher than its transgressive effect – they are quickly merged into the industry and commodified (Morin, 2006). Clarke (2003) says in a detailed study of the concept of subcultures that movements that go against the mainstream culture are segregated, treated by the media as evil and marginalized by the mainstream society, because they work hard to not belong to it. Their efforts translate into ownership of unusual everyday goods and reframing them. There is the imposition of a lifestyle that is different from the one in previous gen- erations, being totally opposite and confronting it in the literal sense, if necessary. Punk is, by its characteristics, a subculture. Also, by its marginal char- acteristic and its existence in pathways parallel to mainstream, the punk subculture sets a detour (Becker, 2009), that is, everything that is not expected or foreseen by society and the dominant culture. The deviant comun. mídia consumo, são paulo, v. 13, n. 37, p. 74-94, maio/ago. 2016 cláudia da silva pereira | lívia pessanha boeschenstein 79 or outsider is the individual who deviates from the set of rules, “someone to whom that label has been successfully applied; a deviant behavior ARTICLE is the one that people label as such” (Becker, 2009, p. 22). The devia- tion is an ambiguous category, according to the author, since it shall be determined from the perspective of the group’s rules that judges them in this way. For example, a person can be part of several groups of the same society and their actions can be considered conventional in one of these groups and deviant in another.
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