Page 101 - Cultural Theory and Popular Culture an Introduction

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Post-Marxism and cultural studies 85

in different discourses and different social contexts for different politics. When, for
example, a black performer uses the word ‘nigger’ to attack institutional racism, it is
‘spoken’ with an ‘accent’ very different from the ‘accent’ given the word in, say, the
racist discourse of a neo-Nazi. This is, of course, not simply a question of linguistic
struggle – a conflict over semantics – but a sign of political struggle about who can
claim the power and the authority to (partially) fix the meaning of social reality.
An interesting example of the processes of articulation is the reggae music of
Rastafarian culture. Bob Marley, for example, had international success with songs
articulating the values and beliefs of Rastafari. This success can be viewed in two ways.
On the one hand, it signals the expression of the message of his religious convictions
to an enormous audience worldwide; undoubtedly for many of his audience the music
had the effect of enlightenment, understanding and perhaps even conversion to, and
bonding for those already convinced of, the principles of the faith. On the other hand,
the music has made and continues to make enormous profits for the music industry
(promoters, Island Records, etc.). What we have is a paradox in which the anti-capitalist
politics of Rastafari are being articulated in the economic interests of capitalism: the
music is lubricating the very system it seeks to condemn; that is, the politics of Rastafari
are being expressed in a form which is ultimately of financial benefit to the dominant
culture (i.e. as a commodity which circulates for profit). Nevertheless, the music is an
expression of an oppositional (religious) politics, and it may circulate as such, and it
may produce certain political and cultural effects. Therefore, Rastafarian reggae is a
force for change that paradoxically stabilizes (at least economically) the very forces of
power it seeks to overthrow.
Another example, in some ways more compelling than that of reggae, is the music
of the American counterculture. It inspired people to resist the draft and to organize
against Amerika’s war in Vietnam; yet, at the same time, its music made profits (over
which it had no control) that could then be used to support the war effort in Vietnam.
The more Jefferson Airplane sang ‘All your private property/Is target for your enemy/
And your enemy/Is We’, 14 the more money RCA Records made. The proliferation of
Jefferson Airplane’s anti-capitalist politics increased the profits of their capitalist record
company. Again, this is an example of the process of articulation: the way in which
dominant groups in society attempt to ‘negotiate’ oppositional voices on to a terrain
which secures for the dominant groups a continued position of leadership. The music
of the counterculture was not denied expression (and there can be little doubt that this
music produced particular cultural and political effects), but what is also true is that
this music was articulated in the economic interests of the war-supporting capitalist
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music industry. As Keith Richards of The Rolling Stones said,

We found out, and it wasn’t for years that we did, that all the bread we made for
Decca was going into making black boxes that go into American Air Force bombers
to bomb fucking North Vietnam. They took the bread we made for them and put
it into the radar section of their business. When we found that out, it blew our
minds. That was it. Goddam, you find out you’ve helped kill God knows how
many thousands of people without really knowing it (quoted in Storey 2009: 92).