LEADER 03815nam 2200673 450 001 9910460582503321 005 20200520144314.0 010 $a0-231-53988-6 024 7 $a10.7312/winn17294 035 $a(CKB)3710000000461357 035 $a(EBL)2145073 035 $a(StDuBDS)EDZ0001188770 035 $a(MiAaPQ)EBC2145073 035 $a(DE-B1597)458555 035 $a(OCoLC)1054867856 035 $a(OCoLC)918624206 035 $a(OCoLC)984686743 035 $a(DE-B1597)9780231539883 035 $a(Au-PeEL)EBL2145073 035 $a(CaPaEBR)ebr11092229 035 $a(CaONFJC)MIL826600 035 $a(EXLCZ)993710000000461357 100 $a20150204h20152015 uy| 0 101 0 $aeng 135 $aurcnu|||||||| 181 $2rdacontent 181 $2rdacontent 182 $2rdamedia 183 $2rdacarrier 200 10$aWay too cool $eselling out race and ethics /$fShannon Winnubst 205 $aPilot project. eBook available to selected US libraries only 210 1$aNew York ;$aChichester, West Sussex :$cColumbia University Press,$d[2015] 210 4$dİ2015 215 $a1 online resource (257 p.) 300 $aDescription based upon print version of record. 311 0 $a0-231-17294-X 311 0 $a0-231-17295-8 320 $aIncludes bibliographical references and index. 327 $tFront matter --$tContents --$tAcknowledgments --$tIntroduction: A Very Uncool Book --$t1. Excavating Categories --$t2. Rethinking Difference --$t3. From Instant Karma to Instant Wealth --$t4. "How Cool Is That?" --$t5. Reading Race as the Real --$t6. Stop Making Sense --$tNotes --$tBibliography --$tIndex 330 $aLife, liberty, and the pursuit of cool have informed the American ethos since at least the 1970s. Whether we strive for it in politics or fashion, cool is big business for those who can sell it across a range of markets and media. Yet the concept wasn't always a popular commodity. Cool began as a potent aesthetic of post-World War II black culture, embodying a very specific, highly charged method of resistance to white supremacy and the globalized exploitation of capital.Way Too Cool follows the hollowing-out of "coolness" in modern American culture and its reflection of a larger evasion of race, racism, and ethics now common in neoliberal society. It revisits such watershed events as the 1960s Civil Rights Movement, second-wave feminism, the emergence of identity politics, 1980s multiculturalism, 1990s rhetorics of diversity and colorblindness, 9/11, and Hurricane Katrina, as well as the contemporaneous developments of rising mass incarceration and legalized same-sex marriage. It pairs the perversion of cool with the slow erasure of racial and ethical issues from our social consciousness, which effectively quashes our desire to act ethically and resist abuses of power. The cooler we become, the more indifferent we grow to the question of values, particularly inquiry that spurs protest and conflict. This book sounds an alarm for those who care about preserving our ties to an American tradition of resistance. 606 $aAdvertising$xSocial aspects$zUnited States$xHistory 606 $aMinorities in advertising$zUnited States$xHistory 606 $aCommodification$zUnited States 606 $aNeoliberalism$zUnited States 607 $aUnited States$xRace relations 608 $aElectronic books. 615 0$aAdvertising$xSocial aspects$xHistory. 615 0$aMinorities in advertising$xHistory. 615 0$aCommodification 615 0$aNeoliberalism 676 $a306.3/4 700 $aWinnubst$b Shannon$0877613 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910460582503321 996 $aWay too cool$92451844 997 $aUNINA