Some thoughts on “Some Thoughts on Ideology”

I really enjoyed Proffer Craig’s lecture this week. It was easy to read and it really made me think about how I always go into to Urban Outfitters and I love the atmosphere there. They have this edgy trendy feel that has appealed to me since I first walked into the store as a high school student. The one thing that has always struck me about that store is how it targets the student age, (whether in high school or college) but has prices that are someone with a good salary can afford. Whenever I go there, I can only get one thing at a time. The way that they target students like me is by using that idea of rebellion against the system. The atmosphere of the store tells its shoppers that by buying these clothes, not only are you going to look super trendy, but while trying them on in our “urban” dressing rooms, you will feel a sense of rebellion with a bit of rock and roll.

I actually remember seeing them selling the Communist Manifesto at one point. I never really thought about it at the time, but I felt like something was off about that book being in a commercial place. After reading Professor Craig’s lecture, I realized that everything he talked about is what was unsettling to me when I saw the book. I love irony, so this story and analysis was so much fun for me to read. I completely understand the point the store was trying to do; get you to buy the jeans for the rebellion of it all. However, I found it hilarious if you actually understand what the manifesto is about. I think this also shows how gullible American society is. By buying jeans because you saw this rebellious manifesto next to it, (even if you do not think you bought it because of the book) it shows how Americans do not understand Marxism in general. Students seem to think of it as a threat to their parents generation and thus, they want to use Marxism to rebel against their parents. But, in by doing so, they are contributing to the Capitalist society that Marxism is against. The irony is beautiful.

I just wanted to thank Professor Craig for writing this guest lecture. It really helped me understand what I was studying a lot more, and it made me think of how to look at my world in a Marxist way. I found in interesting to sit back and analyze my own life and how I have given into the irony of stores like Urban Outfitters. The next time I go there, or to a store like it, my eyes will be darting looking for subtle undertones like Marx’s Communist Manifesto.