The two critical texts I’ve chosen: Why Johnny Can’t Dissent and Cultural Studies vs. Political Economy, relate to this advertisement and my overall topic for the semester because they discuss the idea of dissent that is associated with progressive “green” politics and the relationship between consumption and cultural studies respectively. This advertisement contains an idea of dissent on two levels: the idea of being fuel efficient and environmentally friendly stands in opposition to the established expectation that cars are harmful to the environment, and the new “Sport Hybrid” dissents against the cultural idea of what a Hybrid car is, retaining the environmentally-friendly aspect while not “sacrificing” sports car features. This advertisement utilizes dissent in its main selling point, a characteristic of Information Age capitalism. The Grossberg article, Cultural Studies vs. Political Economy, connects the ideas of consumption, politics and class with cultural studies through articulation. Purchasing an eco-friendly car effectively articulates the consumer within dominant contemporary culture, connecting consumption and politics to environmentalism in contemporary culture. This relates to the central idea of my papers and my topic for the semester, the contradiction between the apparent support of environmentally friendly politics and the cost of these “eco” products. While a hybrid car is better for the environment, the high cost makes it an option only for the wealthy. Progressive politics is concerned with creating a global community based on sustainable and responsible practices, and this advertisement does not connect with these ideals due to the environmental product in question being a sports car.
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