I’m Special: How Individuality Became the New Conformity

In between films I read Hal Niedzviecki’s new book, Hello I’m Special: How Individuality Became the New Conformity (Penguin).It was inspired by the author’s crisis of faith in underground culture, precipitated by a Hallmark card reading “Happy Birthday to a non-conformist.” Had he been deluding himself by calling himself a rebel? In his fascinating re-evaluation of politics, art and popular and alternative culture, Niedzviecki finds that much of what passes for radical these days is just another commodity that keeps the masses under control. He’s right, but his pessimism is frustrating: surely one can resist empty consumerism without moving to a remote island that has no electricity?