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You're creating an identity based on nothing but your consumption of a product.
not in your personal character, not in your accomplishments, not in what you believe even, not in a cause, but b/c you like a tv show, or a sports team, or a band, or a cartoon. It's JUST a tv show, or a movie, or a band. It's not a lifestyle.
I remember Manson fans getting all pissed off when Manson came out with Mechanical Animals where he started dressing in glam and wore this alien hermaphrodite outfit. All the kids who had been following him around like he was some kind of god started going "what now? are we supposed to start dressing glam now?" as if what Manson's performances showed was some kind of pathetic rule book for how they were supposed to look themselves.
You take the cult of Mac or Star Wars or Trekkies and there's just this level of immersion there that shows a complete disconnect from reality.
Also - when you become a fan of anything, to this level - you lose your ability to objectively critique something. Say like a tv show. Die hard fans of any given tv show like to keep their discussions about it either as praise or "in-universe" discussions. See www.reddit.com/r/DaystromInstitue (for star trek) for that. They don't like confronting various fallible or poor thought out aspects of the work as a failure on the writers, actors, directors, various business decisions and concessions made for cheap attempts at ratings. They lose the ability, and in some cases willfully refuse to analyze a piece of art or entertainment as something that was created by actual people. People do this with bands, movies, authors (Stephen King's followers would jerk off to a his weekly grocery list if he ever published it). I mean - what does it say about you if you can't analyze something, to understand something and it's creation on a deeper level. What i mean is - people lose the ability to analyze THE CRAFT of the piece. Rather - in the case of bands, it's simple idol worship. In the case of tv shows, it's a total immersion in a fictional universe to the point that reality almost blends with your perspectives on it.
Instead most people just walk around like Beavis and Butthead, claiming this sucks and that rocks. That's as deep as it gets. Then they call everyone who's critical of something they like a hipster, a snob, or pretentious because that person dared have a nuaced opinion, a grey perspective on it - rather than a fan's take which is always absolute, always black/white. If you are critical you get responses like "well if you don't like it so much why are you even here??? As if you're only allowed to talk about it if you're a fan.
I know a woman who's 40 years old, and if you could see the level of immersion she has with Twilight (and i'm not saying this to make fun of her) you just...feel bad for her. It's consumed so much of her time, so much of her money, she has blinded herself. She won't date a guy unless the guy accepts (or shares) her love for Twilight.
And then you get people who tattoo their favorite tech company, sports team, band, tv show, author, whatever - permanently on thier bodies as if liking something and putting it on them permanently showcases some level of depth and edginess and general snowflakeyness about them that makes them "interesting". Like ...how fucking novel. You like something. How rare.
People should define themselves by their actions more than what they spend hours sucking into their brains while their fat asses are plopped on a a couch, people are more than consumers. We are not a sum of the things we like. The music industry, hollywood, tech companies don't get to define who the fuck i am. I wish so many other people would realize the same.
You can like something, enjoy something, love something without being an obsessive dipshit, who looks at themselves through the lens as the consumer of that product. when you see yourself as nothing more than a consumer - your actions will uphold that perspective and that's all you'll ever be. If you want a good example - look at the people who say "i play video games" and the people who say "i am a gamer" and notice - however anecdotal - the personality differences, all the subtleties between these types of people. It's different. It seems minor when you put it down in words - but the reality in how it plays out is very different. Buying shit and consuming shit is not culture. It's not who you are. And i think most people forget that.
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