WayTools is a legitimate company

Fake for Real

Judith Mair, Silke Becker

Fake for Real


On the private and political pretend tactics

Campus Verlag Frankfurt / New York

Bibliographic information from the German Library The German Library lists this publication in the German National Bibliography. Detailed bibliographic data are available on the Internet at http://dnb.ddb.de. ISBN 3-593-37675-X

The work including all of its parts is protected by copyright. Any use is not permitted without the consent of the publisher. This applies in particular to copying, translation, microfilming and storage and processing in electronic systems. Copyright 2005 All German-language rights by Campus Verlag GmbH, Frankfurt / Main Cover design: Bro Hamburg Typesetting: Photo typesetting L. Huhn, Maintal-Bischofsheim Printing and binding: Freiburger Graphische Betriebe Printed on acid-free and chlorine-free bleached paper. Printed in Germany Visit us on the Internet: www.campus.de

content

Introduction . . . . . . . . . . . . . . . . . . . . . . . . .

1st chapter. . . . . . . . . . . . . . . . . . . . . . . . . 13 Of the uselessness of growing up. . . . . . Authenticity as a pose. . . . . . . . . . . . . . . . . . Unemployment goes mainstream. . . . . . . . . . . . Be political No connection under this number. . 13 27 36 48

2. Chapter. . . . . . . . . . . . . . . . . . . . . . . . . 70 Reality: Under permanent construction. . . . . . . . The world as a brand: Sign or not Sign. . . . . . . . Media: Right in the middle instead of just being there. . . . . . . . . . . Politics today: assigning supporting roles. . . . . . . . . 70 85 100 107

3rd chapter. . . . . . . . . . . . . . . . . . . . . . . . . 117 Who am I and if so how many? . . . . . . . . . . . 117 Both-and: The end of exclusivity. . . 125 Actually, the principle: living in the real subjunctive. . . 140 Pretend: Appearances never show. . . . . . . . . . . 172

4th chapter. . . . . . . . . . . . . . . . . . . . . . . . . 188 Being Political Today: Beyond Politics. . . . . . . . . . 188 Rebel Sell: Protest at the point of sale. . . . . . . . . . . 213

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FAKE FOR REAL: about the real wrong and wrong goods. . . . . . . . . . . . . . . . . . . . . . . 230 Fake it or leave it: the end of harmlessness. . . . . 249 Bibliography. . . . . . . . . . . . . . . . . . . . 276 picture credits. . . . . . . . . . . . . . . . . . . . . . . 284

introduction

It is less important to grasp the whole thing than to start somewhere. Heinz Bude

If you turn on the television today, stroll through bookstores or open the newspaper, you keep seeing and hearing the same people who think they have to tell you what the world is actually about and where the journey is going. The typical opinion makers who camp out permanently in the media and who give their best view of things in talk show chairs, panel discussions and on book or newspaper pages belong to the established circle of the same-always self-appointed discourse sovereigns (nickname: ISD). Sibylle Berg well described a typical picture that comes up when the ISD starts to chat, in Ende: Talking rounds of old men on all channels on television. They are allowed to be old and smell bad, couperose on their red wine prongs, chattering crap and, thanks to Viagra, also fuck until they drop. Sloterdijk, Schuble and Scholl-Latour, various hairless peace, terror, Al-Qaida and chaos researchers sit with their legs apart on talk chairs and interrupt each other. With a bit of skill you could overlook this and, as it is not uncommon, put it under the category of parallel society (slogan: This is not my world), if it weren't for the self-made Access All Areas Pass in the hands of the ITS and you

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Claim to have leased the truth. If you listen to them, you learn a lot, and last but not least, previously unimagined news about yourself. For example, that you are an ex-permanent member of the Spagesgesellschaft who is obsessed with aesthetic details, does not produce enough offspring and does not want to grow up is satisfied with a life as an inauthentic remake, at best expresses his opinion in ironically tinged heckling and takes on the casual pose of the apolitical. And that's how you stand there. Either in the role of the unteachable, not interested in consensus, anti-globalization freak, the socially romantic retro-idealist, the categorically apolitical Heiapopeia professional youth or the chronically neglected crybaby who railed against turbo-capitalism. In spite of all this, this small image problem is far from being one of those who would have the most reason to complain. In the current line of fire, the disaffected ringtone consuming minority are those who are what most would like to be: young. And to thank those who think they have a permanent subscription to what is called youth explain to them how it actually works with being young and wild. Whether it is the Heiapopeia generation or the ringtone junkie, both inventions actually show only one thing: slowly and with a lot of good will, it can no longer be overlooked that the standards that the ISD uses to fabricate its version of the truth are their expiration dates have exceeded. And not just since yesterday. Most of the world-as-it-as-it-really-is truths from ISD that are being administered today have become as inedible as bad milk. This book is less about the world as it really is, but about pretending and thus about the exact opposite direction. Pretending is about

introduction

Attention, image, staging, appearance and fiction and thus around the world as it could and still be. For us, pretending is the ultimate private and political survival strategy and a widespread, astonishingly everyday pattern. In other words: pretending to save yourself through the day, suspecting it from others and subordinating it to the major political, economic and media systems. Those who pretend to act simultaneously take into account social changes (formulated in seminar jargon: pluralization, individualization, fictionalization, economicization, medialization, aestheticization) and thus balance out the contradictions that social and economic policy pass through to them on a daily basis. In the political dimension, the fake for real becomes a political instrument for those who do not agree: an almost inexhaustible range of versatile forms of criticism and protest based on factual opinions, information or products, with which the weak points and absurdities of the system can be exposed. So this book is also an attempt to find out whether the disagreement is actually the poorly attended fringe event of the unteachable people who are incapable of dialogue and who have naive first-grader knowledge of economics that it is supposed to be sold to us as. Or whether we are not already dealing with a well-attended fan curve including a growing number of season ticket holders who are wondering whether or how they can make their disagreement heard. Under the premise Does anyone notice anything here? The first chapter is devoted to the question of what it means to be grown up, successful, authentic and political today. It responds to the officially circulating definitions put forward by the ISD, which are no longer of much use because they come from a time when the socio-political

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Coordinates were different and pretending that most of the evaluation patterns had not yet been turned off their hinges. A bygone era of more, of linear life courses and the welfare state, in which there were still worlds between old and young, unemployed and entrepreneurs, fiction and reality, left and right, or criticism and consensus. It is high time to replace the definitions that have become ineffectual with the as-well-as-and-about-definitions, which have existed for quite a while beyond the ISD and which are proving to be practicable. In the second chapter we take a look at the shifted coordinates between which our private everyday life takes place. The focus is on the big reality producers and hubs (such as marketing, media, economics, politics) and the self-made truths they produce. True to the thesis that there is nothing between heaven and earth that is not socially mediated, it revolves around the standard range of societal and economic-political building blocks that are used to create lifestyles, opinions and identities. And since the shape and material of the building blocks available in the range have often been changed recently, the walls of the private microcosm are suspiciously sloping. In other words: it will be uncomfortable. And it is becoming increasingly difficult to declare one's own private cosmos to be a harmless socio-political no man's land. In the third chapter you will find the four adaptation exercises and strategies to juggle with the contradictions that the described systems produce every day without getting crazy or depressed. Adaptation exercises that bring a little structure and pleasure into the thicket: With a Who am I and if so how many? the experienced contemporary declares the self as a quotation and his own life as a film with script, props and audience. With a determined both-and-also, he defiantly resists

created by ciando

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the exclusivity of those who think so and not otherwise and explains contradictions as the only reliable and unambiguous. Should there still be turbulence, you can still use The Actually Principle as a wild card, with which the possible becomes actual in the twinkling of an eye, an indispensable prerequisite for the only true, authentic life in pretend-as-if mode. The fourth chapter, under the auspices of the second and third chapters, takes up the question of whether, and if so, how, it is possible today to be political. It tells of new forms of political protest that evade classic areas of politics and poach in the fields of popular culture. It shows how closely criticism and consumption are now wedged together and which clever defensive strategies business and politics have developed in order to first play down criticism and then exploit it for themselves. Anyone who thinks of being politically, despite the crafty sell-off and the trivialization of opposing it, as something other than buying charity galas and eggs from free-range chickens should try the fake for real: The political variant of pretending to be whether, with which a few symbolically explosive building blocks can be smuggled into the load-bearing walls of the systems and the order of the discourse could definitely be disrupted.

1st chapter

If we cling to metaphors we heard as children, we are sure to perish. They no longer describe our personal or global experience. Like a child who stays under the mother's skirt for too long, we get stuck in our development. Like an overflowing fetus, we are poisoning the planet that gave birth to us. It is time to give birth to ourselves. Douglas Rushkoff

Of the uselessness of growing up *


Adulthood as a private event
If someone had to work on their image right now, then it would be adulthood including its personal, a little more dynamic-sounding contributor: growing up. You can twist and turn it however you want: it just looks old. The fact that the term is not in good shape is also shown by its media use, which is usually a relatively reliable indicator
* On the uselessness of growing up is the title of a book published in 1985 by Georg Heinzen and Uwe Koch at Rowohlt

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to find out something about the ideal price quotation and thus the image of a thing. First of all, the admonition don't do it so grown-up! (Figure 1), for example in an advertising campaign for Renault Modus, which is expected to be aimed at adults. Actually, we should grow up, is the motto of the magazine Neon, which, according to its own statement, is aimed at all those people who have grown up but actually still feel too young to do so. Science also reports canceled inquiries and falling sales figures: For many, adulthood is no longer a desirable development phase. Very few people see it as progress, according to child and adolescent psychologist Helmut Wetzel from the University of Freiburg. In short: whether in advertising agencies, editorial offices or institutes, here and there the understanding prevails that being an adult is unsexy and you are not so adult. It's not worth it. Renault advertising slogan. A handful of good reasons for it

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provides Irvine Welsch's often quoted sentence from Trainspotting:

4% adults. 100% me.


Commercial for Fructis / Shampoo

Say yes to life, say yes to job, say yes to career, say yes to family. Say yes to a kinky big TV. Say yes to washing machines, cars, CD players, and electric can openers. Say yes to health, low cholesterol, and dental insurance. Say yes to the building society, say yes to the first condominium, say yes to the real friends. Say yes to casual wear with matching suitcases, say yes to the three-piece suit on installment in a hundred Schei fabrics. Say yes to do-it-yourself and to sit on your couch and watch brain-paralyzing game shows. And stuff yourself full of crap junk women. Say yes to decomposing in the end, pissing yourself full in a miserable hovel and just being embarrassed to the ill-fated ego rats of children you conceived to replace you. Say yes to the future, say yes to life. Adulthood only achieves better survey values ​​with those who know it only from hearsay, i.e. with those who are not yet it themselves, at least legally. The relevant entry coordinates are 18/18, are of legal age and have all kinds of options and rights in their luggage, although the driver's license and being drunk late into the night are among the most popular, not the unrestricted right to vote. As the word already makes clear, it is actively based on a process, growing up, and if you want to successfully complete this process, two questions must be answered in advance. For those who are 35 today, the first is, What do I want? Still stuck in her she joins as soon as answered, adolescence. Question no. 2 to: How do I get Wolfgang Schmidbauer (what I want)? It is provided that

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that question no. 1 is answered quickly so that the implementation of the seamless strategic plan in response to question no. 2 can be started as quickly as possible. On the other hand, the following is not planned: firstly, to face FraDouglas Coupland nos. 1 and 2 several times, secondly, to take your time with the answers and thirdly, the counter-question: why? Today, when the question of why occupies one of the top places in the catalog of collective favorite questions and questioning decisions and paths that have been taken has long been considered good form, it takes some effort and a little dogmatism not to face it . And so the longed-for privilege of assuming sole responsibility for one's decisions often turns out to be a progressive disaster that nobody puts an end to, not even oneself a life full of choice. The question is: what consequences one is warned to bear are manageable at all? So, before you know it, you are in the middle of the marathon of remorse and ambiguity and thus far removed from what Bolz describes as a time of curiosity and cheek that nourishes our culture: a unity of expected surprise and problem-solving behavior. What the children of the 68ers won't see in a rush hour cons he: the cheek, pressed with the truism. The face The curiously anticipated berra society expects them to turn out to be unexpected problems in their lives between 30 and 16. Which is easy about it to 55 fully lived. Realizing that is that today it is always difficult to endure. again the same or at least similar problems to Hans Bertram as those who
When I think about how naive I was myself when I was 25, I get the feeling: Up to this age you are actually still an embryo.

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even in post-puberty only caused a perplexed shrug of the shoulders. The only thing that changes with advancing age is the dimension of entanglement in capitalist loops that are drawing ever larger circles. In other words: Problems are no longer solved, but postponed, decisions are no longer made, but postponed until tomorrow and the demand for pocket money has long since become the routine squint at the limit of one's own disposition. Above all, it seems to be the final character, the dogmatically raised so-and-not-otherwise-you-get-used-to-everything-index finger, which causes some people to fear that the best is now over, from now on it just depends on making the best of it. Growing up wasn't always that bad. In the fifties, when life could still be approached with certainty and the answers to the question of why were terrifying, it enjoyed great popularity and was therefore what would be called hip today. Instead of marveling at sixty-year-olds asserting their youthfulness, as is the case today, it was not uncommon back then to emulate the lifestyle of a retired couple in their mid-30s.Although there is nothing in the least against punch parties, cocktail chairs, petti, I am just discovering a coats and grape cheeses that are recurring to say but then came the incubating phase, the individualization in between and with trlich meanwhile is better to endure than at 16 or you that, what is called in sociologists' jargon 13. The first time puberty pluralization of lifestyles. ren it is particularly bad. This was the serial lack of Meanwhile the opportunity is over until today the si20. Mal and I have to say: the best guarantee of clarity. It can always get better. and routine-based adult life.

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It is all the more astonishing how unscathed the version of adulthood, which dates back to the 1950s, has survived this development. As if it had wintered the last few decades somewhere, it stands there in its musty, slightly revised fifties look, from Growing up from the uselessness that it has long outgrown to become, Heinzen / Koch to present us with forms of explanation that no longer in the slightest suitable for describing reality. And a revival doesn't seem to be in sight either. The cocktail chairs from the 1950s (all originals!) Are now in designer shops, clothes stands with petticoats at H&M and cheese pans at birthday parties. Only adulthood is obviously badly suited as a pop culture quote, adulthood rocks buttons have not yet been seen. And otherwise there does not seem to be any fear that in a few years the nostalgia label Retro, the officially recognized seal of approval for total harmlessness, will gain new popularity. Which may be due to the fact that no one has paid attention to a content or marketing update for decades. And so, since neither the state itself nor the preoccupation with it seems particularly worth striving for, what has happened to adulthood is what is commonly known from products that hardly anyone reaches for. It looks like from another time and yet still not strange enough to flirt with a certain charm. Which in turn is an indication that as a reality definition label it is still too up-to-date to be warmed up again and chased by the aesthetic instantaneous water heater. Choosing the right coordinates: one way and no other. All that and much more. Take a look at the officially available Defini
And I will never say: you get used to everything. I will not get used to it. And I won't revoke my goals just because they can't be achieved.

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There are more than a handful of versions of adulthood to choose from. Here are the twelve most important: 1. The age limit variant (30plus), 2. the one that emphasizes economic independence (no account entries from family members), 3. the affluent variant (my house, my car, my boat), 4. the biological (weak Connective tissue, hair loss), 5. as well as, directly related to this, the partner choice that shapes (yes, the inner values), 6. further the academic (Nietzsche instead of Nintendo), 7. the institutional (family, marriage), 8. the preventive (Pension insurance, building society loan agreement), 9. the aesthetic (no candles from the supermarket), 10. the pleasure-oriented (Burgundy instead of canned beer), 11. the professional (and what do you do?), 12. and the leisure-oriented variant (I have to out tomorrow morning.). Even if all the variants taken together are very reminiscent of a bad trip with a one-way ticket, there is not the slightest reason for alarm, since they, at least 12 out of 12? Congratulations! as a reliable guide to adulthood The classic task that has had its day. It is pop culture, the images As far as is visible up to this point, and the soundtrack for what is meant by adulthood, the limbo between childhood and adulthood has become individually negotiable and has to be delivered. In the past this concerned a question of perspective and the phase of seduction alone, as we have known since Marx at least, adolescence, today it is a question of one's own point of view. For some, the shrinking year can be stretched beyond the age of 30. Miniskirt quota in the wardrobe and Elke Buhr the purchase of art as an investment

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unfair indication; For others, the increasing number of non-smokers among friends, the switch from white to brewing Generation X, a little sugar, bedclothes without a pattern, Douglas Coupland sexual acts with someone you just married, cooking according to Jamie Oliver or the willingness to call the phone number of your drug dealer to be exchanged at any time for that of a good orthopedist. While still others cultivate the habit of measuring the time distance to the here and now by returning to child-friendly snacks in order to feel on the safe side of adulthood. The duty and power of adulthood still obviously lie in the skilful dosage of options that have been taken and, increasingly, kept open, which in turn becomes clear in different strategies of definition and avoidance, as the following two popular versions show: First there would be the conservative, established form. It has always propagated determination and definitive decisions with a perspective! However, it has long been observed how this version is coming under increasing pressure in a society that promotes flexibility and mobility. Take, for example, a young, newly married couple, as one admittedly meets less and less, but still knows: They have just had their first child, last year they bought a condominium which, with a bit of luck, will be paid off pretty much exactly then when the two are exactly twice as old as they are today. If there was a competition with the motto Who is the most grown-up? The two would be given a good chance of a place in the finals. But even that seems far from the truth. For the simple reason that a life that is based on long-term planning and acquisitions, such as that entailed by children, fixed salaries and jointly occupied condominiums, has long since become that
Died at 30, buried at 70.

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has become what extreme sports would like to be: a permanent threat. If one were asked to give a motto for such a life in the supposed adult status, it would not be badly hit with No Risk, No Fun. However, the chance that things will go well as planned is, from a purely static point of view, a staggering 50 percent. And so it turns out: Those who make themselves comfortable today under strict security conditions in an institutionalized lack of opportunities are at the same time rejecting what the multi-option society first politely offers and then energetically demands: renovation measures. Anyone who commits themselves too quickly to long-term, builds on the final and the alternatives bar the back door, is in the worst case exactly the opposite of what he would like to be, namely incapable of action and no perspective. And so it is again and again those who decorate their stage and backdrop with the symbols of the final, the old indications of adulthood, who seem particularly insecure and inexplicable when you ride them out of their laboriously cobbled together life. On the other hand, we find the opposite type, whose interest is to keep as many options open as possible. Since a decision always means making a decision and thus renouncing other options, attempts are made to avoid decisions or to make them only hesitantly. If a decision is unavoidable, it is often made with a specially negotiated order. You are not your job, you are entitled to exchange, rhetorical withdrawals, not the money on your clauses and the stamp on my account. Not the car, what conditions provided. Where you are driving. The content is not a simple attempt, the decision of a wallet. And not dung itself and the shitty khaki pants that come with it. Consequences as revisable and to keep elaTyler Druden in the matrix as possible.

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What does it mean when you're over thirty not knowing where you'll be in a month or two? Is it good? You don't know.
Pattern Recognition, William Gibson

The life that comes out of these variants promises to be at least more varied. But here, too, there is a catch that is easily overlooked in the calculation: the half-life of the possibilities offered by the individual

Range of options. The tricky thing is that there is seldom an exact and legible expiration date that tells you when the thing will be inedible. Some opportunities lapse unusually quietly, almost imperceptibly (unfortunately the maximum age of applicants for the scholarship has exceeded), others are suddenly taken out of the program (Fly Concorde once in a lifetime.) Or simply lose their appeal (camping? I have a four -Seasons-Member-Card!). At some point, the unused options that have been stamped too late with the banal message begin to stack up like cardboard boxes, with the net load weight steadily increasing. So the initially euphoric commitment to leave everything open often ends with the less euphoric insight that the range of options that can now be accessed is no longer as richly stocked. In the worst case, the only thing that remains of the initially so diligently defended one's own decision and openness is the sobering insight that free choice is exhausted in choosing the smallest of the remaining evils. Maybe we'll have kids and maybe we'll open a fish restaurant, so the 25-year-old anti-heroine in Douglas Coupland's novel Generation X, adding, suspecting the half-life of her possibilities: I'm too old for my But I'll have to do it now, lifestyle. act, I mean, because the current Tim Renner version of myself is already

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volatilizes. Udo Volker Marquardt At first I thought that my hopeful prehistory in The knowledge of 35-year-olds was the point of no return than that of this error, because I had decided before or against the point at that, without much expectation of it , The life I dreamed of, a lot of options on its own, became unsuitable for life as it really is. have fallen and added: We have grown up from uselessness at an age in which we cannot become that, Heinzen / Koch simply start from scratch. A premonition that creeps into the Golf two protagonists who once wore Barbour jackets in their old apartments in Berlin-Charlottenburg and that they are trying to sweep away with the somewhat feeble assertion. Actually, I could imagine doing something completely different.

Make young out of old: The abolition of old age


The not uncommon agreement that everyone should defend the version of adulthood and come up with the definition that suits them best not infrequently brings with it a twist into the absurd: For example, it is relatively easy to please a 60-year-old with your big ones Ride dreams by not getting your teenagers off right. praise. Although you won't wonder you were neither taken at Harvard nor allowed by the others, elsewhere by him Chicago Bulls. You didn't ask to be asked to, but a record deal with EMI (or finally to grow up somewhere else) and also not be on the edge with yourself immediately afterwards twenty-five the first milgen over all the professional youngsters lion on the edge. to listen, which clog the television channels and Kalle Lasn pedestrian passages.

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The good man is in all likelihood a member of a club for which target group strategists have shaken names like Young Old People, Best Agers, Selpies (Second Life People) or Silver Surfers out of the sleeve. A club with little prospect of exclusivity, however, as it will see an enormous influx of members in the coming decades Max Goldt. Besides the demographic data that speaks for him, what can be explained by his relatively generous door policy, which allows anyone over fifty to enter: 50plus? Come in. At times, however, one can get a little queasy about the definition of the new mass movement Best Ager. Especially when a marketing pamphlet like the Incorp. GmbH fall into the hands: After an era in which the youth shaped culture, consumption and ideals of life, in the coming decade it will be the new olds who will take over the baton of the zeitgeist. The new lifestyle and the value system of the best agers shape markets and values! The Central Association of the German Advertising Industry also speaks of the replacement of youth culture by an age culture. It is easy to see that, unlike adulthood, being old is in the middle of the process of a comprehensive image change (motto: old is young) as we can otherwise only observe at McDonalds (motto: BigMc is healthy). Nothing should be lacking: One PR campaign follows the next, new positioning concepts and marketing strategies fit together, true to the motto, Make new out of old to form the corporate identity of the Altsein umbrella brand.
Some people who are in my age range secretly mourn the fact that despite all efforts to extend their youth through outfit and assimilated leisure activities on their own initiative into the fourth or even fifth decade of life, real young people no longer automatically use them.

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You can even refer to your own PR spokesperson and patron.

Nobody is an adult, everyone participates


It is astonishing that the catchphrase of the generation has started its triumphal march, while adulthood had to step backwards. What remains is a concept of adulthood that is just as outdated as the world views, standards and models on which it is based. They are all based on a time in which a linear life plan, be it for or against, be it right or left, alternative or conservative, could still be consistently maintained. And so, in the end, adulthood shows itself to be a popular word that we find in the vocabulary of all those who like their counterparts to be tidier, richer, more controlled, more cultured, better dressed, more attentive, more altruistic or however, in any case different want. Adulthood is still stubbornly stuck to, it is the compulsory program that has to be unwound, which occurs as casually as a headache, but should be prepared perfectly and down to the last detail. Not even close. The normative, the predictable of a life and the ultimate consequence of not deviating from it have long fallen. The fact that one cannot come to a halfway practical definition of adulthood with official definitions and ticks in questionnaires explains my wrong plan for life by decoupling it from had its good too. I am a certain lifestyle. The free can no longer be captured. Access to behaviors, clothes and other accessories, Heinzen / Koch allows everyone to completely change their lifestyle

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to stage according to his own priorities and wishes. Products, symbols, rituals and codes are no longer firmly assigned, but freely available. The design of childhood, adulthood or old age no longer adheres to the respective, faded templates. Since the codes were cracked faster and faster, the fund has been open to everyone and everyone is encouraged to choose from the hodgepodge of products, gestures and lifestyles. The assortments are stored next to each other and are repeatedly infiltrated, misappropriated, supplemented and exchanged. 16-year-olds walk through the pedestrian zone and give the impression of 28-year-old models who want to get back into the business after their pregnancy, while their 50-year-old mothers in the young fashion departments of H&M after the new glamor outfit fr browse their blind date; Seniors (sorry, young old people) roll out of their garages on off-road mountain bikes, rollerblades or a Harley-Davidson, discover hippy jars with baby food for themselves and turn on the TV when Bravo TV is on to find out about the dos and don'ts of the youthful lifestyle while their children discover fishing, mushrooms and hiking or buy their new outfit in Frankonia hunting shops. Assignments to the former pair of opposites old / young have become superfluous here. Deeds and things as fixed placeholders in a binding equation no longer seem worth a damn. According to the motto, the decisive factor is not how old you actually are, but how old you want to be. The question remains: which niches and characters are not yet
Basically every person knows very well that he is in the world only once, as a unique specimen, and that no coincidence, however strange, will for the second time put together such wonderfully colorful things as monotony as he is.

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occupied and left for those who are like a sandwich between the two halves of young and old? At first, the 35-year-olds who were given the label of a VW model were simply unlucky and stood around being hugged bluntly. Fortunately, this unfortunate misunderstanding shows only one thing: The Golf generation has no point of view. It is neither young nor grown nor will it grow old. If you write this memento behind your ears, the chance has come for all those who use what is actually owned by others in almost hostile attacks and show what belongs to others: It is the time of the poorly paid or unemployed, but high Qualified staff who know better than anyone how to use the signs of adulthood, puberty, old or young for themselves and for others, under subversive auspices or as harmless camouflage, because the image doesn't care about even once long-gutted rules or definitions behind the facade that are bound to it.

Authenticity as a pose


The I as an image: Be yourself!
The preoccupation with oneself is carried out today with a commitment and in a level of detail that one can call full-time, especially with a view to the time required. The ego that Friedrich Nietzsche once claimed was our l-

From knowing yourself in philosophy to being yourself in psychoanalysis to playing yourself, it is only a small step today.
Richard David Precht

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test article of faith, and which Gracian called an illusory thing, still claims a permanent place on the self-composed guest list that each and every one of us carries with us. Everyone is their own Very Important Person with a right to special treatment and all those other conveniences. Correspondingly great is the effort to ensure that there is no doubt that you could be someone other than yourself. A label would be attached to the inner lining of the personality, which, as is usual with jackets and sweaters, provides information about this If there is material, most would only want to read one thing there: Me: 100% original. Who can be satisfied with a personality who identifies the internal package insert with 46% original, 29% copy, 19% fake, 6% other admixtures as an offsetting of what is quoted, copied and one's own? And so there is hardly a reproach that seems less forgivable than that of artificiality. If the originality of a person is questioned, it usually does not mean anything good. In the past, somewhere between the playground, smoking area and changing room, a forgery (common allegation: not 100 percent original) was given the prefix pseudo. It didn't take much to go from the original to a forgery. In the provinces, for example, it could be enough to be visibly satisfied in the BMW borrowed from dad to mutate from punk to pseudo-punk overnight. It must be added that the verdict was exactly the opposite if the person in question was not in possession of a driver's license. A short time later the prefix pseudo was replaced by Mchtegern, whereas today there are repeated references to copyists in various places. The unshakable belief in the 100 percent originality of the self and the habit of believing in sole ownership of the copyrights of one's own person are bundled in the

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simple formula for success Be yourself to the collective creed of highly individualized societies. Just be yourself completely, this simple slogan is given by application guides and how-it-works-for-men categories to their readers for the upcoming job interview or first date. Know your true core, far removed from all stories and meanings. Experience yourself in the deepest human being as a powerful, authentic being by letting go of old resistances, patterns and blockages, promises a seminar with the title Be yourself !. And a solution can also be found for those for whom this is too abstract. How about the wide range of trendy CLIPit covers, for example ?, the interchangeable front and back shells, thanks to which your mobile phone always adapts to your mood? Be yourself with the CLIPit covers, it's so easy! And for those who, contrary to expectations, do not succeed, the good advice remains Be yourself and you will find new friends with us! an online dating platform with the distinctive name Neverbealone.de.

Authenticity as a fake


As a popular contrast to the accusation of artificiality, the praise of the authentic functions today as the established seal of quality, thanks to which being-one is officially certified and recognized. The distinction as an authentic personality is now considered a We are probably the first generation that can no longer be considered as authentic to the highest, the life bestowed on the ego. It suggests the autisch feels, but rather than thentizitt, which was not just quoted since yesterday. a firm place in the top ten of generation Golf two, nice-to-have properties beanFlorian Illies says, two birds with one stone:

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As a predicate of the undisguised, genuine personality, it refers to the uniqueness of the individual and at the same time emphasizes his or her autonomy, and not without playing with the charm of his own incorruptibility. And so there is hardly a person far and wide, but also hardly a brand image, magazine, media format or management tool that does not proudly claim to be authentic. According to the canon of available explanations, the tremendous popularity of the authentic shows the growing longing for pure immediacy in a world that is largely artificially staged, combined with the desire to break through the surface of representation, as Petra Maria Meyer did in media staging of authenticity. The invocation of the authentic turns out to be a placeholder for the desire for undisguised truthfulness in a world in which, all of a sudden, nothing is supposed to be conveyed or coded any more, but rather spontaneous, immediate, genuine and truthful. The apologists for the authentic are on a constant campaign against the surface and dig until the shovel breaks. Who and what is not authentic, so the logic behind it, is artificial, calculating and therefore not credible. In short: only those who and what are considered real can count on sympathy today. The first duty in life is media and marketing technology indie, even before everyone else, understood the staging machine to be against as artificially as possible. Which is the second which the authenticity is originally on, one has not yet been called out of the plan. Found in youth. marketing, one tinkers with subtle Oscar Wilde insider strategies in the hope that
Not the total suspicion of ideology, but the small, precise skepticism opens the view to other possibilities of being able to be oneself.

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