The Counterculture Of The Late 60's

The counterculture of the late 60’s on up to 1980 is prevalent to the history of media. New social forms arose, including the pop music of the British band the Beatles and the simultaneous rise of hippie culture. As the era continued, a vibrant youth subculture which emphasized creativity, experimentation and new manifestations of nonconformist/mellow lifestyles emerged. This emerging era influenced the media industry heavily. This short time frame in history was a definite media revolution. This era commercialized rock music, along with disco funk among other genres, the game show and variety show era, as well as popularizing mass media through magazines.

This era was a wild and brave step forward into a new awareness and cultural acceptance. The late 60’s leading to the 70's was the decade to be in; explosive, vibrant and very much alive. 70's advertising projected happiness and positive vibes firmly backed by the ideal that the world was improving and belonged to the youth. Daisies were everywhere as were loud flower prints. Many of the ads looked like remnants from the sixties but with a newer seventies wilding and bold appeal. Music was electrifying and phenomenal. The emergence of television was a source of entertainment and information, where advertising was very influential to all age groups of the time. The late 60’s was a period where long held values and norms were challenged to the extent of changing the way the world interpreted life. This revolution was definitely one for the media to capture in every way possible through music, television, film, and written forms such as magazines.

By the late sixties FM radio had replaced AM radio as the focal points being Rock and Roll music, then into the seventies psychedel...

... middle of paper ...

...ages. Magazines like rolling stone embraced and reported on the hippy counterculture during the late nineteen sixties and seventies and its rise to fame was successful due to such bands and artists as the Beatles, Rolling Stones, and Jimi Hendrix. Magazines of this time kept the people on their toes for all popular media that was worthwhile.

The late sixties through the seventies was a remarkable era. I choose media because I believe that it sets the tone for society and culture for all individuals. The historical importance of this era sets the tone for our media today. The most influential music set stage for many different genres in today’s society. Without the modern non-conformist of the time today’s media culture would not have as much social freedom and acceptance bringing forth different styles of music, fashion, and even the shows we watch on television.