Jump to ContentJump to Main Navigation
Way Too Cool – Selling Out Race and Ethics - Columbia Scholarship Online
Users without a subscription are not able to see the full content.

Way Too Cool: Selling Out Race and Ethics

Shannon Winnubst


Life, liberty, and the pursuit of cool have informed the American ethos since at least the 1970s. Whether we strive for it in politics or fashion, cool is big business for those who can sell it across a range of markets and media. Yet the concept wasn’t always a popular commodity. Cool began as a potent aesthetic of post-World War II black culture, embodying a very specific, highly charged method of resistance to white supremacy and the globalized exploitation of capital. Way Too Cool follows the hollowing-out of “coolness” in modern American culture and its reflection of a larger evasion of r ... More

Keywords: Cool, Commodity, Neoliberalism, Resistance, Race, Identity politics

Bibliographic Information

Print publication date: 2015 Print ISBN-13: 9780231172950
Published to Columbia Scholarship Online: May 2016 DOI:10.7312/columbia/9780231172950.001.0001


Affiliations are at time of print publication.

Shannon Winnubst, author