But back to the end of the promise of prosperity. The end of the great social progress (and with it the post-war promise of general prosperity) was ushered in by the onset of deindustrialisation - especially in Germany and France. The production of domestic industries reached its limit. The production of mass-produced goods regularly exceeded demand. One remained seated on the production, yields sank. Short-time work.
workers were becoming more and more
organised and demanding higher wages.
But the fight for salary has also become
a fight for the job. Not only employees
are in precarious situations, there is
also a lot of pressure on employers.
To compensate for the loss of profits, factories were relocated to countries where wages were low and workers were hardly organised. Deindustrialisation.
Shortage of raw materials and overproduction on the one hand, on the other hand sets advertising and marketing new strategies.
that mass consumption could level
the classic social hierarchies of
society was lost. For it was
precisely with consumer goods that
one could explicitly communicate
one's social status.
And that is what the advertising strategists were after: The campaigns were aimed at the distinctive needs of ever smaller target groups. The modern consumer society was born.
Nothing criticised the intellectual class of the time more harshly than consumption. The list of the 68 generation's favourite vocabulary included "consumer idiot" and "consumer terror"...
So what gave guidance in this turmoil of events?
It was a time of upheaval. It was the time of street fights, squats, the environmental movement and citizens' initiatives. It was a time for the question of one's own future.
So the romantic image of heroes who stand in the way of the storm without fear (and seemingly for no apparent reason) is timely. Braving the storm - maybe just out of the attitude that is what only a hero can (and must) do.
So the romantic image of heroes who
stand in the way of the storm
without fear (and seemingly for no
apparent reason) is timely. Braving
the storm - maybe just out of the
attitude that is what only a hero
can (and must) do.
This view of one's own inner attitude is also reflected in literature. The 1970s brought forth a new literary trend in Germany: the "New Subjectivity".
This term is used for the literary preoccupation with one's own self. It is about the subjective perceptions and feelings of the protagonists.
But it was precisely this that critics rejected as self-centred and narcissistic.
In fact, the New Subjectivity
was a reaction to politically
motivated literature and
The text of The Doors itself is a collection of sentence fragments and protagonists: a murderer on the street, a girl who is supposed to love her husband and on whom everything depends, and then again and again these riders in the storm...