Among the left critics of globalization opinion is widespread, as though a cultural process, controlled large corporations, is as though a «street one-way», where all are doomed to move on the rules of Hollywood. Actually it not quite so. It is rather possible to talk about bilateral motion, but on a very strange street, where there are five bars on one side, and on other – only one, and on it motion is settled only in even days.

And however head cultural tides, sure, meet here. From time to time they even seize the masses and, accordingly, user market. Entertainments, intended for a new middle class, apply on a variety. Otherwise the system is not able to execute own promises. It offers a permanent update and dynamism, which it is impossible even to simulate the simple reproducing of of the same type batch production. Therefore in the field of culture different «slopes», non-standard decisions, are constantly assumed (what can not be in the «classic» variant. Other business, that a similar variety must only support and strengthen the general dynamics of standardization.

Ideas and appearances, arising up in 1960th in the bowels of the earth, in 1980-90 accustom and processed a new mass culture. Manuel Kastels (Manuel Castells) wrote, that computer revolution had become possible in California due to cultural revolution, arranged young of 60th. However the same exactly the dominating system overcooked all social and cultural material of the great antisystem rebelling appearance. Forming of new middle class would be, in a cultural relation, it is impossible, if generation of 60th did not give western society the fantastic impulse of update. The system overcooks ideas and appearances not only, it uses people, converting the failed revolutionaries into lucky managers and happy intellectual persons. A technique is reproduced, appearances are circulated, and maintenance is turned inside out inside out. Muzyka of protest becomes. Alternative style – by a dominating fashion, almost. Individual opposition public requirements – by conformist individualism.

It is cultural restoration, which, as well as every successful restoration, does not deny achievement of revolution, and one's own way leans on them. The key moment of cultural restoration is become by the rehabilitation of consumption. Rebelling of 60th was based on conviction , criticism of «consumer society» in which, as in a bog, the revolutionary ideals of European working motion sank oneself. Restoration of 80th supposed a return to the consumption, but now already, various and individualized. A consumer culture must was simultaneously to become by the culture of self-affirmation. Acquisition of commodities from a mechanical action grew into symbolic self-affirmation of personality. Numerous «brands» must were give a consumption the differentiated character. Every «brand» formed own symbolism and aesthetics, little related to the commodity as such, but on principle important for the self-appraisal of buyer. Advertising grew into the variety of art, attracting in the rows artistic talents and mastering the most front-rank aesthetic ideas.

For cultural restoration of 1980th the phenomenon of magazine of «Wired» a very model: radical style, descendant revolution of 60th, appears here put on service a conservative policy. It one of the personal touches of the «Californian model» which informative society of 90th was built on. Radical culture or, at least, its elements successfully integrated in a bourgeois, conservative project, giving him dynamism and visibility of «progressiveness».

From now on style replaces maintenance. The idea of collective social liberation (social emancipation) is transferable gladness of individual self-affirmation (self-satisfaction). Other business, that, trying to lean against antisystem appearances and traditions, the system is pulled in in a risky game. Classic conservatism rejected all suspicious on principle, all, in what critical consciousness showed up though as. Neokonservativnaya restoration flirts with appearances, conformism.