Stephen Duncombe
Funga!
Fungai! Hazvisi pamutemo, zvakadaro!!" inoverenga peji rekutanga re Usamira, a
zine ndakamutora rimwe zuva. Haisi chikumbiro chisina kujairika. Zines (pfupi for
fanzines, akatorwa mumagazini) mapepa akagadzirwa kumba ane anopandukira
basa: kugadzira izwi rakazvimirira kunze kweiyo mainstream. Kunyangwe munhu aigona
tsvaga midzi yavo kumashure kune mapepa ezvematongerwo enyika eAmerican Revolution,
Zines sesvikiro rakasiyana rakazvarwa muma1930s. Zvakabva zvaita mafans e
ngano dzesainzi, kazhinji kuburikidza nemakirabhu avakaumba, dzakatanga kugadzira fanzine
senzira yekugovana nyaya nemazano emhando yezvinyorwa inohwihwidza na
kugadzirwa kwetsika. Makore makumi mana gare gare, pakati pema1970, vateveri vepunk rock
mimhanzi, isina hanya uye nekutsoropodza yekushambadzira mimhanzi yekudhinda, yakatangawo
kubudisa magazini pamusoro pechinoitika chavo chetsika. Mukutanga 1980s vaviri ava
tributaries dzakasangana nediki diki dzezvinyorwa nevatsigiri vevamwe
tsika nemagariro, pamwe chete nezvakasaririra zvakadhindwa zvekupokana kwezvematongerwo enyika kubva ku
1960s, uye yechokwadi midhiya subculture yakauya pazera. Nhasi, pane imwe nzvimbo pakati
10,000 uye 20,000 mazaini akasiyana anotenderera muUnited States mose uye
nyika. Chinobatanidza zvese izvi zvinyorwa pamwechete chirevo chakafanana:
DIY (Ita-Iko-Wako). Rega kutenga zvetsika uye buda ugadzire yako.
Kazhinji
ane mabhii nemaoko, ane mifananidzo neakachekwa uye anamira makoraji, uye anomhanya pafotokopi
michina, meseji yesvikiro ndeyekuti chero munhu anogona kuisa imwe kunze. "The
scruffier zvirinani," anodaro Michael Carr, mumwe wevapepeti vepunk
zine Ben akafa, nekuti, "Vanoita sekunge hapana mubatanidzwa, hombe
bhizinesi kana vashambadzi vaive nechokuita navo." The anti-commercial
ethos yenyika ine kuraira zvekuti vanyori vanoshinga kufambisa yavo
purojekiti mhiri kwemutsara kuita pundutso — kana dzimwe nguva kunyange mukurumbira — ndizvo
akadzorwa nemhosva ye "kutengesa kunze." Mumimvuri ye
capitalism, nyika ine bishi rekugadzira tsika iyo kukosha kwayo kusiri
inoverengerwa sepurofiti uye kurasikirwa pamapepa akatongerwa ledger, asi inounganidzwa mu
miganhu, uchishandisa maitiro akaita sekutonga, kubatana, uye chokwadi.
Kutsvaga kwe
chokwadi chinotyaira tsika dzeDIY. Kupesana nenyika yepseudo-zviitiko uye
vanopa mifananidzo, vanyori vezine vari kuzvitsanangurira ivo kuti chii chaicho. Ivo
shandisa mazino avo kuburitsa mhere-mhere iripo: Ndiripo uye ndizvo zvandiri
funga. Pete anonyora nezve kuda kwake kusuka ndiro mumatunhu makumi mashanu Dishwasher.
Xtra Tuf's Moe anotaura nyaya dzehupenyu hwake semuredzi ane hunyanzvi
muAlaska. Aaron anounza vaverengi vake mune yake boho punk rock world nemumwe nemumwe
akanyatso nyora nemaoko peji re Cometbus. Todd anonyora nezve basketball
uye zvematongerwo enyika zvinofambira mberi mu Bhora Mu. Kubva kunze, kusanganiswa kwe
basketball nezvematongerwo enyika mune rimwe bhuku zvinoita sezvisinganzwisisike, asi mune zine
nyika haisi. Semunhu anozvitsanangura ega basketball fan uye akazvipira zvematongerwo enyika
activist, Todd's zine chiratidzo chezvaari. Chokwadi chinofanira kuva
inowanikwa mumunhu chaiye, isina kudzorwa nemisangano yemagariro uye tsika, uye
inoratidzwa kuburikidza nepakati isingatarisirwi kune puritanical censors kana zvirevo zve
pazasi.
Iwe Usamira
iri zvakare basketball zine; kushevedzera kwepedyo kwenzvimbo yemugwagwa
iyo inotenderedza uye inotsigira mutambo. Inside issue #2 pane kutenderera
akanakisa eruzhinji bhora matare muLos Angeles, kubvunzurudza naMunier, mumwe we
vashoma veAfrica-America vanyori vemakomiki, uye mutero kumuimbi mukuru wefunk
George Clinton. B-bhora rine chekuita nhetembo uye makomiki anoiswa munyu mukati mese. U
Usamire, sezvinei zvose, inorava sebasa rorudo. Imwe ye
vapepeti pamwe navo, Jimmy "Stank" Smith, anoseta matauriro ezvinei kare
neruoko rwake rwakakwenya nhanganyaya. Mune yakajairwa scruffy zine style,
nemazwi akachinjikana akachengetwa murugwaro, anopopotera chikumbiro chine tsitsi
pfungwa yakazvimirira, achipedzisa riff yake isingaverengeki neiyo evocation:
"Simba." Zvirokwazvo, humbowo hune simba hwemweya usingadzoreki we
kukurukurirana kwakazvimirira.
zvakanaka,
pamwe kwete. Kuchera zvishoma kunoratidza kuti vapepeti vaviri ve Iwe Usamira,
Jimmy "Stank" Smith naJohn "Doc" Jay, chaizvoizvo, munyori wekopi uye
Creative director, zvichiteerana, yekambani yekushambadza yeWieden &
Kennedy, vanhu vakatitengesera sneakers kuna Gil Scott-Heron's "The Revolution
Hazvizoonekwe paTerevhizheni" uye akagadzira yakakurumbira mhere DIY: Ingoita Izvo!
diki pazasi pe Iwe Usamira inoverenga ©1998 Nike Inc.
Iyi ndiyo DIY Nike maitiro.
Co-opting
imwe tsika, chokwadika, hachisi chinhu chitsva. Nike, nyanzvi pakuchera migodhi
tsika yevechidiki vatema kwemakore, inonyatso kunonoka kune kukohwa kwekutengeserana
yeimwe nzvimbo yakachena inomiririra zines. Kwemakore Kusvina aiva
zine yakagadzirwa nevashandi ve "Alternative Marketing" chikamu che
Warner zvinyorwa. Iyo cheni yembatya yeUrban Outfitters yakaputika Slant (kusanganisira
nyaya ye "punk rock"). Body Shop ichiri kudhinda Izwi Rakazara, mumwe
zine vachirumbidza avo "vari kupandukira hurongwa husingadi
teerera” uye kukurudzira vamwe kuti vaitewo saizvozvo. Chris Dodge, nyanzvi
muraibhurari uye ane bibliographer, anofungidzira kuti kune gumi nemaviri emanyepo aya
mafanzine akayangarara kunze uko.
Chii
makambani anotarisira kukohwa mukudzoka kubva kumazaini avo? Kwete kutengesa zvakananga. Yakazadzwa
nemari yezvine yakajairika yemakomisiki, mabvunzurudzo nevaimbi, uye
nhetembo, Iwe Usamira-kufanana nemamwe akawanda emuchadenga-haadaro
tengesa pachena zvigadzirwa zvevatengi vayo. Chokwadi, bhora remumugwagwa magamba e
Zine comic strip yakapfeka Nikes, uye ivo vakazooneka
zvikwangwani mumisika mikuru yemudhorobha, asi izvi zvinhu zvakaderera. Pandakafona
Wieden & Kennedy's Jimmy Smith ndokumubvunza kuti nei iyo Nike logo yaive
zviri pachena ndisipo kubva Iwe Usamira akatsanangura kuti, “Chikonzero
[zine] inoitwa pasina swoosh ndeyekuti vana vane ruzivo rwakanyanya. It
hazvina kufanana nekare muzuva rawaigona kuita bhizimusi rairatidza sando
kurova uropi: Kurova Musoro. Iwe unoziva, chinofanira kunge chiri chinhu chakanaka
kuti vanogona kupinda." Chinangwa ndechekugadzira hukama pakati pe
brand uye "chimwe chinhu chinotonhorera chavanogona kupinda machiri," kureva, midzi yeuswa chaiyo
imwe tsika. SaDavid Rheins, aimbova mutungamiriri wekushambadzira SPIN
Magazini, yakanyorwa mubhuku rekutengeserana Mediaweek, "Hazvina kukwana
ingorongedza meseji chaiyo yekushambadzira mukuita kwekugadzira - ndizvo
zvakakosha kuti zviiswe munzvimbo ine kuvimbika neizvi
vateereri." Mumutauro wakasiyana-siyana Smith anozviisa neiyi nzira: "Kana waita
vakaita kuti vakunzwe, wakunda hafu yehondo."
Vashambadziri, senge
vanesters, nzwisisa kuti tsika dzekutengeserana hadzina chokwadi. Yakavakwa pamusoro
hukama hwemusika - uko vanhu vanoonekwa senzira yekuwana
kuguma uye kwete magumo mavari - capitalism inobvisa zvachose zvachose
vanhu vaunovimba navo kushanda, kuvhota, uye, mune iyi nyaya, kutenga. "Vana vanovenga
kushambadzira," Iwe Usamire Smith anotsanangura, "Kana vachivenga
kushambadza uye uri kuita advertising, kwandiri zvinoita sekunge une a
dambudziko diki." Sezvineiwo, itsika dzakasiyana senge zines
izvo zvinopa mhinduro, zvichipa chiratidzo chekutanga chehupenyu hwevanhu uye
zviroto: ita-iwe-iwe pachako chokwadi. Kana yakanyatsorongedzwa, mazano, zvitayera,
uye midhiya yepasi pevhu inopa zvinhu zvekuvandudza nekuzorodza zvakanyanya
tsika dzavakasikwa vachipikisa. As Business Week yakashumwa muna a
yakakosha pamaitiro matsva ekushambadzira, vashambadziri vava kutarisa
"vanza corporate provenance yavo." Chirevo chinoenderera mberi ichiti: "Pfungwa ndeye
fake aura yebhizimusi rine mavara senzira yekubatana nevadiki
vatengi vanoshuvira zvigadzirwa zvakagadzirwa nemaoko, quirky, uye zvechokwadi."
Muenzaniso Business Week zvinopihwa zvenhema izvi? Hazvishamisi: "kunyomba 'zines'."
zhinji
vanofambira mberi-uye vane mabhodhoro-vanoda kufunga nezveSystem segrey,
bhemoti inonakidza. Ndizvozvo. Iyo rabble inofanirwa kuchengetwa mumutsara uye
nzira yakanakisa yekuita izvi munharaunda umo jackboot yakafitwa ndeye
gadza yunifomu seti yezvikoshero nemaitiro. Iyo system zvakare chimwe chinhu:
iyo yevatengi hupfumi hwehupfumi hunoenderana nemafungiro matsva uye maitiro matsva
vhura misika mitsva uye utengese zvimwe zvinhu. “Tinoronda mafambiro ari pakati peizvi
pfungwa dzinofambira mberi," anotsanangura kudaro Janine Lopiano-Misdom naJoanne De Luca,
Co-founders of The Sputnik Mindtrends Report uye vanyori vezvino Mugwagwa
Trends: Maitiro Anhasi Amwe Tsika ari Kugadzira Mangwana Mainstream
Misika,"uye kuzvidudzira mumikana inogoneka yekushambadzira,
kuvandudzwa kwechigadzirwa chitsva, manejimendi emhando uye kushambadza." Kune vanyori ve
Street Trends, chero chinhu uye zvese "zvinofambira mberi" zvinova grist
yechigayo chekushambadzira, semazita echitsauko se "Positive Anarchy" uye, iwe
akazvifungidzira, "DIY: Zviite Iwe," inopupurira. Mumamiriro ezvinhu aya, kupandukira
kuburikidza netsika zvinoreva kushanda semudzidzi asingabhadharwe kune imwe kambani yekutsvaga pamusika.
Asi izvi zvakapusa
kuziva hakudi kutungamirira kune zvinosiririsa kukwana kweblues. Kutamba kunoenderera mberi,
uye vakatarisana nekuwanikwa nekutengeserana kwetsika dzavo, zine
vanyori vanoenderera mberi, vamwe vachitoita zvekuvhima zvisiri pamutemo kubva mutsika dzakabira
ivo. Carrie McLaren, somuenzaniso, akatumidza zita rake zine Gara Wakasununguka!, pirating
zita kubva kune chigadzirwa chakambovimbisa kusunungurwa kwevakadzi kuburikidza nekupenya
nzira ye-no-slide sanitary napkins. Akatorawo mazano ekugadzira
kubva kune anotsvedza, ekutengesa magazini ayo Nike et al. vane shungu kwazvo
kure kure. Sezvakataurwa naCarrie, kushandisa komputa yako pachako
Desk-top kutsikisa zvinoreva kuti zviri nyore kuita kuti abudise
tarisa "nyanzvi" pane kutevedzera yekare amateur aesthetic ye
zines. Kunze kwezvo, anowedzera, kuita kuti zine rake riratidzike zvakanaka zvinoreva kuti vanhu vazhinji vachadaro
verenga zvaari kutaura. Izvi zvakakosha, nekuti nepo kutaridzika kwemazines kungave
kuchinja shoko ravo hakusi.
"Ndiri
sshole" inoverenga kopi yekushambadza pamusoro pemufananidzo wemurume anozvigutsa achiratidza
mota yake yekushandisa pabutiro rekuseri kwe Gara Wakasununguka! #15, "Uye
Ndine mota yekuzviratidza. SUV yangu inodhura." Kubva pakushambadzira kwenhema kuenda
kubvunzurudza nevatsoropodzi vezvenhau kune satirical quiz yekuti "Edza Wako
Bhuku reOprah Quotient" (Mutambi wako anobatwa mu… Mudzvanyiriri
hurumende yezvematongerwo enyika, -20 points; Matambudziko kumba, +50 mapoinzi), Gara Wakasununguka!
anofumura zvisina tsitsi, marambi, uye slaggs tsika yevatengi kubva pabutiro kusvika pakavha.
Asi mumweya weDIY, zine inokurudzira chimwe chinhu: kurwisa sisitimu.
The zano, zvisinei, kuti Gara Wakasununguka! mazano haadzoke mune mamwe
yechokwadi subculture asi ichienda kunze munyika, ichidzidza kubva kuvakomana vakuru,
uye kushandisa mutauro nezviratidzo izvo — zviri nani kana zvakaipa — zvinoumba
mutauro wedu franca. Carrie neshamwari dzake, semuenzaniso, vakagadzira vanhu vanonyomba
salute kuGolden Marble's advertising awards yevana iri kuitwa muNtsva
York City. Vakapfeka saGoldie the Weasel, vakagovera mabhuku enyambo
"kupemberera" kushungurudzwa kwakanyanya kwemakambani eAmerica mukuda kwavo
zvemoyo nemadhora evechidiki. Sezvo Carrie anonyora maari-kungwarira
typeset-kuvhura chinyorwa muchikamu #14, "kurwa kurwa kwakanaka unofanirwa
svika kusimba remuvengi, uye kuona yako pachako basa mariri, usati wafunga
kwandinoenda kubva ikoko."
Jean Railla,
mupepeti wewebhu-zine Crafty Lady, anonzwa kusunungurwa negwara iro
Gara Wakasununguka! neyake—yakagadzirwa nokungwarira uye yakashandurwa nedigital—zine
vaenda, vachichinja kusimbisa kubva pamaitiro ekare uye kune izvo chaizvo
nyaya: zvemukati uye maitiro. "Hazvindishamise kuti makambani ari
kubudisa mazine emanyepo. Zvinoita zvine musoro kupihwa mamiriro ekushambadzira mukati
tsika iyi."
"Zvaimboita
ndirwadze; chaive chikonzero chakanyanya chekudzokera kune subculture," Jean
anotsanangura, achibvuma kuti “kuparadzana uku kwakaganhurira chaizvoizvo nzvimbo yangu nemaonero
zvenyika.” “Zvino,” anorangarira kudaro, “ndinoedza kunangidzira ngwariro pakutaura zvandinoreva
ndinoda kutaura ... uye nenyaya yekuti vasikana vari pakati peKansas vachiri kugadzira
mazambiringa kune mumwe nemumwe. Basa rekugadzira zines ndizvo chaizvo
zvakakosha-uye kushambadzira kwese munyika hakugone kuchinja izvozvo. "
Kuruboshwe, kufanana
bohemia, yakagara ichibata sechinyorwa chekutenda kuti mamwe maitiro, zvitaera, uye
zvinomiririra zvinosanganisira zvematongerwo enyika zvinofambira mberi kana zvekuchengetedza. Ndizvo
nguva yekurasikirwa nechitendero ichocho. Chokwadi, ndinosemeswa nekupambwa kwaNike
mudikani vane tsika, sezvandinodedera pese pandinonzwa "The Revolution Will
Not Be Televised" as an ad jingle. Asi ndinonzwawo kurerukirwa.
Kubvutwa kuri nyore kwetsika inopandukira kunofanira kuvhura maziso edu
kune chokwadi chekuti pat pfungwa nezve "zvematongerwo enyika ekumiririra,"
"tsika dzekuramba," uye "uchokwadi" ndezvechinyakare zvisina tariro. In
yedu yemahara-mavhiri, postmodern playhouse yenyika: Mufananidzo hausi Chinhu. Aihwa,
mirira, ndiyo kopi yekushambadza yekushambadzira kweSprite.
Z
Stephen
Duncombe ndiye munyori weManotsi kubva ku Underground: Zines uye
Zvematongerwo enyika dzeAlternative Culture. Iye mumiriri muNew York City
uye anodzidzisa Media Studies paNYU's Gallatin School.