Hypegenossenschaft - Plea for a thoughtful approach to neopatriotic strategies in pop and consumer culture.
What needs are met by neopatriotic design strategies of lifestyle projects and are there overlaps with communication methods of right-wing political actors?
Chocolate, Alpine panorama, Appenzeller Chüeli-Gurt - all of these are considered part of the Swiss identity. In times of drastic crises, references to such symbolism assure identity and suggest dependability. The trend report "Hypegenossenschaft" explores the drivers and risks behind these emerging, neopatriotic design strategies in cosmopolitan milieus. After all, the symbolic cosmos of Swissness has long been used for political right-wing purposes and transports regressive ideologies into the everyday world of consumers. The products of "Adieu Réduit" play with the multi-layered meanings of Swiss symbols and plead for a mindful use of cultural resources.
