"What we are dealing with now is not the incorporation of materials that previously seemed to possess subversive potentials, but instead, their precorporation:the pre-emptive formatting and shaping of desires, aspirations and hopes by capitalist culture. WItness, for instance, the establishment of settled 'alternative' or 'independent' cultural zones, which endlessly repeat older gestures or rebellion and contestation as if for the first time. 'Alternative' and independent' don't designate something outside mainstream culture; rather, they are styles, in fact 'the' dominant styles, within the meainstream."