Abstract
Abstract Due to glam metal’s ‘We’re Not Gonna Take It’ attitude, the music was labeled by political groups such as the Parents’ Music Resource Center (PMRC) as being countercultural and therefore dangerous for youth to listen to during its peak in the 1980s. Since then, glam metal has been renewed amid a nostalgic performance circuit, but also in television as softer and more familiar in some respects. Through a critical discourse and semiotic analysis of glam metal in reality television and television advertising, this article considers which attributes of contemporary culture might complement provisional identification with an extinguished subcultural style. Considering the notions of recontextualization and the aesthetic of the apparently real alongside postmodern discussions of identity and authenticity, this article’s findings suggest a move towards commonly held values of mature neoliberalism in the return of the glam metal genre in today’s metal music markets.
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