Amid all of the talk about how the blogosphere is crushing the media hegemony like a walnut, supplanting the fusty old paper-and-ink paradigm with many-to-many dispatches delivered at blinding light speed across the Web that deliver body blows to the powers that be,I thought it might be worthwhile to walk through my local Urban Outfitters yesterday to take the pulse of corporate hipster branding. Um, actually, I wasn't there to conduct field work; I just like Urban Outfitters. The whole notion of a big company selling cutting-edge style to the masses is absurdly calculated, but they make cool shit, and so I bite. I especially like their T-shirts, although lately it seems that they have decided that anyone over 5 feet tall and 120 pounds shouldn't really be in the market for their T's.
I'm drifting here, but bear with me. So I was browsing the shirt aisles yesterday, and lo, what did I spot among the shirts bearing old-school Technics turntables, cassette tapes and the like? A white shit emblazoned with The New York Times logo. Not Gawker, or Daily Kos. A 150-year-old newspaper logo. So it seeems that the gatekeepers at U.O., given their choice of hip logos to market, went with one of the oldest media instutitions on the planet. Let's just hold off on that new paradigm for a minute, shall we?