Michael Stevenson revisits the “Mondo 2000 vs. Wired” of the early 90s to compare it to the contemporary blogger and startup culture:
The co-optation argument, however, fails to recognize a subtle but important difference between Mondo’s ‘rebel cool’ and that found in previous subcultures. Where subcultures are typically conceived of as ‘outsider’ scenes, from those in the counterculture that consciously ‘dropped out’ of mainstream society to more recent outsider scenes like punk and rave culture, the subversive computer culture Mondo proclaimed to represent was different. To borrow a key theme from Alan Liu’s book The Laws of Cool, Mondo’s cyberculture is best described as a scene of insiders-outside and outsiders-inside. The ideal subversive computer culture was something simultaneously inside and outside of mainstream, corporate America – for example, the corporate- and state-employed hackers and cyberpunks that Mondo imagined to be driving a social and cultural revolution from “inside the belly of the beast,” as Robert Anton Wilson wrote in the magazine’s first issue.
Wired’s style was similarly built on this contradictory positioning. Think, for example, of its portrayals of tech CEOs as rogue upstarts, as outsiders bringing about a subversive future from inside the system. This was also the essence of how Wired itself was imagined and operated – as an independent magazine that would infiltrate and revolutionize the mainstream publishing industry (on this, see especially Gary Wolf’s history of Wired, in which he often points out Louis Rossetto’s ambivalent relationship with his traditional publishing ‘peers’). This was not a co-optation of Mondo’s style, but an elaboration of its outsider-inside identity.
(via John Ohno)
(Disclosure: I write for Wired)