Studies show that there are physiological reasons why it feels good to put your hands in the air and look upward at the Dj.
The mechanisms of dance floors are not unique or abstract from the most commonly used mechanisms of power and control used by religious and political events. Roll this into the even less abstract and wholly more blatant mechanics of marketing, branding and personality and you can start to appreciate why dance culture is sometimes a throw away subject.
Playing on a boarder between pseudo spiritualism, hyper consumerism, edgy hijacks of marketing methodology and associations with underground or alternative lifestyles dance culture gets pinned up between lip gloss integrity and street corner sell outs.
Where is the culture that started from rebellious anti establishment values, using social unity as a global catalyst?
Some might say that dance culture has been incredibly naive, completely exploited and has zero credibility outside its own self belief. However being a modern construct from deep in the heart of industrial consumer reality, luckily none of this matters much. Why, because it still feels good. And feel good is dance cultures most lasting, universal and endearing mantra.
