Does everyone aspire to be modern? What is achieving it? Expressions such as indie, hipster, cultureta, modern and gafapasta have long been commonly used in our conversations. Their limits are blurred, but they refer to a social reality that the cultural industry and advertising agencies use to designate a broad segment of the market. Hipsters are the first subculture that, under the guise of rebellion, defends the values imposed by contemporary capitalism. Words such as independence, creativity or innovation are the friendly face of the individualistic and competitive spirit proposed by the system, and the supposed delicacy of judgment of hipsters has created a consumerism that does not shame, but generates pride.

Are we looking at the favorite culture of the ruling class? There are fewer and fewer doubts left. Queen Letizia escapes zarzuela to attend concerts by indie groups such as Eels, Los Planetas and Supersubmarina. Right-wing tycoon Rupert Murdoch invests fifty million euros in Vice, a reference media group for hipsters around the world. But indie culture, hipster and gafapasta promote values incompatible with the egalitarian aspirations of counterculture and massive social movements such as the 15M.