Do it by yourself - the DIY revolution
"Do it yourself" ("DIY") is the method of building, modifying, or repairing things without the direct aid of experts or professionals. Academic research describes DIY as behaviors where "individuals engage raw and semi-raw materials and parts to produce, transform, or reconstruct material possessions, including those drawn from the natural environment (e.g., landscaping)".
DIY behavior can be triggered by various motivations previously categorized as marketplace motivations (economic benefits, lack of product availability, lack of product quality, need for customization), and identity enhancement (craftsmanship, empowerment, community seeking, uniqueness).
The term "do-it-yourself" has been associated with consumers since at least 1912 primarily in the domain of home improvement and maintenance activities. The phrase "do it yourself" had come into common usage (in standard English) by the 1950s, in reference to the emergence of a trend of people undertaking home improvement and various other small craft and construction projects as both a creative-recreational and cost-saving activity.
Subsequently, the term DIY has taken on a broader meaning that covers a wide range of skill sets. DIY is associated with the international alternative rock, punk rock, and indie rock music scenes, Indy media networks, pirate radio stations, and the zine community.
In this context, DIY is related to the Arts and Crafts movement, in that it offers an alternative to modern consumer culture's emphasis on relying on others to satisfy needs. It has also become prevalent in personal finance. When investing in the stock one can utilize a professional advisor or partake in do-it-yourself investing.
DIY amongst the fashion community is popular, with ideas being shared on social media such as YouTube about clothing, jewelry, makeup, and hairstyles. Techniques include distressing jeans, bleaching jeans, redesigning an old shirt, and studding denim.
The concept of DIY has also emerged within the art and design community. The terms, Hacktivist, Craftivist, or maker have been used to describe creatives working within a DIY framework (Busch). Otto von Busch describes Hacktivism as "[including] the participant in the process of making, [to give] rise to new attitudes within the ‘maker’ or collaborator” (Busch 49).
Busch suggests that by engaging in participatory forms of fashion, consumers are an able to step away from the idea of "mass-homogenized “Mc-Fashion” (Lee 2003)"., as fashion Hacktivism allows consumers to play a more active role in engaging with the clothes they wear (Busch 32).
- Self-publishing books, zines, and alternative comics
- Bands or solo artists releasing their music on self-funded record labels.
- Trading of mixtapes as part of cassette culture
- Homemade stuff based on the principles of "Recycle, Reuse & Reduce" (the 3R's). A common term in many Environmental movements encouraging people to reuse old, used objects found in their homes and to recycle simple materials like paper.
- Crafts such as knitting, crochet, sewing, handmade jewelry, ceramics
- Designing business cards, invitations and so on
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