By Greg Parker
Daily Arts Writer
"Might makes right," as the old proverb goes. In this instance, this proves to be true.
"Might" is a magazine by, for and about Gen X twenty-somethings. It's cliché, stereotypical -- but that's cool, because it's supposed to be. It aims its cutting satire at everything. No issue is safe, be it sex, peace in the Middle East or "selling out."
Speaking of selling out, the October/November issue just happens to be the first issue of "Might" with advertisements. But instead of subtly introducing the ads here and there throughout the magazine, the main theme of the issue is that of the advertisements. In other words, they sold out. As if the cover weren't enough -- it's a full page ad for Goldschlager, which is a satire of the frothy-lipped milk campaign -- each page of "Might" contains at least one reference to a sponsor. "Miller Lite Ice welcomes you to page 52 of the Oct/Nov Might" or "Sony is glad you're on page 26 of the Oct/Nov Might" are two phrases appearing in place of a page number on every single page. Each article has a sponsor, and interestingly enough, one feature is "Doin it for the cash," an abridged history of selling out. (Highlights of this timeline include Don King's 1932 birth and Anna Nicole Smith's 1994 marriage to that billionaire guy. Note: most events occur in the 20th century.)
The people at "Might" don't take themselves so seriously that they can't poke fun at selling out. However, what first appears to be in jest becomes a poignant critique of corporatism and capitalism. At the bottom of the staff page, more obvious, lies sarcasm: "Printed in the U.S. of A. Capitalism is A-OK." The articles echo these sentiments: "Quit your job. Work is a sham." The entire music review section rates albums according to how many freebies the magazine received.
Many of the pieces within "Might" focus on pop culture, or more appropriately, parody pop culture. "Double Trouble!" is a feature/interview about the "Sweet Valley High" twins, and the prose is so loaded with sexual innuendo and mockery that it's very unlikely Brittany and Cynthia Daniel will be speaking to "Might" anytime soon. Another story focuses on "Baywatch"/"Knight Rider" sensation David Hasselhoff and his recent promotional tour through several American malls -- enough said. And while many society magazines feature celebrity party photos, "Might" features photographs from the same parties, but more along the lines of normal people and has-beens and never-will-bes.
Regular features of "Might" include an advice column titled "Ask the (Recently) Socialist Guy," where a socialist-turned-capitalist tries to answer political and philosophical questions from readers. This seemed to be one of the only regular features of the magazine, as articles appear to vary from issue to issue, from theme to theme.
In typical Gen X fashion, the layout of the magazine is slick and pre-packaged -- sort of a magazine-meets-TV-dinner thing. But "Might" is put together well, and many other publications could learn from its inspiring use of black and white, bi-color layout, which makes up the majority of the magazine. Plenty of graphics, lines and fonts keep readers busy, and the pseudo-tabloid size of "Might" provides great flexibility as far as dynamic layout goes.
Overall, "Might" is enjoyable to look at and read. In fact, it's a regular hoot. I found myself laughing aloud, nodding my head in agreement, and constantly citing articles to my friends, who seemed to like what they heard. The writers are witty, sarcastic, and sharp (I wouldn't recommend being on the receiving end of a "Might" satire or criticism). They poked fun at things just begging to be ridiculed, though. David Hasselhoff, "clubbing," opinion polls, record publicists and both left and right politics just scratch the surface of "Might" ridicule. The articles are consistently well written, interesting and informative, and I personally recommend "Quit your job. Work is a sham," as a must-read for anyone ready to enter the real world. It might make you think twice.
There are more and more magazines claiming to speak to or represent our culture. Mainstays like "Rolling Stone," "Details" and others try to look alternative while embracing the mainstream, the corporate. To be cliché, people generally consider these established magazines to be just that -- the establishment. Newcomers like "Might" fight the power, fight the man, and pave their own road.
Based on my experience, "Might" is the best manifestation of our generation and twenty-something culture that periodicals have to offer. Witty, sharp-penned criticism of pop culture coupled with a we-don't-take-ourselves-too-seriously/self-parody attitude is the formula for success in this arena, and it is the formula for success in representing the Gen X culture.