According to Thomas Frank, in his brilliant analysis of the rise of the ad industry, the true legacy the 60's counterculture has been the rise of a new rebellious corporate style, to replace conformist consumerism (the classic example of which is the 1984 Apple computer ad in which IBM is figured as Big Brother recently lampooned by Obama supporters). For Frank the genius of co-optation is that it allows citizens to symbolically resolve the contradiction between their role as consumers and their role as producers. Yet while on the level of cultural criticism, Henri Jenkins proposes that media and communications studies we need a new approach to analysing this phenomenon: