Title: The Rise and Fall of Mod: A Subculture of Fashion, Music, and Rebellion in the 1960s

Write an essay about prompt C) Shawn Levy terms mod “the first proper mass youth movement of the sixties….” (Ready, Steady, Go!, p. 113) “[I]t contained,” he continues, “the essence of everything that the decade was about to become: fashion, music, drugs, media attention, frightening incidents of unrest and a built-in expiration date.” What was “mod”? How did it manifest itself as a subculture? What were the driving factors in the emergence and popularity of “mod,” both in terms of production and consumption?
Note: If answering this question, pay especial attention to Shawn Levy’s Ready, Steady, Go!, in particular the chapter “Strawberry Bob and the Mods,” and David Simonelli’s chapters “Mods” and “Marketing a Lifestyle” in his book Working Class Heroes.
Please draw from these two books, and limit usage of other sources.