Disillusionment
Released in 1967, The Jimi Hendrix Experience’s album Are You Experienced was a revolution in sound, a reflection of the psychedelic-fueled counterculture that was blossoming in San Francisco’s Haight-Ashbury district. Among other songs from the album, “Highway Chile,” the B-side to “The Wind Cries Mary,” stands out as a testimony to the legions of kids, who, inspired by On the Road, left home, hitchhiking across America in search of their own idea of freedom.
“He left home when he was seventeen / The rest of the world he had longed to see”
“But you’d probably call him a tramp / But it goes a little deeper than that / He’s a highway chile, yeah”
By the time the Summer of Love hit its peak, as many as 100,000 young people crowded San Francisco’s streets. Whether they came for free love, free drugs, or the personal escape offered by travel on the open road was irrelevant. Faced with the harsh reality of drug addiction, STDs, food insecurity, and homelessness, many of the teenage runaways found that the hippie dream they were searching for was an illusion.
The discontent and cynicism felt by the hippie generation, and the Beat Generation before them, was not solely because of the war on drugs, Vietnam, or the disbandment of The Beatles. Gertrude Stein relates how, beginning in the mid-sixties, many Americans started to blame the new Interstate System for new, distressing social problems. “Often, city neighborhoods were chopped up and destroyed, downtown centers abandoned for the easy-access malls that sprang up at exit ramps. More often than not, urban planners laid down the roadways in the neighborhoods of Africans-Americans, Hispanics, and other minorities, people who did not possess the political power to challenge them” (Lewis/Stein). The new highways were changing the face of the nation, and once the ugly side of the Interstate System was revealed, neon no longer had the same glow. Unable to be seen as a sign of innovation or commercial success, neon “became the typical advertising medium for those cheap, rather run-down bars, hotels and restaurants which could not afford brand-new advertising displays” (Ribbat). Neon’s association with shady, unsavory businesses tarnished how it was viewed, contributing to the disappearance of vast amounts of pre-war landscape vernacular.
Left: Margolies, J. (1987). [Al’s Café (Elk Bar), Chinook, Montana] [Photograph]. Retrieved from https://www.loc.gov/item/2017709361/.
Right: Margolies, J. (1987). [Rose Motel sign, Clarksville, Arkansas] [Photograph]. Retrieved from https://www.loc.gov/item/2017710624/.