Rebellious appropriation for one

Also the way to affect a cool attitude was different for a while. Currently it's a detached irony, but around the 1960s it was more like a cynical chuckle and like "man times sure are crazy ain't they?" So that included appropriation of figures like Mao.

you're thinking of "recuperation," originally coined by the situationists, who have long since undergone that very process themselves