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The counterculture is co-opted by mainstream media and the psychedelic experience is bought and sold by Madison Avenue and Hollywood in films like The Trip and Easy Rider. The popularity of drugs is the establishment's worst nightmare. Shows like Dragnet feature drug storylines that reflect the system's worst fears about drug use. Meanwhile drugs are fueling a political upheaval and a violent backlash by the government. The utopian vision of the 1960s seems to crumble when a string of events-Altamont, the Manson murders, and the deaths of three rock and roll icons, Jim Morrison, Janis Joplin, and Jimi Hendrix-make the dark side of drug use painfully clear.