I don't really know what you mean by rock. I would classify punk, metal, and all their angry friends as rock subgenres.
Putting those aside for a minute, the earliest forms of rock were quite rebellious. Rumble by Link Wray, the 1954 instrumental hit that pioneered the distortion and power chord combo, ended up getting banned in many markets because it was thought to incite delinquency. Today, the tune is bland at best.
At this point, I think it's quite hard to rebel culturally. So many different genres have pushed their definition of rebellion so far at this point that it has become exceptionally hard to push the envelope of what is culturally acceptable.
"Rumble" still sounds dangerous to my ear. It's that bass line. boom, boom, boom <rest> . Yeah.
The whole idea of rebellion has become a ... set of inane lifestyle choices. It was, frankly, pretty stupid back in the day, too. But I remember Bob Hope talking about how Kiss' mothers told them to "kiss and make up" on TV.
In a media-friendly way, sure. But the end of "Mad Men " was an allegory of the "The Hill" ad for Coke. It's rather like Hunter S. Thompson talking about the watermark the counterculture left before the flood rolled back.
I read "Been Down So Long.." by Richard Farina when I was like 12 , and it had the observation that the counterculture was just as venal and self-interested ad the Establishment. This is almost without a doubt the most useful idea I've ever been given. And it's from like 1964.
The "rebellious" part became marketing fodder some time in the '70s. This is when music teachers decided to include the "rock" beat in things like jazz programs and choral music in junior high school.
"Everybody in this room is wearing a uniform, don't kid yourself." - Frank Zappa.
