In
2011 Groupon’s IPO was $15 billion. It was terribly popular, and still is doing
OK, with a good showing in 2014, but, like stock in beanie babies, been
declining ever since the initial bubble.
I
never understood the Groupon thing. It was coupons. And growing up, I learned
that coupons were for people who didn’t have the cash. Heck, even Weird Al, in
his ‘Happy’ parody, ‘Tacky’, says: “Bring along my coupon book whenever I’m on
a date” because of course that’s tacky. Coupons are lower-class.
Saving
and sales are fine. Who cares if the rest of the world looks on with horror as
we literally kill ourselves for Black Friday deals?
Since
the recession we have begun, as a society, making a virtue of being lower-class. Black Friday was, not coincidentally, not a big deal until 2008 – before
then it was growing, but not catastrophic. That was the first year someone
died. And, like Groupon, it has been easing off, last year down 11%.
But
it’s not just our shopping trends that have made America more low class.
Zagat,
presumably attempting to be BuzzFeed, wrote an
article ’30 Awesome Grilled Cheese Sandwiches Across the US’ back in
2013, just around the time I’d noticed this same unusual trend. Gourmet
grilled-fucking-cheese sandwiches. A lot of the food crazes in recent years
have been low class comfort food, from Mac n Cheese, to bacon on Epic Meal Time;
cupcakes to food trucks. We’ve made comfort foods and high-fat foods cultured.
One of
the condescensions leveled at the hipster set was that they drank shitty,
cheap beer like PBR. And bought their clothes second-hand. Thrifting became
virtuous as well. Macklemore’s ‘Thrift Shop’ not only got the Grammy, but went
to the top of the charts in 2013. Thrift shops, and Goodwill, used to be either
ironically visited or shamefully visited by the middle class. A sign of being middle class was that
you made donations to thrift shops – lower class people shopped at them.
And
how many times, on online dating, have I seen “I just like to stay in and watch
Netflix”? Sure, some people are just basic. But there’s more to it than that,
because this social trend is often combined with an unpleasant dichotomy. You
see, besides staying in, these potential mates also like to go out! It's true! And they
say so! But no one can afford to do that anymore, so…let’s stay in and watch
the new season of [whatever].
Thank
God television is in a golden age now, because if it weren’t people might sit
up and realize that if they wanted to
go out they couldn’t afford it.
Unless, perhaps, they go out for a grilled cheese sandwich…
Reality
television is still going strong, although no longer the phenomenon it once
was. Again, on the bilious world of online dating, you will often see a
caveat-confession that “I also like some reality T.V. shows! Don’t judge! It’s
a guilty pleasure!” And it should be guilty, because it is lowest common
denominator television, most of the time. (Yes, I recognize that 'This Old House' is also reality T.V. – I get that it’s gradational.) But Reality TV once used to be looked down upon, consistently. And this brings us to the overlapping worlds of upper and middle class/lower class (which are economic definitions) with highbrow/lowbrow (which are cultural definitions).
There’s
a marvelous chart from 1949, by Russell Lynes, that defines the differences
between highbrow, lowbrow, and everything in between:
Where
are we now except defiantly low-brow?
Note
the pulps and comic books on the chart. Fantasy, comic book movies, and sci-fi have been the
top-grossing films each year, every year, since 1998, with one
exception (2000 – Mission: Impossible II). From Jaws (1975) to Titanic (1997), there’s
still a lot of these movies as top-grossing offers, but they’re not every
single year, and there’s variety in the movies that break this mold (1976 –
Rocky, 1978 – Grease, 1986 – Top Gun, 1987 – Fatal Attraction, 1988 – Rain Man,
1995 – Die Hard with a Vengeance). Now what makes money in the film industry is low brow, low class.
Pride
is the source of this.
Most
Americans define themselves as middle class. But there is no more middle class –
those who would actually qualify are vanishingly few, and getting smaller.
With
less disposable income, more debt, and working lower-paying jobs, guess what?
We’re all lower class now; and low-brow tastes, defined by our economic
condition, have become the new ‘middle class’ virtues.
In
other words, we have made a virtue out of being low class out of desperation,
as an attempt to salvage our trammeled pride. We can still go out and have a
good time. If we bring a coupon for Mac n Cheese. We still take a Saturday to
go shopping and see a movie. If the movie is from a comic book, and the store
is Goodwill. We still engage with Art. If it is a television show.
We’ve
redefined pleasure, friendship, art, and culture to match our new economic straits.
We even made a fashion out of poor grooming with beards being ‘in’ and ‘lumbersexuals’.
Which, as a frequently bearded fellow, I'm more okay with.
At the start I noted that a number of these trends are shifting. In part the pain of the recession is wearing off, and with it, trends and phenomenon are easing off. But don't be fooled - the middle class is still being extinguished. We're still not, in 2015, back to 2007 levels of income, levels which had only just then gotten back to 1999 levels. And the trend is not going up.
Much of it is out of our control. The initial passion for being lower-class is wearing off, but where does that leave us? Will we even be stripped of our pride?
So
let’s be proud of being lower class! Let’s make sure our biggest purchases are
in entertainment, not our future. Let’s cover ourselves in tattoos (once almost
exclusively a lower-class distinction), instead of covering our expenses. Let’s make crafts,
instead of investments.
To
quote Aldous Huxley:
“Now–such is progress–the old men work, the
old men copulate, the old men have no time, no leisure from pleasure, not a
moment to sit down and think–or if ever by some unlucky chance such a crevice
of time should yawn in the solid substance of their distractions, there is
always soma,
delicious soma, half a
gramme for a half-holiday, a gramme for a week-end, two grammes for a trip to
the gorgeous East, three for a dark eternity on the moon; returning whence they
find themselves on the other side of the crevice, safe on the solid ground of
daily labour and distraction, scampering from feely to feely, from girl to
pneumatic girl, from Electromagnetic Golf course to …”
To where we are today. Distracting ourselves and
re-branding ourselves to try and keep smiling as we drop another notch down the
scale of the global middle class.
Here’s to being lower-class! Let us take our
soma, distract ourselves from our fallen state, and rejoice in the proud
virtues and traditions of the penny-pincher, the tacky, and the poor.
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