WILLIAM DERESIEWICZ on youth culture: Generation Sell? (2011)
..we’re all in showbiz now, walking on eggshells, relentlessly tending our customer base. We’re all selling something today, because even if we aren’t literally selling something.. we’re always selling ourselves. We use social media to create a product — to create a brand — and the product is us. We treat ourselves like little businesses, something to be managed & promoted. The self today is an entrepreneurial self, a self that’s packaged to be sold.
The millennial affect is the affect of the salesman..
The small business is the idealized social form of our time. Our culture hero is not the artist or reformer, not the saint or scientist, but the entrepreneur. (Think of Steve Jobs, our new deity.) Autonomy, adventure, imagination: entrepreneurship comprehends all this and more for us. The characteristic art form of our age may be the business plan..AND that, I think, is the real meaning of the Millennial affect — which is, like the entrepreneurial ideal, essentially everyone’s now. Today’s polite, pleasant personality is, above all, a commercial personality. It is the salesman’s smile and hearty handshake, because the customer is always right and you should always keep the customer happy.
EVER since I moved three years ago to Portland, Ore., that hotbed of all things hipster, I’ve been trying to get a handle on today’s youth culture. The style is easy enough to describe — the skinny pants, the retro hats, the wall-to-wall tattoos. But style is superficial. The question is, what’s underneath? What idea of life? What stance with respect to the world?
Previous youth cultures — beatniks, hippies, punks, slackers — could be characterized by two related things: the emotion or affect they valorized and the social form they envisioned. For the hippies, the emotion was love: love-ins, free love, the Summer of Love, all you need is love. The social form was utopia, understood in collective terms: the commune, the music festival, the liberation movement.The millennial affect is the affect of the salesman..
The small business is the idealized social form of our time. Our culture hero is not the artist or reformer, not the saint or scientist, but the entrepreneur. (Think of Steve Jobs, our new deity.) Autonomy, adventure, imagination: entrepreneurship comprehends all this and more for us. The characteristic art form of our age may be the business plan..AND that, I think, is the real meaning of the Millennial affect — which is, like the entrepreneurial ideal, essentially everyone’s now. Today’s polite, pleasant personality is, above all, a commercial personality. It is the salesman’s smile and hearty handshake, because the customer is always right and you should always keep the customer happy.
EVER since I moved three years ago to Portland, Ore., that hotbed of all things hipster, I’ve been trying to get a handle on today’s youth culture. The style is easy enough to describe — the skinny pants, the retro hats, the wall-to-wall tattoos. But style is superficial. The question is, what’s underneath? What idea of life? What stance with respect to the world?
The beatniks aimed at ecstasy, embodied as a social form in individual transcendence. Theirs was a culture of jazz, with its spontaneity; of marijuana, arresting time and flooding the soul with pleasure (this was before the substance became the background drug of every youth culture); of flight, on the road, to the West; of the quest for the perfect moment.
The punks were all about rage, their social program nihilistic anarchy. “Get pissed,” Johnny Rotten sang. “Destroy.” Hip-hop, punk’s younger brother, was all about rage and nihilism, too, at least until it turned to a vision of individual aggrandizement.
As for the slackers of the late ’80s and early ’90s (Generation X, grunge music, the fiction of David Foster Wallace), their affect ran to apathy and angst, a sense of aimlessness and pointlessness. Whatever. That they had no social vision was precisely what their social vision was: a defensive withdrawal from all commitment as inherently phony.
So what’s the affect of today’s youth culture? Not just the hipsters, but the Millennial Generation as a whole, people born between the late ’70s and the mid-’90s, more or less — of whom the hipsters are a lot more representative than most of them care to admit. The thing that strikes me most about them is how nice they are: polite, pleasant, moderate, earnest, friendly. Rock ’n’ rollers once were snarling rebels or chest-beating egomaniacs. Now the presentation is low-key, self-deprecating, post-ironic, eco-friendly. When Vampire Weekend appeared on “The Colbert Report” last year to plug their album “Contra,” the host asked them, in view of the title, what they were against. “Closed-mindedness,” they said.
According to one of my students at Yale, where I taught English in the last decade, a colleague of mine would tell his students that they belonged to a “post-emotional” generation. No anger, no edge, no ego.
What is this about? A rejection of culture-war strife? A principled desire to live more lightly on the planet? A matter of how they were raised — everybody’s special and everybody’s point of view is valid and everybody’s feelings should be taken care of?
Perhaps a bit of each, but mainly, I think, something else. The millennial affect is the affect of the salesman. Consider the other side of the equation, the Millennials’ characteristic social form. Here’s what I see around me, in the city and the culture: food carts, 20-somethings selling wallets made from recycled plastic bags, boutique pickle companies, techie start-ups, Kickstarter, urban-farming supply stores and bottled water that wants to save the planet.
Today’s ideal social form is not the commune or the movement or even the individual creator as such; it’s the small business. Every artistic or moral aspiration — music, food, good works, what have you — is expressed in those terms.
Call it Generation Sell.
Bands are still bands, but now they’re little businesses, as well: self-produced, self-published, self-managed. When I hear from young people who want to get off the careerist treadmill and do something meaningful, they talk, most often, about opening a restaurant. Nonprofits are still hip, but students don’t dream about joining one, they dream about starting one. In any case, what’s really hip is social entrepreneurship — companies that try to make money responsibly, then give it all away.
It’s striking. Forty years ago, even 20 years ago, a young person’s first thought, or even second or third thought, was certainly not to start a business. That was selling out — an idea that has rather tellingly disappeared from our vocabulary. Where did it come from, this change? Less Reaganism, as a former student suggested to me, than Clintonism — the heroic age of dot-com entrepreneurship that emerged during the Millennials’ childhood and youth. Add a distrust of large organizations, including government, as well as the sense, a legacy of the last decade, that it’s every man for himself.
Because this isn’t only them. The small business is the idealized social form of our time. Our culture hero is not the artist or reformer, not the saint or scientist, but the entrepreneur. (Think of Steve Jobs, our new deity.) Autonomy, adventure, imagination: entrepreneurship comprehends all this and more for us. The characteristic art form of our age may be the business plan.
AND that, I think, is the real meaning of the Millennial affect — which is, like the entrepreneurial ideal, essentially everyone’s now. Today’s polite, pleasant personality is, above all, a commercial personality. It is the salesman’s smile and hearty handshake, because the customer is always right and you should always keep the customer happy. If you want to get ahead, said Benjamin Franklin, the original business guru, make yourself pleasing to others.
I was contacted recently by a young man who plans to start a Web site to promote the need for reading and reflection to people of his generation. Not just promote it, though, of course, but market it. When he asked me for advice, I suggested he begin by pointing out the superficiality of so much social media. Well, he said, I agree with that idea, that’s a big premise of what I’m trying to do, but I wouldn’t want to come across as negative, because that turns people off. If they think you’re criticizing them, they won’t want to buy what you’re selling.
That kind of thinking is precisely what I’m talking about, what lies behind the bland, inoffensive, smile-and-a-shoeshine personality — the stay-positive, other-directed, I’ll-be-whoever-you-want-me-to-be personality — that everybody has today. Yes, we’re vicious, anonymously, on the comment threads of public Web sites, but when we speak in our own names, on Facebook and so forth, we’re strenuously cheerful, conciliatory, well-groomed. (In fact, one of the reasons we’re so vicious, I’m convinced, is to relieve the psychic pressure of all that affability.).. read more:
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