Books
“Nobrow” by John Seabrook and “No Logo” by Naomi Klein
A self-revealing reflection on the sick fixations of the media elite stalls out. Is a guerrilla war enough to wake them up?
Consider this passage from John Seabrook’s new book, “Nobrow”:
By the 1990s, the end of the High-Low hierarchy of distinctions was at hand … It could be felt in the change of manners: in the old days if you said to your dinner partner, “How are you?” he or she would say, “Fine thank you. How are you?” But in the present, when you said, “How are you?” you heard “Fabulous. I’ve just published my memoir about my incestuous affair with my alcoholic father, and the film rights have been optioned by Oliver Stone, and he’s talking to Kate Winslet for the role of the heroine, and Entertainment Weekly has an item about me this week.”
My response to this, and it was quite visceral, was to put the book down and promptly take a shower. I wanted these ideas off me. We’re supposed to be laughing along with Seabrook here, shaking our heads at the rise of the ridiculously self-involved. But the delusion that sticks with me is Seabrook’s: a smugness masquerading as thoughtful indignation, a lazy conviction that the study of a dinner greeting constitutes cultural analysis and that annoyingly inclusive “you” that assumes your friends sound like Seabrook’s friends, which is to say, like press agents. Just who is John Seabrook speaking to? In the airless world of “Nobrow,” he’s talking to those both old enough to sincerely believe that Tina Brown ruined the New Yorker and young enough to think that the Chemical Brothers lost something when they landed on MTV. In other words, no one.
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Nobrow No Logo |
“Nobrow” is billed as a meditation on an ascendant muddle in American culture: a creeping everglade of hype, populism and fame between “highbrow” (intellectual culture) and “lowbrow” (commercial culture). The terms “highbrow” and “lowbrow” originate with that ornery journalist H.L. Mencken, who fashioned them in 1915 to, as Seabrook says, “render culture into class” with a phrenological punch. In America, Seabrook argues, “people needed highbrow-lowbrow distinctions to do the work that social hierarchy did in other countries.” But by the ’90s, the cultural hierarchy that they defined (and preserved) had collapsed, leaving “Nobrow” — “not culture without hierarchy, of course,” but an area where “commercial culture is a source of status, rather than the thing the elite define themselves against.”
Forget the fact that Seabrook’s thesis isn’t news — postmodernism has been remarking on that hi/lo hybrid for some time now — and isn’t even particularly convincing. (Isn’t he really just saying that lowbrow won?) His argument is merely a setup for a portrait of Tina Brown, the much-maligned hi/lo maven and erstwhile editor of the New Yorker. According to Seabrook, Brown’s arrival marked the coming of nobrow to the bourgeois sanctum of classy Manhattan magazine culture, and the beginning of her tenure neatly coincided with Seabrook’s own as a staff writer. And if you’re the kind of person who cares about the tempests that have tossed that magazine — if the names Renata Adler and Robert Gottlieb give you goose pimples — then you’re in for a dishy feast. Otherwise, prepare for some seriously overcooked meat.
What Seabrook has done in “Nobrow” is repurpose his New Yorker essays on MTV, George Lucas and David Geffen with the curtain drawn back on how the pieces were “relationship brokered” by Brown. For example, Brown was a friend of Judy McGrath’s, the president of MTV, and called on Seabrook to spend June there doing a profile on the place. What one comes away with from “Nobrow” is the sense that a) Brown was almost entirely responsible for Seabrook’s subject matter and b) when you leave Seabrook alone to come up with his own subject matter, he will talk about his father’s suits, Dean & DeLuca tomatoes and the irresistible urge to buy $200 Helmut Lang T-shirts in SoHo.
While there are moments of interesting anthropology in “Nobrow,” Seabrook doesn’t seem to be able to locate his own story. “Big-Grid Ben,” his profile of 15-year-old Kurt Cobain wannabe Ben Kweller and the vectors of the music industry that start to swirl around him, contains some nicely raw moments, like this one: “I was thirty-eight, and I was pretty depressed about it. Christ, thirty-eight years old, and here I was, with a couple of kids young enough to be my children, writing down their bons mots, which mostly consisted of different variations on the word ‘dude.’” (We should also note that Brown sent Seabrook on this assignment after she was tipped off about Kweller by Danny Goldberg, the president of Mercury Records, who had signed him.) Strangely, after all this buildup, the chapter ends just as Kweller’s first album gets released. Seabrook describes its failure in a paragraph. In a book about “the culture of marketing,” doesn’t the story of Kweller begin when the record hits the shelves?
You get the sense that Seabrook’s intended audience is strictly magazine editors, the cultural commissars who feel most guiltily bound to respect highbrow culture even as they throw themselves at lowbrow. At heart, what haunts Seabrook is really a fear of being late culturally, which is strictly a pathology of the media elite, and weren’t they always nobrow anyway?
Fortunately, we have Naomi Klein’s athletic and expansive “No Logo: Taking Aim at the Brand Bullies” as an antidote to the soft writing and sloppy thinking in “Nobrow.” Klein, who has written for the Village Voice (where I also write) and the Baffler, knows her enemies well: the “brand-bombing” Wal-Mart; Starbucks and the Gap, with their “clustering” tactics; the beer and cigarette companies that think the world is their billboard. She also knows her allies, like the culture jammers (Adbusters), the third world unionists and the new urban guerrillas (Reclaim the Streets) who are throwing wrenches into the machines. Here we get profiles of the hi/lo/nobrow mix, but this time with political teeth. Klein tracks radical chic ad agency Weiden and Kennedy trying to tap Ralph Nader to sell Nike shoes: “The idea was simple. Nader would get $25,000 for holding up an Air 120 sneaker and saying, ‘Another shameless attempt by Nike to sell shoes.’ Nader responded, ‘Look at the gall of these guys.’”
“No Logo” seems to be pitched as a textbook (it’s giant and heavy), but its best elements are personal and journalistic. Klein has an easy way with her own complicated brand memories: her pre-adolescent hunger for Happy Meals, her mall-rat humanism, her survival at the Esprit store as a high school student. The best sections travel to the Philippines, where Klein plants herself outside one of the 52 Export Processing Zones at which workers receive $6 a day to make Nike shoes, Gap pajamas, IBM monitor screens and Old Navy jeans. These free-trade zones, the dystopias of late capitalism, are squeezing the hope from the local communities as they sedate them with the best salaries around. The EPZs are the point of origin of Seabrook’s $200 T-shirt, and they are terrifying.
Klein’s book came out late last year, and the writing was obviously concluded long before then. But it’s impossible not to notice the prescience of her argument that there is a rising opposition to the brand bullies, optimistic as it might seem at first blush. The rambunctious World Trade Organization protests in Seattle were in part organized (or hatched) by Reclaim the Streets. The success of Linux and open-source code like it is evidence of the rise of democratic, publicly owned brands. Klein may be traveling somewhat familiar terrain with “No Logo,” but her aim is expert. And at least, unlike Seabrook, she’s carrying a weapon and not just an ambivalent valentine.
Austin Bunn is a writer for the Village Voice. More Austin Bunn.
“The Aleppo Codex”: The bizarre history of a precious book
A reporter traces the shadowy fate of the definitive version of the Hebrew Bible
Matti Friedman An ancient and priceless book, a murky history of evasions and coverups, an underground of sinister and possibly violent dealers, a former spy who drops tantalizing hints and a wily 84-year-old millionaire who says stuff like, “The problem with this story is that it could damage your health”: Are these the ingredients for a cheesy, improbable historical thriller? Yet “The Aleppo Codex,” Matti Friedman’s account of his attempts to learn the history of one of the world’s most precious books, sports all of these assets, and it’s nonfiction. If reporting this story damaged Friedman’s health, it probably happened when he realized what he’d stumbled into and his reporter’s heart started beating in doubletime.
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Laura Miller is a senior writer for Salon. She is the author of "The Magician's Book: A Skeptic's Adventures in Narnia" and has a Web site, magiciansbook.com. More Laura Miller.
Augusten Burroughs: Conquer trauma by letting it go
Salon exclusive: The best-selling memoirist says past horrors haunt us because we think about them too much. Stop
Augusten Burroughs Many people continue to feel influenced and even controlled by the things that happened to them a long time ago. Sometimes, people harbor dark, traumatic memories from childhood. Or fragments of memories — incomplete scenes, uncomfortable feelings, perhaps even a sense of certainty that something specific and terrible happened to them, but little more than this.
Others experienced something traumatic in adulthood that continues to affect them day to day many years later. Maybe an assault has left a person afraid to leave their home or enter a particular neighborhood.
Continue Reading CloseAugusten Burroughs' many books include "Runnning With Scissors," "Dry," "Sellevision," "Magical Thinking" and "Possible Side Effects." His latest book is "This Is How." More Augusten Burroughs.
Why did we move to Paris?
Leaving New York seemed ideal. Until the crazy landlord, topless exams, the French flu, the lack of credit cards...
Rosecrans Baldwin Paris’s neighborhoods, the arrondissements, are organized like a twist. They spiral from the river like toilet water flushing in reverse and erupting out of the bowl — a corkscrew or what have you, a flattened pig’s tail, a whorling braid notched one to 20. But if you walk from one neighborhood to the next, there is little to suggest the numbers changing. So it was confusing. Anyway, if you began in the middle of the Seine and snaked around, we lived on the Right Bank in the top of the third arrondissement, called the haut Marais, the upper Marais, on Rue Béranger, a quiet little street curling down from Place de la République.
Continue Reading CloseRosecrans Baldwin is a founding editor of The Morning News. His first novel, "You Lost Me There," was named one of NPR's Best Books of 2010. His latest book is "Paris I Love You, But You're Bringing Me Down." More Rosecrans Baldwin.
Robert Caro’s bloated LBJ biography
Robert Caro's latest LBJ tome has everyone -- even Bill Clinton! -- hyping it. They've been had
“Even the President of the United States sometimes must have to stand naked.” When Bob Dylan wrote that line in 1964, the naked emperor was Lyndon Johnson, which makes that image perhaps the most disturbing in all of Dylan’s apocalyptic work.
By stripping down Lyndon Baines Johnson to his essence, Robert Caro has himself become an American legend. Since the publication of “The Path to Power” in 1982, Caro has transformed LBJ’s life into a cautionary tale of Shakespearean dimensions. In some wonky circles, the release of a new volume is heralded like the Summer of Love release of “Sgt. Pepper’s.” Can Caro possibly top his “Revolver”?”
Continue Reading Close“Bring Up the Bodies”: Hilary Mantel’s power play
The sequel to her Booker-winning "Wolf Hall" is a thrilling exploration of what it took to run Tudor England
“Bring Up the Bodies,” Hilary Mantel’s follow-up to her Man Booker Prize-winning 2009 novel, “Wolf Hall,” is a high-wire act, a feat of novelistic derring-do. Mantel makes bold not with form — by now meaningful experimentation in that area seems exhausted — but with the very material that brings most readers to novels in the first place: our imaginative identification with fictional characters and the experiences we feel we’re sharing with them.
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Laura Miller is a senior writer for Salon. She is the author of "The Magician's Book: A Skeptic's Adventures in Narnia" and has a Web site, magiciansbook.com. More Laura Miller.
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