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buybuy

---"Buy! Buy! Buy, dammit! Buy!"
Annual Holiday Gift Guides turn otherwise respectable journalists into mouthpieces for Santa Mammon.

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By Jenn Shreve

Nov. 19, 1999 | It's holiday time! Not only do we have to put up with this godawful red and green color scheme for two and a half long months, but we must helplessly stand aside while our trusted news sources and entertainment venues and our favorite hangouts are temporarily possessed by that all-consuming lord of the capitalists -- Santa Mammon.

Few, if any, can escape his bellowing cry: "Buy! Buy! Buy, dammit! Buy!"

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Imagine, if you will, the staff of your local alternative news source as a dysfunctional family. In the basement you have the rebellious teenagers, bucking tradition, subverting social norms and crashing the family car; we call them "editorial." In the master suite you have the parents who earn the dough that feeds the brats and enables them to pursue their snotty dreams of journalistic glory -- call them "sales." For the most part, these two factions coexist in a peaceful, though tense, state. Once a year, however, the parents demand that the kids dress themselves up, grab a tin cup and make with the caroling.

The result: The dread holiday gift guide.

Hard-nosed city beat reporters waxing eloquent on the virtues of bed and breakfasts. Pessimistic rock critics raving about the new Frank Sinatra re-release. ("It comes with a bottle of red wine and a Santa hat!") Jaded columnists praising the local sex shops' latest batch of specialty lubes.

Of course, not all alternative weeklies buckle entirely when the holidays approach (as opposed to your local newspaper, which is at this very moment making kissy faces on Santa Cash's fat, sweaty lap). After all, you can't just go from ranting against all things capitalist to touting the glories of Anna Sui's new Eau de Toilette without some kind of struggle. Can you?

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Socialist shopper: Consuming for the good of all mankind

The San Francisco Bay Guardian takes the high road with its consciousness-raising gift guide. Gifts for the spiritually inclined! Make your own, at this "make your own gift" store! Give the intangible: a gift certificate, perhaps? Surprisingly, the Guardian fails to suggest giving to charity or volunteering. But I forgot, good causes don't advertise.

. Next page | More gift guide fun and products for your nether regions


 
Illustration by Jennifer Ormerod/Salon.com


 

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