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The New Elite’s Silly Virtue-Signaling Consumption

#1
C C Offline
http://www.theamericanconservative.com/a...nsumption/

EXCERPT: [...] Currid-Halkett convincingly argues that the consumer preferences of today’s elite—be it the approved podcast, TED Talk, or magazine; goat tacos from the farmers market, a five-dollar cup of Intelligentsia Coffee, ceviche at the Oaxacan restaurant in the approved urban enclave, or tuition for the anointed school—are now the primary means by which members of the educated elite establish, reinforce, and signify their identities. In a detailed analysis of the experience of shopping at a Whole Foods supermarket, for instance, she explores the rather stark hypothesis that “for the aspirational class, we are what we eat, drink, and consume more generally.” By creating “an identity and story to which people wish to subscribe,” the store allows members of that class to “consume [their] way to a particular type of persona.” The upshot is that elite consumption—the pursuit of personal gratification—somewhat paradoxically entwines with the pursuit and buttressing of what amounts to a tribal identity.

This process depends on the great extent to which the elite’s consumption is at once devoted to and relies on “cultural capital”—that is, the adoption of values, tastes, and norms through social inculcation and formal education. That cup of Intelligentsia coffee may “only” cost five dollars, but learning about it in the first place depends on prizing the judgment of certain cultural tastemakers (again, say, the New York Times and those right-thinking podcasts), and on possessing a worldview that attaches a particular value and virtue to a particular container of hot liquid. Acquiring that cultural capital is, itself, a rarefied and usually expensive endeavor, because it involves a lengthy and complex process of what the sociologists call cultural and social formation: The peculiar cachet that the educated class attaches to that cup of coffee is far more likely to elude the daughter of an insurance adjuster brought up in Lansing, Kansas (a middle-class suburb of Kansas City), who attended the local high school and Kansas State, than it is the daughter of a screenwriter raised in uber-achieving north-of-Montana-Avenue Santa Monica, who attended the Harvard-Westlake School and Yale. Thus, buying that cup of coffee—or that organic cotton t-shirt, or that subscription to Harper’s—signifies a class identity that the purchase, in turn, reinforces....

MORE: http://www.theamericanconservative.com/a...nsumption/
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#2
Magical Realist Offline
Consumerist elitism is about like imagining a class structure of zombies where the higher up zombies dine exclusively on models and millionaires while the lower zombies dine on anything that moves. What does the kind of coffee I drink (Folgers) have to do with the kind of person I am? Absolutely nothing, except maybe that I'm not a snooty poseur.
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