Free PDF , by Elizabeth Currid-Halkett
Free PDF , by Elizabeth Currid-Halkett
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, by Elizabeth Currid-Halkett
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Product details
File Size: 1715 KB
Print Length: 261 pages
Publisher: Princeton University Press; Reprint edition (May 15, 2017)
Publication Date: May 15, 2017
Sold by: Amazon Digital Services LLC
Language: English
ASIN: B01MYNT9GW
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I’m not clear there’s a deeper message that goes with this bookThe basic theme is that traditional conspicuous consumption has given its way to1. “Inconspicuous consumption†on expensive “moats†from the riff-raff that only the rich can spot each other engaging in, with examples ranging from clear nail polish to Ivy League education and better healthcare.2. “Conspicuous leisure†the poor cannot not dream of if they are to hold on to their less flexible jobs (example: breastfeeding, hitting the gym at lunchtime)3. Purchasing the fruits of “conspicuous production,†as best exemplified by the movement toward “authentic products†that cost a fortune to make because they deliver on some parameter the consumer fixates on. For example, specialty coffee (as opposed to still very expensive Starbucks), fixed-gear bikes, vinyl records, mechanical wristwatches etc.It’s never, not once, 100% clear if the author is bemoaning this change or merely documenting it as the current state of affairs. She does celebrate cities, however, and dedicates a chapter to them as the setting where these patterns of consumption were born.She also draws a distinction between the old conspicuous consumption, which was entered into by a proudly idle leisure class and the new forms of 21st century conspicuous consumption: the latter is squeezed into the heavy schedule of the “meritocracy†that earned its money through work and is often aimed toward ensuring that the privilege is passed on to its children.My summary of the book is as follows: the author and her PhD candidates have done TONS of work documenting consumption patterns of the 5 quintiles of the income distribution across time. The book is worth reading just to peruse those tables. I’m happy I bought it, basically. On the other hand, the analysis regarding the three “new†forms of consumption is a bit too facile for my taste. Rich people spend on all this stuff because they can. Period.Some of them (the author included) also do so because they mistakenly believe their offspring will get to run the world, provided they can send them to Princeton. That last assumption is so naive, you have to laugh. Trust me, I’m Greek. I’ve seen this play out in real time and pretty it ain’t.So my recommendation is the following: download the stats on which this book was based from the author’s sundry academic papers and reach for the work of Mark Greif. Greif does a ten times better job than Elizabeth Currid-Halkett of describing all these phenomena, for the simple reason that he does not sit on the fence; he truly hates all this baloney, as well he should.
Remarkable: This is a book that manages to pull together a huge amount of data, analyze it and draw conclusions from it that are both insightful and yet highly readable. The trick of course is to separate the "boring stuff" - all those statistical tables that occupy a huge part of the book - from the chapters interpreting the results of the analysis. Those chapters are given pride of place upfront; they are written in elegant English and filled with interesting anecdotes and observations that enliven the discourse and brings it home. Many people will recognize themselves in this portrait of a new class in America, that the author has aptly named "the aspirational class".The author often refers to Veblen's classic Theory of the Leisure Class, and rightly so. Veblen's book defined the Gilded Age, coining an unforgettable term for it: conspicuous consumption. Elizabeth Currid-Halkett's book is just as important for our times. It provides valuable insights that will make you understand what is happening to the middle class, and to the upper end of the middle class in particular. Not necessarily just the ultra rich, but more broadly, the well-off, those who have accumulated "cultural capital" (though that is something that only a good - and costly - education can give - yet such an education is not the exclusive monopoly of the ultra rich, families with middling income can manage it too).In short, the author makes you realize that today, it is no longer conspicuous but "intangibles", or inconspicuous consumption, that are class-defining.She argues that the new consumption patterns are "pernicious", that they ultimately will perpetuate and deepen class differences and inequality. Maybe. I am not convinced that is the case, because while some of the "consumption pattern" such as the investment in one's children's education might indeed lead to a continuation of the family in the upper reaches of society, other types of consumption have very different effects.For example, the fallout from preferring fair-trade coffee, organic food (that is pesticide and hormone-free) or artisanal products is just huge: And it is already visible in the revival of American manufacture (after a decades-long downward trend due to globalization and automation), which is, everyone knows, essentially based on the growth of small businesses (under 20 employees). And of course this kind of demand also underpins artisanal activities and organic agriculture around the world...These aspects however are not covered in the book, which makes sense: They are really beyond the scope of this (already large) volume of work. I am confident that the author will explore these aspects in another future work, she has already contributed deep insights in a recent paper prepared for the WEF (and available online). What we need now is a yet deeper look in this new class, which is essentially the tip of the iceberg, if you define the "iceberg" as the middle class itself. We need to know how it will evolve, will it get bigger? How will its tastes and "social consciousness" affect production in the US and abroad? These are all fascinating questions now that this book, with its brilliant definition of a new class, has opened the way for further investigation.
One of this book's main points is that material goods are less valuable than very subtle social behaviors in revealing status. Currid-Halkett argues that the new luxury goods are not necessarily bling or expensive but are often understated choices around where one gets groceries and what’s in their cart, showing environmental consciousness and artisanal coffee. As someone who works in a luxury market, I found it fascinating to see how these two worlds collide in how the new elite spend their money. Funny statistical findings and narrative make it a pretty easy read.
The book contains about 30 pages of interesting reading embedded in 200 pages of text. It adds small bits of new statistical data (displayed in very small-print graphs) which updates but does not fundamentally alter work done previously by dozens of others from Veblen to Robert Frank and David Brooks. The writing is clear but at times mind-numbingly repetitive. On the plus side there is some useful new terminology and some entertaining personal anecdotes (mostly about LA-based culture) but for anyone who follows recent adult cultural trends there is not much new here.
I loved this book although I felt like it slapped me across the face several times.
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