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Nobrow: The Culture of Marketing and the Marketing of Culture
Nobrow The Culture of Marketing and the Marketing of Culture Author:John Seabrook What happens when the old distinctions -distinctions of caste as much as of taste- between highbrow and lowbrow no longer apply? When artists show at K-Mart, museums are filled with TV screens, and the brand on your clothes is worth more than their hair cut? — From Publishers Weekly — Culture in America is a lot more complicated than it used to be... more ». Aimed at reinforcing class distinctions, the terms "highbrow" (signifying traditionally elite European culture) and "lowbrow" (meaning commercial culture aimed at the masses) were popularized by H.L. Mencken and Van Wyck Brooks in the century's first decade. In this breezy cultural analysis and memoir, Seabrook (Deeper: My Two-Year Odyssey in Cyberspace) delineates the subsequent blurring of the genres in U.S. culture. Drawing upon his experiences of writing for Vanity Fair and the New Yorker, Seabrook traces how "nobrow"--in which "commercial culture is a source of status, rather then the thing the elite defines itself against"--has radically changed how we view both high and low art. Setting his arguments against a tableau of rich and famous buzz-brokers --Talk magazine editor Tina Brown, studio head David Geffen, producer George Lucas-- Seabrook manages to be simultaneously gossipy and insightful. Along the way he makes smart points about the role that social privilege plays in establishing taste, how advertising functions by validating social identity and how cultural hierarchies hinge more on power than on taste. Seabrook's mixture of the personal and the analytical is always animated and intriguing, but his analysis is so strong that, by the end, readers may wish for more meat and less memoir.« less