A writer for the alchemic Buzzfeed (a philosopher’s stone which turns all it touches into virulent internet content) explains “why we actually hate all things pumpkin spice.” Turns out, we don’t hate syrupy venti Starbucks lattes, glottal fry, or Ugg boots for their own sake, but for what they represent, which is a certain class identity characterized by
a banal existence, obsessed with Instagramming photos of things that themselves betray their basicness (other basic friends, pumpkin patches, falling leaves), tagging them #blessed and #thankful, and then reposting them to the basic breeding grounds of Facebook and Pinterest.
In other words, the conspicuous consumption of products which show the consumer to have uncultivated taste and lack of individuality. The writer suggests that our position of judging said consumer to be “basic” is rooted in class insecurity—the need to separate one’s own more discriminating tastes from those of the petit bourgeois mob.
One must give the writer some credit for seemingly having discovered the existence of class consciousness without the benefit of a liberal-arts education. However, her attempt at diagnosing “our” snobbery falls short. Continue reading Buzzfeed Bans ‘Basic;’
or, Slouching Toward Cultural Marxism