Materialism and Hairy Armpits

April 15, 2007

I have been waiting for a psychological backlash to the most shallow generation in history: the tweeny label- whores from hell. What we may come to see as the “bling” generation.

Sucked into the advertising mire more than any generation in history. People have sought guidance and self- definition through the ages from Drugs, Religions, Warlords, Pacifists, Prophets, the Famous and the Fatuous. This was the first to start to look to possessions for guidance. The pendulum always swings back and forth and, as usual, at the tip of the conservative end of the swing was an annoying war that finally sends the pendulum back. It has been building, though, for quite some time and just needed (mixing my metaphors badly) a trigger.

I remember well this from fight club, Tyler Durden: Man, I see in fight club the strongest and smartest men who’ve ever lived. I see all this potential, and I see squandering. God damn it, an entire generation pumping gas, waiting tables; slaves with white collars. Advertising has us chasing cars and clothes, working jobs we hate so we can buy shit we don’t need. We’re the middle children of history, man. No purpose or place. We have no Great War. No Great Depression. Our Great War’s a spiritual war… our Great Depression is our lives. We’ve all been raised on television to believe that one day we’d all be millionaires, and movie gods, and rock stars. But we won’t. And we’re slowly learning that fact. And we’re very, very pissed off.

Born in the 70’s I have been through the swing away from the Love, Liberalism and Peace of the late 60s and early 70s to the money- orientated conservatism, large hair and bad pastel suits of the early 80s, through the grunge gender anonymity and unshaven women of the late 80s and early 90s and on to the vicious capitalist label feeding frenzy of the turn of the century.

This global warming thing we finally noticed (I did a school project on it in 1984- took the governments of the world 23 yrs to catch up to a student who spent less time in class than George W. does at work), of course, will not be stopped and I wonder how, at the tip of the green touchy- feely renaissance the other end of society will spin things and what they will place on the table to get society to start the swing back towards conservatism.

Will recreational space flight be it? Immersive computer games to get away from the mess when people get exhausted from over-caring? Or are they smart enough to have worked out enough ways to market the new green movement in such a way that they can profit from it? I think so. I take all 3 but in reverse order.

Looked at dispassionately neither side of the swing has any better claim to sanity. From the one side of rich warmongers and authority to the poor vegan touchy- feely side there is plenty of nonsense. But if there is nonsense to be had I prefer the pendulum at the point where we stop caring too much about possessions, allow dull people to take drugs to make them more interesting, stop caring too much about our jobs and start enjoying our sexuality more but women still shave their armpits.

Pools have a shallow end and a deep end. So, sometimes, do I.

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