Averting our gaze from mainstream culture—cAN It bE DoNE?
Hahah, wow—it’s funny because I find this article to be a similar kind of frustrating read. A good read—perhaps like the Times article was for her—but very frustrating. I wonder: is acceptance by mainstream culture really seen as the ultimate, final, crucial reward?
(Particularly now that we live in an age where it’s clear that the previous generation of cultural winners—be it Jimi Hendrix or Harper Lee—is rapidly fading away, to be replaced by YouTubers, video game streamers, YA writers, reality stars. Isn’t the mainstream culture going to be very ruthless in its war for canonization?)
I mean I love the author’s ultimate point: here, I won’t summarize it, let’s just get into it.
We need a mass realization that pulls us out of this flooding culture. That is: the acknowledgment by powerful organizations that we do in fact engage more with original stories—it’s a fact, look it up—that lasting conversations do not come out of Twitter trends, and that diversity means diversity—more that is different, not more of the same differences. As one curator told the Times in the piece about older black artists getting their due, “There has been a whole parallel universe that existed that people had not tapped into.” Tap into it.
As h0p3 would say: preach it! Tap into it.
But the author spends the entire piece looking away from the underground—scrutinizing the fucking New York Times to show us the way, looking at the top 20 shows on Netflix, stats on buying habits on Amazon. If the concern is that our culture is spending all of their time on Netflix, Amazon and the Times—well, so is this article.
So when we go to ‘tap into it’—what is it? Where is this ‘parallel universe’ we’re looking for? Where does this culture go to look for it? Is it on Amazon and Twitter somewhere? Are we supposed to continue using Netflix and Google—but somehow spend our time on the back alleys of those services?
Is this a request to leave alone the front page of the New York Times and start with the back page? (So much simpler to turn to the back page of the corporeal printed Times than to do so online.)
Clearly, the article decries the entire makeup of these systems:
Per CJR, these algorithms are “taste-reflectors,” meaning they don’t affect taste the way critics do but simply reinforce your palate; there is little discovery here.
And how much discovery can there be, really, with the same critics occupying the same space?
Yesss! So go outside those neatly ordered corporate-approved spaces, yeah?
Let’s return to that final tap into it! paragraph. The phrase I want to look at is here: “the acknowledgement by powerful organizations.” Wait—so the tap into it! is meant… for them??
Are you asking the powerful organizations to—go outside themselves? Why? So they can continue to show us what’s legitimate? Because they are the authorities on what shit is actually cool?
I mean, yes, I’m not dense—the ‘powerful organizations’ are a massive pipeline of fame and currency—and this stuff can be gasoline to an artist. (Lord knows I want Boots Riley to keep it up—dammit, give the man what he needs!) But all of us out here, all us commoners, put together—we’re pure fuel, too. There was a time when it seemed that those very organizations were at the mercy of the buying public, earlier in this century when the entire system shook in fear of ‘disruption’.
And so, it feels like the article is just asking the mainstream to open a little wider, to give out a few more awards here and there, in lip service to the world of underappreciated, wonderful, unknown artists. (Black artists, in her case—but also in mine, because I want my mind blown by cool shit as much as any of you.) And, yeah, okay, maybe the ‘corpypastas’ might just throw us a bone.
However, I love the ‘parallel universe’ she refers to—that’s our unruly, unpredictable Web—an extension of the underground scenes, of the avant-garde, the mixtape traders, the world of the only critics that matter: our little group of friends. Those mixtapes blow up out here first. Out in our parallel universe: all of you out on your little blogs and wikis that I tap into each day. This world exists. It’s here, even if it faces its own doom on some days, in the face of resurgent mainstream culture.
Fuck the NYT, fuck Netflix—I’m reading you folks.