Urban North Americans live in what is probably the most status-conscious culture on earth. The reason we don’t recognize it as such is because most of us are stuck in a model derived from the old aristo/bourgeois/prole hierarchy, where status is linear and vertical, a ladder on which one may (or may not) be able to move either up or down.
That model of status is pretty much obsolete. Over the course of the 20th century, the dominant North American leisure class underwent three distinct changes, each marked by shifts in the relevant status symbols, rules for display, and advancement strategies. The first change was from the quasi-aristocratic conspicuous leisure of the late 19th-century time to the bourgeois conspicuous consumption that marked the growing affluence of the first half of the 20th century, a pattern of status competition that is commonly referred to as “keeping up with the Joneses.”
The next change was from bourgeois consumerism to a stance of cultivated non-conformity that is variously known as “cool,” “hip,” or “alternative.” This form of status-seeking emerged out of the critique of mass society as it was picked up by the ’60s counterculture, and as it became the dominant status system of urban life we saw the emergence of what we can call “rebel” or “hip” consumerism. The rebel consumer goes to great lengths to show that he is not a dupe of advertising, that he does not follow the crowd, expressing his politics and his individuality through the consumption of products that have a rebellious or out-of-the-mainstream image—underground bands, hip-hop fashions, skateboarding shoes, and so on.
But by the turn of the millennium cool had ceased to be credible as a political stance, and we have since seen yet another shift, from conspicuous non-conformity to what we can call “conspicuous authenticity.” The trick now is to subtly demonstrate that while you may have a job, a family, and a house full of stuff, you are not spiritually connected to any of it. What matters now is not just buying things, it is taking time for you, to create a life focused on your unique needs and that reflects your particular taste and sensibility. (more)
Let’s see, conspicuous leisure, then conspicuous consumption, then conspicuous non-conformity, then conspicuous authenticity. What’s next?
Maybe no one you know will read the above, and you can safely ignore it. But if you start to learn that many people you know are starting to see conspicuous authenticity as just another way that posers vie for status, then of course your community will come to not accept that as giving real status. No, you’ll start to see some new kinds of behavior as the sort of thing that people do who don’t care about status, but are just being “real”.
Then you’ll start to become aware that other people that you know agree with this new attitude of yours. You’ll get more comfortable with saying that you approve of these sorts of behavior in others, with hearing others say the same thing, and you’ll notice that you feel good when other people credit you with such behavior. You and your associates will all feel good about themselves, knowing they are all good people who deserve respect because they do these things, things that they all know are not about status seeking.
At which point these new behaviors will have become your new status game. You see, status-seeking behavior must be a respected behavior that isn’t seen as overtly status seeking. Because we all agree that we don’t respect behavior that is done mainly to gain status. Even though we do, we do, we very much do.