Yuppies

Hammond, John L.

doi:10.1086/268999

Cited by 19 publications

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“…Typically, accounts of the influential role of these classes point to the "yuppies" of the 1980s as innovators of a new ethic of lifestyle, which rose to supplant the older ethic of work practiced by their parents (Hammond, 1986). But this view ignores the real origins of the yuppie ethic in the counterculture of the '60s and the more moderate versions of this ethic that penetrated the middle classes of the 1970s.…”

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Everybody’s Life is Like a Spiral: Narrating Post-Fordism in the Lifestyle Movement of the 1970s

Binkley

2004

Cultural Studies ↔ Critical Methodologies

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What has been variously termed the post-Fordist turn in the social and economic organization of Western societies describes (among other things) the demise of a middle class professional culture and the emergence of a new lifestyle morality of expressive self realization. This study examines the role played by selection of lifestyle innovators in this process: through an interpretive study of narratives of moral change, the shift from the old professional morality to the new lifestyle morality is interpreted as a story of learned relaxation and impulsive release. Drawing material from over 83 lifestyle publications and 34 open-ended biographical interviews, the importance of this vanguard lifestyle movement is related to a wider historical consideration of the moral culture of the American middle class, and to an overview of theories of the post-Fordist turn.

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Everybody’s Life is Like a Spiral: Narrating Post-Fordism in the Lifestyle Movement of the 1970s

Binkley

2004

Cultural Studies ↔ Critical Methodologies

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“…Later, as 'yuppies' in the 1980s, these lifestyle literatures shaped the rhetorical tradition lodged within the broader American discourse on consumption. It can also be argued that elements of this discourse gradually insinuated themselves into the mainstream of American consumer culture, providing the cultural foundation for the 'deep' metamarketing tools of the 1990s: postmodern 'superbrands' such as Nike, Starbucks and the Body Shop (Barber, 1995: 59-72;Hammond, 1986;Klein, 2000: 1-21).…”

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The Seers of Menlo Park

Binkley

2003

Journal of Consumer Culture

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This article considers the emergence of the postmodern reflexive consumer through an archival case study of one particularly influential lifestyle magazine, the Whole Earth Catalog. This publication is read in the context of the cultural and lifestyle innovations of the ‘new cultural intermediaries’ (Bourdieu, Featherstone) of the 1970s, expressed in a new print media of lifestyle advice. In this print culture, consumers were taught to cultivate a reflexive awareness of their lifestyles through an enhanced sensitivity to the deeper meanings of market messages and consumer choices. On the basis of the advice of non-traditional lifestyle intellectuals, market choices acquired a sense of ‘deep play’ (Geertz) in which the well-being of the self and the planet emerged as the specific stake of lifestyle choices. Combining archival research with theoretical and historical analysis, the findings of this study offer an alternative to postmodern studies of the new consumer culture, which focus on the depthlessnessof consumption as a form of ‘pastiche’ (Jameson).

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Rust¹

2006

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Yuppies

Cited by 19 publications

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Everybody’s Life is Like a Spiral: Narrating Post-Fordism in the Lifestyle Movement of the 1970s

Everybody’s Life is Like a Spiral: Narrating Post-Fordism in the Lifestyle Movement of the 1970s

The Seers of Menlo Park

Trend-Soziologismen

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