We tell ourselves stories in order to live. We interpret what we see, select the most workable of the multiple choices. 1
Joan DidionIn mid-twentieth-century publishing, "the outsider" arrived. Four booksall similarly entitled "outsider"-highlighted a robust cultural visibility of, and curiosity about, those who defied social convention. During the McCarthy-era Red Scare, the Harlem Renaissance writer Richard Wright explored themes of racism, segregation, and the American Communist Party in his 1953 novel The Outsider. The 1956 book by working-class English writer Colin Wilson, The Outsider, surprised everyone, including the author, by becoming an instant bestseller. Heralded as capturing "a representative theme of our time . . . of our deepest predicament," the book explored writers who fled a "cow-like" herd mentality to seek a deeper existential truth. 2 S. E. Hinton's novel a decade later, The Outsiders, about marginalized, working-class teenage "greasers," inspired a film adaption by Francis Ford Coppola. Recently, actor and writer Lena Dunham wrote that "over 50 years later" The Outsiders "has never felt more relevant-or true." 3 Finally, sociologist Howard Becker's 1963 essays featuring dance musicians, Outsiders, helped turn the social science of difference on its head. 4 It was the century of the outsider. These authors wrote against the grain of Cold War, midcentury conformity. They all described themselves as outsiders, and their characters struck similar chords in their critique of social conventionality. Richard xxiv Preface Wright's outsider, Cross Damon, represented "a black man's attempted escape from stable, essentialist forms of identity, including race." 5 Colin Wilson celebrated the alienation of his artistic outsiders, Hinton's gentle juvenile delinquents overcame the stigma of poverty to become heroes, and Becker indicted those who made and enforced social rules, thereby creating "outsiders" of his then-edgy marijuana-smoking musicians. And yet, as suggested by the almost simultaneous publication of these books, the outsider theme already had an enduring cultural presence. From the turn of the twentieth century, social marginality had been growing increasingly visible, whether through hierarchies of racial, national, gender, or economic inequality, or as the margins chosen by bohemians and political radicals. Paradoxically, outsiders were also, well, popular! At least, some of them were. And discovering which outsiders could be marketed and sold would become central to what I call "outsider capitalism."Together, sociology, popular culture, political activism, and even the process of commodification all reflected and produced this zeitgeist of the outsider. As literary critic Carla Cappetti has argued, urban sociologists Howard Becker, piano, performing at the 504 Club in Chicago, circa 1950. Courtesy of Howard Becker.Preface xxxiii method and epistemology. Since this book focuses on the epistemology of social difference, I use "ethnography" as an umbrella term to denote new ways of knowing,...