In Bobos In Paradise, Brooks a senior editor at The Weekly Standard, examines how Americans are spending their easily earned dollars in these ebullient times.
Convinced that a new social class has been formed, Brooks provides a brilliantly funny taxonomy of its manners, mores, and hidden assumptions, ranging from its shopping habits to its business culture and intellectual life. He calls this new class "Bobos"- bourgeois bohemians.
Publishers Weekly - Publisher's Weekly
Transcendentalists vs. robber barons, beatniks vs. men in gray flannel suits, hippies vs. hawks: for more than a century, U.S. culture has been driven forward by tensions between bohemians and the bourgeoisie. Brooks, an editor at the conservative Weekly Standard and at Newsweek and an NPR commentator, argues that this longstanding paradigm has been eroded by the merging of Bohemians and Bourgeoisie into a new cultural, intellectual and financial elite: the "BoBos." Drawing on diverse examples--from an analysis of the New York Times' marriage pages, the sociological writings of Vance Packard, Jane Jacobs and William H. Whyte and such films as The Graduate--he wittily defends his thesis that the information age, in which ideas are as "vital to economic success as natural resources or finance capital," has created a culture in which once-uptight Babbitts relax and enjoy the sensual and material side of life and anti-establishment types relish capitalist success; thus a meritocracy of intellectualism and money has replaced the cultural war between self-expression and self-control. While it works well on a superficial level, Brooks's analysis is problematic upon close examination. For example, his claim that Ivy League universities moved toward a meritocracy when, in the 1960s, they began accepting some students on academic rather than family standing ignores the reality that the "legacy" system is still in force. Ultimately, by focusing myopically on the discrete phenomenon of the establishment of "bobos," Brooks avoids more complicated discussions of race, class, poverty or the cultural wars on abortion, homosexuality, education and religion that still rage today. (May) Copyright © 2000 Cahners Business Information
It used to be the Bohemians vs. the Bourgeois. Now, says a senior editor of The Weekly Standard, there are "BoBos" a confusing blend of both. Copyright © 2000 Cahners Business Information
[A] delectable new book of social criticism.... . . a tartly amusing, all too accurate guide to the new establishment and its self-serving ways. . . . The serious underpinnings of this book concern the compromises at the heart of Bobo culture.The New York Times
What makes the book work, aside from its intelligence and nearly pitch-perfect humor, is the fact that Brooks confesses to being a Bobo himself . . . A mixture of heartfelt fondness and dead-on ridicule, animated by an energetic, glass-half-full ambivalence. . . . Funny and smart. The New York Times Book Review
From the Publisher
Janet Maslin The New York Times Delectable...a tartly amusing, all too accurate guide to the new establishment.
Chris Tucker The Dallas Morning News Thanks to Brooks, bobos will join preppies, yuppies, and angry white males in the American lexicon.
Emily Prager The Wall Street Journal Hilarious and enlightening.
Jonathan Yardley The Washington Post Perceptive and amusing. [Brooks] has identified the salient characteristics of this new elite, and he describes them with accuracy and wit.
Read an Excerpt
This book started with a series of observations.
After four and a half years abroad, I returned to the
United States with fresh eyes and was confronted
by a series of peculiar juxtapositions. WASPy
upscale suburbs were suddenly dotted with arty
coffeehouses where people drank little European
coffees and listened to alternative music.
Meanwhile, the bohemian downtown neighborhoods
were packed with multimillion-dollar lofts and those
upscale gardening stores where you can buy a
faux-authentic trowel for $35.99. Suddenly massive
corporations like Microsoft and the Gap were on the
scene, citing Gandhi and Jack Kerouac in their
advertisements. And the status rules seemed to be
turned upside down. Hip lawyers were wearing
those teeny tiny steel-framed glasses because now
it was apparently more prestigious to look like
Franz Kafka than Paul Newman.
The thing that struck me as oddest was the way the
old categories no longer made sense. Throughout
the twentieth century it's been pretty easy to
distinguish between the bourgeois world of
capitalism and the bohemian counterculture. The
bourgeoisie were the square, practical ones. They
defended tradition and middle-class morality. They
worked for corporations, lived in suburbs, and went
to church. Meanwhile, the bohemians were the free
spirits who flouted convention. They were the artists
and the intellectuals -- the hippies and the Beats. In
the old schema the bohemians championed the
values of the radical 1960s and the bourgeois were
the enterprising yuppies of the 1980s.
But I returned to an America in which the bohemian
and the bourgeois were all mixed up. It was now
impossible to tell an espresso-sipping artist from a
cappuccino-gulping banker. And this wasn't just a
matter of fashion accessories. I found that if you
investigated people's attitudes toward sex, morality,
leisure time, and work, it was getting harder and
harder to separate the antiestablishment renegade
from the pro-establishment company man. Most
people, at least among the college-educated set,
seemed to have rebel attitudes and social-climbing
attitudes all scrambled together. Defying
expectations and maybe logic, people seemed to
have combined the countercultural sixties and the
achieving eighties into one social ethos.
After a lot of further reporting and reading, it became
clear that what I was observing is a cultural
consequence of the information age. In this era
ideas and knowledge are at least as vital to
economic success as natural resources and
finance capital. The intangible world of information
merges with the material world of money, and new
phrases that combine the two, such as "intellectual
capital" and "the culture industry," come into vogue.
So the people who thrive in this period are the ones
who can turn ideas and emotions into products.
These are highly educated folk who have one foot in
the bohemian world of creativity and another foot in
the bourgeois realm of ambition and worldly
success. The members of the new information age
elite are bourgeois bohemians. Or, to take the first
two letters of each word, they are Bobos.
These Bobos define our age. They are the new
establishment. Their hybrid culture is the
atmosphere we all breathe. Their status codes now
govern social life. Their moral codes give structure
to our personal lives. When I use the word
establishment, it sounds sinister and elitist. Let me
say first, I'm a member of this class, as, I suspect,
are most readers of this book. We're not so bad. All
societies have elites, and our educated elite is a lot
more enlightened than some of the older elites,
which were based on blood or wealth or military
valor. Wherever we educated elites settle, we make
life more interesting, diverse, and edifying.
This book is a description of the ideology, manners,
and morals of this elite. I start with the superficial
things and work my way to the more profound. After
a chapter tracing the origins of the affluent educated
class, I describe its shopping habits, its business
culture, its intellectual, social, and spiritual life.
Finally, I try to figure out where the Bobo elite is
headed. Where will we turn our attention next?
Throughout the book I often go back to the world
and ideas of the mid-1950s. That's because the
fifties were the final decade of the industrial age,
and the contrast between the upscale culture of that
time and the upscale culture of today is stark and
illuminating. Furthermore, I found that many of the
books that really helped me understand the current
educated class were written between 1955 and
1965, when the explosion in college enrollments, so
crucial to many of these trends, was just beginning.
Books like The Organization Man, The Death and
Life of Great American Cities, The Affluent Society,
The Status Seekers, and The Protestant
Establishment were the first expressions of the new
educated class ethos, and while the fever and froth
of the 1960s have largely burned away, the ideas of
these 1950s intellectuals continue to resonate.
Finally, a word about the tone of this book. There
aren't a lot of statistics in these pages. There's not
much theory. Max Weber has nothing to worry
about from me. I just went out and tried to describe
how people are living, using a method that might
best be described as comic sociology. The idea is
to get at the essence of cultural patterns, getting
the flavor of the times without trying to pin it down
with meticulous exactitude. Often I make fun of the
social manners of my class (I sometimes think I've
made a whole career out of self-loathing), but on
balance I emerge as a defender of the Bobo culture.
In any case, this new establishment is going to be
setting the tone for a long time to come, so we
might as well understand it and deal with it.