Tuesday, August 6, 2013

The marketing of class pretension



I once owned one of those old Mad paperback books that had a section lampooning pretentiousness in society. The French, of course, are pretentious. I visited Paris once when I was in the service; oh sure, there are a few interesting landmarks in this remarkably gray and dirty city, but the “highlight” of this visit was some pompous food vendor trying to tell me that his Whopper rip-off was pronounced “Whop-pair.” Mark Twain didn’t conceal his contempt for French pretentiousness: "France is miserable because it is filled with Frenchmen, and Frenchmen are miserable because they live in France” and “The French are the connecting link between man & the monkey.” 

But the Mad book hit a little closer to home, featuring a pompous-looking character with a pencil moustache, holding a paper bag with odor lines surrounding it; the caption indicated that anyone with a British accent can sell any gullible American a bag of dog doo. And it is quite true; most Americans think it is an honor for someone with a British accent to even deign to speak to them, let alone gaze in their general direction.  Frankly, I think the Brits are overrated; I mean, who couldn’t possess an empire where only a handful of soldiers armed with the latest technology can control natives armed with brickbats? 

But worse is that the British are so conscious of class. No “honor” is greater for a “commoner” is to be granted the right to be called “sir” or “dame” and prance around like a puffed-up pigeon in heat. The pretension, of course, starts with the Royal Family. Have you ever noticed that everyone in the “family” has blue eyes? Well, not everyone; Princesses Beatrice and Eugenie have hazel eyes. But both of their parents—Prince Andrew and Sarah Ferguson—have blue eyes. One of the reasons for the break-up of their marriage was that they hardly saw each other, since Prince Andrew spent a lot of time away from home in the Navy. Of course, I’m not insinuating anything, but one suspects that somehow a mongrel got over the wall and contaminated the gene pool. But the point is why the insistence on marriage only with those with “fair” eyes. It is certainly deliberate, and suggests an expectation within the family for “racial purity.” Kind of like the Nazis. 

British class pretension also runs rampant in the mindbogglingly successful Harry Potter books by J.K. Rowling—those initials another example of personal pomposity.  The Potter books are infused with the British fascination with class. Harry and friends are “different” from everyone else, because they have “special powers”—meaning that they are “special” people, and have to be separated from the common rung of humanity.  Rowling’s ponderous, detail-burdened prose is also a hallmark of writers with delusions of grandeur; people assume that this is “good” writing, but in reality it is reveals a paucity of vision. Some writers can get away with seemingly meandering, pointless prose; Henry Fielding did so with cleverness and wit. But with Rowling, you can boil down the “essentials” down to a page or two. 

That is not to say, of course, that ponderous, pretentious prose doesn’t help turning a book into a movie; screenwriters adapting Rowling’s Harry Potter books for film didn’t have to do much work to visualize the world she created. But that is what all those movies are—visual junk food with no discernible moral point to make. I remember lying in a hospital bed after surgery to remove an abscess from my jaw, and on a television monitor was the first Potter movie, and it was just headache-inducing torture, especially since I had no ability to change the channel.

Rowling, of course, had pretensions to write for the “adult” market. Her first attempt, The Casual Vacancy, was so bad that even her rapid fans were unable to push the novel’s rating above three stars on Amazon, which generally indicates a product that is a waste of time and money.  Her latest work, The Cuckoo’s Calling, was written under the pseudonym Robert Galbraith, which again is an example of pretension.  Rowling was recently ”outed” as the author by a law firm which had some association with her. The book had been selling poorly before then, probably because like the Potter books it is over-burdened with superfluous prose—not helped by the liberal use of “f-bombs” and other gutter language, which I suspect is what writers of children’s books believe is the most “convincing” way to take the next step (kind of like an actress with a virginal image doing a nude scene in an “adult” role). But never underestimate the power of marketing and name recognition; all you have to do is get published the first time, and whatever rubbish follows will have an audience: Once her rabid fans “discovered” her new book, it has become an “instant” bestseller.

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