The World You Were Born In...

You know the phrases. “Hold my beer.” “The perfect ___ does not exi…” You get the idea. The tired cliches plunged from the depths of the discourse, irredeemable mass-market quips. Some of them, to be fair, were once clever, before multiplying like anaerobic bacteria in the hogshit lagoons of 4chan, Reddit, etc., repeated by 14 year olds and bots until their mere invocation becomes repulsive. You can call them memes, but you could argue that all idioms, sayings, and turns of phrase were really just memes before we called them memes. However, these phrases are used more like memes – impervious to creativity and lacking defined by their repetition, they are a pure statement of one’s own social and discursive standing. Sometimes deployed sincerely, sometimes ironically, almost always repulsively.

But sometimes one actually makes an impact -- not much of one, perhaps, but enough to spark inquiry rather than a dismissive snarl. 

1970s grain, VHS font, doomed buildings. If it was in a gallery, it would get far higher praise.

A memory of years ago, right before I first stepped off American soil for a long period, for my first travel adventure in Asia. I sent out a Facebook message on blast to maybe 20 or so people one day, saying I’d be camped out at the Redwood on Howell and Belmont (RIP) that evening. And I drank dirt-cheap pints of PBR and read library books in the interim – I finished Paul Auster’s In the Country of Last Things and started Andrei Codrescu’s Wakefield if I remember correctly – and friends came by in ones and twos and threes, most of them not saying when or if they were swinging by, just coming and going, on their way to or from other loose hangout sessions, gigs, theatrical rehearsals, shifts at the bar or the café, while All the President’s Men played silently on the projector and someone put Guided by Voices on the jukebox.

It's hard to even imagine a world like that now.

But look a little bit further, and a certain hollowness emerges. The memelords, while they get the feels right, seem to lack that sort of long, telescopic view of their own past. They’re pretty young, and despite the aesthetic cribbing from other eras, they’re not talking about the longue durée of history, but like 2017. When you have fewer rings on your trunk, you think about time in more compressed terms. Remember those “Only ‘90s kids will remember this!” posts from back in the day, posted shockingly quickly after the ‘90s had themselves ended? That being said, the past decade or so in particular has been a motherfucker. COVID, of course, being the big thing, but many, many more things have happened in the interim – and it’s only natural for younger and youngish people to contrast the chaotic present with the more sedate if bovine world they associate with the ’90s and even ‘00s. 

Therefore, it’s unfortunate but unsurprising that the term in question has its origins and has had its greatest currency in the world of online “traditionalists,” a cadre that seems to mostly consist of alienated boys and men, mostly young, but with quite a few divorce dads and the like in there, who in their worse moments fancy themselves as Saxon warriors or Goldwater Republican picket-fence patriarchs deprived of their destiny. Men who believe that in a better world they would be slaying Saracens right now, or puffing their pipe in the study while wifey massages their shoulders and pours them another dry martini (although something tells me many of their taste buds are nowhere near mature enough to enjoy an actual dry martini). Plenty of ink has been dedicated to this kind of modern creature, but it’s hard to see how this could be anything other than the logical end result of a mirror maze of signifiers without signified, and every single moment of one’s life becoming a consumer choice, with minimal regard to what it is to be human. Their solutions are idiotic and often psychotic, but their instincts are not too far off. 

I would like to dance through the chaos, to take this Spinozist joy in the present, even amid the ugly world, but it’s tough to find the energy. Beer and peanuts and Paul Auster at a long-gone Seattle tavern. Did any of us know what was coming?