“This is Bach, and it rocks/ It’s a rock block of Bach/ That he learned in the school/ Called the school of hard knocks” — Tenacious D
Has American culture reached a standstill? This question is being debated by several prominent thinkers who suggest that cultural stagnation is a growing phenomenon in the United States. Among them, Adam Mastroianni and Ted Gioia provide compelling arguments pointing to risk aversion and corporate monopolies as culprits. They argue that longer life spans and reduced background risks have led to a cautious approach in cultural production, while entertainment companies prioritize profit over originality, relying heavily on intellectual property and algorithms to capture consumer attention.
Their analysis is supported by data across various cultural domains, including books, movies, music, TV, and games. A noticeable trend is the dominance of old media products, such as sequels and remakes, over new, original content. Furthermore, cultural popularity appears increasingly concentrated among a few dominant products.
Old Media vs. New Formats
While Mastroianni and Gioia’s arguments are persuasive, counterarguments exist. Critics like Katherine Dee and Spencer Kornhaber suggest that creative efforts have shifted to new formats, such as memes, short-form videos, and podcasts. However, this explanation may not fully account for the broader cultural landscape. Despite the lower costs of movie production, the market is flooded with sequels and remakes rather than innovative films, suggesting deeper issues at play.
David Marx, a respected cultural commentator, offers another perspective. His book, “Blank Space: A Cultural History of the Twenty-First Century,” provides a comprehensive narrative of American pop culture since 2000. Marx’s work highlights the internet’s role in shaping culture, often leading to uniformity and commercialism. While his narrative is engaging, it sometimes overlooks significant cultural developments, such as the golden age of indie film and the influence of Japanese cultural imports.
The Long Tail and Cultural Fragmentation
Marx’s narrative methodology faces challenges when addressing the “long tail” of culture. In a fragmented cultural landscape, mainstream popularity coexists with niche interests. While mainstream bands define a decade’s sound, countless indie bands thrive on platforms like Soundcloud, albeit with limited recognition.
Marx’s observations about the mainstream’s dominance resonate with Mastroianni and Gioia’s findings. The cultural aristocracy remains largely unchallenged, with grassroots movements struggling to break through. Despite the occasional indie breakthrough, the mainstream typically retains its hold on cultural influence.
The Role of Technology
Technological advancements have played a significant role in shaping cultural production. While new technologies often spur creativity, they eventually reach a saturation point, leading to stagnation. For instance, the rise of short-form video content coincided with the ubiquity of camera phones, while literature has seen less technological disruption.
This technological explanation suggests that cultural creativity is tied to technological progress, which is inherently unpredictable. However, the ongoing fragmentation of the internet away from mass social media toward private group chats may foster subcultural creativity.
Restoring Cultural Innovation
Marx’s recommendations for revitalizing cultural innovation include restoring taste, gatekeeping, and criticism in pop culture. While these ideas hold potential, they require further development. The book’s focus on history leaves little room for prescriptive solutions, hinting at the need for future exploration.
As the debate over cultural stagnation continues, “Blank Space” offers a valuable historical perspective. It serves as a reminder of the dynamic interplay between technology, culture, and creativity. While the book may not provide all the answers, it encourages readers to reflect on the forces shaping modern culture and consider the possibilities for its evolution.
