Rachel Ingalls, who passed away earlier this year at the age of 78, was a writer who did not seek out the spotlight, but found it not at all unpleasant when at last it came. Beyond a small circle of loyal friends and regular visits to Virginia to see her family, Ingalls lived a fairly reclusive existence after her move from the U.S. to the U.K. in 1965. “I’m not exactly a hermit,” she said, “but I’m really no good at meeting lots of strangers and I’d resent being set up as the new arrival in the zoo. It’s just that that whole clubby thing sort of gives me the creeps.”
A writer of fantastical yet slight works of fiction, with a back catalog numbering 11 titles in total, Ingalls flew more or less under the literary radar until recent years, when the newfound interest that followed the 2017 re-issue of her best-known book, Mrs. Caliban, also finally allowed her readers to learn about her processes and motivations; the attention slowly brought her into the public eye. Reviews across the board revered the oddly taciturn novella, in which mythic elements and extraordinary happenings are introduced into the lives of otherwise normal people by a prose remarkable for its clarity and quickness. “Ingalls writes fables whose unadorned sentences belie their irreducible strangeness.” Wrote Lidija Haas in The New Yorker; in the same piece she described Ingalls as “unjustly neglected.” (Mrs. Caliban was also lightheartedly celebrated as a venerable addition to popular culture’s mysterious year of fish sex stories, a fittingly strange introduction of her work to a broader readership.) Read more…
When my sons were younger, I remember explaining to them the difference between real and imaginary. Their dreams and nightmares weren’t real; you couldn’t see or touch them. The stories in their books weren’t real; I soothed their worries about monsters coming to life by assuring my boys it was all just imaginary.
Those conversations have surfaced in my mind as I’ve been thinking about borders; these made-up lines etched across the Earth by the powerful to hold their power in place — lines that are imaginary at first and then all too real.
Just look to the killing field that Israel has sown around Gaza, imprisoning people on a spit of land so ruined that it will soon be uninhabitable. It’s over one year since people there rose up to stage on-going protests against the occupation that has ruined lives and destroyed communities.
There’s also the US-Mexico border in Arizona, cutting across the land of the Indigenous Tohono O’odham People, now thick with the apparatus of state violence: cameras, fences, drones, guns, jails. Or the line that was drawn to divide Korea, now the world’s most militarized border, stuck with the Orwellian designation DMZ, for “demilitarized zone.”
As the director of MADRE, an international women’s rights organization, I’ve spent time recently at each of these borders, with feminist peace activists and Indigenous women leaders. In each place, I listened as women described what it’s like to be trapped by borders, as mothers told of their responsibility for the survival and peace of mind of their children in these zones of hostility and violence, loss and separation.
To see the world through the eyes of those who are responsible for its most vulnerable people: that’s what it means to work from the perspective of mothers. When we do this, we understand anew the issues that drive migration and border brutality — and the solutions needed to address them.
In 2014, Rich Niemann, president and CEO of the Midwestern grocery company Niemann Foods, made the most important phone call of his career. He dialed the Los Angeles office of Shook Kelley, an architectural design firm, and admitted he saw no future in the traditional grocery business. He was ready to put aside a century of family knowledge, throw away all his assumptions, completely rethink his brand and strategy — whatever it would take to carry Niemann Foods deep into the 21st century.
“I need a last great hope strategy,” he told Kevin Kelley, the firm’s cofounder and principal. “I need a white knight.”
Part square-jawed cattle rancher, part folksy CEO, Niemann is the last person you’d expect to ask for a fresh start. He’s spent his whole life in the business, transforming the grocery chain his grandfather founded in 1917 into a regional powerhouse with more than 100 supermarkets and convenience stores across four states. In 2014, he was elected chairof the National Grocery Association. It’s probably fair to say no one alive knows how to run a grocery store better than Rich Niemann. Yet Niemann was no longer sure the future had a place for stores like his.
He was right to be worried. The traditional American supermarket is dying. It’s not just Amazon’s purchase of Whole Foods, an acquisition that trade publication Supermarket News says marked “a new era” for the grocery business — or the fact that Amazon hopes to launch a second new grocery chain in 2019, according to a recent report from The Wall Street Journal, with a potential plan to scale quickly by buying up floundering supermarkets. Even in plush times, grocery isa classic “red ocean” industry, highly undifferentiated and intensely competitive. (The term summons the image of a sea stained with the gore of countless skirmishes.) Now, the industry’s stodgy old playbook — “buy one, get one” sales, coupons in the weekly circular — is hurtling toward obsolescence. And with new ways to sell food ascendant, legacy grocers like Rich Niemann are failing to bring back the customers they once took for granted. You no longer need grocery stores to buy groceries.
Niemann hired Kelley in the context of this imminent doom. The assignment: to conceive, design, and build the grocery store of the future. Niemann was ready to entertain any idea and invest heavily. And for Kelley, a man who’s worked for decades honing his vision for what the grocery store should do and be, it was the opportunity of a lifetime — carte blanche to build the working model he’s long envisioned, one he believes can save the neighborhood supermarket from obscurity.
Kevin Kelley, illustration by Vinnie Neuberg
Rich Niemann, illustration by Vinnie Neuberg
The store that resulted is calledHarvest Market, which opened in 2016. It’s south of downtown Champaign, Illinois, out by the car dealerships and strip malls; 58,000 square feet of floor space mostly housed inside a huge, high-ceilinged glass barn. Its bulk calls to mind both the arch of a hayloft and the heavenward jut of a church. But you could also say it’s shaped like an ark, because it’s meant to survive an apocalypse.
Harvest Market is the anti-Amazon. It’s designed to excel at what e-commerce can’t do: convene people over the mouth-watering appeal of prize ingredients and freshly prepared food. The proportion of groceries sold onlineis expected to swell over the next five or six years, but Harvest is a bet that behavioral psychology, spatial design, and narrative panache can get people excited about supermarkets again. Kelley isn’t asking grocers to be more like Jeff Bezos or Sam Walton. He’s not asking them to be ruthless, race-to-the-bottom merchants. In fact, he thinks that grocery stores can be something far greater than we ever imagined — a place where farmers and their urban customers can meet, a crucial link between the city and the country.
But first, if they’re going to survive, Kelley says, grocers need to start thinking like Alfred Hitchcock.
* * *
Kevin Kelley is an athletic-looking man in his mid-50s, with a piercing hazel gaze that radiates thoughtful intensity. In the morning, he often bikes two miles to Shook Kelley’s office in Hollywood — a rehabbed former film production studio on an unremarkable stretch of Melrose Avenue, nestled between Bogie’s Liquors and a driving school. Four nights a week, he visits a boxing gym to practice Muay Thai, a form of martial arts sometimes called “the art of eight limbs” for the way it combines fist, elbow, knee, and shin attacks. “Martial arts,” Kelley tells me, “are a framework for handling the unexpected.”That’s not so different from his main mission in life: He helps grocery stores develop frameworks for the unexpected, too.
You’ve never heard of him, but then it’s his job to be invisible. Kelley calls himself a supermarket ghostwriter: His contributions are felt more than seen, and the brands that hire him get all the credit. Countless Americans have interacted with his work in intimate ways, but will never know his name. Such is the thankless lot of the supermarket architect.
A film buff equally fascinated by advertising and the psychology of religion, Kelley has radical theories about how grocery stores should be built, theories that involve terms like “emotional opportunity,” “brain activity,” “climax,” and “mise-en-scène.” But before he can talk to grocers about those concepts, he has to convince them of something far more elemental: that their businesses face near-certain annihilation and must change fundamentally to avoid going extinct.
“It is the most daunting feeling when you go to a grocery store chain, and you meet with these starched-white-shirt executives,” Kelley tells me. “When we get a new job, we sit around this table — we do it twenty, thirty times a year. Old men, generally. Don’t love food, progressive food. Just love their old food — like Archie Bunkers, essentially. You meet these people and then you tour their stores. Then I’ve got to go convince Archie Bunker that there’s something called emotions, that there are these ideas about branding and feeling. It is a crazy assignment. I can’t get them to forget that they’re no longer in a situation where they’ve got plenty of customers. That it’s do-or-die time now.”
Forget branding. Forget sales. Kelley’s main challenge is redirecting the attention of older male executives, scared of the future and yet stuck in their ways, to the things that really matter.
“I make my living convincing male skeptics of the power of emotions,” he says.
Human beings, it turns out, aren’t very good at avoiding large-scale disaster. As you read this, the climate is changing, thanks to the destructively planet-altering activities of our species. The past four years have beenthe hottest on record. If the trend continues — and virtually all experts agree it will — we’re likely to experiencemass disruptions on a scale never before seen in human history.Drought will be epidemic. Theocean will acidify. Islands will be swallowed by the sea. People could be displaced by the millions, creatinga new generation of climate refugees. And all becausewe didn’t move quickly enough when we still had time.
You know this already. But I bet you’re not doing much about it — not enough, at least, to help avert catastrophe. I’ll bet your approach looks a lot like mine: worry too much, accomplish too little. The sheer size of the problem is paralyzing. Vast, systemic challenges tend to short-circuit our primate brains. So we go on, as the grim future bears down.
Grocers, in their own workaday way, fall prey to the same inertia. They got used to an environment of relative stability. They don’t know how to prepare for an uncertain future. And they can’t force themselves to behave as if the good times are really going to go away — even if, deep down, they know it’s true.
I make my living convincing male skeptics of the power of emotions.
In the 1980s, you could still visit almost any community in the U.S. and find a thriving supermarket. Typically, it would be a dynasty family grocery store, one that had been in business for a few generations. Larger markets usually had two or three players, small chains that sorted themselves out along socioeconomic lines: fancy, middlebrow, thrifty. Competition was slack and demand — this is the beautiful thing about selling food — never waned. For decades, times were good in the grocery business. Roads and schools were named after local supermarket moguls, who often chaired their local chambers of commerce. “When you have that much demand, and not much competition, nothing gets tested. Kind of like a country with a military that really doesn’t know whether their bullets work,” Kelley says. “They’d never really been in a dogfight.”
It’s hard to believe now, but there wasnot a single Walmart on the West Coast until 1990. That decade saw the birth of the “hypermarket” and the beginning of the end for traditional grocery stores — Walmarts, Costcos, and Kmarts became the first aggressive competition supermarkets ever really faced, luring customers in with the promise of one-stop shopping on everything from Discmen to watermelon.
The other bright red flag: Americans started cooking at home less and eating out more. In 2010, Americansdined out more than in for the first time on record, the culmination of a slow shift away from home cooking that had been going onsince at least the 1960s. That trend is likely to continue. According to a 2017 report from the USDA’s Economic Research Service, millennials shop at food stores less than any other age group, spend less time preparing food, and are more likely to eat carry-out, delivery, or fast food even when they do eat at home. But even within the shrinking market for groceries, competition has stiffened. Retailers not known for selling food increasingly specialize in it, a phenomenon called“channel blurring”; today, pharmacies like CVS sell pantry staples and packaged foods, while 99-cent stores like Dollar General are a primary source of groceries for a growing number of Americans. Then there’s e-commerce. Though only about 3 percent of groceries are currently bought online, that figure couldrocket to 20 percent by 2025. From subscription meal-kit services like Blue Apron to online markets like FreshDirect and Amazon Fresh, shopping for food has become an increasingly digital endeavor — one that sidesteps traditional grocery stores entirely.
A cursory glance might suggest grocery stores are in no immediate danger. According to the data analytics company Inmar, traditional supermarkets still have a 44.6 percent market share among brick-and-mortar food retailers. And thougha spate of bankruptcies has recently hit the news,there are actually more grocery stores today than there were in 2005. Compared to many industries — internet service, for example — the grocery industry is still a diverse, highly varied ecosystem. Forty-three percent of grocery companies have fewer than four stores, according to a recent USDAreport. These independent stores sold 11 percent of the nation’s groceriesin 2015, a larger collective market share than successful chains like Albertson’s (4.5 percent), Publix (2.25 percent), and Whole Foods (1.2 percent).
But looking at this snapshot without context is misleading — a little like saying that the earth can’t be warming because it’s snowing outside. Not long ago, grocery stores sold the vast majority of the food that was prepared and eaten at home — about 90 percent in 1988, according to Inmar. Today, their market share has fallen by more than half, even as groceries represent a diminished proportion of overall food sold. Their slice of the pie is steadily shrinking, as is the pie itself.
By 2025, the thinking goes, most Americans will rarely enter a grocery store. That’s according to areport called “Surviving the Brave New World of Food Retailing,” published by the Coca-Cola Retailing Research Council — a think tank sponsored by the soft drink giant to help retailers prepare for major changes. The reportdescribes a retail marketplace in the throes of massive change, where supermarkets as we know them are functionally obsolete. Disposables and nonperishables, from paper towels to laundry detergent and peanut butter, will replenish themselves automatically, thanks to smart-home sensors that reorder when supplies are low. Online recipes from publishers like Epicurious will sync directly to digital shopping carts operated by e-retailers like Amazon. Impulse buys and last-minute errands will be fulfilled via Instacart and whisked over in self-driving Ubers. In other words, food — for the most part — will be controlled by a small handful of powerful tech companies.
The Coca-Cola report, written in consultation with a handful of influential grocery executives, including Rich Niemann, acknowledges that the challenges are dire. To remain relevant, it concludes, supermarkets will need to become more like tech platforms: develop a “robust set of e-commerce capabilities,” take “a mobile-first approach,” and leverage “enhanced digital assets.” They’ll need infrastructure for “click and collect” purchasing, allowing customers to order online and pick up in a jiffy. They’ll want to establish a social media presence, as well as a “chatbot strategy.” In short, they’ll need to become Amazon, and they’ll need to do it all while competing with Walmart — and its e-commerce platform, Jet.com — on convenience and price.
That’s why Amazon’s acquisition of Whole Foods Market was terrifying to so many grocers, sending the stocks of national chains like Kroger tumbling: It represents a future they can’t really compete in. Since August 2017, Amazon has masterfully integrated e-commerce and physical shopping, creating a muscular hybrid that represents an existential threat to traditional grocery stores. The acquisition was partially a real estate play: Whole Foods stores with Prime lockers nowact as a convenient pickup depot for Amazon goods. But Amazon’s also doing its best to make it too expensive and inconvenient for its Prime members, who pay $129 a year for free two-day shipping and a host of other perks, to shop anywhere else. Prime membersreceive additional 10 percent discounts on select goods at Whole Foods, and Amazon is rolling out home grocery delivery in select areas. With the Whole Foods acquisition, then, Amazon cornered two markets: the thrift-driven world of e-commerce and the pleasure-seeking universe of high-end grocery. Order dish soap and paper towels in bulk on Amazon, and pick them up at Whole Foods with your grass-fed steak.
An Amazon worker wheels back a cart after loading a bag of groceries into a customer’s car at an AmazonFresh Pickup location in Seattle. (AP Photo/Elaine Thompson, File)
Ingredients from a three-meal Blue Apron box. (AP Photo/Bree Fowler)
An employee of grocery delivery service Amazon Fresh scans ordered products before putting them into a transport bag. (Monika Skolimowska/picture-alliance/dpa/AP Images)
Traditional grocers are now expected to offer the same combination of convenience, flexibility, selection, and value. They’re understandably terrified by this scenario, which would require fundamental, complex, and very expensive changes. And Kelley is terrified of it, too, though for a different reason: He simply thinks it won’t work. In his view, supermarkets will never beat Walmart and Amazon at what they do best. If they try to succeed by that strategy alone, they’ll fail. That prospect keeps Kelley up at night — because it could mean a highly consolidated marketplace overseen by just a handful of players, one at stark contrast to the regional, highly varied food retail landscape America enjoyed throughout the 20th century.
“I’m afraid of what could happen if Walmart and Amazon and Lidl are running our food system, the players trying to get everything down to the lowest price possible,” he tells me. “What gives me hope is the upstarts who will do the opposite. Who aren’t going to sell convenience or efficiency, but fidelity.”
The approach Kelley’s suggesting still means completely overhauling everything, with no guarantee of success. It’s a strategy that’s decidedly low-tech, though it’s no less radical. It’s more about people than new platforms. It means making grocery shopping more like going to the movies.
* * *
Nobody grows up daydreaming about designing grocery stores, including Kelley. As a student at the University of North Carolina at Charlotte, he was just like every other architect-in-training: He wanted to be a figure like Frank Gehry, building celebrated skyscrapers and cultural centers. But he came to feel dissatisfied with the culture of his profession. In his view, architects coldly fixate on the aesthetics of buildings and aren’t concerned enough with the people inside.
“Architecture worships objects, and Capital-A architects are object makers,” Kelley tells me. “They aren’t trying to fix social issues. People and their experience and their perceptions and behaviors don’t matter to them. They don’t even really want people in their photographs—or if they have to, they’ll blur them out.”What interested Kelley most was how people would use his buildings, not how the structures would fit into the skyline. He wanted to shape spaces in ways that could actually affect our emotions and personalities, bringing out the better angels of our nature. To his surprise, no one had really quantified a set of rules for how environment could influence behavior. Wasn’t it strange that advertising agencies spent so much time thinking about the links between storytelling, emotions, and decision-making — while commercial spaces, the places where we actually go to buy, often had no design principle beyond brute utility?
“My ultimate goal was to create a truly multidisciplinary firm that was comprised of designers, social scientists and marketing types,” he says. “It was so unorthodox and so bizarrely new in terms of approach that everyone thought I was crazy.”
In 1992, when he was 28, Kelley cofounded Shook Kelley with the Charlotte, North Carolina–based architect and urban planner Terry Shook. Their idea was to offer a suite of services that bridged social science, branding, and design, a new field they called “perception management.” They were convinced space could be used to manage emotion, just the way cinema leads us through a guided sequence of feelings, and wanted to turn that abstract idea into actionable principles. While Shook focused on bigger, community-oriented spaces like downtown centers and malls, Kelley focused on the smaller, everyday commercial spaces overlooked by fancy architecture firms: dry cleaners, convenience stores, eateries, bars. One avant-garde restaurant Kelley designed in Charlotte, called Props, was an homage to the sitcom craze of the 1990s. It was built to look like a series of living rooms, based on the apartment scenes in shows like Seinfeld and Friends and featured couches and easy chairs instead of dining tables to encourage guests to mingle during dinner.
The shift to grocery stores didn’t happen until a few years later, almost by accident. In the mid-’90s, Americans still spent about 55 percent of their food dollars on meals eaten at home — but that share was declining quickly enough to concern top corporate brass at Harris Teeter, a Charlotte-area, North Carolina–based grocery chain with stores throughout the Southwestern United States. (Today, Harris Teeter is owned by Kroger, the country’ssecond-largest seller of groceries behind Walmart.) Harris Teeter execs reached out to Shook Kelley.“We hear you’re good with design, and you’re good with food,” Kelley remembers Harris Teeter reps saying. “Maybe you could help us.”
At first, it was Terry Shook’s account. He rebuilt each section of the store into a distinct “scene” that reinforced the themes and aesthetics of the type of food it sold. The deli counter became a mocked-up urban delicatessen, complete with awning and neon sign. The produce section resembled a roadside farmstand. The dairy cases were corrugated steel silos, emblazoned with the logo of a local milk supplier. And he introduced full-service cafés, a novelty for grocery stores at the time, with chrome siding like a vintage diner.It was pioneering work, winning that year’s Outstanding Achievement Award from the International Interior Design Association — according to Kelley, it was the first time the prestigious award had ever been given to a grocery store.
Shook backed off of grocery stores after launching the new Harris Teeter, but the experience sparked Kelley’s lifelong fascination with grocery stores, which he realized were ideal proving grounds for his ideas about design and behavior. Supermarkets contain thousands of products, and consumers make dozens of decisions inside them — decisions about health, safety, family, and tradition that get to the core of who they are. He largely took over the Harris Teeter account and redesigned nearly 100 of the chain’s stores, work that would go on to influence the way the industry saw itself and ultimately change the way stores are built and navigated.
Since then, Kelley has worked to show grocery stores that they don’t have to worship at the altar of supply-side economics. He urges grocers to appeal instead to our humanity. Kelley asks them to think more imaginatively about their stores, using physical space to evoke nostalgia, delight our senses, and appeal to the parts of us motivated by something bigger and more generous than plain old thrift. Shopping, for him, is all about navigating our personal hopes and fears, and grocery stores will only succeed when they play to those emotions.
When it works, the results are dramatic. Between 2003 and 2007, Whole Foods hired Shook Kelley for brand strategy and store design, working with the firm throughout a crucial period of the chain’s development. The fear was that as Whole Foods grew, its image would become too diffuse, harder to differentiate from other health food stores; at the same time, the company wanted to attract more mainstream shoppers. Kelley’s team was tasked with finding new ways to telegraph the brand’s singular value. Their solution was a hierarchical system of signage that would streamline the store’s crowded field of competing health and wellness claims.
Kelley’s view is that most grocery stores are “addicted” to signage, cramming their spaces with so many pricing details, promotions, navigational signs, ads, and brand assets that it “functionally shuts down [the customer’s] ability to digest the information in front of them.”
Kelley’s team stipulated that Whole Foods could only have seven layers of information, which ranged from evocative signage 60 feet away to descriptive displays six feet from customers to promotional info just six inches from their hands. Everything else was “noise,” and jettisoned from the stores entirely. If you’ve ever shopped at Whole Foods, you probably recognize the way that the store’s particular brand of feel-good, hippie sanctimony seems to permeate your consciousness at every turn. Kelley helped invent that. The system he created for pilot stores in Princeton, New Jersey, and Louisville, Kentucky, were scaled throughout the chain and are still in use today, he says. (Whole Foods did not respond to requests for comment for this story.)
With a carefully delineated set of core values guiding its purchasing and brand, Whole Foods was ripe for the kind of visual overhaul Kelley specializes in. But most regional grocery chains have a different set of problems: They don’t really have values to telegraph in the first place. Shook Kelley’s approach is about getting buttoned-down grocers to reflect on their beliefs, tapping into deeper, more primal reasons for wanting to sell food.
* * *
Today, Kelley and his team have developed a playbook for clients, a finely tuned process to get shoppers to think in terms that go beyond bargain-hunting. It embraces what he calls “the theater of retail” and draws inspiration from an unlikely place: the emotionally laden visual language of cinema. His goal is to convince grocers to stop thinking like Willy Loman — like depressed, dejected salesmen forever peddling broken-down goods, fixated on the past and losing touch with the present. In order to survive, Kelley says, grocers can’t be satisfied with providing a place to complete a chore. They’ll need to direct an experience.
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Today’s successful retail brands establish what Kelley calls a “brand realm,” or what screenwriters would call a story’s “setting.” We don’t usually think consciously about them, but realms subtly shape our attitude toward shopping the same way the foggy, noirishly lit streets in a Batman movie tell us something about Gotham City. Cracker Barrel is set in a nostalgic rural house. Urban Outfitters is set on a graffitied urban street. Tommy Bahama takes place on a resort island. It’s a well-known industry secret that Costco stores arehugely expensive to construct — they’re designed to resemble fantasy versions of real-life warehouses, and the appearance of thrift doesn’t come cheap. Some realms are even more specific and fanciful: Anthropologie is an enchanted attic, complete with enticing cupboards and drawers. Trader Joe’s is a crew of carefree, hippie traders shipping bulk goods across the sea.A strong sense of place helps immerse us in a store, getting us emotionally invested and (perhaps) ready to suspend the critical faculties that prevent a shopping spree.
Kelley takes this a few steps further. The Shook Kelly team, which includes a cultural anthropologist with a Ph.D., begins by conducting interviews with executives, staff, and locals, looking for the storytelling hooks they call “emotional opportunities.” These can stem from core brand values, but often revolve around the most intense, place-specific feelings locals have about food. Then Kelley finds ways to place emotional opportunities inside a larger realm with an overarching narrative, helping retailers tell those stories — not with shelves of product, but through a series of affecting “scenes.”
In Alberta, Canada, Shook Kelley redesigned a small, regional grocery chain now called Freson Bros. Fresh Market. In interviews, the team discovered that meat-smoking is a beloved pastime there, so Shook Kelley built huge, in-store smokers at each new location — a scene called “Banj’s Smokehouse” — that crank out pound after pound of the province’s signature beef, as well as elk, deer, and other kinds of meat (customers can even BYO meat to be smoked in-house). Kelley also designed stylized root cellars in each produce section, a cooler, darker corner of each store that nods to the technique Albertans use to keep vegetables fresh. These elements aren’t just novel ways to taste, touch, and buy. They reference cultural set points, triggering memories and personal associations. Kelley uses these open, aisle-less spaces, which he calls “perceptual rooms,” to draw customers through an implied sequence of actions, tempting them towards a specific purchase.
Something magical happens when you engage customers this way. Behavior changes in visible, quantifiable ways. People move differently. They browse differently. And they buy differently. Rather than progressing in a linear fashion, the way a harried customer might shoot down an aisle — Kelley hates aisles, which he says encourage rushed, menial shopping — customers zig-zag, meander, revisit. These behaviors are a sign a customer is “experimenting,” engaging with curiosity and pleasure rather than just trying to complete a task. “If I was doing a case study presentation to you, I would show you exact conditions where we don’t change the product, the price, the service. We just change the environment and we’ll change the behavior,” Kelley tells me. “That always shocks retailers. They’re like ‘Holy cow.’ They don’t realize how much environment really affects behavior.”
A strong sense of place helps immerse us in a store, getting us emotionally invested and (perhaps) ready to suspend the critical faculties that prevent a shopping spree.
In the mid-2000s, Nabisco approached Kelley’s firm, complaining that sales were down 16 percent in the cookie-and-cracker aisle. In response, Shook Kelley designed “Mom’s Kitchen,” which was piloted at Buehler’s, a 15-store chain in northern Ohio. Kelley took Nabisco’s products out of the center aisles entirely and installed them in a self-contained zone: a perceptual room built out to look like a nostalgic vision of suburban childhood, all wooden countertops, tile, and hanging copper pans. Shelves of Nabisco products from Ritz Crackers to Oreos lined the walls. Miniature packs of Animal Crackers waited out in a large bowl, drawers opened to reveal boxes of Saltines. The finishing touch had nothing to do with Nabisco and everything to do with childhood associations: Kelley had the retailers install fridge cases filled with milk, backlit and glowing. Who wants to eat Oreos without a refreshing glass of milk to wash them down?
The store operators weren’t sold. They found it confusing and inconvenient to stock milk in two places at once. But from a sales perspective, the experiment was a smash. Sales of Nabisco products increased by as much as 32 percent, and the entire cookie-and-cracker segment experienced a halo effect, seeing double-digit jumps. Then, the unthinkable: The stores started selling out of milk. They simply couldn’t keep it on the shelves.
You’d think that the grocery stores would be thrilled, that it would have them scrambling to knock over their aisles of goods, building suites of perceptual rooms. Instead, they retreated. Nabisco’s parent company at the time, Kraft, was excited by the results and kicked the idea over to a higher-up corporate division where it stalled. And Buehler’s, for its part, never did anything to capitalize on its success. When the Nabisco took “Mom’s Kitchen” displays down, Kelley says, the stores didn’t replace them.
Mom’s Kitchen, fully stocked. (Photo by Tim Buchman)
“We were always asking a different question: What is the problem you’re trying to solve through food?” Kelley says. “It’s not just a refueling exercise — instead, what is the social, emotional issue that food is solving for us? We started trying to work that into grocery. But we probably did it a little too early, because they weren’t afraid enough.”
Since then, Kelley has continued to build his case to unreceptive audiences of male executiveswith mixed success. He tells them that when customers experiment — when the process of sampling, engaging, interacting, and evaluating an array of options becomes a source of pleasure — they tend to take more time shopping. And that the more time customers spend in-store, the more they buy. In the industry, this all-important metric is called “dwell time.” Most retail experts agree that increasing dwell without increasing frustration (say, with long checkout times) will be key to the survival of brick-and-mortar retail. Estimates vary on how much dwell time increases sales; according to Davinder Jheeta, creative brand director of the British supermarket Simply Fresh,customers spent 1.3 percent more for every 1 percent increase in dwell time in 2015.
Another way to increase dwell time? Offer prepared foods. Delis, cafes, and in-store restaurants increase dwell time and facilitate pleasure while operating with much higher profit margins and recapturing some of the dining-out dollar that grocers are now losing. “I tell my clients, ‘In five years, you’re going to be in the restaurant business,” Kelley says, “‘or you’re going to be out of business.’”
Kelley’s job, then, is to use design in ways that get customers to linger, touch, taste, scrutinize, explore. The stakes are high, but the ambitions are startlingly low. Kelley often asks clients what he calls a provocative question: Rather than trying to bring in new customers, would it solve their problems if 20 percent of customers increased their basket size by just two dollars? The answer, he says, is typically an enthusiastic yes.
Just two more dollars per trip for every fifth customer — that’s what victory looks like. And failure? That looks like a food marketplace dominated by Walmart and Amazon, a world where the neighborhood supermarket is a thing of the past.
* * *
When Shook Kelley started working on Niemann’s account, things began the way they always did: looking for emotional opportunities. But the team was stumped. Niemann’s stores were clean and expertly run. There was nothing wrong with them. Niemann’s problem was that he had no obvious problem. There was no there there.
Many of the regionals Kelley works with have no obvious emotional hook; all they know is that they’ve sold groceries for a long time and would like to keep on selling them. When he asks clients what they believe in, they show him grainy black-and-white photos of the stores their parents and grandparents ran, but they can articulate little beyond the universal goal of self-perpetuation. So part of Shook Kelley’s specialty is locating the distinguishing spark in brands that do nothing especially well, which isn’t always easy. At Buehler’s Fresh Foods, the chain where “Mom’s Kitchen” was piloted, the store’s Shook Kelley–supplied emotional theme is“Harnessing the Power of Nice.”
Still, Niemann Foods was an especially challenging case. “We were like, ‘Is there any core asset here?’” Kelley told me. “And we were like, ‘No. You really don’t have anything.’”
What Kelley noticed most was how depressed Niemann seemed, how gloomy about the fate of grocery stores in general. Nothing excited him — with one exception. Niemann runs a cattle ranch, a family operation in northeast Missouri. “Whenever he talked about cattle and feed and antibiotics and meat qualities, his physical body would change. We’re like, ‘My god. This guy loves ranching.’ He only had three hundred cattle or something, but he had a thousand pounds of interest in it.”
Niemann’s farm now has about 600 cattle, though it’s still more hobby farm than full-time gig — but it ended up being a revelation.During an early phase of the process, someone brought up “So God Made a Farmer” — a speech radio host Paul Harvey gave at the 1978 Future Farmers of America Convention that had been used in an ad for Ram trucks in the previous year’s Super Bowl. It’s a short poem that imagines the eighth day of the biblical creation, where God looks down from paradise and realizes his new world needs a caretaker. What kind of credentials is God looking for? Someone “willing to get up before dawn, milk cows, work all day in the fields, milk cows again, eat supper and then go to town and stay past midnight at a meeting of the school board.” God needs “somebody willing to sit up all night with a newborn colt. And watch it die. Then dry his eyes and say, ‘Maybe next year.’” God needs “somebody strong enough to clear trees and heave bails, yet gentle enough to yean lambs and wean pigs and tend the pink-combed pullets, who will stop his mower for an hour to splint the broken leg of a meadow lark.” In other words, God needs a farmer.
Part denim psalm, part Whitmanesque catalogue, it’s a quintessential piece of Americana — hokey and humbling like a Norman Rockwell painting, and a bit behind the times (of course, the archetypal farmer is male). And when Kelley’s team played the crackling audio over the speakers in a conference room in Quincy, Illinois, something completely unexpected happened. Something that convinced Kelley that his client’s stores had an emotional core after all, one strong enough to provide the thematic backbone for a new approach to the grocery store.
Rich Niemann, the jaded supermarket elder statesman, broke down and wept.
* * *
I have never been a fan of shopping. Spending money stresses me out. I worry too much to enjoy it. So I wanted to see if a Kelley store could really be what he said it was, a meaningful experience, or if it would just feel fake and hokey. You know, like the movies. When I asked if there was one store I could visit to see his full design principles in action, he told me to go to Harvest, “the most interesting store in America.”
Champaign is two hours south of O’Hare by car. Crossing its vast landscape of unrelenting farmland, you appreciate the sheer scale of Illinois, how far the state’s lower half is from Chicago. It’s a college town, which comes with the usual trappings — progressive politics, cafes and bars, young people lugging backpacks with their earbuds in — but you forget that fast outside the city limits. In 2016, some townships in Champaign county voted for Donald Trump over Hillary Clinton by 50 points.
I was greeted in the parking lot by Gerry Kettler, Niemann Foods’ director of consumer affairs. Vintage John Deere tractors formed a caravan outside the store. The shopping cart vestibules were adorned with images of huge combines roving across fields of commodity crops. Outside the wide-mouthed entryway, local produce waited in picket-fence crates — in-season tomatoes from Johnstonville, sweet onions from Warrensburg.
And then we stepped inside.
Everywhere, sunlight poured in through the tall, glass facade, illuminating a sequence of discrete, airy, and largely aisle-less zones. Kettler bounded around the store, pointing out displays with surprised joy on his face, as if he couldn’t believe his luck. The flowers by the door come from local growers like Delight Flower Farm and Illinois Willows. “Can’t keep this shit in stock,” he said. He makes me hold an enormous jackfruit to admire its heft. The produce was beautiful, he was right, with more local options than I’ve ever seen in a grocery store. The Warrensville sweet corn is eye-poppingly cheap: two bucks a dozen. There were purple broccolini and clamshells filled with squash blossoms, a delicacy so temperamental that they’re rarely sold outside of farmers’ markets. Early on, they had to explain to some teenage cashiers what they were — they’d never seen squash blossoms before.
I started to sense the “realm” Harvest inhabits: a distinctly red-state brand of America, local food for fans of faith and the free market. It’s hunting gear. It’s Chevys. It’s people for whom commercial-scale pig barns bring back memories of home. Everywhere, Shook Kelley signage — a hierarchy of cues like what Kelley dreamed up for Whole Foods — drives the message home. A large, evocative sign on the far wall reads Pure Farm Flavor, buttressed by the silhouettes of livestock, so large it almost feels subliminal. Folksy slogans hang on the walls, sayings like FULL OF THE MILK OF HUMAN KINDNESS and THE CREAM ALWAYS RISES TO THE TOP.
Then there are the informational placards that point out suppliers and methods.
There are at least a half dozen varieties of small-batch honey; you can find pastured eggs for $3.69. The liquor section includes local selections, like whiskey distilled in DeKalb and a display with cutting boards made from local wood by Niemann Foods’ HR Manager. “Turns out we had some talent in our backyard,” Kettler said. Niemann’s willingness to look right under his nose, sidestepping middlemen distributors to offer reasonably priced, local goods, is a hallmark of Harvest Market.
Champaign, IL’s Harvest Market is styled like Whole Foods for the Heartland—complete with a John Deere tractor stationed outside. (Photo courtesy of the author.)
Unlike most large-format grocery stores, Harvest Market buys some produce directly from farmers (like these sweet candy onions from Warrensville, IL, o, about 50 miles away). (Photo courtesy of the author.)
Interior of Harvest Market from the upper mezzanine, where shoppers gather for lunch and board games during the day and glasses of wine at night. (Photo courtesy of the author.)
By the cheese section, a glassed in contraption works night and day: a butter churner, which transforms local sweet cream into yellow, briskly selling-bricks of fat. (Photo courtesy of the author.)
Interior of Harvest Market from the upper mezzanine, where shoppers gather for lunch and board games during the day and glasses of wine at night. (Photo courtesy of the author.)
Harvest Market executives Gerry Kettler, left, and Rich Niemann chat with a salsa vendor visiting to do demos. (Photo courtesy of the author.)
That shortened chain of custody is only possible because of Niemann and the lifetime of supply-side know-how he brings to table. But finding ways to offer better, more affordable food has been a long-term goal of Kelley — who strained his relationship with Whole Foods CEO John Mackey over the issue. As obsessed as Kelley is with appearances, he insists to me that his work must be grounded in something “real”: that grocery stores only succeed when they really try to make the world a better place through food. In his view, Whole Foods wasn’t doing enough to address its notoriously high prices — opening itself up to be undercut by cheaper competition, and missing a kind of ethical opportunity to make better food available to more people.
“When,” Kelley remembers asking, “did you start to mistake opulence for success?”
In Kelley’s telling, demand slackened so much during the Great Recession that it nearly lead to Whole Foods’ downfall, a financial setback that the company never fully recovered from — and, one could argue, ultimately led to its acquisition. Harvest Market, for its part, has none of Whole Foods’ clean-label sanctimony. It takes an “all-of-the-above” approach: There’s local produce, but there’re also Oreos and Doritos and Coca-Cola; at Thanksgiving, you can buy a pastured turkey from Triple S Farms or a 20-pound Butterball. But that strong emphasis on making local food more accessible and affordable makes it an interesting counterpart to Kelley’s former client.
The most Willy Wonka–esque touch is the hulking piece of dairy processing equipment in a glass room by the cheese case. It’s a commercial-scale butter churner — the first one ever, Kettler told me, to grace the inside of a grocery store.
“So this was a Shook Kelley idea,” he said, “We said yes, without knowing how much it would cost. And the costs just kept accelerating. But we’re thrilled. People love it.”Harvest Market isn’t just a grocery store — it’s also a federally inspected dairy plant. The store buys sweet cream from a local dairy, which it churns into house-made butter, available for purchase by the brick and used throughout Harvest’s bakery and restaurant. The butter sells out as fast as they can make it. Unlike the grocers who objected to “Mom’s Kitchen,” the staff don’t seem to mind.
As I walked through the store, I couldn’t help wondering how impressed I really was. I found Harvest to be a beautiful example of a grocery store, no doubt, and a very unusual one. What was it that made me want to encounter something more outrageous, more radical, more theatrical and bizarre? I wanted animatronic puppets. I wanted fog machines.
I should have known better — Kelley had warned me that you can’t take the theater of retail too far without breaking the dream. He’d told me that he admires stores where “you’re just not even aware of the wonder of the scene, you’re just totally engrossed in it” — stores a universe away from the overwrought, hokey feel of Disneyland. But I had Amazon’s new stores in the back up my mind as a counterpoint, with all their cashierless bells and whistles, their ability to click and collect, their ability to test-drive Alexa and play a song or switch on a fan. I guess, deep down, I was wondering if something this subtle really could work.
“Here, this is Rich Niemann,” Kettler said, and I found myself face-to-face with Niemann himself. We shook hands and he asked if I’d ever been to Illinois before. Many times, I told him. My wife is from Chicago, so we’ve visited the city often.
He grinned at me.
“That’s not Illinois,” he said.
We walked to Harvest’s restaurant, a 40-person seating area plus an adjacent bar with a row of stools, that offers standards like burgers, salads, and flatbreads. There’s an additional 80-person seating area on the second-floor mezzanine, a simulated living room complete with couches and board games. Beyond that, they pointed out the brand-new wine bar — open, like the rest of the space, until midnight. There’s a cooking classroom by the corporate offices. Through the window, I saw a classroom full of children doing something to vegetables. Adult Cooking classes run two or three nightsevery week, plus special events for schools and other groups.
For a summer weekday at noon in a grocery store I’m amazed how many people are eating and working on laptops. One guy has his machine hooked up to a full-sized monitor he lugged up the stairs — he’s made a customized wooden piece that hooks into Harvest’s wrought-iron support beams to create a platform for his plus-size screen. He comes every day, like it’s his office. He’s a dwell-time dream.
We sit down, and Kettler insists I eat the corn first, slathering it with the house-made butter and eating it while it’s hot. He reminds me that it’s grown by the Maddoxes, a family in Warrensburg, about 50 miles west of Champaign.
The corn was good, but I wanted to ask Niemann if the grocery industry was really that bad, and he told me it is. I assume he’ll want to talk about Amazon and its acquisition of Whole Foods and the way e-commerce has changed the game. He acknowledges that, but to my surprise he said the biggest factor is something else entirely — a massive shift happening in the world of consumer packaged goods, or CPGs.
For years, grocery stores never had to advertise, because the largest companies in the world — Proctor and Gamble, Coca-Cola, Nestle — did their advertising for them, just the way Nabisco helped finance “Mom’s Kitchen” to benefit the stores. People came to supermarkets to buy the foods they saw on TV. ButAmericans are falling out of love with legacy brands. They’re looking for something different, locality, a sense of novelty and adventure. Kellogg’s and General Mills don’t have the pull they once had.
When their sales flag, grocery sales do too — and the once-bulletproof alliance between food brands and supermarkets is splitting. For the past two years, the Grocery Manufacturers’ Association, an influential trade group representing the biggest food companies in the world,started to lose members. It began with Campbell’s Soup. Dean Foods, Mars, Tyson Foods, Unilever, Hershey Company, the Kraft Heinz Company, and others followed. That profound betrayal was a rude awakening: CPG companies don’t need grocery stores. They have Amazon. They can sell directly through their websites. They can launch their own pop-ups.
It’s only then that I realized how dire the predicament of grocery stores really is, and why Niemann was so frustrated when he first called Kevin Kelley. It’s one thing when you can’t sell as cheaply and conveniently as your competitors. But it’s another thing when no one wants what you’re selling.
Harvest doesn’t feel obviously futuristic in the way an Amazon store might. If I went there as a regular shopper and not as a journalist sniffing around for a story, I’m sure I’d find it to be a lovely and transporting way to buy food. But what’s going on behind the scenes is, frankly, unheard of.
Grocery stores have two ironclad rules. First, that grocers set the prices, and farmers do what they can within those mandates. And second, that everyone works with distributors who oversee the aggregation and transport of all goods. Harvest has traditional relationships with companies like Coca-Cola, but it breaks those rules with local farmers and foodmakers. Suppliers — from the locally milled wheat to the local produce to the Kilgus Farms sweet cream that goes into the churner — truck their products right to the back. By avoiding middlemen and their surcharges, Harvest is able to pay suppliers more directly and charge customers less. And it keeps costs low. You can still find $4.29 pints of Halo Top ice cream in the freezer, but the produce section features stunning bargains. When the Maddox family pulls up with its latest shipment of corn, people sometimes start buying it off the back of the truck in the parking lot. That’s massive change, and it’s virtually unheard of in supermarkets. At the same time, suppliers get to set their own prices. Niemann’s suppliers tell him what they need to charge; Niemann adds a standard margin and lets customers decide if they’re willing to pay.
If there’s a reason Harvest matters, it’s only partly because of the aesthetics. It’s mainly because the model of what a grocery store is has been tossed out and rebuilt. And why not? The world as Rich Niemann knows it is ending.
* * *
In 2017, just months after Harvest Market’s opening, Niemannwon the Thomas K. Zaucha Entrepreneurial Excellence Award — the National Grocers Association’s top honor, given for “persistence, vision, and creative entrepreneurship.” That spring, Harvest was spotlighted in a “Store of the Month” cover feature in the influential trade magazine Progressive Grocer. Characteristically, the contributions of Kelley and his firm were not mentioned in the piece.
Niemann tells me his company is currently planning to open a second Harvest Market in Springfield, Illinois, about 90 minutes west of Champaign, in 2020. Without sharing specifics about profitability or sales numbers, he says the store was everything he’d hoped it would be as far as the metrics that most matter — year-over-year sales growth and customer engagement. His only complaint about the store, has to do with parking. For years, Niemann has relied on the same golden ratio to determine the size of parking lot needed for his stores — a certain number of spots for every thousand dollars of expected sales. Harvest’s lot uses the same logic, and it’s nowhere near enough space.
“In any grocery store, the customer’s first objective is pantry fill — to take care of my needs as best I can on my budget,” Niemann says. “But we created a different atmosphere. These customers want to talk. They want to know. They want to experience. They want to taste. They’re there because it’s an adventure.”
They stay so much longer than expected that the parking lot sometimes struggles to fit all their cars at once. Unlike the Amazon stores that may soon be cropping up in a neighborhood near you — reportedly, the company is considering plans to open 3,000 of them in by 2021 — it’s not about getting in and out quickly without interacting with another human being. At Harvest, you stay awhile. And that’s the point.
ButAmericans are falling out of love with legacy brands. They’re looking for something different, locality, a sense of novelty and adventure. Kellogg’s and General Mills don’t have the pull they once had.
So far, Harvest’s success hasn’t made it any easier for Kelley, who still struggles to persuade clients to make fundamental changes. They’re still as scared as they’ve always been, clinging to the same old ideas. He tells them that, above all else, they need to develop a food philosophy — a reason why they do this in the first place, something that goes beyond mere nostalgia or the need to make money. They need to build something that means something, a store people return to not just to complete a task but because it somehow sustains them. For some, that’s too tall an order. “They go, ‘I’m not going to do that.’ I’m like, ‘Then what are you going to do?’ And they literally tell me: ‘I’m going to retire.’” It’s easier to cash out. Pass the buck, and consign the fate of the world to younger people with bolder dreams.
Does it even matter? The world existed before supermarkets, and it won’t end if they vanish. And in the ongoing story of American food, the 20th-century grocery store is no great hero. A&P — the once titanic chain, now itself defunct — was a great mechanizer, undercutting the countless smaller, local businesses that used to populate the landscape. More generally, the supermarket made it easier for Americans to distance ourselves from what we eat, shrouding food production behind a veil and letting us convince ourselves that price and convenience matter above all else. We let ourselves be satisfied with the appearance of abundance — even if great stacks of unblemished fruit contribute to waste and spoilage, even if the array of brightly colored packages are all owned by the same handful of multinational corporations.
But whatever springs up to replace grocery stores will have consequences, too, and the truth is that brick-and-mortar is not going away any time soon — far from it. Instead, the most powerful retailers in the world have realized that physical spaces have advantages they want to capitalize on. It’s not just that stores in residential neighborhoods work well as distribution depots, ones that help facilitate the home delivery of packages. And it’s not just that we can’t always be home to pick up the shipments we ordered when they arrive, so stores remain useful. The world’s biggest brands are now beginning to realize what Kelley has long argued: Physical stores are a way to capture attention, to subject customers to an experience, to influence the way they feel and think. What could be more useful? And what are Amazon’s proposed cashierless stores, but an illustration of Kelley’s argument? They take a brand thesis, a set of core values — that shopping should be quick and easy and highly mechanized — and seduce us with it, letting us feel the sweep and power of that vision as we pass with our goods through the doors without paying, flushed with the thrill a thief feels.
This is where new troubles start. Only a few companies in the world will be able to compete at Amazon’s scale — the scale where building 3,000 futuristic convenience stores in three years may be a realistic proposition. Unlike in the golden age of grocery, where different family owned chains catered to different demographics, we’ll have only a handful of players. We’ll have companies that own the whole value chain, low to high. Amazon owns the e-commerce site where you can find almost anything in the world for the cheapest price. And for when you want to feel the heft of an heirloom tomato in your hand or sample some manchego before buying, there is Whole Foods. Online retail for thrift, in-person shopping for pleasure. Except one massive company now owns them both.
If this new landscape comes to dominate, we may find there are things we miss about the past. For all its problems, the grocery industry is at least decentralized, owned by no one dominant company and carved up into more players than you could ever count. It’s run by people who often live alongside the communities they serve and share their concerns. We might miss that competition, that community. They are small. They are nimble. They are independently, sometimes even cooperatively, owned. They employ people. And if they are scrappy, and ingenious, and willing to change, there’s no telling what they might do. It is not impossible that they could use their assets — financial resources, industry connections, prime real estate — to find new ways to supply what we all want most: to be happier, to be healthier, to feel more connected. To be better people. To do the right thing.
I want to believe that, anyway. That stores — at least in theory — could be about something bigger, and better than mere commerce. The way Harvest seems to want to be, with some success. But I wonder if that’s just a fantasy, too: the dream that we can buy and sell our way to a better world, that it will take no more than that.
Which one is right?
I guess it depends on how you feel about the movies.
Maybe a film is just a diversion, a way to feel briefly better about our lives, the limitations and disappointments that define us, the things we cannot change. Most of us leave the theater, after all, and just go on being ourselves.
Still, maybe something else is possible. Maybe in the moment when the music swells, and our hearts beat faster, and we feel overcome by the beauty of an image — in the instant that we feel newly brave and noble, and ready to be different, braver versions of ourselves — that we are who we really are.
* * *
Joe Fassler, The Counter’s deputy editor, has covered the intersection of food, policy, technology, and culture for the magazine since 2015. His food reporting has twice been a finalist for the James Beard Foundation Award in Journalism. He’s also editor ofLight the Dark: Writers on Creativity, Inspiration, and the Creative Process (Penguin, 2017), a book based on “By Heart,” his ongoing series of literary conversations for The Atlantic.
Editor: Michelle Weber Fact checker: Matt Giles Copy editor: Jacob Z. Gross
Soraya Roberts | Longreads | April 2019 | 10 minutes (2,422 words)
INT. COFFEE SHOP – DAY
SORAYA sits down at her laptop with a cookieor some cake or that weirdly oversize banana bread. As she startsworking on a column like this one, the woman next to her, workingon a spreadsheet, glances at Soraya’s desktop and turns to her.
WOMAN: What do you do?
SORAYA: I’m a columnist.
WOMAN: Holy shit, that’s cool.
I starred in this scene two weeks ago, and again just this past week at a party. The women don’t have to tell me why they think it’s cool, I know why: Carrie Bradshaw. An apartment in New York, a photo on the side of a bus, Louboutins, tutus, and a column at the top of each week. Which is why I qualify it every time: “I don’t make as much as Carrie Bradshaw.” Yes, the job is cool, and it is holy-shit-worthy because so few journalists are able to actually work as journalists. But I’m freelance: I can cover my rent but can’t buy a house, I don’t get benefits, and I might be out of a job next week. Not to mention that I might not be so lucky next time. The women usually turn back to their admin after that — admin looks a lot cooler than journalism these days. But only if you’re not going by Sex and the City or basically every other journalism movie or series that has come after, all of which romanticize an industry which has a knack for playing into that.
“This is the end of an era, everything’s changing,” Gina Rodriguez tells her friends in the trailer for Someone Great, a new Netflix rom-com in which she, a music journalist, gets a job. At a magazine. In San Francisco. This is not a sci-fi movie in which the character has time traveled back to, I don’t know, 1975. It is only one recent example of the obfuscation of what journalism actually means now. There’s also the Hulu series Shrill, which presents itself as if it were current-day but is based on the life of Lindy West, who had a staff job at the Seattle alt-weekly The Stranger when you could still have a staff job and make a name for yourself with first-person essays, i.e., 2009. Special (another Netflix show) also harkens back to that time, and though it’s more overt about how exploitative online media can be — the hero is an intern with cerebral palsy who writes about his disability (which he claims is from a car accident) for clicks — the star is still hired straight out of an internship. (What’s an internship?)
Hollywood romanticizes everything, you say? Perhaps, but this is a case where the media itself seems to be actively engaging in a certain kind of deception about how bad its own situation actually is. In February, The Washington Post, which is no doubt still benefiting from the press off the still-gold-standard journalism movie — 1976’s All the President’s Men — ran a Super Bowl ad narrated by Tom Hanks, which applauds late journalists Marie Colvin and Jamal Khashoggi, who, in their words, brought the story, “no matter the cost.” The spot highlighted what we already know, which is that we need journalism to be a functioning democracy and that many journalists risk their lives to guarantee it. What it kept in darkness (ha), however, was that to do their job properly, those journalists need protection and they need resources — provided by their editors and by their publishers. Hanks, of course, starred in The Post, Steven Spielberg’s 2017 film based on the journalists who reported on the Pentagon Papers in 1971. The ad was using the past to promote the future, rather than dealing with a present, in which more than 2,400 people lost media jobs in the first three months of the year and journalists are trying to unionize en masse. But that’s not particularly telegenic, is it?
* * *
The romanticized idea of the journalist — dogged, trenchcoated — really took off at the movies. In 1928, ex-reporters Ben Hecht and Charles MacArthur wrote a play which was adapted into The Front Page, a 1931 screwball that became the journalism movie prototype, with fast dialogue and faster morals. My favorite part is that not only is the star reporter trying to quit the paper (in this economy?), but his editor will do anything — including harboring an accused murderer — to keep him on staff. Matt Ehrlich, coauthor of Heroes and Scoundrels: The Image of the Journalist in Popular Culture, once told me for Maclean’s that The Front Page came out of the “love-hate relationship” the writers had with the industry even back then. “The reporters are absolute sleazebags, they do horrible things,” he said. “At the same time The Front Page makes journalism seem very exciting, and they do get the big scoop.” Ehrlich also told me that some initially thought All the President’s Men, which eventually became the prototype of the journalism movie, was reminiscent of the earlier era of the genre. In case you are not a journalist and so haven’t seen it, Robert Redford and Dustin Hoffman starred as Bob Woodward and Carl Bernstein, The Washington Post reporters whose stories on the Watergate burglary and subsequent cover-up helped lead to President Nixon’s resignation. While the film also played fast and loose with the truth, it had a veneer of rumpled repetitious reality — not to mention a strong moral core that made taking down the president with a typewriter seem, if implausible, at least not impossible.
In February, Education Week reported that a survey of 500 high school journalism teachers across 45 states found that, in the past two years, 44 percent of U.S. school teachers saw a rise in journalism enrollment and a 30 percent increase in interest in journalism higher education. “This is this generation’s Watergate,” the executive director of the National Scholastic Press Association said. “With President Trump, everyone is really in tune to the importance of a free press.” Sure. But this isn’t 1976. No doubt there are scores of WoodSteins out there, but not only do a number of journalists no longer have the resources or the time to follow stories of any kind, they rarely have the salaried staff positions to finance them, nor the editors and publishers to support them doing the job they were hired to do. In All the President’s Men, executive editor Ben Bradlee asks WoodStein if they trust their source, before muttering “I can’t do the reporting for my reporters, which means I have to trust them. And I hate trusting anybody.” Then he tells them to “Run that baby.” These days there is little trust in anything beyond the bottom line.
The myth is that All the President’s Men led to a surge of interest in journalism as a career. But in reality it was women, increasingly educated post-liberation, whose interest explained the surge. (My editor is asking: “Is it an accident that shitting on journalism as a worthy profession coincided with women moving into journalism?” My reply is: “I think not.”) Still, women remain underrepresented in the field to this day, a fact reflected by the paucity of movies about the work of female journalists. While there were scores of ’70s and ’80s thrillers built around male reporters with too much hair taking down the man, for the women … there was The China Syndrome, with Jane Fonda as a television reporter named Kimberly covering a nuclear power plant conspiracy. And, um, Absence of Malice? Sally Field is a newspaper reporter who sleeps with her subject (I mean, it is Paul Newman). I guess I could include Broadcast News, which stars Holly Hunter as a neurotic-but-formidable producer and personified the pull between delivering the news and delivering ratings (the analog version of clicks). But Network did that first and more memorably, with its suicidal anchorman lamenting the demise of media that matters. “I’m a human being, GODDAMN IT!!!” he shouts into the void. “My life has value!!!” You don’t hear female journalists saying that on-screen, though you do hear them saying “I do” a whole lot.
The quintessential journalism film and the quintessential rom-com are in fact connected. Nora Ephron, who was briefly married to Carl Bernstein, actually cowrote an early script for All the President’s Men. While it was chucked in favor of William Goldman’s, she went on to write When Harry Met Sally, and I’ll forgive you for not remembering that Sally was a journalist. She probably only mentions it twice because this was 1989, an era in which you decided to be a journalist and then you became one — the end. The movie treats reporting like it’s so stable it’s not even worth mentioning, like being a bureaucrat. Sally could afford a nice apartment, she had plenty of time to hang out with Harry, so what was there to gripe about (Good Girls Revolt would suggest Ephron’s trajectory was less smooth, but that’s another story)? Four years later, in Sleepless in Seattle, Meg Ryan is another journalist in another Ephron movie, equally comfortable, so comfortable in fact that her editor pays her to fly across the country to stalk Tom Hanks. This newspaper editor literally assigns a reporter to take a plane to Seattle from Chicago to “look into” a possible lifestyle story about a single white guy. (Am I doing something wrong?!?!)
Journalism and rom-coms were fused from almost the start, around the ’30s and ’40s. The Front Page went from being a journalism movie to being a rom-com when it turned its hero into a heroine for His Girl Friday. The reporter repartee and the secretive nature of the job appeared to lend themselves well to Hays-era screwballs, though they also indelibly imprinted a lack of seriousness onto their on-screen female journalists. After a brief moment in the 1970s when The Mary Tyler Moore Show embodied the viability of a woman journalist who puts work first, the post-Ephron rom-coms of the 2000s were basically glossy romances in “offices” that were really showrooms for a pink-frosted fantasy girl-reporter gig no doubt thought up by male executives who almost certainly saw All the President’s Men and almost certainly decided a woman couldn’t do that and who cares anyway because the real story is how you’re going to get Matthew McConaughey to pop the question. I can’t with the number of women who recently announced that 13 Going on 30 — the movie in which Jennifer Garner plays a literal child successfully running a fashion magazine — made them want to be journalists. But the real death knell of the aughts journo-rom-com, according to rom-com columnist Caroline Siede, was in 2003 with How to Lose a Guy in 10 Days in 2003. In that caper, Kate Hudson has a job as a columnist despite thinking it is completely rational to write a piece called “How to Bring Peace to Tajikistan” for her Cosmo-type fashion magazine.
* * *
In 2016, the Oscar for Best Picture went to Spotlight, which follows The Boston Globe’s titular investigative team — three men, one woman — as it uncovers the Catholic Church abuse scandal. The film earned comparisons to All the President’s Men for its focus on journalistic drudgery, but it also illustrated the growing precariousness of the newsroom with the arrival of the web. In one scene, executive editor Marty Baron expresses shock when he is told it takes a couple of months for the team to settle on a story and then a year or more to investigate it. At the same time, Baron and two other editors are heavily involved and supportive of the three reporters, who went on to win the Pulitzer in 2003 and remained on the team for years after. Released only 12 years after the fact, the film suggested that journalists who win Pulitzers have some kind of security, which, you know, makes sense, and is maybe true at The Boston Globe. But two years after Spotlight came out, David Wood, who had won HuffPost its only Pulitzer, was laid off. As one of BuzzFeed’s reporters told The Columbia Journalism Review after BuzzFeed shed 15 percent of its staff, “It’s this sense that your job security isn’t tied to the quality of your work.”
“We have so much to learn from these early media companies and in many ways it feels like we’re at the start of another formative era of media history where iconic companies will emerge and thrive for many decades,” BuzzFeed founder and CEO Jonah Peretti blew hard in a memo in 2014, referring to traditional outfits like Time and The New York Times. But both those publications have unions, which Peretti has been clear he doesn’t think “is right” for his company. “A lot of the best new-economy companies are environments where there’s an alliance between managers and employees,” he said in 2015. “People have shared goals.” In this case the shared goals seem to be that Peretti profits (his company was valued at more than $1 billion in 2016) while his staff is disposable.
Which brings us back to the Globe in 2019. That is to say the real one, not the romanticized one. This version of the Globe hires a Gonzo-esque leftist political writer named Luke O’Neil as a freelancer and publishes his “controversial” op-ed about the Secretary of Homeland Security’s resignation titled “Keep Kirstjen Nielsen unemployed and eating Grubhub over her kitchen sink.” “One of the biggest regrets of my life is not pissing in Bill Kristol’s salmon,” it opened, and it concluded with, “As for the waiters out there, I’m not saying you should tamper with anyone’s food, as that could get you into trouble. You might lose your serving job. But you’d be serving America. And you won’t have any regrets years later.” The article was gone by Friday, pulled upon the request of the paper’s owners (O’Neil sent me the original). According to WGBH, a now-deleted note on the opinion page stated that the article “did not receive sufficient editorial oversight and did not meet Globe standards. The Globe regrets its lack of vigilance on the matter. O’Neil is not on staff.” And, oh, man, that last line. It says everything there is to say about modern journalism that is unspoken not only on-screen but by the culture at large and the media in it. It says you serve us but we provide no security, no benefits, no loyalty. It says, unlike Spotlight or All the President’s Men or even The Front Page, we do not have your back. Because if they did, you better believe it would have a good chance of ending up on-screen.
Since the move to Douglas, Arizona, Jennifer had spent less and less time at home. She was distant and irritable. Her anger encompassed her mother, her mother’s abusive boyfriend Saul, American schools, and the whole United States. At the nadir, she started lashing out at her sisters Aida and Cynthia. And then, in 1998 or 1999, she left for good.
The morning Jennifer ran away, Aida was the only other person home. She watched her sister dump schoolbooks from her backpack and replace them with clothes. She knew what was happening without having to ask and figured it was for the best. On the way out, Jennifer said that a friend would drive her across the border. After that, she’d see what happened.
The truth has never been a universally agreed upon concept. As most psychologists will tell you, a shift in perspective can alter how a situation feels as well as what it means. And most historians agree that the “truth” of any significant event changes depending on who’s telling the story.
In her astounding fifth novel Trust Exercise, Susan Choi plays with both perspective and narrative structure to tell the truth, or “truth,” about a group of suburban performing arts high school students. The book begins with Sarah, a fifteen year old in deep lust with her peer, David. Their friends, Karen and Joelle, and outcast Manuel, round out the teenage cast. Martin is a theater teacher from England who spends a couple of weeks at the high school, and Mr. Kingsley is their beloved theater teacher who makes the students participate in trust exercises usually reserved for older, more experienced actors. His questionable teaching style and Martin’s over-familiarity with the students are clues that the adults view the teens as both children and grown-ups, as needing guidance to navigate the professional world of acting but as also already possessing the emotional development needed to withstand the cruelty it bestows upon them.
As the novel unfolds, Choi captures the rage and lust of teenage life with thrilling verisimilitude. Who hasn’t felt the devastation of unrequited love as a horny fifteen year old? Or felt mistreated in a friendship? Or held a secret from a parent? Choi’s descriptions of her characters’ psychological interiors are equally adept: The teens walk assuredly into a classroom one moment, only to feel crushed by self-doubt the next, their self-confidence ruled by roiling hormones.
The novel’s authenticity is what makes both of its structural shifts, when they arrive, so shocking; the lives of these teens feel too real to be anything but the truth. But after each shift, everything in the story that came before is changed — changed but not entirely undone. It’s as if we had been reading the novel through a telescope only to be handed a kaleidoscope to finish it; the story’s pieces are all still there, but now they are arranged in different and surprising ways.
The shifts bring revelations about what the students endured from their teachers and parents and each other. Some of the revelations are amusing in their familiarity. Others are heartbreaking for the same reason. Trust Exercise is a novel that resonates with the #MeToo movement, but it’s also a story as old as time — it’s about those in power taking advantage of those who are powerless to stop them. Read more…
Adam Morgan | Longreads | April 2019 | 9 minutes (2,462 words)
There’s a section in Robert Bolaño’s 2666 — “The Part About the Crimes” — where women are raped and murdered for nearly 300 pages, their mutilated bodies abandoned in the deserts of northern Mexico. The violence is brutal enough to seem gratuitous, even sadistic, but Bolaño was merely fictionalizing the real-life female homicides of Ciudad Juárez, just across the border from El Paso, Texas. And while 2666 circles these murders like a vulture, the women themselves barely get a chance to speak.
The women in Kali Fajardo-Anstine’s debut collection of short stories, Sabrina & Corina — Chicana and Indigenous women living in Denver and southern Colorado — suffer similar fates. But we meet their sisters, mothers, and daughters. We meet the men who abuse them. And finally, we hear their voices.
In the title story, a teenaged cosmetology student is tasked with applying her murdered cousin’s funeral makeup. In “Sisters”, a double date leaves one sibling blind. In “Cheesman Park”, a bank teller flees Los Angeles for Denver after she and her mother are attacked, separately, by the men who claim to love them. And in “Any Further West,” a sex worker and her daughter travel in the opposite direction in search of a better life.
Sabrina & Corina is a moving, textured, masterful collection, saturated with a strong sense of place. I spoke with Kali Fajardo-Anstine about her book, the cycles of violence, and the gentrification of her hometown’s Chicano and Indigenous communities. Read more…
Ornate and imposing, the century-old Gulf, Mobile and Ohio Passenger Terminal in downtown Mobile, Alabama, resembles a cross between a Venetian palace and a Spanish mission. Here, on St. Joseph Street, on July 23, 1927, one of the more fortuitous meetings in American literary history occurred, a chance incident that would seal the friendship of two of its most influential writers. “No sooner had I got off the train” from New Orleans, Langston wrote in The Big Sea, “than I ran into Zora Neale Hurston, walking intently down the main street. I didn’t know she was in the South [actually, he did, having received a letter from her in March, but he had no idea she was in Alabama], and she didn’t know I was either, so we were very glad to see each other.”
Zora was in town to interview Cudjo Lewis, purportedly the only person still living who had been born in Africa and enslaved in the United States. She then planned to drive back to New York, doing folklore research along the way. In late 1926, Franz Boas had recommended her to Carter Woodson, whose Association for the Study of Negro Life and History, together with Elsie Clews Parsons of the American Folklore Society, had decided to bankroll her to the tune of $1,400. With these funds, Zora had been gathering folklore in Florida all spring and summer. As the first Southern black to do this, her project was, even at this early stage, clearly of immense importance. It had, however, been frustrating. “I knew where the material was, all right,” she would later write. “But I went about asking, in carefully accented Barnardese, ‘Pardon me, but do you know any folk-tales or folk-songs?’ The men and women who had whole treasuries of material just seeping through their pores, looked at me and shook their heads. No, they had never heard of anything like that around there. Maybe it was over in the next county. Why didn’t I try over there?”
Langston, meanwhile, had been touring the South for months, penniless as usual, making some public appearances and doing his own research. He read his poems at commencement for Nashville’s Fisk University in June; he visited refugees from the Mississippi flood in Baton Rouge; he strolled the streets alone in New Orleans, ducking into voodoo shops; he took a United Fruit boat to Havana and back; and his next stop was to be the Tuskegee Institute in Alabama. It was his very first visit to the South.
When Zora invited him to join her expedition in her little old Nash coupe, nicknamed “Sassy Susie,” Langston happily accepted. (The car looked a lot like a Model T Ford, and could only seat two.) Langston adored the company of entertainers, and Zora was as entertaining as they came. Langston did not know how to drive, but Zora loved driving and didn’t mind a whit. They decided to make a real trip of it, “stopping on the way to pick up folk-songs, conjur [sic], and big old lies,” as Langston wrote. “Blind guitar players, conjur men, and former slaves were her quarry, small town jooks and plantation churches, her haunts. I knew it would be fun traveling with her. It was.” Read more…
A 37-meter-long floating sculpture by U.S. artist Kaws in Victoria Harbor, Hong Kong, March 2019. (Imaginechina via AP Images)
Soraya Roberts | Longreads | March 2019 | 7 minutes (2,006 words)
In 1995, the Emmy nominees for Best Drama were Chicago Hope, ER, Law & Order, NYPD Blue, and The X-Files. In 1996, the Emmy nominees for Best Drama were Chicago Hope, ER, Law & Order, NYPD Blue, and The X-Files. In 1997, the Emmy nominees for Best Drama were Chicago Hope, ER, Law & Order, NYPD Blue, and The X-Files. That is: Two cop shows set in New York, two medical shows set in Chicago, and some aliens, spread across four networks, represented the height and breadth of the art form for three years running.
I literally just copied that entire first paragraph from aDeadspin article written by Sean T. Collins. It appeared last week, when every site seemed to be writing about Netflix. His was the best piece. Somehow, within that flood of Netflix content, everyone found that article — it has almost 300,000 page views. I may as well have copied it for all the traffic my actual column — which was not about Netflix — got.
There was definitely a twang of why bother? while I was writing last week, just as there is every week. Why bother, and Jesus Christ, why am I not faster? The web once made something of a biblical promise to give all of us a voice, but in the ensuing flood — and the ensuing floods after that — only a few bobbed to the top. With increased diversity, this hasn’t changed — there are more diverse voices, but the same ones float up each time. There remains a tension that critics, and the larger media, must balance, reflecting what’s in the culture in all its repetitive glory while also nudging it toward the future. But we are repeatedly failing at this by repeatedly drowning ourselves in the first part. This is flooding (a term I just coined, so I would know): the practice of unleashing a mass torrent of the same stories by the same storytellers at the same time, making it almost impossible for anyone but the same select few to rise to the surface. Read more…
Sara Fredman | Longreads | March 2019 | 11 minutes (3,057 words)
What makes an antihero show work? In this Longreads series, It’s Not Easy Being Mean, Sara Fredman explores the fine-tuning that goes into writing a bad guy we can root for, and asks whether the same rules apply to women.
The antihero shows of the early aughts relied on wives as antagonists. A wife became another hurdle to leap in her husband’s quest to run a criminal organization/become an undisputed drug king/sleep with whomever he wanted in an attempt to outrun his past. More recently, however, there have been shows that seem to push back on the impulse to pit husbands and wives against each other. What if, they asked, an antihero and his wife were partners instead of rivals? But in giving their wives a promotion of sorts, shows like Ozark and House of Cards also open the door to female ambition, which can become as problematic for fictional women as it has been for their real-life counterparts.
The first post in this series, “The Blaming of the Shrew,” discusses Breaking Bad’s Skyler White, among other TV wives.
The first episode of Netflix’s Ozark follows the antihero script to a T. It’s all there: a talented main character, a sad backstory to which we slowly become privy, and foils more villainous by several degrees designed to make our main guy look good in comparison. That guy is Marty Byrde, a financial planner who launders money for the second largest drug cartel in Mexico. His wife Wendy is initially set up as the Skyler to Marty’s Walt: her days are all Costco, Zumba, and cheating on her husband with a man she calls “Sugarwood.” Soon after we meet Marty, he fantasizes about an encounter with a prostitute that gets oddly specific about his life: “Let me guess, your wife won’t do what you want her to do. If you were my man, working all day so I could stay at home — which, uh, let’s face it, it was a bitch when they were little but now they’re both teens and in school all day … not only would I not cheat on you, I’d let you do anything you wanted.” This is the kind of interiority, indispensable to the antihero genre, that lets us know that Marty is doing everything right despite Wendy’s worst efforts.
But when Marty is forced to move his family to southern Missouri and launder $8 million to save them from the cartel, Wendy shifts from antagonist to helpmate. She isn’t excited about the plan but, unlike antihero wives of yore, she hasn’t been kept in the dark about Marty’s criminality and she willingly presents a united front to their children and the FBI. The important thing, Wendy and Marty agree, is that the family stays together and safe, and they’re prepared to do anything to keep it that way. Family as sacrosanct, as the highest good, is a theme of this show. Versions of “I did it for our family” are repeated like a mantra throughout the series. Marty and Wendy both use it as a rhetorical justification and also as a kind of mystical prayer meant to insulate them from their own internal critics.
Ozark offers us an antihero team but finds a different way to humanize a flawed man, with a wife so helpful that she eclipses the antihero himself.
By season two, however, the family becomes a battleground, with Marty and Wendy developing a low-grade rivalry. They operate less as a team than as dueling pianos, each taking turns making decisions “for the good of the family” without consulting the other. It turns out that Wendy has her own expertise to contribute from her years working in Chicago politics, which makes their partnership more equal but also more fraught, and the show’s almost pathological focus on the family becomes yet another way to make an antagonist out of a wife. Ozark’s initial bait and switch turns Wendy from an antagonist into a helpmate who recognizes the necessity of her husband’s infelicities but a more cunning reversal has Marty become the one to stand in opposition to the show’s plotline. The final episodes of season two see him preparing an escape plan for his family only to be thwarted by his wife, who makes the unilateral decision that they will stay. It’s not clear when Wendy makes the decision because she doesn’t get the kind of interiority that Marty does — only long, meaningful looks out onto the horizon. Naturally, she frames the decision as the best thing for their family. But the show’s writers have already given Marty the insight that this kind of rationalization, the very premise of the show, has been undermined: “We’re not fit to be parents. It’s not even a family, it’s a goddamn group of criminals.”
Explaining her decision to stay in the Ozarks, in danger, in criminality, Wendy says: “This is who I am, and this is who I want to be.” Marty was only ever portrayed as a reluctant criminal, a serf in service to his family. Wendy’s first-person declaration is ambition, which we should know by now isn’t usually a good look on a woman. Ozark offers us an antihero team but finds a different way to humanize a flawed man, with a wife so helpful that she eclipses the antihero himself. It turns Marty into the hero who wants to save his family, if only his wife would let him.
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Wendy Byrde isn’t the first wife of an antihero to have higher aspirations. House of Cards was always a show about two people with naked ambition. Frank and Claire Underwood didn’t have any children so their nefarious deeds were never in the service of providing for, or saving, anyone other than themselves. They wanted power and they were going to get it as a team. Until they weren’t. Things start to unravel at the end of season three. Frank walks into the Oval Office to find Claire sitting behind the desk: “Look at us, Francis, we used to make each other stronger, or at least I thought so, but that was a lie. We were making you strong and now I’m just weak and small and I can’t stand that feeling any longer.” House of Cards could be extremely woke about power and gender. More than any other antihero show, it seemed to be aware of the conventions of its genre and what those conventions meant for women. What family is for Ozark, power was for House of Cards, and it recognized what it meant to want power as a man and as a woman, that there was a difference between the two. The show could also be extremely meta, especially the final season, in which lines like “Are you telling me she knew nothing of what he was up to?” and “Are you even capable of defining her on her own terms?” could be talking about the characters, the actors who play them, or the tropes they were called on to embody for six seasons.
If nothing else, the power struggles between the two Underwoods over the course of the series can help us see how the roles of antihero’s wife and politician’s wife overlap. Both kinds of wives are at once essential to their husbands’ stories and outside of them. They are tasked with humanizing the men with whom they partner, but it is understood that the partnership is premised on a withholding of their own humanity; their story must remain the B plot. So when House of Cards suddenly found itself an antihero show without an antihero, you would think the solution would have been simple since, as it turned out, Claire’s ambition was to become a main character.
And an antihero marriage, like a political campaign, does not easily accommodate a woman at the top of the ticket.
Claire’s struggle to move beyond the helpmate/antagonist paradigm of her foremothers and become the antihero of her show is a major plot point of the show’s later seasons. The season four finale has Claire and Frank look at the camera together, her first fourth wall break. This is Frank’s signature move so there is reason to believe that Claire is finally gaining the strength she craves. And, indeed, season five in many ways seemed to be about setting the stage for Claire to eclipse her husband. This is signified, in the show’s mallet-to-the-head way, by Frank’s fascination with the app that turns his face into Claire’s and back again. But there continues to be friction: “We have one rule Francis,” Claire rails, “I cannot be your ally if I don’t know what you’re thinking … You should have talked to me instead of making a last-minute decision like this.” Frank has just let her in on his plan to resign the presidency and make Claire the leader of the free world. You would think Claire would be pleased with this turn of events but she knows, as we do from Ozark, that where you are matters less than who made the decision to put you there.
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Just as concepts like “leader” and “free world” don’t mean quite what they used to, so too Frank has emptied out the presidency of its power before handing it over to Claire. “Where does the real power lie? The power behind the power?” he asks. The answer is the private sector, the existence of which the supposedly brilliant politician Frank Underwood is apparently just learning. Exaggerated eyerolls aside, this show is one in which a woman finally gets her hands on some agency, only to discover that the rules have changed and she’s not holding anything at all. “It’s no longer about who lives in the White House,” Frank’s civic lesson continues, “it’s about who owns the White House … the real power isn’t here.” And when he says, “I wanted you to be the president, I’ve made you the president,” Claire realizes that for an antihero and his wife, there is no such thing as equal partnership. And an antihero marriage, like a political campaign, does not easily accommodate a woman at the top of the ticket. While wives may humanize presidents and antiheroes alike, for this wife at least, a husband is only a liability.
So season five ends with Claire ignoring Frank’s calls about a presidential pardon and turning to the camera to declare: “my turn.” This could have become more true than anyone had planned once the allegations against Kevin Spacey became public and Netflix cut ties with him when the show was already into production on season six. But the show wasn’t prepared to become a female antihero show. Frank had already told us that “If she doesn’t pardon me, I’ll kill her,” and season six was supposed to be a showdown between the two Underwoods. Instead of coming up with a new story line, we get Frank by proxy. Unable to use his face or his voice, the show’s writers turn Frank into a series of human horcruxes, transposing his malintent onto several new characters we are supposed to care about but don’t. Oh, and Doug. Poor loyal, murderous Doug, who is like if the legion of antihero fans sticking with Tony, Walt, and Don to the bitter end became one person with a weakness for sad brunettes. While the final season can identify the predicament of the antihero’s wife who yearns to break free — it begins with a reading of threatening tweets and other online content, including a contest for the most creative way to kill Claire — it never comes close to resolving it. Instead it centers on Frank’s absence. Claire spends most of her time as commander-in-chief trying to figure out how to distance herself from Frank’s crimes and escape Frank’s shadowy posthumous vendetta against her. She never gets a chance to be a president, or an antihero, on her own terms.
Even when Claire makes it to the Oval Office, she is only, as Frank tells her in their very last conversation, ‘the most powerful woman in the world.’
It wasn’t just the writers who couldn’t seem to let Frank go. In December of last year, Kevin Spacey, who had no qualms about using Frank’s face or voice, released a video in which he blurred the line between himself and the character he played for five seasons. Looking straight into the camera, he attempted to recreate the camaraderie with the audience that made his House of Cards character so unique and effective:
I know what you want. Oh sure, they may have tried to separate us but what we have is too strong, it’s too powerful. I mean after all, we shared everything, you and I. I told you my deepest darkest secrets. I showed you exactly what people are capable of. I shocked you with my honesty, but mostly I challenged you and made you think. And you trusted me even though you knew you shouldn’t.
This is Frank’s shtick of making us feel like we’re in on a secret while also implicating us in the violence necessary to keep it. Spacey’s inhabiting of his character as a response to the real-life allegations against him shines an unflattering light on the cultural power of the antihero, particularly our complicity in enabling bad behavior if the person is good enough at what they do. In taking his case to the public this way, Spacey was betting on the magnetism of the fictional Frank Underwood to insulate the real-life Kevin Spacey from the bad things he did, kind of like what must have happened during the first season of House of Cards, when he had only to participate in a “training process” after allegedly harassing someone on set, a training that does not seem to have had its desired effect. The sheer brazenness of the video, that it ends with a play for a Spacey-led House of Cards revival (“wait a minute, now that I think of it, you never actually saw me die, did you? Conclusions can be so deceiving”) and hit the internet on the very day that it was announced that he would be charged with indecent assault and battery, suggests that Spacey must have really believed that his character could save his career. The video has almost 250,000 likes, which isn’t enough to bring Frank Underwood back from the dead, but is yet another testament to the power of the male antihero — in this case the character and the man who plays him — to command adoration in spite of the destruction he leaves in his wake.
The Kevin Spacey/Frank Underwood mash-up video can’t help but point out that “all this presumption made for such an unsatisfying ending,” an opinion held by mostly everyone. But what was it that made the final season so anticlimactic? Was it, as Kevin/Frank implied, the absence of its antihero? Was it because, as FX network president John Landgraf argued back in 2013, a female antihero just isn’t the same? Is the antihero genre, ultimately, a male one? Kind of. Like presidential politics, antihero shows have been built for men. Claire never got a clean break and she spent the final season fighting off the ghost of Frank. But even if she had, the show was never calibrated to make her its centerpiece. In an interview with the magazine Capitol File, Robin Wright recounts that the only note David Fincher gave her when she started on the show was to be still:
People were suggesting to base the character on Hillary Clinton or other strong women personas, and I didn’t want to do that. When we shot the first couple of scenes, David would come over to me and say, “Don’t move. Don’t move. Claire is a bust.”
Statues are memories of heroes, not the heroes themselves. House of Cards was built around Frank’s dynamism; Claire’s steely mystery could stoke or temper that dynamism but was meant to always exist alongside it. The show was about seeing Frank work and he kept us close, bringing us in and making us complicit. Even after Claire promises us that it’s going to be different (“I’m going to tell you the truth”), she keeps us at a distance. This is partially because the show wants to preserve the mystery of who killed Frank until the very end, but it’s also because that’s who Claire has always been: a stoic and a secret keeper. Instead of finding the right formula that would allow her to become the antihero she’s always wanted to be, the show shoehorns her into Frank’s.
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In writing wives who don’t fit neatly into the antagonist/enabler binary of shows like Breaking Bad and The Sopranos, Ozark and House of Cards allow them to operate in the gray alongside their husbands. By bringing their wives into the fold instead of shutting them out, these shows get us thinking about what would have to be true for a woman to step into the role of an antihero herself. But while both give their wives more to do and the ability to exercise their own ambition, they ultimately handicap that ambition. Even when Claire makes it to the Oval Office, she is only, as Frank tells her in their very last conversation, “the most powerful woman in the world.” For the wife of an antihero, the glass ceiling is her husband. Perhaps Ozark will surprise us and turn Wendy into the show’s new antihero rather than an antagonist standing in the way of her family’s well-being, but season two hinted at the way a wife in control might go. Local drug lords Jacob and Darlene Snell are two of the more villainy foils who serve to humanize Marty and Wendy in season one. They initially operate as a well-oiled machine: when he asks for more lemonade, she knows it’s time to murder the man who launders their money through a strip club. But eventually, caught in a standoff with the cartel, the fissures appear. Darlene wants to keep fighting while Jacob wants to live in peace. “What do you do, Martin,” Jacob asks, “when the bride who took your breath away becomes the wife who makes you hold your breath in terror?” The show has already emphasized the parallels between the two couples: “What deals did you just make behind my back?” Darlene asks Jacob; “You made these plans without me?” Wendy demands of Marty. Darlene out-villains her husband, killing him before he can kill her, and the Snells’ storyline influences how we see Wendy’s season two arc. The lesson is that your helpmate can eventually become your killer and what is exciting and intoxicating in a man — quick thinking and smart, strategic maneuvering — is off-putting and unsettling in his wife.
Is there any hope for the wife of an antihero? Will we ever see a female antihero we can actually root for? Does having a family make a female antihero more effective, or less? Does Soviet Russia hold the key to one or all of these questions? Maybe! Tune in to the next installment on The Americans.
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