You’ve Reached the Winter of Our Discontent

Rebecca Schuman | Longreads | March 2018 | 9 minutes (2,305 words)
The ’90s Are Old is a Longreads series by Rebecca Schuman, wherein she unpacks the cultural legacy of a decade that refuses to age gracefully.
* * *
After Richard Linklater’s Slacker became an unexpected box-office hit in 1991, every major studio in the United States dropped untold amounts of money trying to clone its success — that is, to duplicate a film that cost $23,000 to make and whose entire raison d’etre was that it did not care about success.
Some offerings, such as Cameron Crowe’s Singles (1992), succeeded in spite of their own distributors’ low expectations. Others, such as then “indie comic” (!) Ben Stiller’s Reality Bites, succeeded in spite of, or probably because of, their own craven cynicism. (There was also Threesome, Lord help us all.) These films relied, without exception, on two crucial tropes: the cynical cool of rejecting ambition and popularity, and the mopey, tortured Gen X man-child who embodied that cool.
In the nineties, the rules for how to be cool were pretty simple.
- Having a job (or four) was cool, as long as you didn’t try very hard at it. (Having a “career trajectory” was decidedly not cool, which is probably why I am 41 years old and have never had one to speak of.)
- Wearing a vintage grease-covered gas-station attendant uniform as a jacket was cool if its original owner was that weird older cousin who bought you beer. (Buying an expensive jacket crafted to look like a vintage-replica gas-station attendant uniform was extremely not cool.)
- Weed was cool. (Doing coke and being all ’80s yuppie aggro was not cool.)
- Being nasty about famous people who were way too popular was cool, which is probably why I thought it acceptable to proclaim, in the arts column I wrote with my friend Justin for my college newspaper, that I wanted to shoot Jewel. Shoot Jewel! What did Jewel ever do to me? She seems very nice. But Jewel didn’t subscribe to the Vassar Miscellany News, so it was a victimless crime.
- Numbered lists of how to be cool were definitely not cool.
- It was cool to view everything at an ironic distance, including the concept of ironic distance itself.
In the nineties, the worst insult you could lob — or get — was to be a sellout. Dominant mass-produced mainstream culture — literally anything, the exact moment it became popular enough to no longer be confined to your friend’s basement and maybe a ‘zine — deserved to be mocked. If you were lucky enough to like something before it got big, then you found yourself flush with the only currency Gen X accepted. Read more…
You must be logged in to post a comment.