The Premium Mediocre Life of Maya Millennial
Worthwhile article from Venkatesh Rao on a current social-economic state entitled ‘Premium Mediocre’:
Premium mediocre is the finest bottle of wine at Olive Garden. Premium mediocre is cupcakes and froyo. Premium mediocre is “truffle” oil on anything (no actual truffles are harmed in the making of “truffle” oil), and extra-leg-room seats in Economy. Premium mediocre is cruise ships, artisan pizza, Game of Thrones, and The Bellagio.
Premium mediocre is food that Instagrams better than it tastes.
Premium mediocre is Starbucks’ Italian names for drink sizes, and its original pumpkin spice lattes featuring a staggering absence of pumpkin in the preparation. Actually all the coffee at Starbucks is premium mediocre. I like it anyway.
… Much of the manufactured cool of K-Pop (though not the subtly subversive Gangnam Style, whose sly commentary on Korean life takes some digging for non-Koreans to grok) is premium mediocre. Carlos Bueno argues that Johnny Walker Black is premium mediocre in the Caribbean. In Bollywood, the movies of Karan Johar are premium mediocre portrayals of premium mediocre modern urban Indian life.
The entire idea of the country that is France is kinda premium mediocre (K-Pop is a big hit there, not coincidentally). The fact that Americans equate “French” with “classy” is proof of its premium mediocrity (Switzerland is the actually elite European country).
At its broad, fuzzy edges, premium mediocre is an expansive concept; a global, cosmopolitan and nationalist cultural Big Tent: it is arguably both suburban and neourban, Red and Blue, containing Boomers and X’ers. It includes bluetooth headsets favored by Red State farmers and the tiki torches — designed for premium mediocre backyard barbecues — favored by your friendly neighborhood Nazis. It includes everything Trump-branded. It covers McMansions, insecure suburbia-dwelling Dodge Stratus owners and Bed, Bath, and Beyond shoppers. It includes gentrifying neighborhoods and ghost-town malls. It includes Netflix and chill. It includes Blue Apron meals.