In 2011, a pseudonymous woman wrote a book about a BDSM romance between an improbably matched couple who in many ways defy romantic convention. When you read the preceding sentence you probably think of 50 Shades of Grey, a terribly written book that eventually got turned into a massive movie. But I’m referencing Never the Face: A Story of Desire, a well-written book—at the link I expend 2,000 words analyzing it—that’s also been totally forgotten. The post I wrote is one of my least-read pieces. Aside from my post and a Guernica magazine interview, it appears that no one has written about Never the Face. A paperback edition wasn’t released. Even a Kindle edition is absent. Never the Face never went viral.
Why?
I don’t know. Certainly the topic has a long history—the Marquis de Sade wrote extensively and famously about what we now call BDSM in the 18th Century—but Never the Face never got going. Thompson attempts to find out why some of the answers as to why many if not most people have heard of 50 Shades while Never the Face is likely to remain forever obscure. He even has a chapter devoted to 50 Shades, and while he traces the mechanics of the book back to its fan fiction origins, he doesn’t answer—and probably can’t—why that particular work of fan fiction took off. He notes that E. L. James vigorously networked with other readers, but I bet other fan fic writers did too. We don’t see them, however—they’re cultural dark matter to us.
At the end of that 50 Shades chapter Thompson writes:
To understand why some hits get so big, one cannot look exclusively at characteristics like familiarity or at marketing strategies like one-to-one-million moments. The broadcasts come first, but they are not enough. A handful of products will inevitably become massively popular each year for the simple reason that, once they are pushed into the national consciousness, people just can’t stop talking about them.
So how do you get people to talk?
That question doesn’t have easy answers either; one of the more interesting I’ve seen comes from Ryan Holiday’s book Trust Me, I’m Lying: Confessions of a Media Manipulator.
I finished Hit Makers a week or two ago and its ideas have been popping up in my mind since; for example, the next links post will include “Why Great Critics Make Disastrous Judgments.” Hit Makers offers a useful answer: some works are so new and different that they can’t be evaluated by previous metrics. They are most advanced yet acceptable (or acceptable to many readers). Critics, bringing their previously developed and honed sensibility to the new work, miss what makes it good, and they miss the way the new work will make the critical conversation itself swerve. Cultural evolution is unpredictable, and we’re all nodes in the shaping of things. Great critics make a lot of judgments, and by the sheer quantity of them some are bound to be bad. New works can have the function of teaching us how to read the new works themselves. It takes time to let the new work work on your mind.
There are other examples of weird popularity. In “Stan Smith is more than just a shoe,” Lauren Schwartzberg profiles a mostly forgotten, middling tennis player who, decades ago, managed to sign an endorsement contract with Adidas, who released a shoe named after him. That shoe achieved improbable pop culture stardom and has sold millions of copies per year for years on end. It’s so popular that other companies make their own versions; I didn’t realize this, but I actually own a pair of Cole Haan’s copy of Stan Smith sneakers (but they’re not very comfortable and I walk wrong in them). Somehow, though, Stan Smiths have retained their cool aura over decades of fashion changes.
Hit Makers is too long and rich to summarize briefly. I will note, however, that sometimes the data is just depressing:
Television proved an irresistible seductress. By 1965, more than 90 percent of households had a television set, and they were spending more than five hours watching it every day.
One is awed by the sheer waste of time, energy, and attention. Still, when I hear critics of education talk about the problems with the school system, sometimes I think about what the alternatives may be: for many people, they are TV (or now Facebook and its equivalents: “In 2012, for the first time ever, Americans spent more time interacting with digital devices like their laptops and phones than with television”). Digital devices are probably an improvement on TV but not on many alternatives.
One is also awed by the amount of time people waste on what seems to be bullshit on Facebook. But many makers make contrarian bets that still work. HBO and The Sopranos is one example Thompson uses. That is actually an important part of HBO’s business model: do something different from what everyone else is doing. Being a contrarian is dangerous, though, since most contrarians are simply wrong. And one also faces supply and demand problems. My own medium may be the best example of those problems:
Writing in the twenty-first century might be the most competitive industry in human history. The barriers are low, the supply is massive, and the competition is global, with countless publishers producing content for a global audience.
Yet writers—like this one—keep doing it. Content is everywhere but insight is rare. Keep hunting insight. It may lead you to hits.
The “tremendously important” part is important for many reasons, one being that most people don’t seem to even know the (many) biases humans are prone to, let alone that knowing the biases often isn’t enough to change the behavior. We can understand the problems and still not turn understanding into action.*
Perelman was born into Soviet Russia, a place where the professional study and practice of math were frequently under peril. Soviet math survived Stalinism and the horror of the Soviet Union more generally in part from luck and in part from need, but they suffered from being cut off from the rest of the math world. Still, as Gessen writes:
On the Internet you really can say whatever the fuck you want, including “fuck,” and becoming accustomed to that makes Sex and the City feel a little linguistically reticent. To be sure, it goes a lot of places in terms of description but it doesn’t get to all the explicit places the online-only writers do; Sex and the City generally stops at the bedroom door and resumes at the restaurant recap the next day.
Reality TV has that quality too, and Klosterman discusses it in another chapter. I don’t care about it either, though it has spawned one amazing TV show (
You will find many ridiculous lines like, “in New York City there are absolutely no rules.” The sort of lines that, spoken on a reality TV show, the literati would condescend to, justifiably, but here, in this package, it’s literature, or the sort of novel that makes literary moves. Maybe I’m unfair and the things that are profound or profound-seeming at 22 are different than the things that are profound or profound-seeming later. But there is too much, “Do you know what it means to be a server?” too much concern about “totems of who I was.”
Most of the people Foos observes over decades in his hotel are little more interesting; the epigraph to The Voyeur’s Motel could be that famous quote from Walden, “The mass of men lead lives of quiet desperation.” Except that most of the individuals and couples Foos observes seem not to know enough to even feel desperation. Instead, to the extent they have or show feelings, they seem to be consumed with petty bickering and
Except that he is a cynic, he reaches for the sardonic joke, he is the asshole hipster, he grabs the clichés. He has much mud to sling, but he ought to also know the problem with mud as a weapon. What kind of person calls out everyone else for being a poseur and faker? It is odd to read about “a man [who] oozed an off-putting smarminess” in a book about a man who oozed an off-putting smarminess.
In the first section, we learn that there is such a thing as “a CSAT,” that is, “a Certified Sex Addiction Therapist.” The therapists seem at least as mad as the patients, which seems to be a recurring theme in life (you know what they say about psych majors…). The treatment does not work, at least at first. Strauss, seeking answers, gets what appears to be an fMRI, hoping that his brain makes hedonic and novelty-seeking, only to be told that he chooses relationships or the chase. Score one for free will or something like it.
But the divisions among people may change shape and form, but they always remain, at least as long as we live in a world of economic scarcity. In Leviathan Wakes, Earthers, Martians, and Belters (those who grow up and/or live in the Asteroid Belt) are the primary divisions. I write this in 2016, and in the current European and American political systems there are spasms around divisions that, viewed from the proper perspective, will seem trivial. The other day I heard someone say that Trump has a point about immigrants. I agreed and amplified, suggesting that he do something about the filthy, lazy Irish and Italians, with their Papist ways and mooching dispositions. The guy I was talking to didn’t know what to do with that; the