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1
Our Kind of People
In which is described the emergence of a new and distinctive culture among a highly influential segment of American society.
ON SEPTEMBER 29, 1987, ABC premiered an hour-long dramatic series with the cryptic title thirtysomething. The opening scene is set in a bar. Not a Cheers bar, where Cliff the mailman perches on a bar stool alongside Norm the accountant and Frasier the psychiatrist, but an airy room, perhaps attached to a restaurant, with sunlight streaming in through paned windows onto off-white walls.
The room is crowded with an upscale clientele gathered for drinks after work, nattily uniformed servers moving among them. Two women in their late twenties or early thirties wearing tailored business outfits are seated at a table. A vase with a minimalist arrangement of irises and forsythia is visible in the background. On the table in front of the women are their drinks- both of them wine, served in classic long-stemmed glasses. Nary a peanut or a pretzel is in sight. One of the women is talking about a man she has started dating. He is attractive, funny, good in bed, she says, but there's a problem: He wears polyester shirts. "Am I allowed to have a relationship with someone who wears polyester shirts?" she asks.
She is Hope Murdoch, the female protagonist. She ends up marrying the man who wore the polyester shirts, who is sartorially correct by the time we see him. Hope went to Princeton. She is a writer who put a promising career on hold when she had a baby. He is Michael Steadman, one of two partners in a fledgling advertising agency in Philadelphia. He went to the University of Pennsylvania (the Ivy League one). Hope and Michael live with their seven-month-old daughter in an apartment with high ceilings, old-fashioned woodwork, and etched-glass windows. Grad-school-like bookcases are untidily crammed with books. An Art Deco poster is on the wall. A Native American blanket is draped over the top of the sofa.
In the remaining forty-five minutes, we get dialogue that includes a reference to left brain/right brain differences and an exchange about evolutionary sexual selection that begins, "You've got a bunch of Australopithecines out on the savanna, right?" The Steadmans buy a $278 baby stroller (1987 dollars). Michael shops for new backpacking gear at a high-end outdoors store, probably REI. No one wears suits at the office. Michael's best friend is a professor at Haverford. Hope breast-feeds her baby in a fashionable restaurant. Hope can't find a babysitter. Three of the four candidates she interviews are too stupid to be left with her child and the other is too Teutonic. Hope refuses to spend a night away from the baby ("I have to be available to her all the time"). Michael drives a car so cool that I couldn't identify the make. All this, in just the first episode.
The culture depicted in thirtysomething had no precedent, with its characters who were educated at elite schools, who discussed intellectually esoteric subjects, and whose sex lives were emotionally complicated and therefore needed to be talked about. The male leads in thirtysomething were on their way up through flair and creativity, not by being organization men. The female leads were conflicted about motherhood and yet obsessively devoted to being state-of-the-art moms. The characters all possessed a sensibility that shuddered equally at Fords and Cadillacs, ranch homes in the suburbs and ponderous mansions, Budweiser and Chivas Regal.
In the years to come, America would get other glimpses of this culture in Mad About You, Ally McBeal, Frasier, and The West Wing, among others, but no show ever focused with the same laser intensity on the culture that thirtysomething depicted-understandably, because the people who live in that culture do not make up much of the audience for network television series, and those who are the core demographic for network television series are not particularly fond of the culture that thirtysomething portrayed. It was the emerging culture of the new upper class.
Let us once again return to November 21, 1963, and try to find its counterpart.
The Baseline
The World of the Upper-Middle Class
Two conditions have to be met before a subculture can spring up within a mainstream culture. First, a sufficient number of people have to possess a distinctive set of tastes and preferences. Second, they have to be able to get together and form a critical mass large enough to shape the local scene. The Amish have managed to do it by achieving local dominance in selected rural areas. In 1963, other kinds of subcultures also existed in parts of the country. Then as now, America's major cities had distinctive urban styles, and so did regions such as Southern California, the Midwest, and the South. But in 1963 there was still no critical mass of the people who would later be called symbolic analysts, the educated class, the creative class, or the cognitive elite.
In the first place, not enough people had college educations to form a critical mass of people with the distinctive tastes and preferences fostered by advanced education. In the American adult population as a whole, just 8 percent had college degrees. Even in neighborhoods filled with managers and professionals, people with college degrees were a minority- just 32 percent of people in those jobs had college degrees in 1963. Only a dozen census tracts in the entire nation had adult populations in which more than 50 percent of the adults had college degrees, and all of them were on or near college campuses.
In the second place, affluence in 1963 meant enough money to afford a somewhat higher standard of living than other people, not a markedly different lifestyle. In 1963, the median family income of people working in managerial occupations and the professions was only $61,500 (2010 dollars, as are all dollar figures from now on). Fewer than 5 percent of American families in 1963 had incomes of $100,000 or more, and fewer than half of 1 percent had incomes of $200,000 or more.
