From xx609@prairienet.org Sun Feb 23 09:41:16 1997 Date: Sun, 23 Feb 1997 01:05:52 -0600 (CST) From: Media Poll To: ftp@etext.org Subject: The Media Poll - No. 4 _______________________________________________________ THE MEDIA POLL Number 4 February 23, 1997 _______________________________________________________ By John Marcus Featuring: -YOU HEARD IT THERE FIRST: Yuppie Must Die -THE MEDIA POLL 10: Pop Go the Grammys -POPULAR ARTS IN REVIEW: Tricky in the Head -------------------------------------------- [To receive The Media Poll by email, request a free subscription at xx609@prairienet.org] YOU HEARD IT THERE FIRST: Yuppie Must Die Isn't it time to kill the term yuppie? The comedian Paul Reiser once said that the word is so overused as to be meaningless, that it now applies to anyone between the ages of 18 and 50 who owns an appliance. This is true. I would venture to guess that the word defines far more about the person who uses it than about the person to whom it is ascribed. Legs McNeil, the man who coined the phrase "punk rock" in 1975, reportedly was accosted by a panhandling Mohican in Greenwich Village last year, only to be cursed with the Y-word when he refused the young poseur any change. McNeil's companion shouted at the perpetrator, "he invented you!" -- furious that just because McNeil was 40-something and ordinary-looking, the youth sought to classify him in the category to which no one will admit membership. The word is used to separate the speaker from someone else, nothing more. It has no concrete definition any longer. BUT ONCE UPON A TIME, yuppie was an acronym. The Y-U-P stood for, depending upon whom you asked, either "young urban professional" or "young, upwardly-mobile professional." The term was so successful as a pop cultural reference that several variants emerged: buppy (for blacks), guppy (for gays), and DINKy ("double income no kids"). But then the term went the way of all too-successful slang terms when overuse led to a watering-down process that revealed it to be the weasel word it was all along: all smirk and no bite. But when did it get off the ground? How long ago was it that the word was really fresh? MY GUESS was that the term surfaced in the 1970s. I seem to be able to associate it with a certain Manhattan, Studio 54, pre-Wall Street, non-counterculture subculture of cocaine, advertising, and ferns. But one Media Poll reader asserts that although the term may have existed before 1980, it didn' t "take off until Ronald Reagan launched a new gilded age in January 1981," the stock and bond markets "headed toward the stratosphere," and young stockbrokers "hired fresh out of college were making a half million two years out of college." While I always felt there had been a strong sense of yuppie before the MBA in Finance became the degree du jour, the evidence from the Poll suggests, as usual, my memory is wrong. First known use (in a major newspaper) of the word yuppie: -July 19, 1982 -The Dallas Morning News In a review of a new play, the Morning News' theater critic described a character as "a black yuppie." The lack of explanation or definition of the term indicates that the word was considered common language by this time, but the fact that it is the first known use in our archives would suggest that it had not been around too long. Of course, with older terms originating prior to 1985 or so, the Media Poll can lose its sense of relative accuracy since only a handful a papers in the archives go back online to the late '70s and early '80s. Keeping that in mind, here's a record of yuppie media growth up until last year: Mentions of the word yuppie(s) or yuppy in a group of about 10 major news sources 1982 - 1 1983 - 0 1984 - 249 1985 - 1812 1986 - 2233 1987 - 2829 1988 - 2778 1989 - 2461 1990 - 2405 1991 - 1815 1992 - 1598 1993 - 1482 1994 - 1180 1995 - 656 1996 - 829 WITH JUST A CASUAL GLANCE at the results one can't help noticing the exponential growth rate between 1983 and 1985, the peak in 1987, and the slow decline to 1994, followed by quite a big drop in 1995. Curiously, usage bounced back a bit in 1996. My guess is that it had to do with a presidential election obsessed with special demographic voting blocks (see Media Poll No. 2 on "Soccer Moms"): in fact, yuppie appeared in 67 articles that mentioned "election," 97 that mentioned "Clinton," and 49 that mentioned "Dole." Articles mentioning Steve Forbes, perhaps the first yuppie candidate, only included 15 yuppies. (I take that back. Many of the articles in our 1984 sample discussed Gary Hart as "the yuppie candidate," or, "the candidate of the yuppies.") If you think this edition of You Heard it There First seems way past its sell-by date, I don't blame you. Yuppie is a hopelessly old slang term to be discussing as something interesting; I'm sure columns like this were a dime-a-dozen in the mid-80s. In fact, I found many of my own 1997-era sentiments included in a Christian Science Monitor column from 1984. One Melvin Maddocks lamented the term's popularity, its lack of real meaning, and said he had been waiting and waiting for "the word to go away." A bit pretentiously recalling more "substantial" colloquialisms for groups of people, Maddocks invoked the admittedly more meaningful "Babbit" and "Pickwick" from earlier eras. "What do you see when you say yuppie?" Maddocks asked. "A statistical abstract.a crude, graceless term, of use only to political pollsters and retail market analysts." With uncanny foresight, Maddocks went on: "One can, in fact, imagine that Yuppie, after serving as a political demographic index, may enjoy a second life among ad executives, scouting a new consumer target: the Yuppie market. It is far less likely that we have come into the Age of the Yuppie than that we have come into the age when people will keep thinking up categories like Yuppie - undoubtedly with the help of the computer." That last bit about "the help of the computer" is a bit 1984 all right, but otherwise, Melvin's on the money. _______________________________________________________ THE MEDIA POLL 10: Pop Go the Grammys Although some say the Grammy Awards are mere testaments to retail sales, and some say they are the out of touch consequence of clueless Academy members, I'd like to test the theory vaguely articulated in earlier editions of this column that says press coverage is some kind of freakishly powerful cultural force. That's an exaggeration. It was a vaguely articulated guess, not theory. Without further ado, the MP10 will predict the winners in the two top categories of the Grammy Awards, to be held this Wednesday in New York, based solely on press coverage during 1996: BEST ALBUM (ranked by number of articles in the top 50 U.S. newspapers mentioning the artist and album title in 1996) Rank Artist Album Mentions ______________________________________________________ 1 Celine Dion Falling Into You 445 2 Various Artists Waiting to Exhale Soundtrack 432 3 The Fugees The Score 430 4 Smashing Pumpkins Mellon Collie 277 5 Beck Odelay 153 BEST RECORD (ranked by number of articles in the top 50 U.S. newspapers mentioning the artist and song title in 1996) Rank Artist Record (Song) Mentions ______________________________________________________ 1 Alanis Morissette Ironic 292 2 Celine Dion Because You Loved Me 249 3 Smashing Pumpkins 1979 187 4 Tracy Chapman Give Me One Reason 179 5 Eric Clapton Change the World 152 SO. If Celine and Alanis, the two chanteuses from Canada, come through, I'll be whistling Dixie all the way to Toronto. If they don't, we'll try this one more time with the Oscar nominations, just to be stubborn. ________________________________________________________ POPULAR ARTS IN REVIEW Pop Music: Tricky in the Head As sophisticated as Tricky's music is, I can't stop thinking that it would be best experienced in the black-lit loft above my teenage friend Char Hansen's garage, with a six pack of Miller and a chunk of hash the size of a bar of Ivory Soap. While we wouldn't have known what to think of Tricky's mix of dub, soul, hip hop and rock back in 1976, if we were able to recreate the scene today (Char's house and garage are now gone, replaced by a toddlers' playground), and if we were willing to take the drugs, I think we'd find it better suited to soaking up the Bristol, England artist's sonic tropical rain storm than the front seat of my 1992 Dodge Caravan, where I now listen to music loud on my way to the Jewel grocery store. ON HIS TWO PROPER ALBUMS, "Maxinquaye" and "Pre-Millennium Tension," Tricky made head music just like the purple art-rock and proto-metal dinosaurs of the '70s, Yes and Led Zeppelin, did. Except Tricky is (at least partly) black, and he uses the musical roots of various cultures of the African Diaspora in a primary way, not in the third-generation, bombastic, heavy-handed way Zeppelin did with the blues. Freaky and frequently drug-induced they may be, but if you're sympathetic to syncopation, Tricky's loopy compositions make you move, not nod out. Like the proprietors of 1970s head music, Tricky uses the latest studio technology to parse, extract, massage, and edit the sounds of real streets and fields. Ideally experienced through headphones, the resulting collages of loops, samples, and reggae rhythms come alive in the mind as warped three-dimensional grooves, dead-serious merry-go-round music that makes a playground of your head. Tricky's paranoid rants about sex and death are balanced by the warmth of collaborator and vocalist Martina Topley-Bird's fine soul singing: when they collide within a single composition, the contrast is sublime. AT THEIR JANUARY CONCERT in Chicago's crumbling Metro nightclub, an ancient American dancehall with decades-old beer puddles spaced strategically throughout the floor, Tricky and Topley-Bird ranted and sang with all the lights out, the occasional red or pink spot briefly showing their unsmiling faces deep in concentration beneath the shadows. As if to create the illusion of listening to headphones in a crowded room, the darkness placed all the emphasis of the show on the music alone, forcing the grooves to come alive in the mind as well as the body. The intensity of the performance recalled the dissonant funk trances induced live on stage by early 1980s fellow countrymen Gang of Four and Public Image Limited, but relief was provided during the encore by guest Flavor Flav, late of Public Enemy, whose now old school rhyming reminded Tricky fans to lighten up before heading out into the cold. But the haunted "Christian Sands" and the squeal of the eerie "Strugglin'" lingered in my head long after the musicians left the stage, long enough to drive by Char's old place, to hear the phantom sound careen among the slides and swings in the dark suburban shadows. Flavor Flav may be in the house, but Tricky's in the head. --------------------------------------------------------------- For now, past issues of the Media Poll are available in The Etext Archives, a two-gigabyte archive of Net-based e-zines. Point your browser, as they used to say, to http://www.etext.org/Zines/ASCII/TheMediaPoll/ or you can retrieve them via ftp at ftp.etext.org/pub/Zines/TheMediaPoll To subscribe to the email version, email xx609@prairienet.org To complain, email xx609@prairienet.org The Media Poll is Copyright 1997 by John Marcus