Now Age Minute - 7.6.08
Death Of The American Mask
It was a glaring example of America's de-masking when Starbucks announced this week that it will close 600 stores in the US. According to a column from the Boston Globe, titled, "A Bitter-Tasting Jolt For Starbucks", by Alex Beam"
This week the Seattle-based coffee kahuna announced it is closing 600 of its 6,800 US stores and laying off more than 12,000 employees, or "partners" in the company's New Age-y jargon. The bad news is the culmination of a long, downward spiral. During the past year, the stock has dropped nearly 50 percent, as the allure of high beverage prices and Italianate jargon - what does "venti" mean, anyway? - fades away, along with Americans' discretionary income.
In other de-making events this past week, we learned that Bozo died. Not the original Bozo, but the one bold enough to brand and license the clown face to others. According to a story from the AP:
Although not the original Bozo, (Larry) Harmon portrayed the popular clown in countless appearances and, as an entrepreneur, he licensed the character to others, particularly dozens of television stations around the country. The stations in turn hired actors to be their local Bozos.
It's funny when stories collide. When I heard about the coming closure of 600 Starbucks stores (notice that they are referred to by the company and media as "stores", not "coffee houses"), I wondered if that included the one nearby, in Nyack. If so, I further wondered what would happen to the local bozos (unlicensed) that populate the Starbucks chairs and couches for so long that the cushions have molded to the shape of their asses. One thing that's clear, if you, like me, wondered how Starbucks made money as a halfway house for local bozos. Well, they apparently don't.
Where the Starbucks and Bozo stories also collided are how the death of America's clown and the crash of the consumer economy are pulling America's shiny, happy mask off to reveal a society that is, at the same time, both overweight and malnourished. And our over consumption of SUVs and PDAs has given us nothing but a bad case of ADD. Progress for progress's sake is hurtling us toward a future where we're finally coming face-to-face with our past. The Karmic Wheel never stops spinning. For humanity's sake, that's a good thing.
If you ask me, Americans are ready to take a look backward, in order to take a leap forward. I've noticed it in the popular phrase, "back in the day" that people use to describe times gone by. The "old days", so to speak. But when was that day? To me, it was the day before neighborhoods became markets, before products became brands, and yes, before people became consumers. Back in the day.
Now that the re-fi ATM, the credit cards, and even the banks have run dry of cash, the true face of America is showing. After a generation of social re-engineering by the organized crime syndicate of processed foods, pharmaceutical drugs, and television, the shiny, happy American mask has been stripped-off to reveal a sickly, empty skeleton. Even with a path to renewal, I wonder how many Americans are healthy and vital enough to get there? Still, on this Independence Day Weekend, we're bombarded by politicians and media talking heads, blathering on about "America's greatness". They remind us with Gerbils-like repetition that, "American is the greatest country in the world". Really? By what metric? But the idea is not to question, but to barbecue.
So how did I celebrate Independence Day? I didn't go to a barbecue. I didn't read aloud the Declaration of Independence. I didn't wave a flag. Authentically as I could, I proudly stood my ground as a patriotic, modern American. I went shopping.
Hey! What's that smell? Is something burning?
Craig Gordon
Somehow, someday,
We need just one victory and were on our way
Prayin' for it all day and fightin' for it all night
Give us just one victory, it will be all right
- Todd Rundgren
