The Birth (and Death) of the Cool,   ISBN:9781933108315

Customer Rating: 

the birth (and death) of the cool offers a history of the rise of the concept of 'cool' (mostly through jazz; but, eventually, permeating modern culture), then suggest current realities showing it's demise. the suggestion is that the concept of cool -- aloof and above -- has gone by the wayside in our culture both by being watered down and co-opted, as well as by replacement values, like earnestness and authenticity. the author is a jazz historian, so much of the story is told through that lens -- but this makes sense since the concept of cool was born in that context. more interesting to me than the actual rise and fall of this youth-oriented cultural construct was viewing this as a case study for how values rise and fall within youth culture, and how those values -- particularly once they're simultaneously embraced by wider culture and by marketers -- dissipate and are replaced by new (or old) values. worth a read for anyone interested in the evolution of cultural values. i was constantly, during reading, thinking about how youth culture has become the dominant culture in america (and most of the developed world). the transitory values held by youth culture get amalgamated into mainstream culture, lose their purity (if that word can be used) and lose steam; by then, youth culture has moved on, and culture at large starts to look to youth for what's next.

Customer Rating: 

In this almost prophetic view of American culture, Gioia describes modern America as it enters "postcool" culture. Gioia insists that this postcool culture will be/is marked by desired sincerity, earnestness, and the ability of anyone to cultivate fame and a voice via grassroots movements (i.e. Amazon reviews, YouTube videos, blogs, etc.). His description of the birth of cool - namely the work and lifestyle within jazz and Hollywood circa 1950 - is a thought-provoking approach to the reasons behind America's consumerism, music industry, and marketing, which culminated in the 80s and 90s in the form of often bogus claims that an item of fashion could make one "cool" and stylish. He contends that America is now purging itself of what has been force-fed it for decades and is entering an era where coolness is no longer desired.

In this up-to-date, modern view of a culture of which we often find ourselves oblivious, Gioia politely suggests a reality that far too many of us have surely ignored or been blind to see. In an age where marketing is failing to relate and a new generation rises to seek truth, transparency, and relevance, the "cool" is now dead and gone - a relic of how our society once acted out of almost Pavlovian response to mass appeal. Truly a hopeful and extremely accurate account of our country's current and near-future situation, Gioia's The Birth and Death of the Cool is a must for those hoping to understand America's nearest steps in culture.

An expectation I held, for one reason or another, was that Gioia would contend that bullheaded politics during the Bush terms culminated in a public of unheard voices and relentless confusion amidst trying times, resulting in a society which boasts independence of its mass media, its politics, and its moguls, relying instead on one another to find truth and power. Although the latter is indeed what Gioia contends is happening, I found it rather ironic that such an obvious matter - in fact almost a decade's worth of material - slipped from his commentary entirely. Regardless, Gioia presents us with an incredibly clear view of our current situation and brings to light the path that has led us here.

Customer Rating: 

Can cool become a thing of the past? "The Birth and Death of the Cool" discusses the concept of cool and how it has been waning over the past few decades as it has become a tool of business and other elements. Going over the history of cool and where society may be heading next, Ted Gioia gives readers a fascinating read of cool. "The Birth and Death of the Cool" is a choice pick for any cultural studies collection.