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The Influentials - Part 1
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IN THE eyes of the jury of peers one may be a good guy one day, a stinker the next," David Riesman has said about what he calls our growing "Socialization of Preferences." "Toleration, let alone leadership, depends on having a highly sensitive response . . . This ability is sought in several ways. One way is to surrender any claim to independence of judgment and taste — a kind of plea of nolo contendere. Another is to build a plea for special consideration by acquiring unusual facility in one's duties as a consumer — in performance, that is, of the leisure arts. With good luck one may even become a taste and opinion leader, with great influence over the jury."
In the 1960's, "The Decade of the Discretionary Dollar," as Fortune has named it, a small number of us who still conform to the mass Sociables in most things conform also to a marginal nonconformity in one or a few areas of consumption. We are in revolt, though not for personal privilege or for individuality.
Rather we are in revolt only against the Sociables' across-the-board equality. We are the seekers of the minor difference, trying to find our "personal pipe tobacco in Kentucky Club's fine blends" although still conforming to the Executive symbol in smoking our pipe.
As taste or opinion leaders, we do not leave the secure hug of the Sociables' friendly circle but only go off on a tangent to it here and there. Many of our tangents are imitated by the Sociables and become brief, hectic booms in a wide range of markets: boats, original paintings, adult education, soup for breakfast, champagne for breakfast, psychoanalysis in place of lunch. But it is imperative that these minor ventures into leadership should not be too pronounced in their disagreement with our security needs. Were they to be so, to imitate them would be too daring and their influence would therefore be nil. For this very reason a leadership act of genuine superiority would almost certainly be ignored by the Sociables, being labeled by them —as indeed it is in America today — "unsophisticated."
The dual action of our process of "reciprocal imitation" binds the would-be sophisticated leader to the group flypaper every bit as cohesively as the mass of smiling Sociables is lured to follow the leader. As such, the leader is penalized far more than the group which is, in turn, rewarded all the less. In his task of forming the conformists, the leader mortgages a good deal of his discretion. His followers surrender their main chance at creative breakthroughs into more meaningful and less anxious living. We both become minusculists, "the bland leading the bland" from one triviality to another. Our leaders dare little, and mostly in little things. Our followers do little, and mostly in little ways.
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