Ross Benes

From pro wrestling and Pokémon to Vince McMahon and Jerry Springer, this look at the low culture of the late '90s reveals its profound impact and how it continues to affect our culture and society today.

According to Benes, there are many lessons to learn from the year that low culture conquered the world. Talk shows and reality TV foreshadowed the way political movements grab power by capturing our attention. Pro wrestling mastered the art of "kayfabe"—the agreement to treat something as real and genuine when it is not—before it spread throughout American society, as political contests, corporate public relations campaigns, and nonprofit fundraising schemes have become their own wrestling matches that require a suspension of disbelief. Beanie Babies and Pokémon demonstrate capitalism's resiliency as well as its vulnerabilities. Legal and technological victories obtained by early internet pornographers show how the things people are ashamed of have the ability to influence the world. Insane Clown Posse's creation of loyal Juggalos illustrates the way religious and political leaders are able to generate faithful followers by selling themselves as persecuted outsiders. And the controversy over video game violence reveals how every generation finds new scapegoats. 1999 is not just a nostalgic look at the past. It is also a window into our contentious present.

Josh Innerst

Tantor Media

1999: The Year Low Culture Conquered America and Kickstarted Our Bizarre Times

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