Louis Menand: What Has Cultural Criticism Become In The Age Of Crowds?

“The cultural critic’s conceptual enemy is the smoothing formula known as ‘the wisdom of crowds.’ On that theory, it must be the case that the person whose favorite song is the No. 1 song, whose favorite book is a best-seller, whose favorite food just switched from kale to quinoa, is the luckiest person in the world, because the culture is producing exactly the goods that he or she enjoys. This rule would apply right down all the rungs of life-style choices within your demographic: the kind of car you drive, the number of kids you have, where you take your vacations. On a wisdom-of-crowds hypothesis, what most people who are like you choose to do should be the optimal choice for you.”