Death of the mainstream celebrity and the Theory of Cool

There’s this alt-right meme, I can’t find it, in which guys with MAGA hats huddle in a circle. Some blue-haired feminist in the distance shouts: ‘racists!’ A MAGA guy raises his thumb to her, then continues to hang with the circle. The feminist feels left out.

This is pretty much the feeling I had skimming through Taylor Swift’s latest clip, in which she directly addresses the alt-right. You can tell these people are out of ideas. The video is the same regurgitated pop culture nonsense progressives have been recycling for years.

(Film crew: how many colors do you want?

Director: yes.)

Funny thing is, in her attempt to show how we are all nasty racist hicks, she instead completely proves our point: the progressives in the video, who are supposedly the good guys, don’t look like good guys at all. They look like back-stabbing low-status gossipers. Your typical attention whore, who is your best friend today, has forgotten about you tomorrow. They’re not cool. Taylor sings: ‘you [the alt-right] need to calm down’ but really, she’s really singing: ‘please don’t ignore me.’

But she is being ignored, as well as the celebrity community she stands for, as I will show with my research. I’ve taken random samples from YouTube and calculated the comments to views ratio. Check it out:

Roosh V – 1,5%
Milo – 1,3%
Pewdiepie – 1%
PayMoneyWubby – 0,7%
Logan Paul – 0,5%
Taylor Swift – 0,3%
Internet Historian – 0,3%
Stephen Colbert – 0,2%
Conan O Brian – 0,09%
Jimmy Fallon – 0,07%
Maroon 5 – 0,02%

Roosh actually has the highest comment/viewer ratio! Now to be fair, my sample is not so big, and results may vary. Some Pewdiepie videos climb as high as 2,7%. And quality of content matters also, e.g. Yang visiting Colbert has a 1.7% ratio.

But the trend seems clear: as much as progressives are pushing their own into the spotlight, the audience is not interested. They can’t build a community. They’re just not cool.

This got me thinking. Jim says ideas are more powerful than guns, and related to that, I hereby introduce the Theory of Cool. Theory of Cool states that, inasmuch as culture is downstream from power, power does not determine what is cool. Cool determines what is cool. So, when Jordan Peterson stood up against totalitarian transgender laws, that was cool. But when Jordan Peterson kissed ass with every mainstream progressive, that was no longer cool, despite Jordan Peterson reaching a much bigger audience from a much loftier stage. Theory of Cool dictates that power leaks from those who are not cool, to people who are cool.

The left is not cool, as witnessed by the hardships of prog-pushed celebrities. The right is cool, as witnessed by the far reach of Pepe.

So, as I am fond of saying: we have meme initiative. Not sure what we’ll do with it, but we have it. It’s a bit like the progressives are the Romanov family; they flail and desperately cling to relevancy. We, on the other hand, are Rasputin — we ain’t got no power, but we sure have an interesting aura. Now, Rasputin was good with women but got himself killed by men. We certainly are good with women, but we are also working on a plan to get along with men.

Anyway, some final thoughts on theory of Cool… I don’t want to oversell the death of mainstream celebrity. It is dying. This for instance is so horribly cringe… These people have lost all sense of cool. I especially love the part where the Jewish rapper unironically calls Leonardo DiCaprio the best person on earth.

But there’s also stuff like Disney’s Avengers series, or Keanu Reeves, newfound internet darling. Keanu doesn’t do cringe stuff, he does cool masculine action hero stuff. Which immediately raises the question: why is Keanu not yet purged for his toxic masculinity?

Ooh.

Oooooh.

Pretty sure Heartiste would have a thing or two to say about Keanu’s hover-hands. Then again, Heartiste is banned, Keanu isn’t. I think Keanu’s position is pretty relatable: ‘I just wanna make cool movies, please leave me out of politics.’ Much less cool than a devil-may-cry womanizer, but still, pretty cool.

7 Comments

    1. Yes it’s ridiculous. On the other hand, if Keanu ever gets metoo’d for hoverhanding, the internet at least will have his back.

  1. >Theory of Cool states that, inasmuch as culture is downstream from power, power does not determine what is cool. Cool determines what is cool. So, when Jordan Peterson stood up against totalitarian transgender laws, that was cool.

    Yeah, but what *is* cool? I think you can explain much of it as the appearance of power, as the illusion of power. When JP stood up against totalitarian transgender laws, he looked cool because he looked brave. Courage is always cool, because people instinctively assume that people who look brave are not really taking unreasonable risks but more like they have some kind of secret power to back it up. Courage explains much of cool, and rational expectations about courageous people having some secret power explain why.

    The Left used to be cool. They defined cool for a long time. John Lenin (Lennon) and others were the definition of it. It was pretty much that culture of teenage rebellion and counter-culture that invented cool. They represented traditionalism as something fearful, and bucking tradition as something brave. Conservativish establishment gray suit types of 1960 had every kind of timid and submissive body language back then, and leftist counter-culture rebels were carrying themselves like they owned everything. This is why it was cool. It was not about the moral message of leftists but it was that they radiated power, courage, dominance.

    Since Dutch people are usually able to read German when they try to, I’ll share one of my favorite articles: https://www.welt.de/kultur/article156325398/Warum-haben-linke-Maenner-keine-Eier.html

    This went away for two reasons. First the Left became the mainstream, and saying leftist things became one of the least brave and least rebellious things to do. Second, feminism.

    1. John Lenin

      Im using that.

      Its funny how leftists lost the cool factor in a matter of decades. Victims of their own success.

  2. Maybe cool is standing up to power, or what appears to be power, or appearing to stand up to what appears to be power – without suffering consequences, or at least not fatal ones.
    Case study 1: Roosh calls liberal modernity, which is backed by powerful entities, evil, becoming cool when liberal modernity cannot out-argue him. His books get removed from Amazon, but he just keeps on trucking, and that makes him even cooler.
    Case study 2: Andrew Anglin calls liberal modernity, which is backed by powerful entities, evil, becoming cool when liberal modernity cannot out-argue him. He also mocks liberal modernity relentlessly, growing ever cooler. Then liberal modernity nukes his site from orbit. Not so cool now, are you Anglin boy?

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