Saturday, May 4, 2013

You Are What You Buy

The most widely read takedown of foodie-ism is probably B.R. Myers’ “The Moral Crusade Against Foodies,” which was published in the Atlantic a little over two years ago. Myers’ essay is an entertaining, even thrilling, bit of rhetoric: He cherry-picks several tone-deaf, unwittingly callous exaltations of overeating and indifference to suffering from the likes of Anthony Bourdain and Jeffrey Steingarten and then minces each citation into pulp with a well-tuned food processor of moral outrage. The scope of Myers’ argument against foodies is fairly narrow—he abhors their glorification of butchering and eating meat—but it’s little wonder his piece found an audience beyond vegans. The foodie—like his ubiquitous but hard-to-define cultural cousin, the hipster—is a figure many love to hate. But whereas hipsters irritate because they’re seen as being politically apathetic, devoid of any values to speak of, foodies are annoying for their air of moral superiority.

Alison Pearlman’s new book, Smart Casual: The Transformation of Gourmet Restaurant Style in America, is Myers’ stylistic opposite: dry, academic, factual, judicious. As such, it’s unlikely to find half the readership of Myers’ Atlantic piece. But the conclusions Pearlman draws in Smart Casual, bolstered by painstaking research, make it a much harsher commentary on foodie culture than Myers’ tour de force.

At first glance, Smart Casual is a limited, lopsided little book, just four chapters and 145 pages long. Pearlman’s self-appointed task is to examine the rise of omnivorous taste in fine dining—“omnivorous,” in this case, referring to the consumption of both traditionally highbrow and traditionally lowbrow culture. Just 50 years ago, fancy restaurants adhered to a strict formula: white tablecloths, French food (described on French-language menus), maître d’s who built careful reputations on their ability to cater to the right kind of people. Today, chefs are celebrated rather than maître d’s, and they build reputations on their creativity, not their adherence to tradition. What’s more, though chandeliers and complicated place settings persist in certain upscale eateries, expensive restaurants are characterized as often as not by eclectic interior design or even aggressively casual atmospheres. (Think of Mission Chinese Food’s original outpost in San Francisco, sharing a seating area with a dive-y Chinese takeout joint.) Pearlman, an art historian at Cal Poly Pomona, seeks to tease apart the causes and meanings of this sea change in the way the gourmet set eats. (...)

It used to be that human ingenuity was valued in the kitchen. Now, what matters more is chefs’ knowing the right producers and buying the right products. Culinary excellence can no longer be achieved simply by learning the right technique; it can be acquired only by knowing the right things to buy—and by, it needs hardly be said, shelling out however much money it takes to buy them. In this way, modern foodies’ materialistic definition of refinement is more exclusive than that of yesteryear’s dogmatic French cooking. What appears to be a celebration of the natural and the simple is in fact more constrictive and less attainable, because it depends not on talent but on means and access. (In this way, the evolution of culinary refinement reminds me of the concurrent evolution of women’s fashions, which used to let women hide imperfections by wearing girdles but now require women to maintain lithe frames without any artifice—an even more oppressive requirement.)

Materialism and agricultural name-dropping have not snuffed out all appreciation for skill—indeed, as Pearlman chronicles, the ascendance of ingredient worship has paralleled a polar-opposite trend, that of modernist cuisine. Born in Ferran Adria’s elBulli in Catalonia, Spain, and raised in American outposts like WD-50 in New York and Alinea in Chicago, modernism utilizes laboratory chemicals and equipment to give foods surprising appearances and textures. Modernists chefs are often hailed as avant-gardists, but the pieces Pearlman highlights in Smart Casual reveal a troublingly reactionary attitude. Deconstructed, disguised, minimized reinterpretations of Heath bars, doughnuts, cheesesteaks, and burgers simultaneously mock anyone unhip enough to prefer the original version and applaud their eater’s advanced palate and dainty appetite.

by L.V. Anderson, Slate |  Read more:
Illustration by Lisa Hanawalt