The Middle-Class Dream: A Retreat into the Facade of Experience?

One day last month – in the midst of some serious research, natch – Mediolana’s Creative Director and CSO was poring through the shelves of a vast Central London bookshop near Piccadilly Circus when he came across the following concept: themed diaries bearing the Moleskine® brand which encourage diarists to celebrate ‘the loves of their lives’. From wellness to wine and music to chocolate, Moleskine® has neatly segmented their customers into tribes which can use these journals to record their progress and experiences in these domains; at least, this is the idea.

But when thinking about the actual likely ways that these diaries are going to be utilised, it is hard not to feel a pang of desperation, principally for the diarists. Many of these journals will be bought as gifts which may not even attract a single entry; most of the others will likely be ignored in an era when electronic screens are dominating human consciousness like never before. Excellent intentions will yield to the demands – real or perceived – of the day. Yet for many owners of these diaries, their journals will continue to represent ideals.

In an increasingly stress-defined and time-starved era, is the act of purchasing a themed diary from a luxury manufacturer the best that many can hope for – a statement of never-to-be-fulfilled intentions to master a popular pastime practised by Men and Women of Cultivation, while we spend the bulk of our existences consuming someone else’s media? A lack of organisation and motivation seems to have collectively relegated us to a level below even perceiving the metaphysical emptiness of a posh booze defter. But does anybody care?



Filed under Culture, Spirituality, Urban Life

2 responses to “The Middle-Class Dream: A Retreat into the Facade of Experience?

  1. Well, the unanalysed life is not worth living, and perhaps such journals allow us some mode of analysis of what we are. If you think about it, the journals represent a tertiary level of development at least in pampering to consumer demand. More importantly a journal must encourage some sort of progress, because the assumption is that the recorded experiences will be different, and so it allows development of the ‘desire’ in question, and even implicit questioning of what could be obtained at the more refined levels of it. In a world where so few paint, compose or write in a truly creative and meaningful way, perhaps these journals help.

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