You may be wondering why I haven’t leapt into the current wave of 90s/Britpop nostalgia with all the teeth-bared alacrity of a pseudo-academic Berserker, desperate to point out that the career of Alex James highlights everything wrong with the world. The reasons I haven’t are, broadly, that a) I desire a worthier opponent than Alex James; b) Britpop isn’t, and really never was, the problem. Anything I might want to say about Britpop is wider than Britpop itself and concerns the particular intertwined development of politics, culture and society in that weird and decisive decade.
The problem with the 90s wasn’t simply that “politics” (specifically, the recognition of class as a political identity) vanished from mainstream pop culture, but that it vanished from mainstream politics too. After the Tories’ scorched-earth approach to industry in the 80s, the 90s saw a salting of the ground though privatization of the railways and the coal industry – as though by removing a class’s economic basis for existence one could somehow magically remove the class itself. Meanwhile, the Labour Party saw Blair’s ascendancy and the ditching, along with Clause 4, of its traditional base of support. In the late 90s, Blair’s rictus-grinned insistence on liberal harmony had no more room for class conflict than Major’s early-90s confected nostalgia for a pre-Sixties (‘back-to-basics’) England. In both politics and pop culture, we were held to be all middle-class now: in the swirl of postmodern irony, nothing mattered – certainly not your socio-economic position – so everything was permitted. The fact that alternative guitar music ended up mirroring this short-term hedonism and boorish chauvinism, and abandoning its early-90s countercultural instinct, makes it more a victim of the era than a villain.
The 90s cultural studies bandwagon should not be allowed to flatten the complexities of those years in the same way that commercialization steamrollered early-Britpop’s interest and potential and left us with Cool Britannia. In the strange and significant year of 1994, as Alex Niven points out, the movement that became Britpop retained a lot of chippy subversiveness, earnest optimism, and creativity, which was later lost to money-making, irony, and formulaic blandness. While capitalism has always been able to commodify alternative culture, and rebellion has always been turned into money, the 90s set in motion a wider process whereby pursuits previously associated with collective enjoyment, escapism and improvement particularly for the working class – whether pop music, or football, or the Labour Party – were sanitized and made safe for those beyond their traditional pale. This would have mattered less had it not been accompanied by the rise of networks of nepotism and the spread of unpaid interning in arts, media and politics, which not only reduced the ability to compete but began edging the working-class and/or non-independently wealthy out of the arena entirely, to an extent that is now glaringly apparent. All this alongside a relentless pretence at meritocracy and a stress on individualism over collectivism, implying that dissatisfaction with your circumstances was not a result of structural conditions, but an individual failing that only you could change – by altering yourself and not the system.
Perhaps the Labour Party’s Blairite turn played into the shape that 90s opposition to the Tories took, being scrappy and direct – Reclaim the Streets, 1994’s Criminal Justice Bill protests – and displaying an attitude to constitutional politics that was at best distrustful and at worst disgustedly disenfranchised. The turn to direct action and civil disobedience rather than parliamentary politics grew throughout the 00s’ anticapitalist (‘anti-globalisation’, in the parlance of the day) movements, reaching its zenith perhaps in Occupy.
None of which should have happened at all, of course. What reasons did we 90s children have for dissatisfaction or dissent now that it wasn’t the 80s anymore? Another of this year’s anniversaries is of Fukuyama’s ‘end of history’ thesis, which should in theory have rendered us with nothing to protest about. The ‘end of history’ bore as much relation to reality as ‘we are all middle-class now’, but it fitted very well with the arrogant complacency with which the West began the 90s. It fitted in too with a Britain punch-drunk and reeling from the 80s but denied the means to articulate the fact that the fight was still on. Anxiety could be expressed in the 90s, and damage acknowledged, but only if framed in terms of emotion and not economics. This of course dovetailed with the erasure of class and the emphasis on individual striving and ambition as a cure-all, without reference to socio-economic conditions which might hinder an individual’s ability to achieve. So the 90s ideology claimed: if you couldn’t achieve, you needed to work on yourself and your sense of ambition and entitlement (after all, girls can do anything, just look at Thatcher!); if you were stuck on benefits then you probably preferred it that way, otherwise you would have striven and done something about it; and if at some point you wondered about any of this, if you were anxious or unsure, then again, you needed to treat yourself kindly, to be soothed, to consume, to empower yourself through earning and spending. You certainly didn’t need to conclude that the problems might (still) be systemic, still external, still political rather than personal.