You're Too Stupid To Read This

& Other Helpful Insights for Marketers by Richard Wise

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The changing meaning of “hip.”

African Diaspora: from West-African dialect meaning, “to know.

Early Jazz: a “hep cat” was a musician who truly “gets” Jazz.

Beat Generation: a hip-ster was a white person who frequented jazz clubs, smoked reefer and was sexually promiscous.

Woodstock Era: originally designating very young hipsters, “hippies” grew to mean consumers of psychedlic drugs, rock and roll music and an anti-materialistic lifestyle.

1990’s: any white person with anti-mainstream music and lifestyle tastes frequenting fashionable venues with a deliberately understated personality; became a term of contempt.

Modern urban culture: any person, white or black, with a show-off personality and loud, fashionable clothing.