Home Bernie Sanders Left Bernie Sanders and the Threat to the Left's Aspirational Brand
Home Bernie Sanders Left Bernie Sanders and the Threat to the Left's Aspirational Brand

Bernie Sanders and the Threat to the Left's Aspirational Brand

A big part of how the left won was by transforming its image.

Go back a hundred years and the left had much the same makeup as it does now. But the image of a typical leftist was ragged, angry and unstable. A ranting bombthrower at best. A ridiculous leafletter at worst. One step away from a criminal. Not at all the sort of person you wanted to be.

And the "sort of person you want to be" is how the left makes over the country in its image.

One of the things this season of South Park has been good at is capturing how people unthinkingly embrace left-wing ideas and attitudes because they are aspirational. They know very little of the theory of the political correctness they embrace. All they know is that they represent the values and attitudes of a higher social class. A social class that shops for organic fair trade stuff at Whole Foods.

It's a class issue.

The left originally wanted to be seen as associated with the lower class, even though it actually came out of the upper classes. Political activism requires leisure. It's not really for working people. This created the image of a "dirty" leftist dressed in working clothes.

But without being able to actually organize enough workers as canon fodder in a violent revolution, the way they had in Russia, this image was a dead end. So the left embraced its upper class roots. It became a movement of the glittering people. A moneyed class choked with its own compassion.

And the conservatives were depicted as fat Walmart shoppers, bible-thumpers, gun-lovers, ignorant, inbred, dirty... you've heard the list. Conservatives were lower class. Not aspirational at all.

The left was New York and Los Angeles. The right was flyover country. The left was spending more to buy less food and clothes. The right shopped in bulk and got value for its money. The left was always getting a higher education without actually working. The right worked without the education.

This was the new liberal brand. It made liberalism seem like a leisure class with the money and time to pursue its pleasures and its goals while conservatives lived a lower class lifestyle. 

Liberalism had become a movement of upper class elites violently hostile to the working class and openly contemptuous of it. That contempt was returned leading to the political disasters of the Democratic Party among white voters, particularly in the south. But at the same time it made the liberal into an aspirational figure.

Colleges became finishing schools for teaching youth the manners and attitudes of a new elite. The political emphasis of the curriculum was the point. If you wanted to move up the ladder, you needed to embrace the left's way of thinking and living. If you didn't, you were part of the dirty lower class.

The message was unstated and insidious. It's embedded as an attitude that the younger generation quickly picks up on from popular culture and then from their education. The path upward lies through the left. The left is the movement of the beautiful and successful people. It's the future.

That's the power of a brand. A brand can make a product seem like it's associated with an elite until in a cargo cult response people will buy that product to seem like members of the elite.

But the left isn't a brand. It's an ideology. And the ideology looks a lot more like Bernie Sanders or Jeremy Corbyn than the Hollywood stars and starlets who are used as window dressing or even Obama, who did an invaluable service for the left's brand by making it seem cool.

To thrive the left has to seem cool. It has to seem like the movement of the people who have money, who have fun, who have the lifestyle that you want.

The moment it becomes obvious that it's actually a movement of old, bitter angry people like Bernie Sanders who want to destroy everything worthwhile in life because it runs afoul of their ideology, the brand is torched and the left goes back to being a pack of surly outsiders handing out leaflets.

And that's where Bernie Sanders and Corbyn threaten the left's aspirational brand.

Nobody outside the left aspires to be Bernie Sanders. Just like they don't aspire to be Ralph Nader or Jeremy Corbyn or Vladimir Lenin. Even Hillary Clinton is a shaky proposition. Nobody really wants to be her or spend time with her. (The same couldn't be said of Bill Clinton or Barack Obama.)

Much of the population has a poor grasp of politics and little knowledge of the issues. And even less interest in both those things. Its responses are common sense, but lack any depth. It is correct in the broad strokes, but often very wrong in the details.

It understands quite well that there is an elite social and economic class with special access to opportunities of all sorts. It has little understanding of who makes up that class, but it can point to a person and recognize that he belongs to that class. Its attitude toward the values of that class are a mixture of mockery, resentment and aspiration. That is how the left seeds its values nationally.

But take away the sense of a superior class partying forever with JFK, Bill and Barack, a glittering set of golden boys who enjoy the good life, and the left is reduced to its ridiculous ideas.

And yet the left must be reduced to those ideas.

The left is intolerant of compromise and uses every victory as proof that the time for compromise is past. It is convinced of its absolute rightness and that the people can and must embrace its ideas once the fog has been cleared away. And so the left can't help exposing itself for what it is. No matter how good its disguises are, the moment comes when it announces what it really stands for.

And eventually it announces it so baldly that everyone has to understand that this is what it is.

The left's political strategy in the West has depended on delaying that day for as long as possible,

compromising their way to power, building elaborate networks of front groups, taking control of a wide variety of institutions, undermining their opponents and making their identity aspirational.

But within the left, there's a tension over the slowness and delays of such a project.

Much like the conflict between Al Qaeda, ISIS and the Muslim Brotherhood, the left is caught between those who want to follow a long-range plan, those who want to speed it up and those who want to bring it all down now. And just as the Arab Spring rewarded the most violent factions, political instability and left-wing victories encourage the most extreme forces on the left.

The left presents itself to Americans as an intangible, an attitude rather than a movement, a value rather than a set of ideas, an aspirational lifestyle of clothes, food and trendy activism, a fun way of life rather than a fanatical ideology that seeks to control and dominate every area of life.

The ruptures on the left threaten that disguise. And without that disguise, the left reverts back to what it was a hundred years ago.


  1. AesopFan13/1/16

    Brilliant insights from Daniel, as usual.
    It is beyond ironic that the Left co-opted the material aspects that used to be characteristic of the Conservative icons (when that label applied to Monarchists and Nobles, American Business Tycoons, and the Upper Clergy) while alienating and discarding the people who formerly constituted its alleged raison d'etre.
    The Left's "ideals" have always been a lying sham for power-mad ideologues, but now they openly flaunt the materialism they previously professed to abhor.

  2. YES!
    ...and your new banner is great looking!

  3. Anonymous13/1/16

    Brilliant article Daniel..again. Bernie is a perfect representation of the "ragged, angry and unstable" candidate of the left. LOL

    - Halevi

  4. As long as the left has the media covering for them it will be difficult for its true face to be shown.

  5. Anonymous13/1/16

    I think the Democrats and the Left have succeeded in succoring the easily persuaded "middle" of the electorate; the people who don't always vote; those who passionately believe in things they know nothing about. It's how BHO was elected.

  6. Anonymous13/1/16

    Then how do you explain that so many young people support Bernie?

  7. Your comment section is as adrenaline-pumping as your spark-making brilliant essays.

  8. Your article is extremely insightful. Here in Canada, last year we had a provincial election in Alberta. Alberta was the most prosperous province. Albertans crowed about the "Albert advantage". But they were also angry about 4 decades or more of ostensibly Conservative provincial corruption. An alternative party to vote for was the Wild Rose Alliance, a libertarian leaning provincial party that lambasted the Conservatives in public for every act of cronyism. But Danielle Steele, the leader, for whatever warped motive was in her fevered brain, went over "to the darkside" by announcing she was crossing over to become a Conservative. The Alberta electorate felt betrayed. So in anger they swung to the extreme left and voted in the NDP (New Democratic Party) which was masquerading as a bunch of moderate social democrats. Now they have had an NDP government (majority) for a few months, and what has happened? Cronies have been flown in from Ontario, a provincial carbon tax has been instituted, family farms have been unionized, the public sector has grown, and unemployment has gone from 5.5%, the lowest in Canada to 7.1%--if memory serves. Over 100,000 jobs lost. The Oil Sands on the brink of collapse. Interestingly some big oil companies colluded with the NDP to bring in the carbon tax. Reason? Their little competitors could not afford it, with the price of oil being so low, so they would gain a provincial monopoly. The middle class is doomed as long as it ignorantly thinks that the left is like the right. The right are mostly pragmatists, wrongly so, and the left, at least in Canada, are mostly ideologues who will wreck an economy and families to conform society to their vision of utopia. They seem cool as they drink their Starbucks lattes, but the Canadian Loonie is .697 of the USD and the public sector is getting bigger while the private sector is getting smaller. The same thing happened in the federal election--get rid of a little Conservative corruption, in order to inaugurate an era of blatant and out of control corruption. This is the general population in Canada, as one middle-class, expensively attired well healed matron said when interviewed, "Let's elect Trudeau as prime minister, and see what he does."


    Dr. Gus Gianello

  9. Anonymous14/1/16

    So now the Right/GOP are not only stupid, we are uncool. Bitter-clingers move over.

  10. Anonymous14/1/16

    This fund-raiser exemplifies the elitism of the "ragtag" Left. https://www.democracynow.org/donate Dinner & A Show with Amy Goodman: You and a guest join Amy for dinner, visit our NYC studio for a broadcast & studio tour. Scheduled at your convenience (travel and lodging not included).

    Just for $7M grins, you can check out the non-profit's 990. https://projects.propublica.org/nonprofits/organizations/10708733

    This article reports a back story into how Pacifica Radio's more lucrative show became its own non-profit entity.

  11. Anonymous15/1/16

    Just like Daniel freshening up his web page, so does the Left need occasional freshening up as well. This column does a great service to the cause, explaining how Communism (my preferred term, sorry) has by necessity morphed into a 'cool' and 'hip', not to mention profitable, ideology. Bill Whittle over at PM published a similar piece a year or two ago, and both are very helpful.

    I'm pretty well-versed in this area, and with the help of journalists like Daniel keep up pretty well. Conservatism hasn't really changed much in the last 200 years, and still seems firmly anchored in the Constitution and religion. What amazes me is that the Communist movement is like a chameleon hydra, constantly changing, adapting, correcting, without any apparent central direction at all. It's really an amazing feat, if you think about it, that half an entire country thinks, acts, farts, and votes in unison at the siren call of less than a million contemptible media and political types.

    Out of all the factors mentioned above and elsewhere that contribute to this situation, in my opinion it's mainly a moral issue. Socialism, as represented by Bernie Sanders (who's really a full-blown Communist: why mince words), or as exemplified by maybe 20 Trillion dollars of altruistic Great Society theft, is really just that. If you don't see the moral problem with the Government taking a buck from your pocket and giving it, unearned, to the lout next door (an Ayn Rand term, which I love), then your society is finished. We were warned and educated about this decades ago, and both parties stood by and did nothing. Kind of like today, isn't it?

    Funny how guilt works. Personally, I don't care to be played like a fiddle: I can only hope there are still some Alpha males left in the country who will do the right thing, the thing they were morally sanctioned to do decades ago. And, like the true communist goal, it doesn't need to be stated, either.

  12. excellent article

    "a conservative is a liberal who has been mugged by reality"

  13. Anon said, "Then how do you explain that so many young people support Bernie?" Which begs the very point. So we must assume that Anon is a "young" person.

  14. Anonymous17/1/16

    The left are vermin

  15. Nicaragua had it's Sandinistas.
    Bernie has his Sandersistas.

  16. Sorry, I smell corporate fascism...


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