Teaching The Great Gatsby and thinking about how to make Fitzgerald’s 1925 novel relevant to your students today? We are working on Gatsby for our fourth volume in our Using Informational Text series for Rowman and Littlefield, so we are thinking about this issue constantly. So we were amused, horrified, and thrilled to read the article “In New Age of Privilege, Not All Are in Same Boat: Marketing to Rich Customers, Companies Foster a Money-Based Caste System” on the front page of the April 24 edition of The New York Times.
The article references today’s wealth disparities and economic and social stratification and links our current age of privilege to the Gilded Age (which ended in 1900, before the world of Gatsby) and the Titanic (which sank in 1912, also anticipating Gatsby). Nelson D. Schwartz, writing for the Times, cites Emmanuel Saez, a Berkeley economist who has elsewhere remarked on how our current economic climate most resembles the Roaring Twenties, the age of Gatsby, when, as now, the top 0.1 percent of families owned the largest share of wealth. (An excerpt of a recent study co-authored by Saez on inequality and socioeconomic mobility in American society appears in our recent volume on teaching A Raisin in the Sun.)
And in this world where a tiny number of people have vast sums of money, American businesses are evolving to capitalize: “to create extravagance and exclusivity for the select few, even if it stirs up resentment elsewhere.” Two hundred seventy-five guests from among 4,300 passengers enjoy a private pool, restaurant, and oasis from the crowds on Norwegian Cruise Line. The rich can pay for after-hours access to Disney World. Wealthy families can skip the lines at SeaWorld. And more of all this is to come.
As Thomas Sander from Harvard’s Kennedy School puts it, “We are living much more cloistered lives in terms of class … and [doing] a much worse job of living out the egalitarian dream that has been our hallmark.”
The only issue for marketers catering to this new Gatsby elite is how much transparency should be part of this new “money-based caste system.”
The answer seems to be a lot of transparency. No need to hide the privileges of wealth in this age of super affluence.
Those of us temporarily in the same boat as the ultra-wealthy can expect not just to be treated differently but to see that unequal treatment displayed for our benefit. As the Times reports, regular diners on Royal Caribbean will have to walk past the windows of the exclusive Coastal Kitchen reserved for the elite before they can “crowd around the buffet tables of the open-to-everyone Windjammer Café.”
Companies seem to have determined that notwithstanding a bit of envy, “offering ordinary customers just a whiff of the rarefied air can enhance the bottom line … class segregation can create something to which people can aspire.”
A whiff of rarefied air and a dream of the girl with the voice “full of money …. in a white palace the king’s daughter, the golden girl”: these indeed are the stuff out of which James Gatz is transformed into Jay Gatsby.
Let’s hope we can use this Times article to help our students to think critically about what it means to worship excess, privilege, and exclusivity – both in Gatsby’s world and in ours.