The Sociology of Fancy-Schmancy: The Notion of ‘Farterism’ and Cultural Evaluation Under the Regime of Radical Suspicion

Abstract

Critical sociology suggests that taste judgments are not independent of the social, as actors use them to claim social value. This article demonstrates that this critical perspective has gained currency among laypersons, transforming everyday struggles over cultural evaluation. I discuss the new discursive category ‘farterism’, which emerged in Israel in the 1990s to denounce vain pretence and became ubiquitous in everyday evaluation. I analyse online user-generated reviews on films and restaurants alongside broadsheet newspaper articles to explore how this category is used in different contexts by different actors, which aesthetic surface characteristics are most associated with it and why, and how farterism critique reshapes the relationship between lay judgments and established market (prices) and field/art-world (status) hierarchies. Farterism critique is often used to fend off symbolic violence, but cultural elites use it too, despite their interest. I discuss the implicit ethic behind farterism critique, and its connections with recent transformations of capitalism.