Local Authors, Local Books: How Low Culture Conquered America

Tarrytown resident Ross Benes is the author of four books and freelance writer whose byline has appeared in The Wall Street Journal, Rolling Stone, Esquire, Vice, Mental Floss, Maxim, Entertainment Weekly and other publications.

The Nineties cast a shadow over our current times. At least that’s the thesis of a new book by Tarrytown resident Ross Benes titled 1999: The Year Low Culture Conquered America and Kickstarted Our Bizarre Times. Benes is the author of three previous nonfiction books, and he previously spoke at TEDxTarrytown. His latest effort dissects how late 90s pop culture continues to manifest itself in our world. 

 

Zoe Sangalang: What is the main idea of your book? 

Ross Benes: Many of the strangest features of culture in 1999 predicted and influenced American life today. From pro wrestling and porn to Beanie Babies and Jerry Springer, the low culture of the late ’90s continues to affect our culture and society today.1999 is not just a nostalgic look at the past. It is also a window into our contentious present. 

ZS: Can you elaborate? 

RB: Late 90s talk shows and reality TV foreshadowed the way political movements grab power by capturing our attention. Pro wrestling, which peaked in popularity during the 90s, mastered the art of treating something as real and genuine when it is not — before corporate public relations campaigns and nonprofit fundraising schemes became their own wrestling matches requiring a suspension of disbelief. Beanie Babies and Pokémon demonstrated capitalism’s resiliency and vulnerabilities. Technological victories obtained by early internet pornographers showed how the things people are ashamed of have an understated ability to influence the world. Insane Clown Posse’s creation of loyal Juggalos illustrated the way religious and political leaders generate faithful followers by selling themselves as persecuted outsiders. And the controversy over video game violence after Columbine revealed how every generation finds new scapegoats. 

ZS: Did you write this book because a reality TV star and pro wrestling hall of famer was elected president, again? 

RB: Not really. I would have written this book even if he never ran for office. But it doesn’t seem coincidental that when low culture began its takeover of America in 1999, Trump announced his first presidential run. We’ve been livin’ la vida loca ever since. 

ZS: What was the research like for this project? 

RB: I had a ton of fun. I’m a fan of most of the stuff covered in the book, so I came in with a lot of familiarity on these topics. But I still watched hundreds of hours of retro footage and documentaries about pro wrestling and talk shows. And read dozens of books on pop culture and current events. I spent a lot of time on the internet archive reading articles published by publications that no longer exist. The book is peer reviewed and published by a university press, so I had to be thorough with my facts. My hounds and our baby were good companions during it all. 

ZS: Why should people care about old trashy entertainment? 

RB: Cultural symbolism is not limited to Shakespeare’s inferences or Gatsby’s longing for the green light at the end of Daisy’s dock or whatever meaning pretentious listeners extract from Beethoven’s symphonies. You learn just as much about the human condition, if not more, by paying close attention to popular retrograde amusements. And that’s the bottom line. 

ZS: Who says so? 

RB: I do while channeling the spirit of Stone Cold Steve Austin.

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About the Author: Zoe Sangalang