How Memes Get Twisted (#history, #language, #memes, #politics, #capitalism, #business, #RobberBarons)

I recently removed my read copy of TJ Stiles The First Tycoon: The Epic Life of Cornelius Vanderbilt from the shelf and paged through the introduction. I enjoyed the book both in the way it was written and in learning of the life and times of this esteemed capitalist and thought it might be nearing time for a re-read as I am certain that I would appreciate certain details differently now than when I first read the book almost 7 years ago.

One passage stood out to me right away as evidence in favor of this supposition because I do not remember it at all:

His strength of will was famous indeed. Vanderbilt had first amassed wealth as a competitor in the steamboat business, cutting fares against established lines until he forced his rivals to pay him to go away. The practice led theĀ New York Times, a quarter of a century before his death, to introduce a new metaphor into the American vernacular by comparing him to the medieval robber barons who took a toll from all passing traffic on the Rhine.

I was floored re-reading this (well, as floored as I could be in the dim moments before bedtime). If you’ve heard the “robber barons” meme in contemporary discourse, its typically trotted out as a catch-all word to disparage a person who is extremely wealthy, implying perhaps to a criminal degree not in the sense that the wealth was acquired illegally, but that no one should be allowed to be so wealthy. This is the latest evolution in the use of the meme. Maybe even five years ago, the meme was used to mean a large corporation or wealthy person who was exerting undue influence in society, against the social mores of the Left, synonymous with “capitalist pig.” The tie to “robber barons” was the implication that there was something overtly political, and unfair, about the activities of a person or for-profit institution with so much wealth.

Going back still further, the meme seemed to be a muckraking term favored by the Progressives on their march, associating any type of large industrial scale as seedy, sinister and exploitative– not captains of industry, but robber barons who achieve their size and wealth not by solving the world’s problems, but by creating arbitrary opportunities to siphon off resources by gumming up the works.

But according to this quote from Stiles, the meme originated in Vanderbilt’s heyday (early to mid-1800s) to describe his actions, and the actions which inspired the response were not the actions of a monopolist or large-scale corporate monolith as has become fashionable, but the opposite! At this time, Vanderbilt was the scrappy upstart pestering the “established” businesses and giving them their first taste of competition, and he was being pilloried for this by the establishment press. Today, businesses and businessmen are attacked for raising prices, whereas Vanderbilt was being attacked for cutting them– finding cheaper ways to provide the same service just wasn’t the “gentlemanly” thing to do. We see here the origin of the meme is a lot closer to the “corporate raider” personality of the 1980s than the “corporate titan CEO” of the 1990s or 2000s.

 

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