Bobos in Paradise

Bobos in Paradise: The New Upper Class and How They Got There is a work of nonfiction by David Brooks which was first published by Simon & Schuster in 2000. The book examines the rise of what Brooks calls “bobos,” or “bourgeois bohemians” in the 1970s, and how they became a new establishment. Brooks is a New York Times columnist who also commentates on PBS NewsHour. He previously worked for National Public Radio, Newsweek and Washington Times. Bobos in Paradise has been generally well received by readers, however it is criticised for not having a particularly clear central idea.

The aim of Bobos in Paradise is to explore the rise of a new type of upper class in the United States. Brooks explores the paradox between the privileged class adopting the values and styles of nonconformists and “hippies.” He considers the shift from an elite class being materialistic and self-obsessed to transcendent and anti-capitalist. The book attempts to comment on whether this is a good thing, but truly Brooks’ opinion is never entirely clear.

To begin, Brooks offers some background for context. We need to understand the typical concept of elites and bohemians before we can understand how they’ve merged. He talks about how the old-money bourgeois dominated business and commerce, and had all the financial resources to play with, which went against the bohemians, who focused on their art in rundown and less materialistic areas. Within a short space of time, these two very different groups and lifestyle choices merge.



Brooks talks about how the earlier elitist classes from the 1960s and 1970s subscribe to the belief that there must always be an upper class, and it comes with duties as well as privileges. They are sticklers for manners and a moral code, and they feel obliged to educate and guide the lower classes. There is an obvious clash with earlier nonconformists who see the inherent value of every individual and strive for equality.

The earliest chapters of the book are light-hearted and jovial as Brooks introduces us to these very dissimilar groups and how meritocracy is at the heart of the bobo class. Many elites at the time dream of a world where success comes from merit, and so there is a seismic shift in both intellectual and political circles as to how society should be structured. From this, the bobo is born.

Brooks is not shy about classing himself among these bobos, and reminds us that many of us are bobos, too. One of his major talking points is how bobos spend excessively to show people how nonconformist they are. Ironically, this makes them all the same and very far from nonconformist.



Brooks uses examples to illustrate what he means. For example, he talks of how bobos spend lavishly on furniture which has a rustic, peasant feel to it, and buy overpriced food. They spend their money mainly on the home and so-called “essentials,” however, the kitchens they install and goods they buy are extortionate. Brooks finds many ways to comment on how bobos spend their money. He doesn’t leave out tourism or travel, either.

He explains how many bobos are guilty of pretending to immerse themselves fully in other cultures when they travel to far-flung places, but that locals think this is amusing. Locals view such bobos as no more than well-to-do tourists. There’s an underlying theme of irony throughout the whole book—in a sense, the fact Brooks dedicates a whole book to this topic is a prime example of bobo mentality.

Bobos in Paradise spends a lot of time discussing bobo career aspirations and paths. They go to the best schools, so they can declare themselves philosophical, pride themselves on career advancement even if they’re anti-capitalist, and seek the spiritual meaning in everything that costs a lot of money without much responsibility. Brooks, however, is careful to suggest that their motives are better than previous elitist generations.



One of the great bobo achievements is self-actualization through this education. There is a genuine sense that they want to improve and learn more about themselves in a spiritual way, even if it is still tied to commerce like elitism of old. Brooks also notes that many good things spring from bobo culture, such as respect for the environment and climate change awareness, less smoking and a spirit of finding oneself without being bound by traditional work or social structures.

Brooks attributes bobo success to changing consumerist patterns such as the popularity of organic, homegrown food and, importantly, a change in religious observance. Bobos are all about personal spiritual needs and do not necessarily conform to any one religion, which is very much aligned with modern religious practices in America. However, Brooks does warn that, while this is a welcome development because it promotes religious tolerance, it also takes us away from key religious institutions which underpin the whole concept.
While the book’s purpose is unclear, Bobos in Paradise is a succinct and sharp insight into modern life.