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Is the Future of Journalism Goop?
Gwyneth Paltrow's popular e-newsletter seems to be working. Why the backlash?
Paltrow's minimalist Goop website.
Gwyneth Paltrow could be the future of journalism.
Not as the subject of articles or magazines, but the writer and publisher of them. Her weekly e-newsletter and blog, Goop, which offers earnest advice on how to improve our tasteless, unstylish, ignorant lives, has 150,000 subscribers (an astronomical number for a new blog) and climbing, and she's already been offered a book deal (and is opening a gym, and starring in a cooking series with Mario Batali of Iron Chef fame).
Goop, whose title is based on her initials and nickname, has the New-Agey tagline, "Nourish the Inner Aspect," and covers recipes, books, spirituality, style, travel, health and culture, through notes to readers, and high profile guest contributions. This foray into journalism, or whatever it might be called, is proving so captivating it's outshining Paltrow's work on the bigger screen: at the premiere of Two Lovers, co-starring actor-turned-hip-hop underachiever Joaquin Phoenix, media interest in Paltrow's role as the more stylish pretender to Martha Stewart's crown hogged the spotlight.
Perplexed and curious, I've been a subscriber since the first issue back in September, fascinated by the unfolding of her project, and its effect on the media and public. It's clearly well meaning, and Paltrow makes no pretense of being a Pulitzer-prize calibre writer, but its tone(-deafness) and purpose(lessness) have nonetheless ignited millions of vitriolic words from journalists, bloggers and commenters. But though many are justified, those criticisms alone don't account for the depth of passion felt by the "haters," as Paltrow herself calls them.
As a NYT article put it this week,, "In a culture that has given us Jane Fonda workout tapes, Paul Newman salad dressing, fashion and perfumes from J. Lo, Madonna children's books, and furniture and clothing by the Olsen twins, why is Ms. Paltrow the victim of such ridicule?"
Why so angry?
That level of ridicule and vehemence is far surpassing what's needed to conclusively establish that Goop's writing is average at best and its voice naïve and classist. Here's what I think: In the as yet-unacknowledged heart of the hatred is a most uncomfortable truth. Whether fan or foe, readers' eyeballs are glued to her site and weekly missives, bucking the trend afflicting conventional media outlets, and even possibly contributing to it. And Goop's popularity foreshadows a dark possibility about the future of journalism that many would prefer to deny: people who already have money and fame might increasingly be able to launch hobby sites that draw readers, while skilled writers' professional efforts go unread and even fade away.
Paltrow's writing and publishing star is rising as many of her haters' stars are fading into the dim background of laptop screens. The media is used to seeing how less talented actors use the pointed elbows of nepotism and celebrity to nudge out more talented but unconnected and unknown ones, but writers themselves aren't as used to being on the receiving end of such a mechanism. After all, content is supposed to be king (or queen), isn't it?
Sure, rich people have always owned magazines as trophies, but hundreds of thousands of readers are actually choosing to read Paltrow's amateur, earnest prose, over that of professionals. And while everyone has friends with blogs, many of which are doubtless written better than Goop, I bet that many still read Goop instead. And Goop's rise coincides with conventional media's decline.
Magazines and daily newspapers are folding faster than ever. CanWest is on the brink of bankruptcy, CTVglobemedia just announced it will close two of its stations. Tens of thousands of journalists and editors have lost their jobs in the U.S. and Canada in the last year, the first major U.S. city is possibly about to lose its daily paper (San Francisco, no less), the New York Times is in trouble, Playboy lost $157 million last quarter and Penthouse might admit defeat to YouPorn. Newspapers lost $64.5 billion in market value in the U.S. and shares dropped 83 per cent on average.
There's also arguably some jealousy involved. Goop is the fantasy of every aspiring writer -- that you will quickly and easily write self-absorbed, un-edited, well-intentioned nonsense, post it, and be met with tens of thousands of readers. In reality, if an aspiring writer submitted prose like this to an editor, in hopes of getting it published, it would be unlikely to even generate a response, and if it did, it wouldn't be a pleasant one. And if a non-celebrity tried to launch a blog and newsletter like this, they'd be lucky to have a dozen weekly page views.
'Just a little lifestyle newsletter'
Paltrow has become the scapegoat for a media phenomenon I doubt she even understands. Unlike most players, even The Daily Beast, media mogul Tina Brown's new Huffington Post-style site, which launched at a similar time, I don't think Paltrow masterminded this project as a way to manipulate the current media environment. She just wanted to put out a little lifestyle newsletter and got caught in a maelstrom.
As the Globe's Lynn Crosbie said, "Goop is, ultimately, a nice little forum for ideas about self-improvement, ideas that are rooted in harmless acquisitiveness, simple playfulness and an exceptionally fragile sense of the mind and soul. It is this fragility that makes Goop (its name is, admittedly, dreadful) hard to dislike, as it puts forward such tentative feelers toward art and literature, spirituality and the dream of a whole, harmonious life."
I'll admit, it was cultural fascination that drove me to read her project, but I found some of it to be genuinely useful, helpful, and interesting. Despite eye-roll-inducing recommendations for $500-a-night hotels and must-have Chanel dresses, her recipes for Turkey Ragu, Carmelized Brussel Sprouts, and Maple-Dijon Roasted Winter Vegetables worked out very well. I was also given a decanter she'd recommended ($60) as a present, and like it very much. I appreciated the leg exercises, sent to Paltrow by her personal trainer (who happens to be on tour with Madonna so unable to meet Paltrow personally several times a week) because I can never understand the faded illustrations on the wall at my dingy gym.
But that said, while Paltrow herself might not herself understand the "haters," it's not really all that difficult to.
Don't hate me because I'm beautiful
Paltrow told USA Today that the secret to her editorial vision was that: "I felt like I had a lot of really useful information that I was privileged enough to get, because I have this amazing, super, fortunate life."
Are you cringing a little too? In "Stepping in Goop," in Daily Beast, Megan Hustad wrote, that the luxury lifestyle endorsed by the site is quite a problem. "In the current reality-based market, Gwyneth's timing could not have been more awkward... I've long been fixated, low-budget Edith Wharton-like, on what happens when different strata of society rub up against each other. Is it possible that now, brandishing one's piles of money could become a career liability?"
Others went further. "It's pretentious, it's out of touch, it's haughty, and it's oblivious. All in all, it's utterly intolerable," wrote Celebitchy.
After Paltrow's books enewsletter, Meredith Blake from the Huffington Post wrote that "Her list does not include a single idiosyncratic, offbeat or hard-to-find title; in fact, it bears a striking resemblance to my high school reading list. Of course, there is nothing wrong with having predictably highbrow taste in books, but the idea that she is somehow unlocking privileged information is laughable -- and more than a little condescending"
This month, in British Elle, Paltrow responded by saying, "I saw this blog of people writing horrible things about me. And, you know, for a second you lose perspective and your ego is so wounded. You think, how could people hate me or hate my intentions or what I'm trying to do? I'm a good person and I'm trying to put good things into the world... I am who I am. I can't pretend to be somebody who makes £15,000 a year. That would be completely inauthentic. I know what my intention [with her e-mail newsletter Goop] is -- and if it makes one person's life better, then it's worth it. And f**k the haters!"
Just turn the channel?
Of course, the obvious response is "What's the big deal? If you don't like it, don't subscribe."
But that misunderstands the two reasons for all of the fuss in the first place.
The first is that in celebrity culture, as a result of evolutionary psychology, it's harder to ignore Paltrow's efforts than those of a mere blogging or journalisting mortal. As Jake Halpern argues in his book Fame Junkies, humans are programmed to pay attention to powerful people in order to ensure their own survival. That wiring has become jumbled, to say the least, in this culture where paying attention no longer has many or any benefits for the follower, but it's still more appealing for many readers to follow Paltrow than their best friend Susie. Plus, celebrity culture is designed to make us look. Yes, we can look away. And in the clear, critical-thinking light of day, that is indeed the best option. But even if you don't subscribe, these memes will worm their way to you through other channels.
The second reason is that every click on Goop means a click vacuum somewhere else. I don't think Goop would be controversial if conventional media was going strong. But with the way media trends are going, Paltrow could soon be Queen of Clicks, inadvertently leaving professional journalists even more click-poor, and silencing many critical debates now taking place in the court of public opinion.
Related Tyee stories:
- Are Viral Ads Helping to Kill Newsrooms?
VIDEO: When advertising like Toshiba's timesculpture ad are distributed via e-mail, what happens to news revenues? - Newspapers facing a death spiral?
- How We Educated the New York Times
A zillion clicks taught newspapers they aren't in control.




15
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Bailey
3 years ago
It's kind of rare
OK, OK, I know. Celebrity culture and all that. But, still.
Most autobiographies are just too too. Too self serving, too "dining out stories" Too precious. This one, if autobiography it is, isn't like that at all. It's kind of stream of consciousness, where the consciousness in question has been sincere, not very driven by exterior forces, not extraordinarily involved in world shaking issues. At least not more than one would expect from a sincere woman who's awake most of the time. This is a woman in full flood, who's having kind of a nice life, so far. I think she's kind of sweet.
It's one of the most remarkable features of the blog phenomenon that one gets to peek inside the heads of real people, unedited views of what's actually in there. Before blogging, that sort of self portraiture wasn't available to us.
She doesn't seem to be trying to pretend to be anybody she isn't. She's a woman of her times and class, involved in a business that people are interested in, which makes her blog popular and brings her to Tyee's attention, where we see her.
I've seen blogs by sincere political types of all stripes, and those are quite limited. And ones by children, or childish people who seem to think that they are the most interesting object they've ever encountered. And ones by people who really really want you to agree with them. And ones who really really want you to send $29.95 to this address right away.
They're also snapshots of the between the ears area of somebody, but sooo predictable and honestly not very interesting.
My grandmother made a cookbook. It took her all her life. She never published it, just shared bits with family.
She collected tricks and techniques from all sorts of places, and put them all in. Recipes from her family, her friends, her own recipes, and reading that book not only taught me to cook, but was a kind of lifelong journal of collected bits and pieces that taught me who my grandmother really was. And why.
This blog seems kind of like that. Nothing earth shattering, just good stuff gathered from all over an ordinary life. A snapshot of what fills the spaces.
How could anybody seriously object to that?
morechatter
3 years ago
Oh Don't Worry There Is Room for Both
The cartoons in the paper, along with the sports and a little news to wash it all down as often is the case. And those checking out Paltrow are doing just that and her site could just have been pictures I'm sure as its reminds me much of a fan club with a few helpful hints for its fan members along with receipes from someone very sweet I'm sure.
Ant
3 years ago
Future of Journalism
A far better example than that given by Vanessa Richmond is the blog kept by Mark Bittman on the NY Times web site [see: http://bitten.blogs.nytimes.com/]. It has its own following, not huge, but steady. It complements Bittman's regular contributions on the NYT web site. He writes interesting stuff and creates a tangible and long-lasting connection with his readers.
That example, but it is just one, is the future of journalism.
PatrickMcEvoyHalston
3 years ago
Springtime
Re: As the Globe's Lynn Crosbie said, "Goop is, ultimately, a nice little forum for ideas about self-improvement, ideas that are rooted in harmless acquisitiveness, simple playfulness and an exceptionally fragile sense of the mind and soul. It is this fragility that makes Goop (its name is, admittedly, dreadful) hard to dislike, as it puts forward such tentative feelers toward art and literature, spirituality and the dream of a whole, harmonious life."
Well, here's the professional writer at work--the kind of mind well wrought/rot from compromise, ready-full of condescention. Sensing an advance of the amateur and genuine, her first move is to belittle and contain--and so we get talk of "ultimately, a nice little forum," of an effort "whose fragility" "makes [it] [. . .] hard to dislike," that oh so charmingly aspires to epic reach. Vanessa evidences a better taste for it (Will Vanessa ever stop seeming the castle-caught princess, who longs to embrace the commons but is afraid to seem, common), but she still introduces Goop in a way the Globe's Lynn Crosbie would approve--i.e., "It's clearly well-meaning," and suggests that Goop's success might mean that "content [really] is [no longer] king."
Vanessa is right to suggest this isn't just talk about a sweet, harmless effort, but wrong to once again ultimately direct us to affect-less terminology academics offer in their demeaning assessments of the whys of human behavior. And it may not be all about the lure of the celebrity. Rather, though focussed on/through those most public/prevalent, it may just be mostly about the genuine. And if people are now chancing a turn in this direction (which is what I felt in both Paltrow and Phoenix's "latest"), then has this last long period of massive self-censored professional writing, been mostly about surrecting the predictable--about making nice stepping stones to shore up a world of well-turned shoes? Has what made you professional, baited you into suppression, "learned you" into suspicion, all along been more about gentrified contentment and containment than about true content?
May it be true that such unsure sprouts of the sweet and earnest, foretell a confident and collective, ROMANTIC full-blossoming.
wcullen
3 years ago
Media: Architects of their own demise
The freedom of choice inherent in the internet (so far, at least) undermines any woe-is-me sympathy for big media.
Big media is struggling because, many years ago, big media realised that by limiting choice (aka centralising ownership) they could increase profits. The result, in the heydays of cutbacks, 'thinning', and 'downsizing', was--and is--a decrease in the quality of the journalism.
This is not to suggest a golden era of journalism--there never was one (just as there wasn't in film, if you look at all the forgotten--thankfully--films of that era). Yellow journalism was not a bad apple it was the model (we're all rubber-neckers in the end). Rather, I would suggest that what the internet offers is not just more opportunities for average people (and the not so average in Paltrow's case) to vent or display the prowess that editors more concerned with bottom-line would reject, but also a wider audience for alternative and guerilla media(read: unpopular to the rich and powerful, please excuse any Marxists overtones, they are unintentional).
Big media has--and is (internet throttling)--interfering with the concept of 'public commons' as they always have simply because it interferes with their ability to reap a profit, and it is a profit at our expense. It is a farce when the "writing" of Mark Steyn and MacLean's is defended under the guise of freedom of speech. Of course it IS an issue of free speech, but it is embarassing when it is free speech for profit or, in Steyn's case, bad writing promoting narrow-minded ideas.
The public commons IS free speech in that concepts' spirit AND letter (as opposed to MacLean's just to the letter). Want more proof? As Mordechai Brimberg!
A deep, deep irony rests in that fact that Adam Smith's original concept of 'supply and demand' was being corrupted by big media (among others, of course) and is now, through the internet, being returned to its original spirit as determined by us the consumer, and the consumer in the public commons.
This isn't a threat its a restoration of balance!
In essence, big media is slipping on theirown banana peel...forgive me if I chuckle...
Good article
JL
3 years ago
The Tyee: journalism or starfucking
If anything is bad journalism, it's this article. Your need to comment on and hate this blog is completely unnecessary, and not journalism. This is the reason big media is failing, because they stopped reporting news and lost all credibility. Where does this tall poppy syndrome come from? Why does the media navel-gaze about itself constantly? Write about real news. Go attend the Braidwood Inquiry or something. And how's it feel to be hated on? I dare you to defend the journalistic integrity of this article.
PatrickMcEvoyHalston
3 years ago
P.S. Bailey: I liked your
P.S. Bailey: I liked your post.
Jeffrey J.
3 years ago
Way to Rock the Boat, Vanessa
Paltrow writes a blog and the corporate and financial elites go nuts. Ms. Redmond writes favorably about Ms. Paltrow's blog, and certain Tyee readers go nuts.
Hmmm, what does this tell us? Actually, quite a lot. The phenomenon of both events is well studied in the field known as sociology, which remains the cutting edge of intellectual analysis and thought. And for good reason. It's scholars seek to critique what ACTUALLY influences societal trends to happen.
Authors such as Naomi Klein, Edward Herman, Noam Chomosky, Ben Bagdikian, Marc Edge and others have significantly educated millions of us about how societal elements operate. And once we understand how the 'template' works, each of us can in turn apply this analysis to almost any event involving powerful entities for better understanding.
Speaking of which, Paltrow and/or ANY celebrity are NOT permitted to enter the realm of written discourse. Particularly female celebrties. It is overstepping their bounds and they will face significant 'flak'. It they persist, they will incur even more wrath and ultimately be black listed. It's how things work. I salute Ms. Paltrow's courage in taking this step, and only time will tell whether she can resist her critics.
As for Ms. Redmond, one sees a similar reaction to her work on the Tyee. Flamers and trolls who normally stick to undermining independent political critiques, lash out at her columns. Why? Likely the combination of being female (easier to attack females in pubic as per their perceived lack of power (which ties into the bullying nature of those with more power)) coupled with her courage in writing about non-male dominated topics.
Which is exactly why I love the Tyee. Keep rocking that boat. It will take continued courage and character for all of you, but we're standing behind you 1000%.
cc
3 years ago
Where's the love?
Nice one, Ms. Richmond!
As a follower of many blogs, and a ‘Goop’ subscriber (I have to admit, I signed up only out of curiosity), I cannot help but agree with you: this woman has a lot of haters gunning for her to fail. Why all the hatred?
Nobody can honestly say they’re getting offended here. It’s not like Ms. Paltrow is espousing the virtues of fire cupping or encouraging her readers to try out the latest in salt-water, vanilla-scented enemas. And while her list of favourite books was a major yawn, her chosen topics are well-intentioned, innocuous, and clearly very accessible to her many subscribers.
She chooses to write about things personal to her, even if it’s just a helpful household tip, a good recipe (her Maple Dijon roasted veggies are delicious), or a recommendation for a restaurant in Paris. Sure, I can’t even begin to imagine what her idea of an affordable restaurant is, but let’s face it; Gwyneth is privy to a lifestyle many of us would covet. She has access to the best and brightest of everything. She may not be the most proficient of writers, but when it comes to the written word (or cyber word), I’ll take Ms. Paltrow over Madonna any day.
James Burns
3 years ago
Echos of Genius and Fluff
I have to echo wcullen here. I watch with barely contained glee at the ever more rapid downfall of Big Media. It is a source of information so thoroughly and corruptly corporate that even the occasional diamond chips of excellence it churns out aren't worth having to put up with the putrid mess of its advertorial defecations.
What will happen? Well the world won't end, or at least not from the death of big media. Exactly what the shakeout will be in how information gets presented accurately and elegantly is difficult to predict. The forces of consolidation are busily at work trying to figure out new monopoly strategies, of which internet traffic shaping is one. But for the time being we get a dogs breakfast, not all of it bad.
Where Goop and its like are concerned, it is just an example of the appeal of ephemera, consumer culture, celebrity and beauty. It pushes a lot more of our evolutionarily designed buttons than Vanessa mentioned. Fickle attention will always be drawn to it. Goop's real core of support will most likely comprise a group Paltrow will hire bodyguards to protect her from.
And to be honest it's not something we really need to be worried about. There's nothing wrong with following Paltrow as she swims in her shallow pool. Simple pleasures are part of what makes life grand.
That said, I think it's worthwhile to raise questions of class and not just crass. Opening the eyes of the rich and ignorant has some utility. Far too often people carry their ignorance around with them like a handbag sized pooch, exclaiming at its cuteness while it pisses on someone else's leg.
But it's also important to not get carried away in anger. I think a lot of the critique directed toward Paltrow is generated by professional fear. Specifically, a fear of an inability to make a living as a professional communicator. Perhaps in the sphere of ephemera it will be. But who really needs to be a genius to write advertorial? Paltrow's success isn't based on genius or creativity. It's based on luck.
Instead of worrying about the death of big media, the really good communicators out there should be looking at it as an opportunity to deal with meaty content. Something they can really sink their creative chops into. Quality outs. There will always be a place for it. It might not make you gazillions, but if all you're in it for is money and fame... well in that case it's far better to be lucky, like Gwyneth, than to be a genius. As genius, and the striving to reach it, is really its own reward.
PatrickMcEvoyHalston
3 years ago
With knights like this, maybe you could get used to trolls and
their flaming farts?
Well Vanessa, you're current effort has earned you Jeffrey J as your knight in templated armor. He thinks you wrote favourably about Paltrow's blog--which does make one wonder how well he'd appeal to someone who reads, but no doubt he's stalwart, and with his "the phenomenon of both events is well studied in the field of sociology," he shows some cosympathy to your talk of memes and evolutionary psychology: So maybe even if you don't initially subscribe to the particular service he is offering, continue writing as you do and maybe his blockish "coos" will ultimately ram a way into your heart and soul. But as he is away fending off us ugglies, "educating [us] [. . .] as to how societal elements operate," converting us while spawning a meming army set to "apply [. . .] analysis to almost any event involving powerful entities for better understanding," maybe for sanity's sake you'll finally decide to jump ship for the ewy-gooey, isle of trolls.
We might eat you alive, but who's to say that's the worse fate? And besides, if you change your mind, try clicking your heels three times while chanting "Great article, Tyee" (the chanting's probably the important part), and no doubt you'll find him once again by your side, devotedly your one, one hundred thousand percent of the time.
freebear
3 years ago
Goop? Snot!
Not goop, but snot. LOL!
Jeffrey J.
3 years ago
Interesting
Looks like I hit a nerve. Interesting. But not surprising.
PatrickMcEvoyHalston
3 years ago
@Jeffrey J.
Jeffrey J.: You're commending Vanessa for supporting Platrow's blog, but on that subject, Vanessa, after ensuring us that it was only "cultural fascination that drove [her] to read her project" (and not, say, genuine curiosity born out of a respect for Paltrow), offers QUALIFIED praise--she "found SOME of it to be genuinely useful"--while still pointing out her ridiculousness ("Despite eye roll-inducing recommendations"). She then quickly slips into a more serious engagement with exactly why "it's not all that hard to understand the 'haters'," and terminates with a fearful vison of Paltrow et al.'s vacuous celebrity culture meming their way, en total, into our resisting but hopelessly permeable brains.
Making Paltrow into a meming, channeling worm is not high praise for her, I assure you. In fact, the whole essay could be seen as an example of the kind of "flak" you believe a woman celebrity will receive when she "overstep[s] [her] [. . .] bounds." If you take women writers as seriously as you pretend, surely you would have noted this, surely you would have evidenced some sign that you were really paying attention to Ms. Richomond's writing while you "read."
You're not generous to Vanessa, nor to others you pretend to want to commend. For grouped amongst your trolls was certainly me, and quite possibly Bailey--that is, two men who noticed Vanessa dissing Goop, and made an effort to offer more enthusiastic support for Paltrow's efforts.
If in the future Vanessa writes an essay on Goop or its equivalent where she doesn't spend so much time covering her ass, and goes for a more involved exploration of how "useful, helpful, interesting" it all is to her--maybe even daring not cutting/undercutting all such good stuff (off) with a "that said," maybe even daring to suggest she found herself "inspired"--then please do praise her efforts, while rolling the rest of us into some kind of troll-sandwich--she and we would deserve no less.
dave49
3 years ago
What's the fuss?
I happened on Goop a few weeks ago.It comes across as a celebrity trying to share a bit of her life with her fans. It does not come across as the vanguard of a Martha Stewart style empire. What about Victoria Beckham (Posh Spice) and her blog website? Considering how widely reviled she is by gossip and entertainment writers, why is her blog not a better target?
I heard Burton Cummings interviewed on CBC earlier this year and he talked about how the internet and e-mail and blogs have completely changed how he connects with his fans. Is that so bad?
If you don't like it, don't look at it. But the vitriol? Grow up and find something REAL to beef about. Let Gwyneth go about her life and dole out a few hundred words every week.
At least Gwyneth actually puts out some content on a regular basis, ghost-written or not. I use canada.com as a home page and was constantly seeing ads for Ashley Simpson's blog. You know the whole bit, young rock star now a mother. So, I look at it and she had not posted anything in over two months. Either have a blog or don't, but why was MySpace spending all this money to advertise a dead blog?