Bobos
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Description
Book Introduction
“If you want to understand the rich, you must read this.”_[From Seino’s Teachings]
If Seino made you feel prickly
Bobos will make you feel hot!
Bobos.
A portmanteau of bourgeois and bohemian, it was first used by David Brooks in his book [Bobos].
'Bobos' is a book that depicts people who possess both the spirit of the capital-loving bourgeoisie and the freedom-loving bohemian.
It is a fascinating portrayal of the differences, conflicts, and surprising fusion of two cultures that seemed like they would never mix.
It was first translated into Korean in 2001, and at the time, readers of [Bobos], including Seino, praised the book for thoroughly expressing the hearts of the rich.
But now, in 2023, when it is being republished, Bobo culture has spread far and wide throughout society.
Now, beyond understanding the rich and the upper class, it will also help most of us read our own minds.
As the author, a keen observer and a playful scholar, hopes, this book on sociology is comical enough to bring laughter to many readers.
If Seino made you feel prickly
Bobos will make you feel hot!
Bobos.
A portmanteau of bourgeois and bohemian, it was first used by David Brooks in his book [Bobos].
'Bobos' is a book that depicts people who possess both the spirit of the capital-loving bourgeoisie and the freedom-loving bohemian.
It is a fascinating portrayal of the differences, conflicts, and surprising fusion of two cultures that seemed like they would never mix.
It was first translated into Korean in 2001, and at the time, readers of [Bobos], including Seino, praised the book for thoroughly expressing the hearts of the rich.
But now, in 2023, when it is being republished, Bobo culture has spread far and wide throughout society.
Now, beyond understanding the rich and the upper class, it will also help most of us read our own minds.
As the author, a keen observer and a playful scholar, hopes, this book on sociology is comical enough to bring laughter to many readers.
- You can preview some of the book's contents.
Preview
index
introduction
Chapter 1.
A world where intellectuals are in the spotlight
Chapter 2.
Expressing oneself through consumption
Chapter 3.
Enhancing the value of life through business
Chapter 4.
What is an intelligent life?
Chapter 5.
Indulge in new pleasures
Chapter 6.
In search of a broad and deep spiritual life
Chapter 7.
Stories from Politics and Beyond
Acknowledgements
Chapter 1.
A world where intellectuals are in the spotlight
Chapter 2.
Expressing oneself through consumption
Chapter 3.
Enhancing the value of life through business
Chapter 4.
What is an intelligent life?
Chapter 5.
Indulge in new pleasures
Chapter 6.
In search of a broad and deep spiritual life
Chapter 7.
Stories from Politics and Beyond
Acknowledgements
Into the book
Members of this class spend an astonishing amount of time grappling with, and often torn apart by, the discrepancy between reality and ideals.
They struggle to find the balance between equality and privilege (“I support public education, but private education seems better for my kids”), convenience and social responsibility (“These disposable diapers are a serious waste of resources, but they’re so convenient”), and rebellion and tradition (“I did drugs in high school, but my kids never will”).
--- 「Chapter 1.
From "A World Where Intellectuals Get Attention"
Showing off is dishonorable, but simplicity is another word for honesty.
Then an unknown genius discovered that faded jeans could be sold for more than new jeans.
For us, shopping is not simply the act of choosing something in a store.
--- Chapter 2.
From “Expressing the Self through Consumption”
Business, once considered soul-destroying, can actually promise a very enriching life.
It used to be believed that the pursuit of profit inevitably led to the destruction of value.
But now, many companies believe that good value leads to high profits.
--- 「Chapter 3.
From “Enhancing the Value of Life through Business”
Today, a young student who wants to become an intellectual does not look at the world, but rather at authoritative literary critics like Edmund Wilson or Lionel Trilling.
Instead, you'll see dozens of intellectual stars.
These are people who have not only achieved success in their intellectual fields, but also cross boundaries, appearing on television, running their own consulting firms, and contributing to newspapers.
Intellectuals began to view their careers through the eyes of capitalists.
They compete for attention by searching for niche markets.
I used to think of ideas as weapons, but now I think of them as assets.
I'm also worried about marketing to increase book sales.
--- 「Chapter 4.
From “What is an Intelligent Life”
Bobos have a pragmatic view of pleasure.
(...) Exercise is good, but smoking is considered a worse sin than breaking at least five of the Ten Commandments.
Coffee became a popular drink of the time because it sharpens the mind, but alcohol is not popular because it impairs judgment.
--- Chapter 5.
From "Indulge in New Pleasures"
Bigger store, more stuff, more things.
Then one day, people got bored with it all and started looking for something different.”
This is it.
A generation that had unlimited choices is still looking for something different.
(...) We are realizing that instead of discovering new freedom, we have lost connection with other people and with true community.
I want to recreate tradition anew.
Yet, we do not want to return to an age of limitations, an age that narrows our choices.
--- Chapter 6.
In search of a broad and deep spiritual life
Most of them are disillusioned with national politics.
Unlike previous generations, they do not seem to view grand projects as glorious endeavors.
Grandiose idealism has virtually disappeared.
They struggle to find the balance between equality and privilege (“I support public education, but private education seems better for my kids”), convenience and social responsibility (“These disposable diapers are a serious waste of resources, but they’re so convenient”), and rebellion and tradition (“I did drugs in high school, but my kids never will”).
--- 「Chapter 1.
From "A World Where Intellectuals Get Attention"
Showing off is dishonorable, but simplicity is another word for honesty.
Then an unknown genius discovered that faded jeans could be sold for more than new jeans.
For us, shopping is not simply the act of choosing something in a store.
--- Chapter 2.
From “Expressing the Self through Consumption”
Business, once considered soul-destroying, can actually promise a very enriching life.
It used to be believed that the pursuit of profit inevitably led to the destruction of value.
But now, many companies believe that good value leads to high profits.
--- 「Chapter 3.
From “Enhancing the Value of Life through Business”
Today, a young student who wants to become an intellectual does not look at the world, but rather at authoritative literary critics like Edmund Wilson or Lionel Trilling.
Instead, you'll see dozens of intellectual stars.
These are people who have not only achieved success in their intellectual fields, but also cross boundaries, appearing on television, running their own consulting firms, and contributing to newspapers.
Intellectuals began to view their careers through the eyes of capitalists.
They compete for attention by searching for niche markets.
I used to think of ideas as weapons, but now I think of them as assets.
I'm also worried about marketing to increase book sales.
--- 「Chapter 4.
From “What is an Intelligent Life”
Bobos have a pragmatic view of pleasure.
(...) Exercise is good, but smoking is considered a worse sin than breaking at least five of the Ten Commandments.
Coffee became a popular drink of the time because it sharpens the mind, but alcohol is not popular because it impairs judgment.
--- Chapter 5.
From "Indulge in New Pleasures"
Bigger store, more stuff, more things.
Then one day, people got bored with it all and started looking for something different.”
This is it.
A generation that had unlimited choices is still looking for something different.
(...) We are realizing that instead of discovering new freedom, we have lost connection with other people and with true community.
I want to recreate tradition anew.
Yet, we do not want to return to an age of limitations, an age that narrows our choices.
--- Chapter 6.
In search of a broad and deep spiritual life
Most of them are disillusioned with national politics.
Unlike previous generations, they do not seem to view grand projects as glorious endeavors.
Grandiose idealism has virtually disappeared.
--- Chapter 7.
From “Stories of Politics and Beyond”
From “Stories of Politics and Beyond”
Publisher's Review
Why would I wear Gore-Tex hiking gear if I'm not going to the Himalayas?
(No, you're just going to the mountain behind the neighborhood and pretending to be a professional mountaineer?)
Why do we check each and every ingredient even when buying just one toothpaste?
24 hours a day, 365 days a year, shouting “Let’s save the Earth” without resting even for a minute or a second.
Wool jackets, shampoo bars, natural dishcloths, biodegradable plastic, paper wet wipes…
Both sellers and consumers are shouting everywhere for ways to save humanity!
Now, is it our common dream to be Superman?
Have you met 'Bobos'?
Anyone who wants to understand Bobos, gather here!
I'll tell you all why they do that!
It reveals everything about your inner thoughts that you didn't even know you had!
We'll tell you everything, from the historical background to the cultural influence!
Bobos: A Book That Helps Us Understand Ourselves
“Can one achieve success without becoming spiritually ill because of ambition?
How to get the resources you need without becoming a slave to material things?
How can I create a comfortable and stable life for my family without being tied down by the stifling daily grind?
How on earth can one live in the upper class and not be a fucking vulgarian?
_From the text of 〈Bobos〉
If you've ever seen people dressed in flashy professional mountaineering gear and thought, "Why are they wearing all that gear when they're not even going to the Himalayas?", you're not a bobo yet.
Believe it or not, you might be a practical bourgeois! If you're an intellectual with a bohemian sensibility who appreciates the beauty of craftsmanship and expertise, even if you only wear thick hiking socks indoors, you can imagine rock climbing and empathize with the grandeur, nobility, and tenacity of mountaineers.
Provide professional-grade equipment to everyone!
If someone who only knows how to cook ramen says they want to buy a fancy brand pot and utensils, no one can stop them.
(Maybe I'm finally getting serious about cooking!) Even if you're not a bread lover or a bread nerd and only eat strawberry jam on toast occasionally, you can still get a fancy toaster that can revive even stale bread.
Moreover, it is commendable that a restaurant worker buys the same knives as a top chef!
Everyone deserves to use the best tools if they understand the spirit of craftsmanship and professionalism.
We at Bobos don't just focus on expertise.
It also thoroughly examines how considerate you are to the world and society.
It doesn't stop at caring about the Earth and thinking about humanity.
It is only natural that we love plants and animals and fulfill our responsibilities and duties as beings who live together with them.
Our kind and thoughtful toothpastes give the bacteria in your mouth the right to live.
Instead of killing all the bacteria in your mouth, you sweetly ask, “Can you get them out of my mouth?”
An oven that looks like it could roast a whole cow puts our guests at ease, and a gas range and induction cooktop that look like they could launch a space shuttle remind us that we are people who work hard to cook for ourselves.
A refrigerator that keeps extending sideways, even though you hate it when it sticks out? It's just a small machine that shows we're warm-hearted intellectuals, always ready to share with our neighbors.
Bobos seek to save society through business and protect resources, while leading intellectual and spiritual lives.
Instead of always chasing two rabbits and walking a difficult tightrope, we are beings who leisurely swim and sing between capital and freedom.
We are Bobos, always learning and moving forward, expressing ourselves in whatever way we can.
I would like to say that "Bobos" is the story of all of us living in the present.
“If you want to understand the rich, you must read this.”_From “The Teachings of Seino”
“I couldn’t help but republish such a funny book.
If there was a reason it went out of print, it would be because it was too ahead of its time.”_Day One Editorial Department
(No, you're just going to the mountain behind the neighborhood and pretending to be a professional mountaineer?)
Why do we check each and every ingredient even when buying just one toothpaste?
24 hours a day, 365 days a year, shouting “Let’s save the Earth” without resting even for a minute or a second.
Wool jackets, shampoo bars, natural dishcloths, biodegradable plastic, paper wet wipes…
Both sellers and consumers are shouting everywhere for ways to save humanity!
Now, is it our common dream to be Superman?
Have you met 'Bobos'?
Anyone who wants to understand Bobos, gather here!
I'll tell you all why they do that!
It reveals everything about your inner thoughts that you didn't even know you had!
We'll tell you everything, from the historical background to the cultural influence!
Bobos: A Book That Helps Us Understand Ourselves
“Can one achieve success without becoming spiritually ill because of ambition?
How to get the resources you need without becoming a slave to material things?
How can I create a comfortable and stable life for my family without being tied down by the stifling daily grind?
How on earth can one live in the upper class and not be a fucking vulgarian?
_From the text of 〈Bobos〉
If you've ever seen people dressed in flashy professional mountaineering gear and thought, "Why are they wearing all that gear when they're not even going to the Himalayas?", you're not a bobo yet.
Believe it or not, you might be a practical bourgeois! If you're an intellectual with a bohemian sensibility who appreciates the beauty of craftsmanship and expertise, even if you only wear thick hiking socks indoors, you can imagine rock climbing and empathize with the grandeur, nobility, and tenacity of mountaineers.
Provide professional-grade equipment to everyone!
If someone who only knows how to cook ramen says they want to buy a fancy brand pot and utensils, no one can stop them.
(Maybe I'm finally getting serious about cooking!) Even if you're not a bread lover or a bread nerd and only eat strawberry jam on toast occasionally, you can still get a fancy toaster that can revive even stale bread.
Moreover, it is commendable that a restaurant worker buys the same knives as a top chef!
Everyone deserves to use the best tools if they understand the spirit of craftsmanship and professionalism.
We at Bobos don't just focus on expertise.
It also thoroughly examines how considerate you are to the world and society.
It doesn't stop at caring about the Earth and thinking about humanity.
It is only natural that we love plants and animals and fulfill our responsibilities and duties as beings who live together with them.
Our kind and thoughtful toothpastes give the bacteria in your mouth the right to live.
Instead of killing all the bacteria in your mouth, you sweetly ask, “Can you get them out of my mouth?”
An oven that looks like it could roast a whole cow puts our guests at ease, and a gas range and induction cooktop that look like they could launch a space shuttle remind us that we are people who work hard to cook for ourselves.
A refrigerator that keeps extending sideways, even though you hate it when it sticks out? It's just a small machine that shows we're warm-hearted intellectuals, always ready to share with our neighbors.
Bobos seek to save society through business and protect resources, while leading intellectual and spiritual lives.
Instead of always chasing two rabbits and walking a difficult tightrope, we are beings who leisurely swim and sing between capital and freedom.
We are Bobos, always learning and moving forward, expressing ourselves in whatever way we can.
I would like to say that "Bobos" is the story of all of us living in the present.
“If you want to understand the rich, you must read this.”_From “The Teachings of Seino”
“I couldn’t help but republish such a funny book.
If there was a reason it went out of print, it would be because it was too ahead of its time.”_Day One Editorial Department
GOODS SPECIFICS
- Date of issue: December 27, 2023
- Page count, weight, size: 400 pages | 402g | 128*188*21mm
- ISBN13: 9791168476806
- ISBN10: 1168476801
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