Who are yuppies and what are the goals of this subculture?

History of origin

The name comes from the abbreviation of the phrase young urban professional. Which in English means a young professional living in the city. The trend of successful young businessmen emerged in the 1980s. In Russia and in general, in the post-Soviet space, they made themselves felt in the late 90s.

1984 was, according to Newsweek magazine, the year of the yuppie. After the well-known hippies who promoted freedom and independence, this subculture decided to revive the values ​​​​from the middle class system. That is, the desire for luxury, the possession of items that are distinguished by quality. This was largely due to the advent of credit cards.

Now you could afford what you wanted at any time. There is no need to wait until you grow up and strengthen your professional position. You can take everything from life, gradually paying off the issued loan. Which plunged me into the abyss of workaholism. It was necessary to literally spend the night at work in order to have time to pay it off in a timely manner. After paying the last installment, the youth could no longer stop. She was used to good conditions and did not intend to suddenly “drop” to a lower level. That’s why she continued to work almost around the clock.

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Links

• Alexandra Beluza Yuppies and losers compiled a table of ranks // Financial News, 07/10/2008
• Laura Kazus * Mobbing * Yuppie // Belarusian newspaper, 10/15/2007
• Tatyana Kulak Yuppie, start up! // New University Life, No. 3(44) February 25, 2009
• Evgeniy Kushnir Gentleman's set of yuppies // BUSINESS & AUTHORITY newspaper, Issue No. 343, 01/28/2011
• Alexander Tarasov Do you want to become a yuppie? Become. It’s worse for you // A. Tarasov’s website, December 29, 1994 - May 23, 1998 (Published under the title “They were held up as an example for us. We were deceived again” in the magazine “Untouchable Reserve”, 1999, No. 2; abbreviated in the magazine “ Zabriskie Rider", No. 5)
• Ilya Khaskovich Russian yuppie // Pravaya.ru, 03/31/2006

Notes

1. ↑ 12
   Krysin L.P. Explanatory dictionary of foreign words. — 2nd ed., add. - M.: Rus.yaz., 2000. - 856 p. -(B-ka dictionaries in Russian) (Page 846) ISBN 5-200-02699-7
2. ↑ 12
   Large Oxford Explanatory Dictionary of the English Language = Oxford School Dictionary: 45,000 words and expressions / ed. A. Delahanty and F. MacDonald. - M.: Astrel: AST, 2005. - VII, 807, [1] p. (Page 794) ISBN 5-17-031069-2, ISBN 5-271-11703-0
3. [www.vedomosti.ru/glossary/Yuppie Yuppie]//Encyclopedic Dictionary of Economics and Law
4. [slovari.yandex.ru/~books/Economic%20dictionary/Yuppie/ Yuppie](inaccessible link since 05/26/2013 (3114 days)) // Raizberg B. A., Lozovsky L. Sh., Starodubtseva E. B. Modern economic dictionary. 5th ed., revised. and additional - M.: INFRA-M, 2007. — 495 p. — (B-ka of dictionaries “INFRA-M”).
5. Dan Knauss [www.riverwestcurrents.org/2002/July/000036.html Gentrification: Artists and Yuppies Working Together]//Riverwest Currents - Volume 1 - Issue 6 - July 2002
6. Alexander Tarasov [saint-juste.narod.ru/yuppy.htm They were used as an example for us. We were deceived again] Emergency reserve. - 1999. - No. 2.
7. Elena Mulyarova [old.russ.ru/journal/ist_sovr/98-08-11/mulyar.htm From hippie to yuppie]//Russian Journal, 08/11/98

Relationship

Considering that such guys are not just workaholics, but even beyond workaholics, they don’t have a personal life as such. Some people don’t have time to start a family, more or less stable relationships, and some people simply don’t need this. They are satisfied with the alignment of life that has formed.

Those who are lucky enough to have a family do not particularly understand its value. Since a wife can be seen, for example, only once a week and then before bed. There are even jokes among yuppies about how they don't understand when they have time to make children. In such a busy work schedule there is not a free second.

They are monogamous. And this love is work. Therefore, if a woman is ready to accept the fact that she will have to wait for weeks to meet her beloved, that he will be able to “carve out” a couple of hours in his busy schedule for her, then only in this case can she become his wife. Among other things, she must correspond to him, so that partners in no case allow themselves to doubt his taste. Remember, yes, better cars, houses, food, clothes? And the wife, it turns out, too. No one will particularly look at the rich and beautiful, pure inner world.

They also don’t have time to make friends. Everyone they interact with is of professional interest. There is no one to have a heart-to-heart talk with. If only because money controls life so much that doubt arises regarding the sincerity of other people’s feelings towards their personality. Why is it easier to form profitable connections that you can use in the future and rely on them in your career. But don't be disappointed. And how can you be friends with someone, forming intimacy in the absence of free time?

Characteristic

Yuppies differ from other wealthy individuals in their conservatism. No large rings on each finger and gold chains with a cross weighing a couple of kilograms. On the contrary, they strive to look expensive, but discreetly, so as not to flaunt their wealth. They prefer three-piece suits, without eye-catching multi-colored ties. Shirts are only white, maximum blue. Cars are only the best, as are houses, dinners in restaurants, various accessories, etc. Those around you must understand that they value themselves, and accordingly, they use only the best. If only because they can afford it.

They adhere to a healthy lifestyle, unlike other millionaires who are fed up with all the pleasures, and do not use drugs. So is alcohol. They go to the gym and play sports.

They attend VIP parties, but not to have fun and relax. Not at all. This is necessary to maintain an image and form relationships with others. This way they acquire useful connections for future professional activities.

Briefly about their life goals, the main thing they strive for is to earn enough money by the age of 35 to stop working altogether. But I think you yourself understand that this is an illusion. Even millions can be wasted in a short time. Therefore, not working and living to the fullest until old age is usually only possible in fairy tales or films, but not in reality. At a minimum, you must have passive sources of income.

Yuppie subculture

In the 60s, the hippie movement was very popular in the United States: young people in baggy clothes, with long hair and peace signs around their necks, fought against war and public morality. They led a free lifestyle, that is, they did almost nothing. In contrast to the slackers and preachers of “free love”, yuppies appeared - young professionals who dressed in expensive suits, picked up cases and began to “make their way in life” behind the wheels of expensive cars.

Hippies can now be considered an almost extinct species. But the ranks of yuppies are growing every day - their lifestyle is now in fashion. Parties in VIP clubs, apartments in the best areas of a huge metropolis, luxury cars, clothes from famous designers - this is not all that a young careerist receives as a reward for workaholism. All that is required of him is dedication to his work - he will have to devote almost all his time and energy to it. Yes, you will probably have to sacrifice communication with loved ones, and as for love, at first you will have to limit yourself to short affairs, and then, you see, you will find someone who is equally obsessed with work - and you will get a great couple.

And there is another option, more common: you wake up one fine morning, and you are already thirty-five, there is no family, and only the name remains of “friends”. Presentations, buffets, meetings, projects, business plans flash before your eyes... In your closet lies a diploma from a prestigious university, behind you are years of hard work and a brilliant career. But even new Swiss watches are not encouraging - you already have so many of them that they will last for several lifetimes. And then you realize that all you have is incurable insomnia and a closet full of Canalli shirts, but not a single loved one nearby, because when you still had friends, there was no time to communicate with them. When everyone was falling in love, going on dates and getting married, you were studying, making a career, making money, buying things “worthy of you.”

For most successful top managers, PR agents and other “young and successful” people, one day such a morning comes and the question, as a rule, is only a matter of time. But is there a way out when you realize that you can’t live like this anymore? Eat! You can, say, go into literary creativity and become “a great writer, a best-selling author,” as Frederick Begbeder or Sergei Minaev did in their time. And if the higher powers have deprived you of “talent,” then the cherished salvation can always be found in downshifting, giving up all the attributes of yuppie life and leaving for Goa, or Siberia, or a small European country

You can find peace and inner harmony, which is probably much more important than the amount in your bank account - it’s not for nothing that every year there are more and more downshifters, even in Russia, despite the fact that yuppies in our country are a much more common phenomenon younger than in the West

But most careerists have a different opinion, and a striking example of this is the words of Dmitry, a 27-year-old top manager of a large automobile concern: “I am absolutely convinced that a career is all I need. It's not that I turn a blind eye to everything else in my life. These are just my life values. No matter how cynical it may sound, I am sure that everything in our world is bought and sold; after all, we live in an era of market relations. Friends and love are bought in the same way, and sometimes much easier, than houses and cars. For my age, I am a very wealthy person and I can say with complete confidence: I am happy. I never thought that my best friend only communicates with me because I am rich. Ultimately, friends, women, cars - they come and go, but a person is given life once. And from childhood I was raised in such a way that I had to live it for a reason. I may not leave behind a large offspring, but everyone will know that I lived and worked, and always did it the way a real man should do it. The understanding that a career is fundamentally important comes with age, and I am immensely glad that it visited me at the dawn of my life. I hope he never leaves."

Yes, the view is, of course, very optimistic. But I really want to add the word “yet.”

References

1. Algeo, John (1991). Fifty years among new words: a dictionary of neologisms
   . Cambridge University Press. p. 220. ISBN 0-521-41377-X.
2. Childs, Peter; Storry, Mike, ed. (2002). "Groups of abbreviations." Encyclopedia of Contemporary British Culture
   . London: Routledge. pp. 2–3.
3. "yuppie, noun." Oxford English Dictionary
   . Retrieved May 20, 2021.
4. Seemann, Luke. “The Chicago yuppie turns 35. Are we still celebrating? Chicago
   .
5. Rottenberg, Dan (May 1980). “As for urban revitalization... there will be a slight delay.” Chicago Magazine
   . paragraph 154ff.
6. Ayto, John (2006). Movers and Shakers: A Timeline of the Words That Shaped Our Era
   . Oxford University Press. paragraph 128. ISBN 0-19-861452-7.
7. Budd, Leslie; Whimster, Sam (1992). Global Finance and City Life: A Study of Change in Metropolises
   . Rutledge. item 316. ISBN 0-415-07097-X.
8. Hadden-Guest, Anthony (1997). The Last Party: Studio 54, Disco and the Culture of the Night
   . New York: William Morrow. paragraph 116.
9. Clarence Petersen. (March 28, 1986). "The wacky side of Chicago-raised, Berkeley-raised Alice Kahn..." Chicago Tribune
   . Retrieved April 22, 2013.
10. Jorge, Trendy (June 21, 2006). "Yuppie Life: June 2006." Yuppie-living.blogspot.com. Retrieved April 22, 2013.
11. “Life: here comes the yuppie!” TIME.com
    . January 9, 1984. Retrieved February 4, 2021.
12. ^ a b c
    Burnett, John;
    Alan Bush. "Profiling Yuppies." Journal of Advertising Research
    .
    26
    (2): 27–35. ISSN 0021-8499.
13. Moore, Jonathan (1986). Campaign for President: Managers Look to '84
    . Praeger/Greenwood. item 123. ISBN 0-86569-132-0.
14. “Here come the Yumpies.” TIME.com
    . March 26, 1984. Retrieved February 4, 2021.
15. Shapiro, Walter (8 April 1991). "The Birth and - Possibly - Death of Yuppiedom." Time
    . Retrieved April 28, 2007.
16. Brooks, David (23 October 2000). "Our Yuppie Founder." Weekly Standard
    . Retrieved August 21, 2010.
17. Gordino, Jeff. "Return of the Yuppies" details
    . Retrieved August 15, 2010.
18. Victor Davis Hanson (August 13, 2010). "Obama: Fighting the Yuppie Factor." National Review
    . Retrieved August 16, 2010.
19. Algeo, John; Algeo, Adele S. (30 July 1993), Fifty Years Among New Words: A Dictionary of Neologisms 1941–1991
    , Cambridge University Press, p.228, ISBN 978-0-521-44971-7
20. Wong, Natalie (8 September 2010). “Home, money are top fairy tales on the yuppie wish list.” Standard
    .
21. Kishkovsky, Sophia (September 14, 2010). "Russians accept yoga if they have money." New York Times
    .

but on the other hand

And although their life at first glance seems like a fairy tale and causes a lot of envy, in fact these guys have quite a lot of difficulties and limitations. For example, take health. Considering that they adhere to proper nutrition and exclude the use of alcohol and other harmful substances, in fact, young millionaires have a lot of diseases.

Think for yourself, living through a lot of stress every day and not resting - how long can a person hold out? Working sometimes 20 hours a day can even put a hero in a hospital bed. But yuppies rarely seek medical help. There's no time for that. Yes, and partners may not understand. Because it is this subculture that does not accept talking about diseases. Its representatives have no right to complain about anything. Except for lack of time. This is the only good reason to be upset and worried. Those around her accept her. That's all.

In addition to neuroses and other chronic diseases due to stress, young people have problems in the sexual sphere. Every second representative of young businessmen suffers from impotence. Considering that they do not smoke, do not drink, go to the gym and eat high-quality and healthy foods. Stress makes itself felt, a long absence of sex due to lack of time. And also taking sleeping pills, without which most people are unable to fall asleep. Since all natural processes in the body are disrupted. Accordingly, they get confused, causing insomnia due to chronic fatigue.

Prominent representatives

In Russia, a prominent representative of this subculture is Maxim Yuryevich Nogotkov. The president of Svyaznoy was already considered a dollar millionaire at the age of 20. The talented singer Adele is considered one of the richest performers in England. At such a young age, her net worth is approximately $80 million.

In films you can also see images of successful self-made businessmen. For example, the famous film “The Wolf of Wall Street”, starring Leonardo DiCaprio. Jordan Belfort, thanks to his intelligence, cunning and ability to sell anything to anyone, has amassed a huge fortune. Only playing for big money requires an appropriate fee.

Danila Kozlovsky starred in an interesting film based on the novel by Sergei Minaev “Dukhless”. He played the role of a young guy who occupied a high position. Over time, the pathetic life ceased to satisfy him, which is why he went in search of a new meaning in life.

Nicolas Cage perfectly showed the agony of choosing between family and career in the film “The Family Man.” Having been in each role, he reconsidered his values ​​and realized what he really needed.

Worldview

Yuppies usually tolerate casual sexual relationships before marriage and adultery (as the termination of a contract between free equal parties), which does not prevent them from recognizing the institution of family. Often the external manifestations of the “yuppie” worldview are cynicism, pragmatism and contempt for less successful people (losers, English loser), and apoliticality. The yuppie's favorite topic is lack of time. It is not customary among yuppies to publicly discuss their illnesses and problems in general; the conditions of the game require you to look cheerful, healthy and energetic. Yuppies love their work and do it with pleasure.

In yuppie communities, the manifestation of envy and hatred, considered the lot of “losers,” is taboo. Open aggression is also taboo. Communities appear friendly and polite. Almost all possible hostility in these communities comes down to hints - sometimes rude - about the poverty and “loser” of the interlocutor, especially based on the presence of insufficiently expensive or modern personal accessories.

It is not typical for yuppies to brag about the blows they have suffered as achievements. It is customary to hide blows of fate and troubles. A typical yuppie quickly emotionally forgets the blows of fate, remembering them only at the level of reason and cold logic. Long-term emotional fixation on such situations is not their trait.

Yuppies have virtually no concept of “deserved.” At the same time, they do not have any rejection of the phrase “whoever stood up first gets the slippers,” often understood as a natural law of existence.

Yuppies, as a rule, do not have close friends. Almost never, a yuppie is very immersed in the informal community - motorcyclists, lovers of musical styles, role-playing games and historical reconstruction, unorganized tourism and hiking, etc. Such “informals” are often despised by yuppies for “losing” and “suffering from nonsense in life.”

Two yuppies can make a very strong married couple due to the similar values ​​they both have. Nevertheless, yuppie women are characterized by the so-called. “serial monogamy” is a sequence of several short-lived actual marriages.

Gender roles in yuppie communities have been erased. Classical femininity is not valued; classical masculinity is considered meaningless, or even vulgar. Gender plays a role there almost exclusively in situations of erotic courtship. The attitude towards casual sexual relationships is extremely tolerant; they are considered an inevitable side of life.

Yuppies are the consumers on whom the “consumer society” is based.

The “yuppie” psychotype exhibits noticeable narcissistic traits (for a description of narcissistic traits, see the books: Otto Kernberg “Love Relationships: Norm and Pathology” and “Aggression in Personality Disorders and Perversions”).

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History of origin

Now young people do not strive for freedom from society, a chaotic life and a lack of rules. The new ideology of the younger generation is financial success, reaching the pinnacle of one’s career while still young. "Yuppie" is a subculture, in English - "yuppie". Stands for young urban professional - young urban professional.

The Yuppie youth subculture arose in the early 80s of the last century in the USA. In Russia and the countries of the post-Soviet space, it reached its apogee by the late 90s - early 2000s. Even then, in the 80s, all leading US publications were full of notes about the emerging new youth movement. Their ideology radically contradicted the ideology of their predecessors - the hippies.

This subculture marked drastic changes in the life of the country, both in the United States in the distant 80s and in the post-Soviet space in the 2000s. “Yuppies” are a subculture that most likely arises under the influence of events that turn the lives of young people 180 degrees. Thus, using the example of Russia, it can be said with certainty that the reason for the emergence of such a movement was the transition from the old Soviet foundations and the gangster 90s to a new life in which young people, having trained as workers and engineers, did not find a place for themselves in their specialty.

External manifestations of “yuppie” behavior are cynicism, pragmatism and contempt for individuals who have not achieved heights in life. They take an apolitical position.

It is not customary in such circles to discuss failures, health problems - this is a manifestation of weakness. The only thing a “yuppie” can complain about is lack of time. They don't brag about their victories or complain about failures. This is not accepted. There is no concept of “deserved”, there is only one reason for respect by others - this is “earned it yourself.” And the main motto is “whoever stood up first gets the slippers.”

In yuppie communities, external manifestations such as envy and hatred are taboo. They are tensely polite and friendly. More often, the manifestation of aggression consists of pointing out to the interlocutor the low “status” of their accessories - electronics, a suit, a car, housing, a woman.

As a rule, "yuppies" do not create a circle of close friends. Their environment consists of useful contacts and service personnel. Representatives of this movement rarely have a range of interests other than their work. Firstly, this is a waste of time. Secondly, the main passion of their life is work.

Attributes

“Yuppies” are a subculture that differs in its attributes from any other trend. Having achieved everything in this life, a self-respecting “yuppie” wears a strict three-piece suit made of expensive fabrics. For him, clothes are a confirmation of his status in life and his “face” to his partners. The concept of “most expensive” surrounds him everywhere. The best smartphone, modern new IT technologies.

It is necessary to have an expensive, fast car, a representative of the elite class. Even if the “yuppie” himself does not drive a car, he has a hired driver. They live in prestigious areas in luxury apartments and mansions. The presence of maintenance personnel is required. Often they do not start a family, since work and the desire for success always come first.

Typical yuppie:

– a manager of some successful company or a businessman, a workaholic who has “a calculator instead of a heart.”

— he gives his all to his work, without reserve. He loves his job, no matter what it is. However, he works exclusively in a highly paid position - work in the name of an idea is alien to him.

- Most yuppies have a common disease - “yuppie flu”, or, more simply, chronic fatigue syndrome. And what to do? They wind themselves on this ferris wheel of lack of sleep, the eternal race for money, image and other satellites of what, in their concept, means success.

— among yuppies it is almost impossible to find harmonious family relationships. Marriages are concluded by convenience or by design. Extramarital sexual relations are not condemned - adultery is perceived almost as the norm. One of the reasons for this, by the way, is that among yuppies, divorce is considered an unaffordable waste of time and money.

— the very concept of gender differences among yuppies has been practically eliminated. It makes sense only at the stage of flirting with a further transition into a short-term sexual relationship.

- Yuppies live in constant time pressure - this is their main problem. The permanent fear of ruining multimillion-dollar deals, the need to be available for communication all the time, the inability to sleep without resorting to tranquilizers - these are the faithful companions of a yuppie's life.

- Outwardly, yuppies are always extremely friendly. Openly expressing emotions - such as aggression, envy - is considered the lot of losers, and in the understanding of yuppies, there is no more insignificant layer of people.

- a true yuppie is not prone to long-term self-reflection. Among them, it is customary to learn the lessons of fate silently, without indulging in self-flagellation and without complaining about life.

In the 90s, yuppies were elevated to the rank of idols in the media. They were called to be equal to them. They were encouraged to strive for their way of life. Here they are, the heroes of our time: successful, young, healthy, athletic, keeping up with the times, rich.

What do Russian residents remember about the 90s? Our “yuppies” wore crimson or green jackets and finger signets. Although this is a post-Soviet interpretation of the yuppie style. True yuppies didn't wear anything like that.

If we summarize the main features of yuppies, we can highlight the following features of their inherent external attributes:

“They were characterized by expensive three-piece suits in conservative colors, made from natural fabrics. The shirts are also discreet. The best way to emphasize your social status and impeccable taste is to choose an expensive brand: Armani, Hugo Boss, Ralph Lauren.

— The key feature of the yuppie image is not to flaunt your wealth. A real yuppie would never allow himself to wear any ostentatious tie pin or cufflinks made of a huge precious stone. Among the yuppies there was a strict rule: if a person boasts of his material wealth, he attracts sidelong glances and inspection bodies, therefore, why the hell bother with him?!

— The development of technology has provided yuppies with additional opportunities for self-presentation. Since the yuppie always keeps up with the times, he is equipped with the latest technology. He always has the latest smartphone, a car of the most prestigious brand and other technical innovations.

— Another characteristic feature of a yuppie is living in an expensive penthouse, furnished with luxury real estate.

— The blurring of gender roles is reflected in clothing: yuppie women everywhere wear men's business suits. The goal of yuppie women is to catch up and overtake men in the race up the career ladder, in pursuit of success, wealth and brilliance. And since the end justifies the means, the sexuality and seductiveness of the yuppie image is just another weapon in the harsh world of business. A jacket with wide shoulders + trousers - breeches or a defiant miniskirt - this is the standard uniform of a yuppie woman. And men allow feminine touches in their wardrobe - suits made of flowing fabrics and thin ties.

— The image must certainly be polished with an expensive bag and stylish natural shoes from famous fashion designers.

So, as you can see, the image of the yuppie is extremely contradictory. You don’t know what to do: sympathize with them or envy them. On the one hand, fame, success, wealth. On the other hand, there is stress, an eternal lack of time and subsequent sexual dysfunction. That's for sure, every medal has 2 sides! But we hope that, as always, you will try to take everything positive from the yuppie style. For example, being successful in your professional field and having an outstanding career has never stopped anyone. However, remember that the most important thing in life is to maintain a balance between its various areas and your needs.

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