The Kraus Project. Jonathan Franzen

been familiar to his audience but are mostly not familiar to foreign readers a century later.

3. Kraus’s suspicion of the “melody of life” in France and Italy still has merit. His contention here—that walking down a street in Paris or Rome is an aesthetic experience in itself—is confirmed by the ongoing popularity of France and Italy as vacation destinations and by the “envy me” tone of American Francophiles and Italophiles announcing their travel plans. If you say you’re taking a trip to Germany, you’d better be able to explain what specifically you’re planning to do there, or else people will wonder why you’re not going someplace where life is beautiful. Even now, Germany insists on content over form. If the concept of coolness had existed in Kraus’s time, he might have said that Germany is uncool. This suggests a more contemporary version of Kraus’s dichotomy: Mac versus PC. Isn’t the essence of the Apple product that you achieve coolness simply by virtue of owning it? It doesn’t even matter what you’re creating on your MacBook Air. Simply using a MacBook Air, experiencing the elegant design of its hardware and software, is a pleasure in itself, like walking down a street in Paris. Whereas, when you’re working on some clunky, utilitarian PC, the only thing to enjoy is the quality of your work itself. As Kraus says of Germanic life, the PC “sobers” what you’re doing; it allows you to see it unadorned. This was especially true in the years of DOS operating systems and early Windows. One of the developments that Kraus will decry—the dolling-up of German language and culture with decorative elements imported from Romance language and culture—has a correlative in more recent editions of Windows, which borrow ever more features from Apple but still can’t conceal their essential uncool Windowsness. Worse yet, in chasing after Apple elegance, they betray the old austere beauty of PC functionality. They still don’t work as well as Macs do, and they’re ugly by both cool and utilitarian standards. And yet, to echo Kraus, I’d still rather live among PCs. Any chance that I might have switched to Apple was negated by the famous and long-running series of Apple ads aimed at persuading people like me to switch. The argument—that Macs are pretty, easy to use, free of bugs, unsusceptible to viruses, etc.—was eminently reasonable, but it was delivered by a personified Mac (played by the actor Justin Long) of such insufferable smugness that he made the miseries of Windows attractive by comparison. You wouldn’t want to read a novel about the Mac: what would there be to say except that everything is groovy? Characters in novels need to have actual desires; and the character in the Apple ads who had desires was the PC, played by John Hodgman. His attempts to defend himself and to pass himself off as cool were funny, and he suffered, like a human being. To return to Kraus’s dichotomy, I could easily imagine the PC being played by a German actor and the Mac by a Frenchman, never the other way around. I’d be remiss if I didn’t add that the concept of “cool” has been so fully coopted by the tech industries that some adjacent word like “hip” is needed to describe those online voices who proceeded to hate on Justin Long and deem John Hodgman to be the cool one. The restlessness of who or what is considered hip nowadays may be an artifact of what Marx famously identified as the “restless” nature of capitalism. One of the worst things about the Internet is that it tempts everyone to be a sophisticate—to take positions on what is hip and to consider, under pain of being considered unhip, the positions that everyone else is taking. Kraus may not have cared about hipness per se, but he certainly reveled in taking positions and was keenly attuned to the positions of others. He was a sophisticate, and this is one reason Die Fackel has a bloglike feel. Kraus spent a lot of time reading stuff he hated, so as to be able to hate it with authority.

4. You’re not allowed to say things like this in America nowadays, no matter how much the billion (or is it two billion now?) “individualized” Facebook pages may make you want to say them. Kraus was known, in his day, to his many enemies, as the Great Hater. By most accounts he was a tender and generous man in his private life, with many loyal friends. But once he starts winding the stem of his polemical rhetoric, it carries him into extremely harsh registers. (“Harsh,” incidentally, is a fun word to say with a slacker inflection. To be harsh is to be uncool; and in the world of coolness and uncoolness—the high-school-cafeteria social scene of Gawker takedowns and Twitter popularity contests—the highest register that cultural criticism can safely reach is snark. Snark, indeed, is cool’s twin sibling.) As the essay will make clear, the individualized “blockheads” that Kraus has in mind here aren’t hoi polloi. Although Kraus could sound like an elitist, and although he considered the right-wing antisemites idiotic, he wasn’t in the business of denigrating the masses or lowbrow culture; the calculated difficulty of his writing wasn’t a barricade against the barbarians. It was aimed, instead, at bright and well-educated cultural authorities who embraced a phony kind of individuality—people Kraus believed ought to have known better. It’s not clear that Kraus’s shrill, ex cathedra denunciations were the most effective way to change hearts and minds. But I confess to feeling some version of his disappointment when a novelist who I believe ought to have known better, Salman Rushdie, succumbs to Twitter. Or when a politically committed print magazine that I respect, n+1, denigrates print magazines as terminally “male,” celebrates the Internet as “female,” and somehow neglects to consider the Internet’s accelerating pauperization of freelance writers. Or when good lefty professors who once resisted alienation—who criticized capitalism for its restless assault on every tradition and every community that gets in its way—start calling the corporatized Internet “revolutionary,” happily embrace Apple computers, and persist in gushing about their virtues.