In the Eye of the Beholder: The Stratification of Taste in a Cultural Industry

Scholars argue that cultural intermediaries—that is, people that sell popular culture—accomplish their work through an affinity between their personal taste and that of their consumers. Yet, studies have not examined the social origins of such taste. To address this gap, I use qualitative and quantitative methods to analyze data collected from a probability sample of U.S. advertising practitioners. I find that although the tastes of cultural intermediaries are socially stratified, they are not consistently the “middlebrow” taste long associated with such industries. Additionally, by incorporating a two‐dimensional model of class and focusing on how cultural goods are consumed, I extend knowledge on taste more generally.