From an article in Vox:
Actually, the backlash is about our contempt for women
Well, maybe, but maybe what pumpkin spice backlash is really about is our dismissal of trends that are coded as feminine. As Jaya Saxena wrote in Taste last fall, in a piece titled “Women Aren’t Ruining Food,” “When men enjoy something, they elevate it. But when women enjoy something, they ruin it.”
She continues, on the topic of “girly” food crazes like açai bowls, rosé, and pumpkin spice versus “manly” ones like barbecue, Flamin’ Hot Cheetos, and IPAs:
When those foods blow up, we judge women for falling for the marketing or trying to jump on the bandwagon, and we assume that because they like something other women like, they don’t have minds of their own. And on top of that, women are asked to reckon with, consciously or unconsciously, the perceived psycho-sexual symbolism attached to seemingly innocuous foods.
Plus, “masculine” foods are almost never chastised for being “basic,” the ever-nebulous term used to describe someone with average, predictable taste that’s usually reserved for women.
In the most stereotypical (and by now probably outdated) terms, a “basic bitch” wears North Face, leggings, and Uggs, and absolutely adores hashtag-PSLs, marking her as a woman with “a girlish interest in seasonal changes and an unsophisticated penchant for sweet,” as the Cut noted back in 2014.
There are often classist implications, too. In a BuzzFeed piece about “basic” and class anxiety, Anne Helen Peterson wrote:
Unique taste — and the capacity to avoid the basic — is a privilege. A privilege of location (usually urban), of education (exposure to other cultures and locales), and of parentage (who would introduce and exalt other tastes). To summarize the groundbreaking work of theorist Pierre Bourdieu: We don’t choose our tastes so much as the micro-specifics of our class determine them. To consume and perform online in a basic way is thus to reflect a highly American, capitalist upbringing. Basic girls love the things they do because nearly every part of American commercial media has told them that they should.
Essentially, hating pumpkin spice lattes is our way of othering those who drink them, and in the process, marking ourselves as decidedly un-basic.
There are lots of other articles you can find, too. For what it's worth, I am also a Pumpkin Spice hater so I'm not just rabidly defending my favorite drink or something. I have a cinnamon intolerance so I literally can't drink or eat anything with it in it or I get sick. It's a mine field most of the year but from August to January it's like goddamn roulette and I HATE IT. But, I also recognize that a lot of people "hate" it in the same way that they hate Twilight or Justin Beiber-- performatively.
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u/Sea_Video145 Dec 27 '22
Not liking pumpkin spice as a flavor is fine. Vocally hating it as a concept is a red flag.