When is a flawless, gleaming, plate-glass shopwindow a broken window? Boston mayor Thomas Menino had no trouble answering the question after one look at the Nike sneaker shops display on his citys upscale Newbury Street. There, above the companys just do it slogan, were eight T-shirts bearing, in boldly graphic lettering, such messages as get high, f**k gravity, and dope, this one accompanied by an open pill bottle with skateboards spilling out. The mayor clearly understood George Kelling and James Q. Wilsons theory that one broken window left unrepaired in an empty building suggests that nobody is watching and nobody cares, sparking more vandalism and disorder, which in turn emboldens the violent and lawless to commit hard-core crimes. Here, the mayor saw, was cultural vandalism: Nikes fashion statement, so to speak, was that it is trendy to take drugs. And the company was happy to turn its teen and preteen customers into walking billboards for drug use.
Menino fired off a sharp letter to the store manager, with copies to her CEO and the press, reprimanding her for her displays assault on the young and on common sense. He urged her to remove the shirts and remarked that if Nike decided to take more seriously the issue of drug abuse, he could point out several successful Boston antidrug programs. With the sulky peevishness of its adolescent clientele, the company refused the mayors request, but a week later, at the end of June, a new display replaced the offending garb, though the dope shirt defiantly remained.
Meninos letter, along with the publicity he generated by it, was exactly the right approach. He didnt try to outlaw the offending display; the First Amendment guarantees us free speech, after all, even down to protecting the right of kids to play hyper-violent video games, the Supreme Court has just ruled. But when what is legal is also disgusting and wrong, the proper response is criticism and stigma, especially effective when the prominentlike Bostons mayorpublicly express it.
A kid in a dope shirt should draw the sneers of passersby, and business executives should tell their Nike counterparts that their supposed edginess pollutes the culture. The top brass of the Diesel clothing chain, now running a be stupid ad campaign, should hear the same disapproval. Until recently, their Fifth Avenue store, which has defaced an urbane classical building with a 30-foot-high cast-stone bas-relief of an angry lout in a Mohawk haircut, proclaimed from its window: smart may have the brains, but stupid has the balls. The chains website asserts, Smart may have the authority, but stupid has one hell of a hangover, and Stupid is the relentless pursuit of a regret free life. Outfitting thugs and bar brawlers, while egging them on, is not an honorable way to make a living, nor is selling gangsta rap that glorifies lawbreaking and mistreating women, nor is hawking video games that have kids pretend to kill, maim, and rape. And parents who let their kids buy such junk merit the scorn of their neighbors.
Our culture isnt something we merely consume. We also all participate in creating it.