- Your Cheatin' Heart The sound of country music embodied As it developed from the 1920's to the The Heart Breaking Relationship Between Country Music and Wa~Mart 'American' element, progressively remo By Katie Madonna Lee less like English ballads and the Irish d~ Wal-Mart and country music share many commonalties, one of them being the same Something completely new. target audience: white rural folks. Sam Walton, original CEO of Wal-Mart, stated in his biography, Sam Walton Made In America, that he wanted his stores to start at in the rural That "something completely new" has r South and move up into rural North, "There's a lot more business out there in small town and in the story telling tradition. Instea America than I ever dreamed of'(50). Walton's focus on rural communities proved to be porting, encouraging and romanizing d successful, beyond his wildest dreams. With over one million employees, Wal-Mart is the largest employer in the USA; Wal-Mart has made itself the trend setter in employment Such is the case for the 2004 country h methods. The Wal-Mart shopper may have conflicted roles of being both workers and Wilson embraces and proudly states th; country music listeners. By examining the tight relationship between country music and of that raising is a predisposition to sho Wal-Mart, one can see that country music stars cheat out its audience by associating with proudly displays that she herself shops ; Wal-Mart. real nice/ Oh but I can buy the same d: can purchase garments at Wal-mart mar Country music has been the soundtrack for the rural white working class for nearly fifty more then work as price comparison. 0 years. That sound is beginning to sing a different tune. Currently, country music altered the song. It serves to show the symbol c its authentic country sound into pop-slop. In order to gain a wider, mainstream audience, doesn't have the money to spend at Vic country music replaced story telling with a "hook". In order to "hook" an audience, a to show that Wal-Mart provides a way fc country hit must have at least one of the of following points: economic status. Wal-Mart does the be nature of class in America. As long as sc 1) Church and Jesus poverty doesn't exist. Perhaps this is wl daily lives. 2) Uncritical patriotism Whether her audiences realize it, at the 3) Strict gender roles struggle. With the passion and energy i1 aga inst being what Huckle Berry Finn v 4) Getting drunk without really talking about it; instead t social slot as a red neck. 5) Cheating
Yet, embracing the red neck culture is~ 6) Wholesome love. Woman" was such a hit, selling over tht of options and opportunities for upwar Long ago county songs told stories, passed down history, the country songs of today sound cultural role of being a red neck. Shopj more like propaganda campaigns and anthems lacking sincerity. culture, but that may not really be a ma ing standard. John Heuy, managing edi Country music roots are in blue grass, honky tonk, folk tradition; derived from mountain in America claims in Times (Monday, [ music. Piero Scaruffi, author of A History of Country Music, summarizes and describes the consumers share their enthusiasm for ~ process of country music reinventing itself as pure American sound: sumer voted heavily with Walton. He g; day". By purchasing items at Wal-mart, Yet, shopping at Wal-mart may not a lw ~
50 Non-Fiction Your Cheatin' Heart - Analecta
The sound of country music embodied the history of the USA, it represented its genome. As it developed from the 1920's to the 1960's, it simply continued to emphasize that , Music and Wa~Mart 'American' element, progressively removing the European elements: it sounded less and less like English ballads and the Irish dances that originated, and more and more like lties, one of them being the same Something completely new. inal CEO of Wal-Mart, stated in his vanted his stores to start at in the rural That "something completely new" has removed itself from its roots in protest folk music more business out there in small town and in the story telling tradition. Instead it has become pop-music with a country vibe sup 1s on rural communities proved to be porting, encouraging and romanizing the status quo. te million employees, Wal-Mart is the ;elf the trend setter in employment Such is the case for the 2004 country hit anthem "Red Neck Woman" in which Gretchen ~d roles of being both workers and Wilson embraces and proudly states that she is a "just a product of my raisin". A product tionship between country music and of that raising is a predisposition to shopping at Wal-mart. In the second verse, Wilson 1t out its audience by associating with proudly displays that she herself shops at Wal-mart, "Victoria's Secret/ Well their stuff's real nice/ Oh but I can buy the same damn thing on a Wal*Mart shelf half price". Wilson can purchase garments at Wal-mart marked down rather then at the mall. Yet, the lyric does 11 white working class for nearly fifty more then work as price comparison. Defensive in nature, the line sneaks social class into ne. Currently, country music altered the song. It serves to show the symbol of where Wilson can afford to shop; obviously she to gain a wider, mainstream audience, doesn't have the money to spend at Victoria's Secret. More importantly, the lyric serves In order to "hook" an audience, a to show that Wal-Mart provides a way for the middle-lower classes to cover up their true 1g points: economic status. Wal-Mart does the best job of helping to cover up poverty and the true nature of class in America. As long as society is unable to see what poverty looks like, than es us poverty doesn't exist. Perhaps this is why Wal-Mart is so important to the working poor's daily lives. iotism Whether her audiences realize it, at the core of "Red Neck Woman" is the social class roles struggle. With the passion and energy in her voice, the song seems like a protest song against being what Huckle Berry Finn would call being civilized. It touches on social class nk without really talking about it; instead the song is really an aggressive acceptance of the social slot as a red neck.
Yet, embracing the red neck culture is what people must do. No wonder why "Red Neck ove. Woman" was such a hit, selling over three million albums. Many people have run out of options and opportunities for upward mobility and therefore are forced to accept the ;tory, the country songs of today sound cultural role of being a red neck. Shopping at Wal-mart is very much a part of the red neck ng sincerity. culture, but that may not really be a matter of choice rather a matter of meeting a basic liv ing standard. John Heuy, managing editor of Fortune, and co-writer of Sam Walton: Made folk tradition; derived from mountain in America claims in Times (Monday, Dec. 7, 1998) that economic desperation is just how ry Music, summarizes and describes the consumers share their enthusiasm for Wal-Mart.: "As it turned out, of course, the con ~merican sound: sumer voted heavily with Walton. He gave America what it really wanted - low prices every day". By purchasing items at Wal-mart, shoppers elected Wal-mart as their favorite store. Yet, shopping at Wal-mart may not always be a choice but a matter of life or death, there-
51 fore this statement is narrow in its argument. It doesn't take in account that the standard Worse, country stars align themselves w of living and income per individual has gone down since the 1979. Since Wal-Mart first style not just in song, but with her pres( opened, the wealth and income gaps have grown, forcing people to shop at Wal-Mart. It Wal-mart, in Highland, IL, October 3, ; is doesn't take into account the real cost of shopping at Wal-Mart. The prices at Wal-mart which encouraged many of her loyal far are low because labor is paid out so low. Most of the single women that work at Wal-mart same. In a much more dramatic case, SL are forced to apply for food stamps. According to Elkhart County, IN, social worker, Alicia two year deal with Wal-Mart: his album: Zimmerle, her clients who apply for social services were told to by Wal-Mart management. According to Morning News reporter A On the Wal-Mart bulletin board, a posting claims that Wal-Mart can not afford to pay for holders meeting in Fayetteville, Arkansa health care for its workers, so they should apply for government aid. While Huey praises of merchandising for Wal-Mart, handed Walton, he overlooks the experience of working at Wal-Mart. Unlike Wal-Mart workers, deriding announcement: '"I just got hir Huey is safe from the experience of living in poverty. I mean,' Brooks said after Degn left the payroll, yet his status makes it clear that Speaking of poverty, remember when county stars actually came from dirt poor com wage. By saying that he is an employee, munities? A few decades ago country music was filled with stories of surviving in isolated the bottom; that he is on the level of hi~ mountains. That was what made it so good. With the exception of Gretchen Wilson, those the known working conditions at Wal-1 hard luck stories of country music stars from extreme poverty are no longer the norm, mockery, a millionaire country singer w which is why Wilson is such a surprise. Now, country singers are college graduates from be spared the harsh treatment. It is not subdivisions, hardly knowing poverty; like cowboys that has moved on into mythology. all he is "working" for a company who's Contemporary country music has shifted superstars climbing out of the mountainous collar cowboy. Yet, Brooks isn't a lone r terrain (Dolly Pardon) or Appalachia (Loretta Lynn) to signing records deals out of middle Brooks went on to add that "'Country r to upper-middle class homes (Faith Hill/ Tim McGraw). One could argue that this shift and have attended its shareholders mee1 reflects a growing middle class, that the reason country is crammed with college graduates music world; this affects the texture of c from upper-middle class homes is sign of growing prosperity. Yet that statement would powerful songs that have deep undertor dissolve quickly when faced with statistics and the growing gaps between the upper, status quo. Because of his status in cour middle and lower classes. According to Center on Budget and Policy Priorities, "The New, will influence many other country musi1 Definitive CBO Data on Income and Tax Trends," income inequality gaps have been grow ing dramatically since 1979. What country music stars with specialized training coming out Perhaps the only Brooks is "working" fo of subdivisions reflects is how much harder upward mobility has become. It is doubtful when a musician works against them. S that there will be any country stars emerging from the one million working stiffs at Wal Wal-mart because she may have accused Mart. Less and less, audiences are hearing the voices of real poverty anymore. Not only are removing its guns from it shelves, Wal-rr the poor invisible on television, as they are invisible to the one outlet that spoke to them, of Sheryl Crow's albums. While one car which was county music. have communicated with Crow or perh< Wal-Mart has thrown its threatening wil Singing their lives, country music inspired hundreds of workers. What made country so can't have his or her own ideas or opini< powerful was that performers were accessible; workers and rural folks could relate to them. stores will follow the Wal-Mart example Now, county music models itself after MTV, having its stars look like Barbie Dolls and ro bust young men. Country stars are out of touch with the lives of workers, instead of singing By taking such action as to refuse to sell about worker's lives, they sing about what worker's lives should be like. Singers, like Faith Wal-Mart proves that it is not just a reta1 Hill and Shania Twain, no longer look like they traveled down from the foothills, but just agenda, which goes beyond selling chear finished working a shift at the mall. Country music, like its stars, truly doesn't reflect real the business climate, practices and if it c country life anymore than Barbie Dolls represent real women. to support neo-conservative politics. Ace Walton Family: The Beasts of BentonviL
52 Non-Fiction Your Cheatin' Heart - Analecta
l't take in account that the standard Worse, country stars align themselves with Wal-Mart. Wilson promotes the Wal-mart life nee the 1979. Since Wal-Mart first style not just in song, but with her presence as well. Wilson made an in store appearance at :ing people to shop at Wal-Mart. It Wal-mart, in Highland, IL, Octob.er 3, 2005 to promote her new album, "All Jacked Up", at Wal-Mart. The prices at Wal-mart which encouraged many of her loyal fans to think of Wilson and Wal-mart as one in the ;ingle women that work at Wal-mart same. In a much more dramatic case, superstar Garth Brooks came out of retirement for a hart County, IN, social worker, Alicia two year deal with Wal-Mart: his albums and his new box set will only be sold at Wal-Mart. 1 re told to by Wal-Mart management. According to Morning News reporter Anita French, at a June 3" , 2005, Wal-Mart share t Wal-Mart can not afford to pay for holders meeting in Fayetteville, Arkansas after Doug Degn, then executive vice president Nernment aid. While Huey praises of merchandising for Wal-Mart, handed Brooks a blue workers smock, Brooks made a "al-Mart. Unlike Wal-Mart workers, deriding announcement: "'[just got hired by Wal-Mart and Sam's (Club), if you know what I mean,' Brooks said after Degn left the stage". Brooks alludes that he is on the Wal-Mart payroll, yet his status makes it clear that he will be making much more than minimum ually came from dirt poor com wage. By saying that he is an employee, Brooks infers that he is one of the working class at with stories of surviving in isolated the bottom; that he is on the level of his fan base. By doing so he trivializes and distorts : exception of Gretchen Wilson, those the known working conditions at Wal-Mart, which he is far removed from. In a sense its poverty are no longer the norm, mockery, a millionaire country singer wearing a working man shoes, knowing full well he singe rs are college graduates from be spared the harsh treatment. It is not too odd that Brooks would take this strategy. After tat has moved on into mythology. all he is "working" for a company who's CEO, Sam Walton, demanded to be seen as a blue :limbing out of the mountainous collar cowboy. Yet, Brooks isn't a lone ranger making money deals supporting Wal-Mart. o signing records deals out of middle J Brooks went on to add that '"Country music stars sell a lot of records through Wal-Mart w). One could argue that this shift and have attended its shareholders meetings'." Wal-Mart has many ties to the country ry is crammed with college graduates music world; this affects the texture of country music. Garth Brooks is not going to write 'sperity. Yet that statement would powerful songs that have deep undertones; rather he is going to support the Wal-mart >wing gaps between the upper, status quo. Because of his status in country music, this has will create a tickle-down affect; dget and Policy Priorities, "The New, will influence many other country musicians to cater to Wal-Mart lyrical standards. tcome inequality gaps have been grow ·s with specialized training coming out Perhaps the only Brooks is "working" for Wal-Mart is because he has seen what happens nobility has become. It is doubtful when a musician works against them. Sheryl Crow, whose 1996 albums was banned from ~ one million working stiffs at Wal- Wal-mart because she may have accused the retail giant of selling guns to kids. Instead of of real poverty anymore. Not only are removing its guns from it shelves, Wal-mart responded by refusing to carry, stock or sell any o the one outlet that spoke to them, of Sheryl Crow's albums. While one can understand why Wal-Mart felt insulted, they could have communicated with Crow or perhaps removed their weapons from the retail floor. Wal-Mart has thrown its threatening will into the retail atmosphere, showing that a person of wo rkers. What made country so can't have his or her own ideas or opinions in a Wal-Mart world. Time will tell if others sand rural fo lks could relate to them. stores will follow the Wal-Mart example and begin censoring different opinions. ts stars look like Barbie Dolls and ro the lives of workers, instead of singing By taking such action as to refuse to sell music of those who disagree with its practices, 1es should be like. Singers, like Faith Wal-Mart proves that it is not just a retailer; it is special interest group with a political :led down from the foothi lls, but just agenda, which goes beyond selling cheap goods at low prices. Wal-Mart intends to dictate like its stars, truly doesn't reflect real the business climate, practices and if it could, social programs. John Walton uses his wealth I women. to support neo-conservative politics. According to Richard Freeman writer of "Wal-Mart's Walton Family: The Beasts of Bentonville", John Walton, "was the largest single individual
53 -
contributor to Gov. Jeb Bush in the 2002 Florida gubernatorial race." Perhaps, it's not If nothing else its architecture supports 1 political; perhaps Walton just recognizes qualities in the Bush family that he sees in his tory. In its lack of aesthetic architecture, own family. production plants. What is unnerving al sprawled out, one realizes that this is wh Much like the myth of George W. Bush, brother of Gov. Jeb Bush, Sam Walton, is often one cringes when one sees an obese pero portrayed like a cowboy who struck it rich. A part of the myth is that Walton drove around Didn't you have enough? It keeps eatin~ in a pick up truck refusing to be chauffeured around in a limousine. Like the Bush The obese building wants people to kno administration, "Wal-Mart cultivates an aw-shucks, we're-just-folks-from-Arkansas image" economy, but the local culture, the local as Jim Hightower puts it. It is harmful to underestimate the power of cowboy imaginary, take so much space, barren in its color s• it has seduced Americans into electing Bush and as well as accepting Sam Walton busi of any artful flavor and inserting itself o' ness practices. Cowboys conjure up romanticism for Americans, riding horse back into the sunset; cowboys represent fierce independence, living on land as well on your wits. Although, country music was influencec Even though, true cowboys no longer exist, cowboys are powerful American mythology. pays homage to the status quo. Mainstre Ironically, Indians have a more fitting definition of cowboys of the ilk of Bush and Walton. It denies change, social inequality and sc L. Shantha writes the Indian meaning in her article "What is a Meaning of a Cowboy?": worker's social interests, and country sta "When you refer to someone as being a cowboy, what you mean is that he is not an honest movements (with the exception of the D person; he is reckless and ignores rules that most people obey". Cowboys are derogatory nized). When George W. Bush invaded l term for sociopath personalities. Interesting enough, Walton and Bush may be cowboys a repertoire of zealous patriotic songs, h( after all. Darryl Worley infamously fueled their c; sic lacks a social conscience or a sincere 1 With their cowboy's hats, boots spurs and chaps, country music clings to a cowboy towards assuming an unquestioning stan costume, which amounts to mere superficial symbolism. Real cowboys love the land; isolated from ideas, and they have learnt they would take on Wal-Mart for interrupting their territory, nature's beautiful landscape. challenging their minds, they are not in · Not these country singing pseudo-cowboys, who have accepted Wal-Mart as part of the very much a part of the climate that Wal American terrain. Allowing Wal-Mart's concrete walls to interrupt calm scenery, Wal-Mart is reshaping more than business, as it is remodeling the American landscape, and the Perhaps underneath all of its tradition, c cowboys are applauding it. descent all long. Moving away from its i1 had any intentions to remaining blue col What is Wal-Mart really, besides a factory disregards that aesthetic and individuality? the Wal-Mart culture and the climate th; Replacing production factories, Wal-Mart is a consumption factory, open 24 hours a day appearances or through Gretchen Wilso so that people may purchase cosmetic mobility. Only this is a factory where people, in conscience as it becomes more and more the form of a consumer, can interact with factory workers. Like factories, Wal-Mart runs quo. The true cost of this relationship w on a rigid and demanding schedule, workers move robotically, all moving vying for high sound of county music. Like the true co speed consumerism. In an interview conducted by Hendricks Smith for Frontline, former true country music is fading away into ti~ Wal-Mart manager Jon Lehman explains how the device that allows this 24 hour efficiency ing to take their place. is bar codes. Each item on the shelves has a bar code laced with every bit of that product information. Once a bar code is scanned all of that information is recorded by a computer, is generated into an automated order, reaching the home office by midnight that day. Once the order reaches the distribution facilities, a shipment is sent out and is stocked in the Wal-Mart store by the next day. No wonder why worker bees always seem to be unpack ing boxes.
' 54 Non-Fiction Your Cheatin' Heart - Analecta
Jernatorial race." Perhaps, it's not If nothing else its architecture supports evidence that Wal-Mart is a consumption fac- the Bush family that he sees in his tory. In its lack of aesthetic architecture, Wal-Mart's concrete walls resemble windowless production plants. What is unnerving about Wal-Mart is that when one sees a huge edifice sprawled out, one realizes that this is what the soul of consumerism looks like. Just the way :Jov. Jeb Bush, Sam Walton, is often one cringes when one sees an obese person sucking down Krispy Kremes, one might think: ·the myth is that Walton drove around Didn't you have enough? It keeps eating. It keeps growing. The sprawling continues. in a limousine. Like the Bush The obese building wants people to know that it is there to take over. Not just the local re're-just-folks-from-Arkansas image" economy, but the local culture, the local ideas, the local landscape. Why else is the building iate the power of cowboy imaginary, take so much space, barren in its color scheme. Wal-Mart doesn't have aesthetic; it is void veil as accepting Sam Walton busi- of any artful flavor and inserting itself over nature to interrupt perfect pastures. Americans, riding horse back into iving on land as well on your wits. Although, country music was influenced by the 1930's protest music, today county music are powerful American mythology. pays homage to the status quo. Mainstream country music is anthem for people in denial. owboys of the ilk of Bush and Walton. It denies change, social inequality and social critique. Country music doesn't reflect 'What is a Meaning of a Cowboy?": worker's social interests, and country stars are the first to distance themselves from social tt you mean is that he is not an honest movements (with the exception of the Dixie Chicks, who of course were publicly scruti iple obey". Cowboys are derogatory nized). When George W. Bush invaded Iraq in March of 2003, country musicians wrote up Walton and Bush may be cowboys a repertoire of zealous patriotic songs, heavily influencing rural opinions. Toby Keith and Darryl Worley infamously fueled their careers by writing pro-wars songs. Now, country mu sic lacks a social conscience or a sincere message, of course it has influenced an audience u1try music clings to a cowboy towards assuming an unquestioning stance. Rural people live in isolation, they have been tsm. Real cowboys love the land; isolated from ideas, and they have learned to fear them. Without any music, shows, or news erritory, nature's beautiful landscape. challenging their minds, they are not in touch with their own suffering. The fear of ideas is =accepted Wal-Mart as part of the very much a part of the climate that Wal-Mart has created. ls to interrupt calm scenery, Wal-Mart the American landscape, and the Perhaps underneath all of its tradition, country music has been distancing itself from its descent all long. Moving away from its immigrant heritage, perhaps country music never had any intentions to remaining blue collar. Why else would country music support that aesthetic and individuality? the Wal-Mart culture and the climate that it creates? Whether Garth Brooks' in store mption factory, open 24 hours a day appearances or through Gretchen Wilson's lyrics, country music continues to lose it social y this is a factory where people, in conscience as it becomes more and more watered down and obedient to a corporate status >rkers. Like factories, Wal-Mart runs quo. The true cost of this relationship with Wal-Mart is the dismantling of the art and ::ibotically, all moving vying for high sound of county music. Like the true cowboys that once stood up against intrusive forces, lend ricks Smith for Frontline, former true country music is fading away into the sunset, alive only in legend, with posers pretend ·vice that allows this 24 hour efficiency ing to take their place. ! laced with every bit of that product information is recorded by a computer, 10me office by midnight that day. ;hipment is sent out and is stocked in worker bees always seem to be unpack-
55 l:d§l[.i.U
Works Cited Errico, Marcus. "Wal-Mart Bans Sheryl Crow's Next Album" E! Sep 10, 1996, 3:30 PM Th PT
It's a Monday night and my sister wants The movie I have been begged into seei each other after they were separated du1 was flown to a nearby hospital and becc try. After fifty-five years they find each movie is excessively sweet and I don't lil - her word - touching.
After the credits role we leave the theat1 and we are driving down Main St. The assume he's turning without using hist tang and switch lanes. Suddenly, my hE dling their awkward ballet across the str
56 Non-Fiction