The popular Culture in Clueless the Movie

When we feel impotent and out of control, and feel we are in need for a sanctuary in a place where we could gather our thoughts and regain our strength, where would we go? Well, according to Cher, we should go to the mall!  

 

Clueless is a comedy film directed by Amy Heckerling that was produced in 1995. The story is based on Jane Austin’s novel “Emma”; however, the setting is different, where the story takes place in Beverly Hills in the 1990s.

The film portrays the material and non-material culture of Beverly Hills’ high school kids, with all their values, beliefs, and norms.  Cher, the main character in the film, is a rich teenager, whose mother died long time ago while undergoing liposuction. She is obsessed with fashion, shopping, and matchmaking; yet, she is not interested in dating high school boys. Her ex stepbrother Josh is a college student, who keeps teasing Cher for being selfish and superficial, and tells her that her only direction in life is ‘toward the mall’. 

The film portrays the popular culture in Beverly Hills using sarcasm. Most of the people are materialistic, obsessed with fashion, dating, and plastic surgery. For example, a lot of high school girls had a bandage on their noses, and some on their chins, which mocks the fact that plastic surgery, and especially having a nose job, is a norm in this society. Moreover, one of the girls, trying to avoid tennis practice in school, tells the teacher that her plastic surgeon doesn’t want her to do any activity where balls fly at her nose. Another thing that contributes to this irony is the death of Cher’s mom while undergoing a liposuction surgery. The obsession with fashion is also exaggerated and observed when Cher designs her clothes in the morning on a computer screen rather than on her own body.

     This is the common culture in Beverly Hills, or the large subculture of the rich. People are expected to be fashionable, and this is shown when the new girl arrived to the school looking like a farmer, as one of the girls said. However, Cher and her friend Donnie decided to use their popularity for a good cause and start their “project” to give the poor girl a new look, so she would be able to fit in their society. Moreover, The girls have their own female language including terms that substitutes for things like period and sex. 

The film portrays the materialistic life people in Beverly Hills live. They understand the language of brands, the shopping mall is considered to be a place where Cher can concentrate, think and get focused. As Josh, Cher’s ex-stepbrother, says, Cher’s ‘only direction in life’ is ‘towards the mall’.  According to Coonie, ‘Cher’s main thrill in life’ is to give someone a makeover, ‘it gives her a sense of control in a world full of chaos.’   

The popular cultural represented in the film was shown to an extreme level of exaggeration and irony, however 16 years after the film release this popular cultural, based on materialism and consumerism, is now found not only in the US but also worldwide.