Yesterday, Tom Scocca lit up the ersatz (and real!) cultural-critic Internet with an essay called “On Smarm.” Hooked into the still-bubbling controversy over the appointment of Isaac Fitzgerald as Buzzfeed Books editor — a controversy that, for the record, I’ve already said I don’t think is of itself that big a deal — the piece is really a longer and deeper reflection about the role of snark in the world more generally. I mean, the essay has targets that run the gamut from Dave Eggers to Ari Fleischer to New Yorker film critic David Denby. And it makes many points, but the essential one is this:
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Snark is often conflated with cynicism, which is a troublesome misreading. Snark may speak in cynical terms about a cynical world, but it is not cynicism itself. It is a theory of cynicism.
The practice of cynicism is smarm.