We go—307 million of us each year—into our national parks, representing all races, religions, political affiliations, and nationalities. And for a short while, we share a common experience. We may think we go for the scenery, but there’s more to it than that.

Award winning author Terry Tempest Williams says we need these places more than ever—for our mental health but also to find common ground.


As the U.S. Park Service celebrates its 100th anniversary, Williams, a writer, naturalist, and activist hailing from Utah, has released her newest book, The Hour of Land: A Personal Topography of America’s National Parks. Williams herself admits it isn’t the exuberant ode to national parks she first envisioned. Instead, The Hour of Land delivers a complex web of stories as varied as the parks themselves. And yet, her gift in this book is her insistence that despite the darker stories and despite the clear tension dividing America today—there is hope in our public lands. As she says, we need them—for our sanity and to understand who we are as a country.

Williams is the author of 15 books, including the environmental literature classic Refuge: An Unnatural History of Family and Place. We caught up with her in the middle of her book tour, just north of Yellowstone National Park, in Livingston, Montana.

You thought this was going to be an easy enjoyable book to write. But it wasn’t?

The Hour of Land asked everything and more of me. I am not a historian. I am not a scientist. I am a storyteller. And the stories within the history of the National Park Service are not all about goodness and light. When you really look at the shadowed history we have with our national parks, when you look at how we have mistreated native people and mismanaged wildlife, it’s a very complex story. …

[quote position=”left” is_quote=”true”]The stories within the history of the National Park Service are not all about goodness and light.[/quote]

Early on with one of the early drafts, my editor said, “You know, this is not a feel-good book.” But our history in the United States of America is often not a feel-good history. Given that, I still found a strand—what I would call a subversive strand—where brave and courageous men and women meant well by wanting to protect these magnificent landscapes for the greater good—people like John D. Rockefeller, Jr. in the Grand Tetons and Marjory Stoneman Douglas in the Everglades.

When I say that there’s a shadow side to our national parks, there’s a shadow side to us as human beings. I didn’t want to turn away from that; I did not want to avert my gaze from the very hard issues that we’re still facing as Americans. The joy for me was to be able to go into those deeper recesses of the hour of land and come out into an open meadow, appreciating the ecotones of the landscape and the ideas surrounding our public lands.

You say that our parks are an evolving idea?

I think the most important idea for me, as a writer, in this book was when Wallace Stegner, who was a mentor of mine, said “America’s National Parks are our best idea.” I would argue that our national parks are an evolving idea and when you look at the history of displaced people, in Yosemite, for example, and you now look at the state of Utah, where we have the Bears Ears National Monument on the table—supported by the Navajo, Hopi, Zuni, and Ute tribes, alongside 25 other tribes in the American Southwest, who are asking to have their native lands protected—it’s so moving. And I think a new land ethic is now evolving in Utah, of all places, as a result of the leadership of the tribes.

Your book talks about the direct challenges—oil drilling, climate change, land management—the parks face today. But there’s also this sense that being in those parks is a reflection of some of the more complicated conflicts we face as a nation—war, violence, race, political divides.

I think the most poignant part for me—and I kept going back and back to wrap arms around it—was Gettysburg National Military Park. As a westerner, in my ignorance, I thought that’s the South’s war, that’s the North’s war, the Confederacy and the Union. What became so clear is that it’s America’s war, and it’s not over. We are still a divided nation. When I was talking to the reenactors, who were artillery men for the Confederacy, I asked, with all sincerity, what were the causes of the Civil War. He said, “If you think I’m going to tell you slavery, forget it. It’s states’ rights. It’s the federal government getting in our way.” And as he spoke I thought, I know this rhetoric. This is the rhetoric I’m hearing in Utah, the rhetoric that was behind the Bundy separatists at the Malheur Wildlife Refuge. And the most chilling thing, which I wrote in the book, was in the end, he said, “Slaves. Guns. It’s the same issue, just different items.” That’s chilling. So there are issues of race and violence and gun control, and oppression, right here, right now, as both part of our history and where we find ourselves now.

[quote position=”right” is_quote=”true”]There are issues of race and violence and gun control, and oppression, right here, right now, as both part of our history and where we find ourselves now.[/quote]

One of the things that I admire about the Obama Administration and Secretary Jewel, is that I think they’ve really made an effort to focus on diversity in our national parks, both in race and class. Every fourth grader now gets a family pass and can go to the national parks for free. I think President Obama’s choices of the new national monuments and parks that he’s created illustrate this: Certainly, the César Chavez National Monument, honoring Latino rights and the struggles and successes of the United Farm Workers, or the Harriet Tubman Underground Railroad National Monument or the Belmont-Paul Women’s Equality National Monument that honors women’s equality—all of these new monuments speak to an evolving consciousness of a more inclusive history.

I was in Yosemite National Park last month when President Obama spoke. … And it was so moving. He spoke about coming to the mainland from Hawaii, with his mother, as an 11-year-old boy. And one of the first places they visited was Yellowstone National Park. There, he said, was, “the first time I saw a moose in a lake, the first time we drove over a hill and saw a field of deer, the first time I saw a bear and her cub.” And he said, “That changes you. You’re not the same after that experience.” And that’s when he said, I want to make sure every kid has the opportunity to feel that. … At the end of his speech, he just said, you know these national parks remind us that there’s something so much bigger than ourselves.

What has it been like to go on a book tour promoting this book in the context of recent current events—with so much violence and political divide?

It’s been really powerful. Because I think all of the things that we’re seeing played out nationally, internationally—whether it’s racism or violence, or the dominance of one story that demands to be told when other stories are crying out to be held—this is all part of the conversation of the hour of land. I gave a reading just last week in Grand Teton National Park, and the first question was: What do we do about the GOP platform, where the first issue in the natural resources platform is “to dispose of all federal lands,” to get rid of our national parks and monuments? And I asked, just out of curiosity, “How many of you are Democrats, and how many of you are Republicans?” It was completely split down the middle, and everyone agreed our public lands are our inheritance as American citizens. And granted they were in the national park. But I think this is an incredibly unifying topic.

[quote position=”left” is_quote=”true”]Everyone agreed our public lands are our inheritance as American citizens.[/quote]

We were talking to some gentlemen not long ago and both of them were adamantly opposed to climate change: doesn’t exist. They were all voting for Donald Trump. I am not. I thought okay, where are we going to find some common ground here? … And I finally asked the gentleman from Alabama, “So what are you in Utah for?” And he said, “My wife and I and children have just traversed 3,000 miles looking at National Parks.” And the rest of our conversation was about love. I have this friend in Turkey, she’s a Turkish naturalist and educator … And every day she posts a flower, or an insect, a bird, or a tree. Something beautiful. And when the Turkish coup took place just a few days ago, she posted a dead katydid, and she said “This is the only image I will give credence to regarding the death of our country.” And then the next day, a wildflower, a wild rose, a feather. And I just think there’s something about the embrace of beauty that keeps us whole.

I just finished reading an extraordinary book called The Battle for Home, by a Syrian architect, Marwan Al-Sabouni. She refused to live in a country ravaged with gore. … And she said, “My personal act of defiance is to reject ugliness; it is to embrace beauty, to protect beauty, to create beauty.” And I feel that way about our national parks in this country; it’s a stay against violence.

During this book tour, you’re visiting a lot of national parks very briefly. Yesterday you were at the visitors’ center at Old Faithful in Yellowstone. Does that change your experience or your lens through which you see the parks?

… Hanging out in Old Faithful between eruptions for four hours is anything but a calm experience. But I still found it miraculous. I still stood in awe each time Old Faithful erupted. And I stood with two of the rangers. One of them was a woman, Joanne, who’s been there for 22 years, and had tears in her eyes still. … And they spoke of how earlier that morning they’d seen a grizzly at the Old Faithful Overlook, watching. How can you not be moved by that? … I don’t care how many people are there, I’m still in awe, standing right there with them.

These are processions, pilgrimages, and it’s the closest thing we have in this country to sacred sites. And I love that people are coming. Visitation in our national parks has never been higher, and that says to me they are filling a need and a void. Each time I enter a national park, I meet the miraculous. We were just in Grand Teton, and this summer thunderstorm draped over the Grand with bolts of lightning flashing throughout the range. How many times have I watched that? But you still just want to fall to your knees. Thousands of people experienced this, as well. It becomes a moment of humility.

You talk about the idea of land being sacred, that these parks are important for the soul of America …

… Just as the national parks are an evolving idea, I think as human beings are evolving, seeing the land as part of us, not apart from us … How many thousands of people we saw in Yellowstone yesterday … people were encountering awe. People were encountering wonder. People were talking to each other. I saw one gentleman and he said, “My blood pressure has just dropped ten points.” In today’s world everyone is so distracted and “busy” (a word I have removed from my vocabulary), we forget what is essential. Land is essential. Solitude is essential. And that state of reverence is crucial if we are going to become our highest and deepest self. So I think that when we enter a national park, we enter a state of listening that has become uncommon to us. Stillness, solitude. The sound of rushing water. Wind. Bird song. And the quality of our listening changes. That, to me, all circles around the notion of sacred.

[quote position=”full” is_quote=”true”]Land is essential. Solitude is essential. And that state of reverence is crucial if we are going to become our highest and deepest self.[/quote]

Despite the difficulty of some of the things you encountered as you wrote this book, do you feel, in the end, more hopeful?

I’ve always been hopeful. I mean, what is hope? Hope is the belief we will be able to move forward with dignity. And we are moving forward, and I think with a proposal before us like Bears Ears National Monument—that I do believe will become a reality and a peace offering between the United States government and the tribes—how can we not be hopeful? President Obama has taken this evolving idea of our national parks and moved it forward. In the aftermath of the Orlando murders, we saw the establishment of the Stonewall National Monument in New York, an honoring of the struggle and triumphs of the LGBT community. This, too, is the legacy of America within our national parks. They house our histories, both human and wild. As Wallace Stegner said, our public lands are “our geography of hope.”

Interview has been edited and condensed for length.

  • 25 hilarious signs proving some messages just can’t be taken seriously
    Photo credit: Reddit | u/beachvbguyA funny bathroom sign.
    ,

    25 hilarious signs proving some messages just can’t be taken seriously

    From sharp edges to dog-friendly policies, these funny signs show how humor and confusion collide in public places.

    Signs are meant to inform, warn, or direct, but sometimes, they unintentionally entertain. Whether due to poor wording, clever humor, or just plain absurdity, some signs end up being comedic gold.

    Thanks to the internet, we no longer have to stumble upon them by accident—there’s even a whole subreddit, r/funnysigns, dedicated to collecting the most ridiculous ones.

    Here are 25 of the funniest signs that prove not all signage is created equal.

    1. Some people might need this reminder

    “Not knowing who Taylor Swift is doesn’t make you interesting.”

    funny signs, viral humor, Reddit funnysigns, funny warning signs, humorous signage
    Funny sign Reddit | u/Key_Shoe5850

    2. A dog-friendly policy we can all support

    “Dogs welcome. People tolerated.”

    funny signs, viral humor, Reddit funnysigns, funny warning signs, humorous signage
    Funny sign. Photo credit: Reddit | u/phoenix-fatale

    3. Coffee fixes everything

    “Given enough coffee, I could rule the world.”

    funny signs, viral humor, Reddit funnysigns, funny warning signs, humorous signage
    Funny sign. Photo credit: Reddit | u/AprilBoon

    4. Watch your step—sort of

    “Caution: This sign has sharp edges. Also, the bridge is out ahead.”

    funny signs, viral humor, Reddit funnysigns, funny warning signs, humorous signage
    Funny sign. Photo credit: Reddit | u/Winnin_Dylan

    5. Priorities: Keep the cat inside!

    “Please close the door behind you. DO NOT LET THE CAT OUT! No matter what it tells you!”

    funny signs, viral humor, Reddit funnysigns, funny warning signs, humorous signage
    Funny sign. Photo credit: Reddit | u/GigaPrime14900

    6. Cats really are the masterminds

    “If a cat asks for a cheeseburger, give it one. You don’t want to know what happens if you don’t.”

    funny signs, viral humor, Reddit funnysigns, funny warning signs, humorous signage
    Funny sign. Photo credit: Reddit | u/Zion_Annabella

    7. Nice try

    “Always read the fine print.”

    funny signs, viral humor, Reddit funnysigns, funny warning signs, humorous signage
    Funny sign. Photo credit: Reddit | u/Winnin_Dylan_

    8. Football confidence at its peak

    “World champions… of a sport only we play.”

    funny signs, viral humor, Reddit funnysigns, funny warning signs, humorous signage
    Funny sign. Photo credit: Reddit | u/Khaleeasi24

    9. The toughest decision you’ll make all day

    “Hmmm.”

    funny signs, viral humor, Reddit funnysigns, funny warning signs, humorous signage
    Funny sign. Photo credit: Reddit | u/Material-Practice-58

    10. Not the CPR instructions we were expecting

    “If someone collapses, administer CPR. If CPR doesn’t work, try turning it off and back on again.”

    funny signs, viral humor, Reddit funnysigns, funny warning signs, humorous signage
    Funny sign. Photo credit: Reddit | u/Lovecutiepie77

    11. Honesty is the best policy

    “Lying is bad. Except when you tell someone they look good in those pants.”

    funny signs, viral humor, Reddit funnysigns, funny warning signs, humorous signage
    Funny sign. Photo credit: Reddit | u/BaronVonBroccoli

    12. Job requirements have changed

    “Now hiring: Must be able to lift 50 lbs, work weekends, and fight off at least two raccoons a day.”

    funny signs, viral humor, Reddit funnysigns, funny warning signs, humorous signage
    Funny sign. Photo credit: Reddit | u/PurpleRuby_

    13. Someone really needed spellcheck

    “Public Notice: The libary is close today.”

    funny signs, viral humor, Reddit funnysigns, funny warning signs, humorous signage
    Funny sign. Photo credit: Reddit | u/Internetboy5434

    14. Looking for the Teenage Mutant Ninja Turtles

    “Caution: Sewer entrance. Heroes in a half-shell may be present.”

    funny signs, viral humor, Reddit funnysigns, funny warning signs, humorous signage
    Funny sign. Photo credit: Reddit | u/Poke-girl56

    15. In case of emergency… or not

    “In case of fire, please use stairs. (Sign is next to an escalator).”

    funny signs, viral humor, Reddit funnysigns, funny warning signs, humorous signage
    Funny sign. Photo credit: Reddit | u/Swimming-Pool143

    16. Why do we need to know this?

    “Fun fact: The average person will walk past a murderer 36 times in their lifetime.”

    funny signs, viral humor, Reddit funnysigns, funny warning signs, humorous signage
    Funny sign. Photo credit: Reddit | u/PrettySuccubus

    17. Stating the obvious

    “Warning: Water is wet.”

    funny signs, viral humor, Reddit funnysigns, funny warning signs, humorous signage
    Funny sign. Photo credit: Reddit | u/celestial-chic

    18. This store was ahead of its time

    “Employees must wash hands before returning to work. We’ve been saying this since 1992!”

    funny signs, viral humor, Reddit funnysigns, funny warning signs, humorous signage
    Funny sign. Photo credit: Reddit | u/beachvbguy

    19. The Force is strong with this one

    “Please use the Force to open the door.”

    funny signs, viral humor, Reddit funnysigns, funny warning signs, humorous signage
    Funny sign. Photo credit: Reddit | u/beachvbguy

    20. Elevator or trampoline?

    “To activate the elevator, please jump three times.”

    funny signs, viral humor, Reddit funnysigns, funny warning signs, humorous signage
    Funny sign. Photo credit: Reddit | u/PurpleRuby

    21. Beware of the nighttime hunters

    “Warning: This area is protected by highly trained owls.”

    funny signs, viral humor, Reddit funnysigns, funny warning signs, humorous signage
    Funny sign. Photo credit: Reddit | u/ScarlettPrincess

    22. Karen’s personal space

    “DO NOT TOUCH. This wall belongs to Karen.”

    funny signs, viral humor, Reddit funnysigns, funny warning signs, humorous signage
    Funny sign. Photo credit: Reddit | u/Limp_Duck_9082

    23. Not exactly good life advice

    “Or get away from that road as soon as possible.”

    funny signs, viral humor, Reddit funnysigns, funny warning signs, humorous signage
    Funny sign. Photo credit: Reddit | u/celestial-chic

    24. A new spin on fast food slogans

    “Make fast food great again.”

    funny signs, viral humor, Reddit funnysigns, funny warning signs, humorous signage
    Funny sign. Photo credit: Reddit | u/AprilBoon

    25. A truly ineffective calming method

    “Would be great if it did work, though.”

    funny signs, viral humor, Reddit funnysigns, funny warning signs, humorous signage
    Funny sign. Photo credit: Reddit

    Want more? Check out these YouTube videos for additional funny signs:

    This article originally appeared six ago. It has been updated.

  • Woman says her husband keeps ‘ruining’ romance novels by acting them out before she reads them
    Photo credit: CanvaA nightly seduction.
    ,

    Woman says her husband keeps ‘ruining’ romance novels by acting them out before she reads them

    “I genuinely don’t deserve him and also he is ruining my books.”

    Sometimes people reveal the climactic scene in a great book we’re reading before we even get there. It may be annoying, but most of the time, the ruined moment happens by accident.

    One woman shared this challenge in her Reddit thread, My husband is spoiling the spicy scenes in my romance books by acting them out before I get to them. Is it all a weird coincidence, or is their real genius hidden behind one man’s romantic gesture?

    My husband is acting differently in the bedroom

    A woman writing under the Reddit tag u/Embarrassed-Friend-8 shared she loves romance novels. Enough to consume four to five a month. Recently, her husband of 11 years started acting differently in the bedroom with what she describes as “themed” nights. She explains, “I’ll think ‘okay, that was fun and a little random’ and move on.” But then the real unexpected twist occurs. She continues, “A few days later I’ll be reading my book, hit a spicy scene and actually have to put my Kindle down bc it’s the same scene. Like, the same vibe, the same moves, occasionally almost the same setup.”

    She thinks he might be reading ahead and playing a fun little prank. But then the story beneath the story begins to reveal itself.

    “I read on my Kindle. He’d have to get into my account, figure out where I am in each book, read ahead, and then coordinate. He’s a big tech/numbers guy, so if he’s doing this I guarantee there’s a spreadsheet involved somewhere.   I’m honestly not even mad. Genuinely if this is what’s happening it might be the most unhinged romantic gesture anyone has ever done for me. But he is technically spoiling the books??”

    husband, wife, reddit post, role-play, dinner date
    A sexy dinner date.
    Photo credit Canva

    People love a good role-play story

    As this story started to gain traction, the comments section filled up fast with amused, confused, and thoroughly invested people. It’s hard to resist a great story that begins with, “11 years and he’s still out here finding new ways to be surprising. I genuinely don’t deserve him and also he is ruining my books.” These are some of the Redditors’ thoughts:

    “Made the mistake of reading this post to my husband and I think I actually saw a light bulb turn on above his head — gonna start locking my Kindle…”

    “Book mark your favorite scenes…give him a selection so there’s still an element of surprise.”

    “You made me laugh so hard this morning!”

    “Yes, but ruining them in the BEST possible way!”

    “Absolute legend behavior, but you’re right, he needs to drop some DLC that isn’t in the source material for the real surprises.”

    “This is adorable and also sweet and romantic!”

    “I mean, the husband is looking at this as ‘ok, challenge accepted!’”

    “Girl, start reading some spicier stuff!”

    mystery, Kindle, spreadsheets, fun surprise
    A woman looks through a spyglass.
    Photo credit Canva

    The mystery is uncovered in a Reddit update

    In an update to the original post, the woman shared that she was very appreciative of the comments and support from readers of her posting. “Turns out you all were right. He had access to my shared Kindle library and got this idea for a prank, but once he did it a few times he really got ‘invested.’” She continues, “He’s going to stop spoiling my books but we did come up with another arrangement, also thanks to the comments here. I’m going to give him a list of pre-approved spicy scenes and he’ll choose (in no specific order) which he wants to surprise me with.”

    This husband was willing to go the extra mile to keep their relationship moving in a healthy direction. And yet, there was one more little update she had to add in, “YES there was a spreadsheet. Chili pepper emojis for spice levels. A column for notes (needs wine, links to Spotify playlists, etc). Color coding. Multiple tabs. More organization than even I was expecting. It will be ongoing and is now shared so I can drop in my own chili peppers and notes.”

    sunsets, sexy moments, healthy intimacy, romance readers
    A romantic couple as the sun sets.
    Photo credit Canva

    Romance novels are not just for the ladies

    Romance novels aren’t simply a niche. It’s one of the most widely read genres worldwide. It’s not just casual reading either. Romance readers are voraciously digesting an average of five novels per month. A 2021 study in Humanities & Social Sciences Communications found that most readers are in relationships and looking for little escape and relaxation. Writing that is exciting, easy, and fun to read matters more than the sexual content.

    What might be surprising is that romantic literature appeals to male readers more than you might think. In a 2025 survey conducted with fans of romance books by Talker Research, 63% of the men considered themselves die-hard fans. Also, men spend 364 hours annually reading romance compared to women, who spend 312 hours.

    couples, dates, relationships, passion, fun
    A couple eats watermelon together.
    Photo credit Canva

    A little bit of romance matters

    Research shows that doing something new together can reignite connection. A 2024 study in Science Direct found that passion and intimacy are directly related to overall relationship satisfaction. And it’s not the big swings at romance that matter most. It’s the small, attentive actions that bring more intimacy.

    A 2023 review in the National Library of Medicine found that in the psychology of a romantic relationship, responsiveness, emotional attunement, and mutual investment build a stronger, lasting connection.

    Romance might seem like something we’re all supposed to instinctively know how to do. This husband is willing to invest time and creativity into his marriage, even if his first attempts didn’t land perfectly. What she thought was a small frustration slowly turned into a stronger connection. All of this good started by simply trying and reading a little ahead.

  • Indie coffee shops are meant to counter corporate behemoths like Starbucks – so why do they all look the same?
    Photo credit: stomy/iStock via Getty ImagesMany coffee shops today seem to be aesthetically divorced from time and place.

    Like many young, urban professionals, we run on coffee. We especially enjoy frequenting independently owned cafes that pride themselves on ethically sourced beverages, strong local ties and a hip aesthetic.

    They’re the kinds of places that sneer at the homogenization and predictability of Tim Hortons, Second Cup, Dunkin and Starbucks.

    But as public space and consumer culture researchers, we began noticing a pattern: While the invention of new, nondairy milks to mix into lattes continues to amaze us, many U.S. coffee shops seemed to share a similar aesthetic.

    What was up with all the exposed brick? Why did so many of the baristas look cooler than us, but also so similar to one another? And why did most menus appear on a chalkboard, as if we were still in kindergarten?

    Weren’t we supposed to be in one-of-a-kind, authentic settings that make us feel unique and, let’s admit it, slightly elevated?

    As it turns out, the visual patterns we noticed had never been backed up by research. So after a quick cortado, we set out to test our hunch that local coffee shops had adopted a uniform aesthetic.

    Measuring homogeneity

    We asked over 100 American and Canadian young professionals living in cities to share an interior image of their favorite independent coffee shop, describe why they liked the shop’s appearance, and document aspects of its interior design.

    They could select these interior design features from a list of 23 common elements that we had identified in a pilot study – brick walls, marble counters, indoor plants, local art, vintage furniture and even the look of the baristas. Respondents could also write down other details they noticed.

    The elements that they selected and wrote down showed a fascinating overlap.

    Baristas led the pack: Two-thirds of the participants’ favorite local coffee shops had staff with tattoos or piercings. Over half had baristas with beards. Well over half of the respondents noted that their favorite shop had chalkboards, reclaimed wood features, local art, milk foam designs on beverages, local event posters and exposed brick. A large share of the shops had vintage furniture, community message boards and free books available to patrons to read. One-third of the images had indoor plants, trees or greenery.

    Barista with a beard and tattooed hands pours boiling water over coffee grounds.
    Chances are your favorite local coffee shop has a barista with a beard and tattoos. Wera Rodsawang/Moment via Getty Images

    Next up, we challenged the participants to identify the city where these coffee shops were located.

    Using the images provided by the respondents from the initial survey, we asked 158 new and prior participants if they could match the location of the shops depicted in six photographs to Cincinnati, St. Louis or Toronto – cities chosen for their different architectural and aesthetic qualities.

    Not a single participant was able to correctly identify the correct city for all the photos.

    We gave respondents another chance by showing two pictures of coffee shops, one at a time. This time, the two shops were located in Chicago and San Francisco – again, places that pride themselves on their unique and recognizable design culture. They were now given the choice of these key cities to select from, as well as three wrong cities. Only 6% successfully located both coffee shops, and nearly 20% immediately gave up.

    As one participant conceded: “Honestly, these aesthetics are very transferable now … they were random guesses and they could have been in any of the cities mentioned.”

    In other words, independent coffee shops in North America have become so similar aesthetically that their location cannot be picked from a lineup. The purportedly unique and local feel of coffee shops has instead been homogenized into a singular, palatable, North American aesthetic.

    Ironically, these shops have narrowed their aesthetics like a de facto brand franchise – exactly like the chain stores that their patrons ostensibly reject.

    A young woman with dreadlocks pays for her coffee as a smiling young female barista with short hair holds out a card reader.
    Exposed brick, check. Plants, check. Chalkboard, check. Tara Moore/Digital Vision via Getty Images

    Computers and capital

    So why is this happening?

    New Yorker cultural critic Kyle Chayka has attributed aesthetic homogenization to popular social media platforms like Instagram. He calls it the “tyranny of the algorithm”: Social media algorithms promote the visuals that users are most likely to engage with. This, in turn, causes the same types of visuals to be liked and shared, since users encounter them more often. Because the algorithm sees they’re popular, it continues to promote them, in a self-reinforcing cycle. In turn, coffee shop owners also see these online images and try to replicate them in their own establishments.

    Artificial intelligence will likely accelerate the digital homogenization of visual culture, since AI models are trained on massive datasets that feature widely circulated images. Whether it’s popular fashion, architecture or interior design, idiosyncrasies are collapsing into a generic, hegemonic aesthetic – what scholars Roland Meyer and Jacob Birken call “platform realism.”

    Finance plays a role as well. With the average cost of starting a new coffee shop between US$80,000 and $300,000, and with only a small share of coffee shops expected to stay open beyond five years, banks are keen to reduce their risk. Many of them will therefore ask aspiring coffee shop owners to opt for cheaper interior design choices that appeal to the broadest customer base.

    The consumer also plays a role

    But patrons of hip coffee shops may also be to blame.

    Decades before the rise of social media, AI and financial risk management, scholars such as Sharon Zukin revealed how young urban professionals paradoxically embrace the homogenization of their environment in their quest for authenticity.

    Those exposed brick walls? Zukin already described how Manhattan real estate brokers had marketed them to gentrifying SoHo yuppies in the early 1980s.

    Like their predecessors, today’s hipsters, creative professionals and knowledge workers are essentially cultural and aesthetic consumers. Many of them crave visuals – from fashion to architecture – that are different enough to feel cool and authentic, yet safe enough to match their lifestyle and their social status. They want a tasty latte as much as a palatable interior to drink it in.

    Businesses and developers are eager to appeal to these upwardly mobile consumers. At the same time, they want to reach the biggest number of customers. So they tend to create repeatable, homogenized environments in what Zukin describes as a “symbolic economy.”

    In coffee shops, patrons want more than a good espresso. They want to immerse themselves in a “scene” that matches their lifestyle and aspirations. And the exposed brick and the vintage furniture do just that – even if they’ve been copy-and-pasted in cities, small and large, across the nation.

    As we chase authenticity, we may just be finding comfort in carefully curated conformity.

    This article originally appeared on The Conversation. You can read it here.

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Today’s obsession with authenticity isn’t new – being true to yourself has troubled philosophers for centuries

Health

What does the appendix do? Biologists explain the complicated evolution of this inconvenient organ

Health

Pregnant mom asks for first-class seats. The internet couldn’t wait to deliver a reality check.

Culture

Teacher shares 5 specific examples of how chaotic an average middle school day really is