Camps Are Cleared, but ‘99 Percent’ Still Occupies the Lexicon
Ted Soqui for The New York Times
A protester in Los Angeles, where the police cleared a park near City Hall early Wednesday.
By BRIAN STELTER
Published: November 30, 2011
Most of the biggest Occupy Wall Street camps are gone. But their slogan still stands.
Send Us Your ‘99 Percent’ Photos
The slogan “99 percent” has become a part of the cultural lexicon. Have you seen examples? Send us pictures of signs, slogans, advertisements, billboards and other instances that mention the 99 percent (or the 1 percent).
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Jessica Rinaldi/Reuters
The slogan was projected on a New York building in November.
Whatever the long-term effects of the Occupy movement, protesters have succeeded in implanting “We are the 99 percent,” referring to the vast majority of Americans (and its implied opposite, “You are the one percent” referring to the tiny proportion of Americans with a vastly disproportionate share of wealth), into the cultural and political lexicon.
First chanted and blogged about in mid-September in New York, the slogan become a national shorthand for the income disparity. Easily grasped in its simplicity and Twitter-friendly in its brevity, the slogan has practically dared listeners to pick a side.
“We are getting nothing,” read the Tumblr blog “We Are the 99 Percent” that helped popularize the percentages, “while the other one percent is getting everything.”
Within weeks of the first encampment in Zuccotti Park in New York, politicians seized on the phrase. Democrats in Congress began to invoke the “99 percent” to press for passage of President Obama’s jobs act — but also to pursue action on mine safety, Internet access rules and voter identification laws, among others. Republicans pushed back, accusing protesters and their supporters of class warfare; Newt Gingrich this week called the “concept of the 99 and the one” both divisive and “un-American.”
Perhaps most important for the movement, there was a sevenfold increase inGoogle searches for the term “99 percent” between September and October and a spike in news stories about income inequality throughout the fall, heaping attention on the issues raised by activists.
“The ‘99 percent,’ and the ‘one percent,’ too, are part of our vocabulary now,” said Judith Stein, a professor of history at the City University of New York.
Soon there were income calculators (“What Percent Are You?” asked The Wall Street Journal), music playlists (an album of Woody Guthrie covers, promoted as a “soundtrack for the 99 percent”) and cheap lawn signs. And, inevitably, there were ads: a storefront near Union Square peddles “Gifts for the 99 percent.” A trailer for a Showtime television series about management consultants, “House of Lies,” describes the lead characters as “the one percent sticking it to the one percent.” A Craigslist ad for a three-bedroom apartment in Brooklyn has the come-on “Live Like the One Percent!” (in this case, in Boerum Hill).
These days, the language of the Occupy movement is being reappropriated in new ways seemingly every day. CBS ran a radio spot last that invited viewers to “occupy your couch.” On Thanksgiving, people joked online about occupying the dinner table. Now, on Facebook, holiday revelers are inviting friends to “one percent parties.”
Slogans have emerged from American protest movements, successful and otherwise, throughout history. The American Revolution furnished the world with “Give me liberty or give me death” and the still-popular “No taxation without representation.” The equal rights movement in the 1960s used the phrase “59 cents” to point out the income disparities between women and men. The civil rights movement embraced the song “We Shall Overcome” as a slogan. During the Vietnam War, protesters called on politicians to “Bring ’em Home” and “Stop the Draft.” More recently, supporters of Mr. Obama shouted “Yes, we can.”
The idea behind the 99 percent catchphrase has its roots in a decade’s worth of reporting about the income gap between the richest Americans and the rest, and more directly in May in a Vanity Fair column by the liberal economist Joseph E. Stiglitz titled “Of the 1%, by the 1%, for the 1%.” The slogan that resulted in September identified both a target, the “one percent,” and a theoretical constituency, everyone else.
Rhetorically, “it was really clever,” said David S. Meyer, a University of California, Irvine, professor who studies social movements. “Deciding whom to blame is a key task of all politics,” he wrote in his blog about the phrase.
“It’s something that kind of puts your opponents on the defensive,” he said in an interview.
In some cases even politicians who have been put on the defensive by the movement have resorted to the same rhetoric. When Philadelphia’s mayor, Michael A. Nutter, announced last week that the protesters there had to make way for a construction project, he emphasized that the project would be “built by the 99 percent, for the 99 percent.”
Xeni Jardin, the editor of the influential blog Boing Boing, which has featured the protests every day since they began, praised the slogan for capturing “a mounting sense of unfairness in America” and distilling it “into something very brief.”
But she also called it “fundamentally unfair” because within the so-called 99 percent that have slept at occupations across the country, there are many well-to-do college students but just as many, if not more, homeless individuals. “There are many shades of gray,” she said.
But attempts to mock or subvert the slogan seem not to have stuck; as Ms. Jardin put it, “How do you make fun of numbers?” A Tumblr blog that was set up to compete with “We Are the 99 Percent,” called “We Are the 53%,” (referring to the estimated percentage of Americans who pay federal income taxes) has not been updated for two weeks.
Ms. Stein at CUNY believes that the 99 percent rallying cry will have limited effect in the future. “I don’t think a good slogan is enough to revivify a movement or our politics,” she said.
But Mr. Meyer said the catchphrase is a useful one in that it gives continuity and coherence to a movement that is losing some of its camps in major cities across the country. “Occupy takes its name from the occupation,” he said. “If Occupy continues without occupations, what provides continuity with those people in Zuccotti Park? The slogan.”
The slogan was chanted again early on Wednesday morning in Los Angeles and Philadelphia as police there cleared out the Occupy campsites in each city. As they lost physical ground for their local movements, protesters told each other online, “You can’t evict an idea.”
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