American hype culture

what is it about hype culture that is so uniquely American?

I recently went on a visit home to my parent’s house. My mom dragged me into the basement to sort through a big plastic tub of my belongings. I was surprised to open the lid and find the tub full of my basketball trophies. I flashed back to all of the basketball championships I’d walked into, the crowd roaring and music pumping as we ran out from the locker rooms.

Yes, we know that Americans are focused on success, achievement, and “winning” in our culture, but I also remembered the first bumping, the walk out songs, the sensation of adrenaline pumping through my veins that I became very comfortable with from a young age.

The more I thought about it, the more I noticed that hype culture is not limited to sports, but is littered across different arenas of American society. Here are the ways hype culture plays out most dominantly in America.

Fitness Groups

On my recent trip home I took a spin class with my sister. We arrived and our lockers were decorated with our names. We received hand written cards with encouraging notes on them, like, “rock your ride!” and “you got this!”. This promotional marketing not only made me feel special, but also gave me the feeling that I was entering into an amphitheater instead of a fitness studio.

Who doesn’t like getting yelled at in a crowded, dark, incredibly loud room?Photo by Erlend Ekseth on Unsplash

I admit, I love high-intensity spin classes. What’s not to love about an instructor yelling at you that “there’s nothing you can’t do!” The leaderboard spits out our team stats, the music pushes me to go a little bit harder: each time I walk out of spin class I am certain that I will be the first female president of the United States.

I think Italians would find this level of enthusiasm disingenuous or phony. However, this performance focused culture is very common among high intensity fitness studios in the US.

Work Culture

Even if you don’t go to high-performance athletic studios, you will see hype culture played out in the workplace. My Italian friend is a physician and works in hospitals. She told me a compelling story about completing a medical rotation in NYC. There was a big emergency and it was all hands as a helicopter was to arrive carrying trauma patients. The lead physician gathered together the group of doctors and gave them a rousing speech, ending with a stirring cry: “We are going to save the lives”! Everyone put their hands into the middle of a circle and they chanted “save lives” before rushing out onto the tarmac to receive the patients. When she returned to Italy, she tried this same approach during an emergency situation. Her colleagues thought she was drunk. They wondered if she was OK.

In my own personal experience working in the corporate world, I would equate some of the speeches I’ve heard to leaders driving their team to war. Colleagues scribble into our chat system “let’s gooooo!” - each motivational post adorned with emojis of <100%> and <muscle flex>. We’re not even saving lives, we’re just trying to grow revenue!

Personal Development

There is a certain “Tony Robbins” factor that exists in the United States that does not exist in Italy. In one of Tony Robbins most famous speeches is called “Winner’s Don’t Quit”, his simple messaging is delivered with an energetic, impassioned voice. He’s pitching growth as the only way to happiness. Convenient, considering that is what he sells. In fact, according to Grandview Research, the personal development industry in the US was valued at 43.77 billion in 2022 and will grow 5.5% through 2030. Americans focus a lot more than Italians on self-improvement. They are always seeking out new supplements, gym routines, or fad diets. Not only do Americans follow physical health trends, they also adopt mental health trends like breathwork, meditation, and cold plunges. The promotional messaging from these providers is often very hyped.

Photo by Matthew Jungling on Unsplash

Sports Allegiances and Patriotism

Certainly, the US has an obsession with “winning”. This plays out in professional sports but also in the film and tv industry. In the 2004 movie “Miracle” we watch the US ice hockey team beat the Soviet Union during the 1980s Olympics (a magic combination of both patriotism and athletics). Throughout the movie, coach Brooks purposefully rouses each player, getting them to turn their anger into allegiance.

It wouldn’t be Hollywood without a moving speech from Coach Brooks during the championship. As the crowd behind him chants, “USA!” he leans into the huddle saying, “Great moments are born from great opportunity. And that's what you have here, tonight, boys. That's what you've earned here tonight. One game. If we played 'em ten times, they might win nine. But not this game. Not tonight. Tonight, we skate with them. Tonight, we stay with them. And we shut them down because we can! Tonight, we are the greatest hockey team in the world. You were born to be hockey players. Every one of you. And you were meant to be here tonight. This is your time. Their time is done. It's over. I'm sick and tired of hearing about what a great hockey team the Soviets have. Screw 'em. This is your time. Now go out there and take it.”

Where Does Hype Culture Come From?

My theory is that hype culture draws on American values of individual freedom. It doesn’t matter who you are, what your background is, or where you come from - anyone who works hard can “take what’s theirs” and “win”.

It also draws on the American values of money and time. When resources are scarce, there is a sense of immediacy - we must do the thing right now. Not the next workout, not tomorrow’s work day, not the next yoga class - NOW.

An article by Aline Sluis about hype culture says that “Festina lente is a Latin motto meaning make haste slowly”. She argues that the best art comes from slow, focused work, and not the instant gratification expected in the states. It’s no wonder I feel the impact of this living in Italy!

What do you think? Do you play a part in “hype” culture? Have you experienced this in the US? I have to admit, it’s an environment I’m very comfortable in! I’d love to know more in the comments.