Sunday May 28, 2011
We are in the transition to a bear market. Hence mood, news stories, and public interests are exhibiting many potentially confusing cross currents.
In a bull market all news is bullish. No matter what happens the markets go up. For example one might expect to see the following hypothetical story.
Despite the refusal of Palestinian Leader Abbas to recognize the State of Israel, investors bid Israeli based Teva Pharma even higher.
In a bear market all news is bearish.
Investors were looking for a positive ray of hope with Secretary of State Hillary Clinton's latest visit to the troubled Middle East but she returned empty handed. The Palestinian Leaders walked away from recognizing the legitimate existence of Israel. Not surprisingly, shares of Israeli Teva Pharma dropped yet again.
Now those news events were hypothetical, I made them up but no doubt one can find similar real reports.
As we transition to a top in the markets, some sectors have already signalled a downturn. The Shanghai Stock Exchange topped months ago. So we hear nothing about the SSEC. Instead the media reports on what it still going up. like Linked In or Yandex. But social mood is well into a bear market already.
What we offer here is a Market Perspective, hence the name of the Blog. As a college professor I can attest that most groups of people (students for example) see but do not observe. They hear but they fail to synthesize the words into a meaningful learning context.
Don't take my word for it, here are a few of the volunteer reviews off Amazon for Stephen King's latest, Full Dark, No Stars, though the title does reveals what to expect.
King at his gritty, gruesome, giddy best, so be sure to check under the bed before getting started
the only thing you can count on is that "there are always worse things waiting.
This is an honest book. Each story seems to revolve around the theme that there is a monster inside each one of us.
How remorseless can a person be?
If you are looking for some really gory parts, then 1922 is the best you will get.
Or here are a couple of professional evaluations of Full Dark.
King [is] the most wonderfully gruesome man on the planet… The pages practically turn themselves."
-- Carol Memmott, USA Today
"Full Dark, No Stars is an extraordinary collection, thrillingly merciless, and a career high point."
-- The Telegraph (UK)
Well you get the drift, light holiday reading eh? King is a champion of the macabre so it is not accident that he is back on top with readers. Why, because his works resonate with a negative mood.
There are multiple best seller lists. The store I was in rated Full Dark as number 3,
The Vampire Diaries The Return of Midnight as number 4
Dead Reckoning, A Sookie Stackhouse novel as number 2. The HBO series True Blood is based on the Stackhouse series.
Now before I go on let me put what I am about to show you in context. Promotions are nothing new. In Jean Shepherd's delightful Christmas Story Ralphie locks himself in the bathroom to use his new Little Orphan Annie Secret Decoder Ring. What does the famous gal have to say? It turns out to be in his words, a a crummy commercial.
In the bull market of the 1950s, Walt Disney kicked off the first promotion of my lifetime. He combined the Davy Crockett story with a Sunday Night tv series, linking that to the new Disneyland Frontierland amusement park. Every young boy on the block wanted a Davy faux coonskin cap. Clearly this was a bull market event, positive hero worship. Now fast forward to today's promotion.
Look no further than Page 11 of the Best Buy ad insert in today's Sunday paper. Really, I am not kidding. It is typical for Best Buy to feature the latest DVD release on all the tv ads in the weekly brochure. And so on page 11 we find the following.
When you buy Season Three of True Blood at Best Buy you get, yes, the Best Buy Exclusive True Blood Magnet!
I suppose the idea is that this is the perfect addition to your refrigerator collection. But wait there is more!
For those of you who have not watched the series, Vampires have come out of the closet and become mainstream characters. In helpful fashion a new drink, True Blood, has been invented to spare the throats of the rest of us. So, yes, for $2.99 you can get a bottle of True Blood. I of course cannot vouch for how well that slakes the taste of a genuine vampire. And for $12,99 you get the, of course, True Blood T Shirt. As the ad says,
bring home the extras and get a true taste of the show!
Now putting all this together, how far is that promotion for True Blood, mood wise, from Little Orphan Annie or Davy Crockett? Class, the correct answer is, about as far as you can go. The amazing thing is that so few people grasp the significance of what is happening.
At this point the media is treating all this as fictional fun and games. But clearly with this much mateiral on display there is a 'thirst' for horror. This is indicative of a negative social mood. And that social mood is on display around the world. Today's paper reports on Moscow police brutally breaking up a demonstration by gay men. The police are described as brutes by participants.
The cross currents are on display in WSJ.com where Matthew McConaughey is modeling men's cologne, Cartier and Louis Vuitton offer stunning diamonds, and even Chanel and Ralph Lauren are now in the watch business. This is significant in that Vuitton made its mark in the luggage business and Chanel has not previously offered watches. The message here is that the luxury market has expanded to allow more non-traditional participants get a piece of the action. So the luxury market is still expanding,> While such observations do not constitute market timing, they provide a useful window on social mood. At present WSJ.com is responding to the whims of readers to display wealth and emulate movie stars like McConaughey and Michael Fassbender.
Oh remember the classic trench coat made famous by Bogart in Casablanca? London Fog made them in my college days for about $175. Fassbender models one by Burberry Prosum. This venerable British fashion label is back from the moribund with new management. No wonder, the coat lists for $2,395.
Well there you are. Sherlock Holmes used to tell Watson that the best place to hide something is right in the open.All the clues to social mood and where it is about to take us are right here in the open. But it takes a socionomist to point them out.
As the Scouts say, Be Prepared.