Despite the recent re-design, the Irish Independent’s layout leaves a lot to be desired, to say nothing of the content. Many of the articles are published without attribution, and others appear under the news sections when they are not news at all. One such article was this one, which appears under the National News section.
Here’s the first para:
THERE you are now lying on the beach in Spain or Turkey, and all you can think about is foreign ownership and how nice it would be to say to the Yammy Mammies at the school gate in September that you and Feeergus “have just bought that dahling property in Porto Bandius” and how it was “a steal”.
Turns out the rest of the article is about some house in county Kildare: an advertorial.
Nothing particularly interesting about that, but I was a bit surprised at the targeted readership of the advertorial. The reader is assumed to be knowing enough to be in on the joke (for want of a better phrase) about ‘Yammy Mammies’, middle-class ‘Feeerguses’ and the like, but not knowing enough to know that the purpose of the article is to stimulate the appetite for purchasing a house.
On a wider note, I have often wondered about how much the typical Irish middle-class resident of the low even-numbered Dublin suburbs -the one who gets lampooned in those Ross O’Carroll Kelly books- is in reality a product of the envious imagination of a far more insecure and acquisitively minded middle-class.
By saying this I’m not out to deny the existence of a fair few ponces and braying idiots, since I have met quite a few of them. Rather, I suggest that the common fixation with them comes from the fact that many members of the new middle class are quite conscious of the fact that their prosperity is altogether insufficient to buy themselves a house in Dublin 6.