In a feat of journalist excellence, New York based Business Insider has officially declared that “the Mission is a million times more hipster than Brooklyn.” Calling the neighborhood a “Williamsburg on steroids,” the Business Insider piece continues a long tradition of East Coast publications obsessing over the Mission.
Assembled by Melia Robinson, a reporter well versed in using the listicle form as a means to unpack complicated truths, the Business Insider piece seeks to understand the neighborhood by searching for meaning in all the “beards, denim shirts, artisanal cheese, bicycles, and overpriced lattés” found within. And while the piece seems to use the terms “hipsters” and “tech workers” interchangeably, it is unwavering in its one-dimensional view of the Mission as a place overrun by an “earthy-crunchy yuppie invasion.”
But perhaps we’re not giving Business Insider enough credit. They have, after all, already done away with the article’s tired, East Coast/West Coast hipster-themed headline pictured above. The new headline, which reads “The Tech Boom Turned This Working-Class San Francisco Neighborhood Into A Hipster Haven,” demonstrates that Business Insider truly gets it by bringing the focus back to what we actually care about in San Francisco: tech.