Sometimes, readers, ideas arise from the strangest places.
Recently, my car needed some work. So I was in a waiting room with a very large wide screen TV, which plays with the sound so on mute that it might as well be off.
And so it came to pass that I watched The Property Brothers for about 4 hours straight.
If you’ve never seen The Property Brothers, it’s a standard home show: house is desired, house is fixed up to the nines, obstacles are overcome, desires are met, and ultimately all is well.
The wrinkle in The Property Brothers is that the principals of the show are twin brothers. One, Jon, does the contracting work and is shown hammering and so forth. The other, Drew, is the business guy who talks money to the home buyers, and negotiates and irons out the financial details.
But because the sound was off, of course, I could focus on the more meta story of The Property Brothers. The details — were they in Toronto or Austin, with a couple or a single woman, a townhouse or a ranch? — were far in the background.
And I think the meta is this.
The Property Brothers is really about making the border between people who work with their hands and businesspeople/entrepreneurs potentially permeable. For some time now, American society has been increasingly separating the two. Folks who work with their hands are relegated to less and less of the pie. Businesspeople have gotten more and more. There is less and less interaction between the two.
The Property Brothers, though, works against the division while at the same time replicating it.
How? Let’s start with the replication first. In every show, Jon is what we might call “working guy” (tool belt, plaid shirt) and Drew is “entrepreneur guy” (suit, tie) who makes wealth out of the house not with his hands, but with his meetings, cell phone and so forth. Check out the pic below for how this works.
Then, let’s examine the way it works against splitting the roles. The show works to subtly move each brother out of their respective “working guy”/”entrepreneur guy” role as well, as the series goes on. Jon does occasionally talk to the home owners about the financial trade-offs of this or that alteration. Drew sheds his suit and walks around in an open-neck shirt sometimes.
Also, of course, the division is partly erased simply because of their visual similarity and kinship. They’re brothers, of course, and twins to boot.
I think the show works on a subconscious level as a kind of unification of “folks who work” with “folks who make money from investments.” It’s popular partly because it counteracts the increasing real life division. The imagery tells its audience “if we can morph between these roles, so can you.”
In addition, of course, the potential of rising real estate prices does make this unification between working stiff and investor possible for some people — which establishes the potency of the metaphor even more.
Here’s the pièce de résistance on their morphing between these two roles. The brothers have a web site devoted to themselves, http://www.thescottbrothers.com/, that is quite separate from the show’s web site. On it, Jon and Drew trade sartorial places. Jon, toolbelt guy on The Property Brothers, is dressed not only in a suit, but a three-piece suit. It’s quite spiffy as well. Drew, entrepreneurial guy, is in an open necked shirt. (There is a third brother, who works behind the scenes, and is right between the two sartorially.)
And, get this, they morph. The page that greets visitors is the page where their facial expressions keep changing. It’s as if they are saying: “this is all about morphing.”