Different, Like Everyone Else: Stuff White People Like and the Marketplace of Diversity Patrick R. Grzanka Arizona State University Justin Maher Harvard Graduate School of Education This article explores Stuff White People Like (SWPL), a popular blog that has lampooned the cultural practices of a certain kind of bourgeoisie-bohemian White person since its inception in early 2008. The overwhelmingly positive reception of the blog motivated the authors to explore the complexities of this commercial humor project in the context of the twenty-first century multicultural neoliberalism in the United States. Through analysis of both the blog entries and online audience response, they ultimately claim that SWPL is limited in its potential for antiracist cultural work because it fails to challenge the logic of neoliberalism — indeed, it operates firmly within it — and defers a radical critique of White privilege. Moreover, SWPL facilitates gleeful celebration of essentialized White idiosyncrasies by incorporating a form of White ‘‘ethnicity’’ in the twenty-first century neoliberal marketplace of diversity. Keywords: Whiteness, racism, neoliberalism, multiculturalism, blogs Stuff White People Like (herein SWPL) is a humor blog that examines the cultural practices and consumptive choices of ‘‘White people,’’ a satirically essentialized social group referring to middle to upper-middle class, highly (over)educated, White-identified urban(e) heterosexual men and women. Adopting the facetiously distanced voice of an anthropologist, the blog’s creator and primary author Christian Lander chronicles the products, people, and activities that define this type of North American, middle-class, straight, White person. The central premise of the joke is that characteristics of White people, at least to the blog’s authors and imagined audience, are usually unmarked. The blog lampoons the subjugating gaze of the ethnologist and inverts its lens onto Whiteness, chronicling the arbitrary ways in which these White people possess their own set of stereotypical behaviors and characteristics. Los Angeles-based, Canadian Lander and his occasional co-authors Direct all correspondence to Patrick R. Grzanka, Barrett, the Honors College, Arizona State Univer- sity, P.O. Box 871612 Tempe, AZ 8587-1612; e-mail: Patrick.Grzanka@asu.edu. Symbolic Interaction, Vol. 35, Issue 3, pp. 368–393, ISSN: 0195-6086 print/1533-8665 online.  2012 Society for the Study of Symbolic Interaction. All rights reserved. DOI: 10.1002/SYMB.24