Thomas Frank has been sending wake-up calls to just about everyone within reach over the past decade, in venues from The Village Voice to Harper's. His takes on labor politics, advertising, the virtues of the Midwest, and how un-cool you really are have won him a wide audience, and in this piece, Frank gives us a reading of cultural studies--viewed by some as an important new perspective in the academy, but by others as an unwieldy theoretical fad.