Deano, I should stress, is not a real person. He is an avatar, an internet meme, a representation — the personification of a certain type who can be found almost anywhere in the country. He is an everyday man; a middle manager with a new-build home and a car on finance, a large TV and a PS4. According to one of the more popular memes online he is, more specifically, “deputy assistant head of sales targeting” who arrives home every day to a wife “already home from her work as a Team Leader in a call centre”. You can almost see the disdain dripping from the page.
To many, Deano is a figure of fun: a low-brow, low-status provincial man with bad taste and too much sway over the nation’s cultural life. But the more I read about him online, whether on
Reddit,
Urban Dictionary,
Twitter or
YouTube, the more I realise his was not a life to be mocked but cheered — and even envied. Deano owns his home, gets back from work early, and has enough disposable income for new furniture and nice food. He is doing well and is a responsible, decent citizen. He isn’t rich enough to dodge his taxes and is more likely to be found in the gym than in the pub or the bookies.
In some senses, Deano is a lifestyle choice as much as an identity, which might even be boiled down to
not moving to London. For many London graduates, earning £40,000 but spending all their money on a shared rented flat, Deano is the road less travelled. Deano decided not to move somewhere else; he is happy to earn slightly less while enjoying more disposable income and more space