Back in the late ’00s, I wrote a ton on Jughead, my favorite Archie Comics character. The main reason I identify with him so much is because he’s the “weird” one; to quote one of the many Poirot episodes out there, Jughead’s of the world, but he’s not in the world. In other words, he can see the strings behind everything going on in his environment, yet doesn’t desire to become a part of it, nor can his friends ever truly understand his lack of desire to lose himself in the day-to-day minutae of life. Whereas Archie, Betty, and Veronica are constantly embroiled in pettiness, Jughead is usually the one with the subtle, existential view on things.
The main body of the article I’m presenting now is one of those early Jughead articles. It’s focusing on Jughead as Riverdale’s representative of American counterculture, both through his personality and, in particularly, through his clothing and hair styles. Even though all of the characters go through changes over the years, Jughead is the only character who became repurposed by Archie Comics as a window into America’s constantly evolving counterculture. Whereas Archie is “America’s Favorite Teenager,” Jughead is “America’s Favorite Outcast.”
Whether he knew it or not, John L. Goldwater, publisher and editor of Archie Comics, was a genius to have created such an influential character like Forsythe Pendleton Jones III, or, as we know him, Jughead. Actually, I think he was a bit ahead of his time. To many (and probably to Goldwater), Jughead is quirky-someone who follows the beat of their own drummer, in the cliché sense. But Jughead’s off-center personality and nonconformist aesthetic has been reflected in the decades after his first appearance in 1941.
Some background on the creation of Jughead, first. Goldwater was quoted as saying that his high-school friend, named Archie, was part of the inspiration for the character Archie. In turn, Goldwater himself was the inspiration for Jughead. “I felt like Jughead to him,” he said about their days at the New York Teachers’ Training School. “I was a very loyal friend.” It would seem that Goldwater brought a lot more to Jughead’s personality than just his loyalty; Goldwater was an orphan who hitchhiked westward during the Depression, finding work. This rough lifestyle Goldwater led in his earlier years was sure to have supplied Jughead with his loner, self-sufficient, and non-conformist sensibilities and a personality more unique than the other Archie characters.
Jughead in the 1950s-early 70s: Beatnik
Through most of the ‘40s, Jughead was the standard slacker who provided the snappiest comebacks in stories-lines that usually weren’t reserved for characters like Archie and Betty. But in 1947, the Beat Generation-a free-form, alternative lifestyle that rejected the conformist “square” culture and focused on different ways to realizing spirituality-bubbled up from the subculture dregs and this started seeping into mainstream throughout the 1950s. Once the Beat culture caught on, however, and college students started dressing in stereotypical berets and black leggings, the term “beatnik” arose, and this version of the Beat Generation is the one most Americans associate with the 1960s.
With Goldwater’s work with the Comics’ Code, I doubt he would’ve wanted people to view Jughead as a person with Beat sensibilities, but the laid-back, drifter personality he has, coupled with his rejection of his parents’ standards and goals for him (much to his father’s aggravation), Jughead has lends itself to those sensibilities easily. Incidentally, his love of jazz music and jazz drumming also fits eerily well into the Beat aesthetic. (I don’t think this part of his personality was made up during the time when beatniks were the rage, however.) During this time, Jughead’s clothes were either a lot more streamlined than those of other characters (fitting in with the Beat aesthetic), or there’d be something off-kilter that would differentiate him from the dress styles of the other characters:
In the late 1960s to mid-1970s, Jughead’s clothes became a little more psychedelic, again representing the Beat-and now hippie-countercultures of the ‘60s and ‘70s.
(Incidentally, in two different covers, he’s wearing the same psychedelic shirt.)
Jughead in the 1980s-1990s: Skate punk
When the Jughead comic book reached 1990, there was a huge schism between the old Jughead and the new, revamped, skate punk Jughead. And boy was it drastic. So drastic, in fact, that the powers-that-be quickly changed Jughead back to his old look. But I believe their thought process to change Jughead to fit more with the times were along two lines-first, the street-skateboarding lifestyle was everywhere during the late 1980s and early 1990s, and if it’s the hottest new thing, why not cash in on it? Secondly, Jughead’s personality was all about being the exception to the rule and the counter to the mundane that Archie represented; it would seem natural that he would take up a skateboard and start skating. I don’t know if he would shave his head, as shown in the examples below, but he definitely might take up skateboarding.
Also, one of the characteristics of the punk lifestyle (the original punk lifestyle, not just skate punk) is the D.I.Y. ethic-to make, grow, or find everything you need yourself. Even though Jughead would have to satisfy his Pop Tate-made hamburger cravings every now and again, the do-it-yourself idea seems like it would be something Jughead would take part in, at least for a little while. Being honest, even though the beginning of the ’90s saw the most radical change in Jughead ever, the covers were the most creative and innovative I’ve ever seen. I wish they made covers like these again, sans-Jughead weird haircut.
So how does Jughead represent counterculture today? In fact, what is today’s counterculture? I’ll analyze that in my next article. But for now, what do think about Jughead’s role in representing America’s counterculture? Discuss in the comments section!
As you will see in a few days on JUST ADD COLOR, I am a huge Archie Comics aficionado. Back in the mid ’90s, when I was still in middle school, I happened to pick up an Archie Comics digest from the grocery store, and fell in love with these kids’ hijinks and the art style. The more into Archie Comics I became, the more I loved it. The more I loved it, the more I started to dissect and analyze, and the more I hoped the company would grow into something beyond just reliving its glory days of the ’60s.
Since then, Archie Comics has really come into not just the 21st century, but into its own new identity as the comic book for humorous, slice-of-life teenage comedy. In many ways, the company went back to its core tenet of being about teens, for teens by becoming what it was when it first debuted in the 1940s—fresh and relevant. Archie Comics has exploded now with the new Archie and Jughead series, both of which are amazing in terms of writing and illustration, and the upcoming CW teen drama, Riverdale.
Riverdale continues Archie Comics’ obsession with relevance by rejiggering the concepts of the “America’s Favorite Teenager” and what life in the picturesque Riverdale is really about. To quote Archie Comics:
The live-action series offers a bold, subversive take on Archie, Betty, Veronica, and their friends, exploring small-town life and the darkness and weirdness bubbling beneath Riverdale’s wholesome facade. The show will focus on the eternal love triangle of Archie Andrews, girl-next-door Betty Cooper, and rich socialite Veronica Lodge, and will include the entire cast of characters from the comic books–including Archie’s rival, Reggie Mantle, and his slacker best friend, Jughead Jones.
Popular gay character Kevin Keller will also play a pivotal role. In addition to the core cast, “Riverdale” will introduce other characters from Archie Comics’ expansive library, including Josie and the Pussycats.
Let’s take a look at our group of Riverdalians (with character descriptions quoted from Archie Comics’ Riverdale posts):
Archie Andrews (played by K.J. Apa)
— Archie Comics (@ArchieComics) March 22, 2016
— Archie Comics (@ArchieComics) March 20, 2016
— Archie Comics (@ArchieComics) February 26, 2016
In an exclusive announcement, Deadline described Apa’s Archie as “an intense, conflicted teen, a boyish high school sophomore who got pumped up over the summer working construction and is now juggling the interest of several girls, as well as trying to balance his passion for writing and performing music–against the wishes of his father and his football coach.”
Josie McCoy (played by Ashleigh Murray)
— SuperheroesInColor (@HeroesInColor00) February 25, 2016
— Archie Comics (@ArchieComics) March 21, 2016
Murray’s Josie is described as “a gorgeous, snooty and ambitious girl who is the lead singer for popular band Josie and the Pussycats. She has zero interest in recording any songs written by fellow teen Archie.”
Jughead Jones (played by Cole Sprouse)
— Archie Comics (@ArchieComics) March 15, 2016
Sprouse’s Jughead is described as “a heartthrob with a philosophical bent and former best friend of Archie Andrews.”
Veronica (played by Camilla Mendes)
— Archie Comics (@ArchieComics) February 27, 2016
— Archie Comics (@ArchieComics) March 15, 2016
In the exclusive announcement, Deadline described Mendes’s Vernoica as a silver-tongued high school sophomore who returns to Riverdale from New York, eager to reinvent herself after a scandal involving her father.
Betty (played by Lili Reinhart)
— Lili Reinhart (@lilireinhart) March 30, 2016
— Lili Reinhart (@lilireinhart) April 8, 2016
In an exclusive announcement, Deadline described Reinhart’s Betty as “sweet, studious, eager-to-please and wholesome, with a huge crush on her longtime best friend, Archie.”
Cheryl Blossom (played by Madelaine Petsch)
— Archie Comics (@ArchieComics) February 25, 2016
— Archie Comics (@ArchieComics) April 8, 2016
In the exclusive announcement, Deadline described Petsch’s Cheryl as rich, entitled, and never accountable. A manipulative mean girl who kills with kindness, she recently lost her twin brother in a mysterious accident.
Reggie Mantle (played by Ross Butler)
— Ross Butler (@RossButler) March 21, 2016
— Ross Butler (@RossButler) March 20, 2016
No official Archie Comics/Deadline character description, but we know already from the comics that Reggie is Archie’s rival in all things, including the dating department.
Dilton (played by Daniel Yang)
— RIVERDALE NEWS! (@CWRiverdaleNews) March 10, 2016
Again, no official description for Dilton, but in the comics, he’s the nerdy, brilliant friend to the core Riverdale gang. He also dated Cheryl Blossom at one point in time, so don’t sleep on Dilton’s hidden mack game.
Moose Mason (played by Cody Kearsley)
— Riverdale Brasil (@RiverdaleBrasil) March 20, 2016
Once again, no official description, but Moose is Midge Klump’s long-time boyfriend. Moose is also on the school’s wrestling team, and is often depicted as being, to use one of Wendy Williams’ favorite phrases, “less than smart.” It was only relatively recently that Moose’s depiction was scaled back and taken a bit more sensitively; he was diagnosed with dyslexia, which explains why the character often has trouble with schoolwork. Maybe his dyslexia will become a feature of his characterization in Riverdale.
Tina Patel (Olivia Ryan Stern)
— Archie Comics (@ArchieComics) March 17, 2016
No official description, but Tina is from the later wave of old-style Archie comics. Tina was introduced as the younger sister of Raj Patel, the town’s resident aspiring filmmaker. Unlike Raj, Tina was following in her parents’ footsteps of becoming a doctor, making Raj the black sheep of the family. If memory serves, she also was bumped up a grade, so she’s actually in the same grade as Raj despite being younger than him.
The adults cast so far include:
— Archie Comics (@ArchieComics) March 4, 2016
— Archie Comics (@ArchieComics) March 4, 2016
— Archie Comics (@ArchieComics) February 24, 2016
Yes, ’90s friends; that’s Mr. 90210 himself! With him as a part of the cast, this already feels like the baton of stellar teen dramas has been handed down to the next generation. Riverdale has the Luke Perry Seal of Approval.
What can we expect?: Already, we can see some ways in which Riverdale is distancing itself from the Archie stories of old while bringing the Archie Comics company further into the now. We have a multiracial, multicultural cast, with several characters cast as non-white actors, including Apa, who is Samoan-Kiwi.
But a Rainbow Coalition cast isn’t the only reason this show has my radar. As I wrote above, the show is setting up a subversive take on the Riverdale we’ve come to know and love, and if Season Zero is to be believed, the Riverdale pilot is something that must be seen to be believed. There’s murder, sleeping with a teacher, intrigue, and all sorts of soapy turns. Also, Jughead’s the narrator, which seems like a cool, Jughead-ish thing to do (he is, after all, divorced from all the drama of his friends and acts as the observer of their lives).
As much as Riverdale promises, there’s still some more that it could have done. At one point, Jughead was supposed to be played by a deaf actor. TV Line (as reported by The Mary Sue) had the official casting calls, which asked for a “hearing-impaired” actor. As far as I know, Sprouse isn’t hearing-impaired, so I wonder why the change in Jughead’s character was made. If it was made—maybe the narration we hear are Jughead’s thoughts, and perhaps Sprouse signs on screen. But still, it could have been a great opportunity for a hearing-impaired actor to get his moment. I’m not poo-pooing Sprouse’s acting ability before we’ve even seen him in the role; I wish him goodwill. I’m just sayin’, from an observer’s perspective, some could find an issue with a non-deaf person playing a deaf role, especially since there are deaf actors and actresses out there (such as Freeform’s Switched at Birth stars Marlee Matlin (also an Oscar winner), Katie Leclerc, and Sean Berdy, late night host Stephen Colbert, There Will Be Blood‘s Russell Harvard, and many others in stage theater).
Other observations: Jughead is canonically asexual in the new Jughead books. In the show, Jughead is described as a heartthrob, and that’s actually in keeping with his character, since Jughead gained a kinda heartthrob status through later runs of the old Archie books. Part of Jughead becoming attractive to girls was because he never wanted a relationship anyways, and some girl characters took at as a challenge (like Ethel, who hasn’t been cast as of yet). But parts of the fandom had also decided that Jughead was gay, which may or may not have led to issues featuring Jughead in an ill-fated love triangle of his own. Stories of Jughead in one-off relationships would then become peppered throughout the old Archie canon for whatever reason there was at the time, but Jughead had already been linked to someone in the old ’40s comics—Betty. Back then, it seemed like there was less of a love triangle between Betty, Archie, and Veronica, and more of Betty trying to disrupt Veronica and Archie’s relationship and, being desperate for any male attention, would try to seduce Jughead, who just went along with it because of his friendship with Betty.
However, with all of that said, will Jughead actively engage in relationships on Riverdale because he is a heartthrob? Or is he a heartthrob because he’s unattainable? Will Jughead become the second out asexual character on television (the first being Voodoo from USA’s Sirens)? Or, if Jughead’s asexuality doesn’t extend to the show’s canon (which it might not, since the show’s not adhering to old or new Archie stories, anyways), then will Jughead’s sexuality once again become the hot button issue of the day? One of the enduring parts of Jughead’s character is that, because he’s removes himself from the heteronormative discussion, everyone can see some element of themselves in him. You can believe he’s straight, gay, asexual, aromantic, bisexual, and any other type of sexuality, and you’d be justified in your theory. Jughead is one of those characters in entertainment who become a sexuality litmus test, and it’s fascinating to see just how everyone interprets him differently and why.
Last, Riverdale is breaking new ground by casting two actors from the AAPI spectrum as part of “the beautiful people.” Like I’ve written several times before, Asian men rarely get the heartthrob treatment, and to have Archie and Reggie played by Apa and Butler is awesome. Of course, we’ve got some caveats to discuss. Apa can easily code as “white,” which will surely help him land more leading roles than someone like Butler, who might still have to work against racist casting calls. But both Apa and Butler might face less discrimination than Yang, who is playing a character that now has a very complicated situation. Dilton is white in the comics, so having someone else represent Dilton plays into the movement to have more inclusion on screen. But, Dilton is also a nerd, so what does it mean that an Asian guy was cast as the nerd? Again, like with Sprouse, I’m not ragging on Yang getting a job, but I am an entertainment/cultural critic. I wonder what Yang will do to take the character out of the easy stereotype and into a nuanced, layered performance.
With all of that said, I’m excited to see what Riverdale holds for us. What do you think? Give your opinions in the comments section below!