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Branding Medici-Style, No Need for Tiger Woods: Virginia Postrel

July 22 (Bloomberg) -- Florentine authorities and residents were appalled when the cast of MTV’s “Jersey Shore” invaded the Tuscan capital for the show’s fourth season, which will debut Aug. 4. What were Snooki and The Situation doing associating themselves with the refined city of Dante and Botticelli (not to mention Ferragamo)? Even New Jersey won’t claim these louts.

The ostensible idea was to pay homage to the cast members’ Italian heritage. But these hyper-American descendants of peasants from Italy’s far southern regions hardly represent the Florentine heritage of art, humanism and elegant style. Nicole “Snooki” Polizzi and Jennifer “JWoww” Farley aren’t even of Italian descent. The cast’s Florence connection is quite a stretch.