7 - The Politics of Consumption in the Age of Revolution

Summary

Historians have been slow to examine the political ramifications of the consumer revolution. Europe and the Americas experienced intense political strife in the eighteenth century, culminating in the American Revolution, the French Revolution, the Haitian Revolution, and Latin American revolutions. Did the consumer revolution (lowercase “r”) have anything to do with these political Revolutions (uppercase “R”)? This chapter provides a framework for understanding how consumer goods became implicated in revolutionary movements. It argues that activists during the age of Revolution politicized consumer goods in three ways. First, by protesting against the “despotic” commercial regulations and consumption taxes at the heart of imperial political economies, activists politicized colonial goods, such as tea and tobacco. They demanded that such “necessities” circulate freely and at low cost. Second, citizens imbued everyday objects with revolutionary meaning. Material objects like the tricolor cockade mediated revolutionary ideas and aspirations, enabling citizens to participate in and express their allegiance to (or rejection of) evolving political projects. Finally, consumer activism shaped debates on slavery. The enslaved of Haiti launched the era’s greatest attack on slavery, overthrowing a brutal system of production that provided Europeans with large quantities of colonial products. Further, abolitionists in Europe and North America protested slavery by abstaining from slave-produced sugar. They argued that consumers had the power to effect large-scale change through a new mode of collective action: the boycott.