5 - Consuming Enlightenment

Summary

The growth of consumption in the eighteenth century helped produce new cultural practices associated with the Enlightenment. Books were a special sort of consumer good. Their proliferation and variety encouraged multiple modes of reading that changed the relationship not only between reader and text but between self and society. While novels invited “intensive reading” and encouraged the belief in an inner emotional world, books, newspapers, and ephemeral literature stimulated “extensive reading” and the formation of a vibrant public sphere. Although the public sphere was not as bourgeois, rational, and oppositional as Jürgen Habermas claimed, the circulation of print did broaden and intensify public discussion of reformist projects. Consumption also shaped Enlightenment sociability. The material environments of Enlightenment sites of sociability facilitated socio-intellectual interaction. Men and women ate meals at salons, sipped coffee at cafés, and sported new fashions in public gardens, giving rise to robust conversational publics. Such polite sociability softened social hierarchies insofar as it created a broad cultural elite among the nobility and certain professional groups, but it also created new forms of exclusion on the basis of wealth and property. Although plebeian sociability sometimes intersected with that of elites, it often unfolded in the separate arenas of the tavern, street, and marketplace. Gender, too, remained a vector of exclusion, though wealthier women devised ways to participate in salons and attend public gatherings.