Reviewed by: Consuming Traditions: Modernity, Modernism, and the Commodified Authentic Douglas Mao Consuming Traditions: Modernity, Modernism, and the Commodified Authentic. Elizabeth Outka. Oxford and New York: Oxford University Press, 2009. Pp. xviii + 214. $45.00 (cloth). Of the many tensions animating the creature we call modernism, one of the most discussed has been the pull between an embrace of commodification on the one hand and various rhetorics of aesthetic autonomy on the other. Another has been that between embrace of the modern and anxious nostalgia—between the look forward and the look back. In Consuming Traditions, Elizabeth Outka examines the intersection of these two antinomies by focusing on what she calls "the commodified authentic," a development of the later nineteenth century in which "[n]ew objects and places were packaged and sold as mini-representations of supposedly noncommercial values: nostalgic evocations of an English rural past; appeals to an original, genuine article; and images of a purified aesthetic free from any taint of the mass market" (4). As Outka cannily argues, the appeal of these things lay not in some achieved projection of impossible age and rarity, but in their paradoxical uniting of "noncommercial aura" with availability to acquisition. Indeed because "these new hybrids were accessible, controllable, and … tantalizingly modern," there were even senses in which they could seem "better than the original" they incompletely simulated (4). Where was the commodified authentic to be found? Outka devotes a good deal of her study to the model towns of Bournville, Port Sunlight, and Letchworth (chapter 2) and to Selfridges department store in London (chapter 4). Brainchild of the chocolate baron George Cadbury, Bournville offered company workers and other residents a way of life that boasted the best of modern invention while harking back architecturally, and in certain features of its social organization, to an old village life free from the unhealth and alienation characteristic of industrialized Britain. But Bournville is compelling to Outka for more than its interplay of past and present; also of interest is how the town's homey authenticity was used to market Cadbury products. In ads for its cocoa, for example, Cadbury seemed to be marketing a lifestyle—grounded in its celebrated model town's purity, comfort, and evident sustenance of tradition—as much as a commodity. Port Sunlight, conceived by William Lever, similarly helped to sell Lever Soaps. And although Letchworth, a consciously utopian project inspired by Ebenezer Howard's Garden Cities of Tomorrow (1898, 1902), was not tethered to a maker of mass produced goods, it did have to be marketed to potential residents. As Outka shows, its promoters sought frankly to wed the time-honored excellences of sunshine and fresh air to the newer attractions of material convenience and sheer innovation: as one pamphlet had it, Letchworth was "the first completely new town in England" (quoted 55). Like the model towns, Selfridges (which opened in 1909) was propelled by the assumption that one virtue of the past lay in its relative freedom from strident commercialism. Not only did Gordon Selfridge's inventive temple of commerce mix cutting-edge floor plans and fenestration with classical iconography and the durability of old stone; it was marketed as something more—or elegantly less—than a place where goods were sold. Prices were, on the whole, more discreetly indicated than at other houses, and customers ("or guests, as Selfridges called them" [103]) were supplied with reception rooms, a library, free use of pen and paper, and other amenities, the better to make the place seem a domestic sanctuary or kindly village amid the urban bustle. Meanwhile, Selfridges' merchandise was represented as evading the taint of mass production—annual in-store exhibitions of "Old-time Industry" showed Turkish rugmakers, "Flemish lace makers in traditional costumes," and others at work on their crafts—even as the complete availability of the merchandise was reiterated (112). An ad from the year of its opening, [End Page 245] for instance, explained that "Selfridges' will sell nearly everything that any man, woman, or child may require or desire from the day of birth and throughout life" (120). The commodified authentic proffered by Bournville and Selfridges is important not least, Outka argues, because a version...
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