Literatura científica selecionada sobre o tema "John Jacob Glessner House"

John Jacob Glessner appears to have been the only person outside Henry Hobson Richardson's circle of friends and employees to have written a detailed account of his experiences visiting the architect's home and office in Brookline, Mass. Glessner's account documents the interrelationship between house and work spaces in Richardson's career and details the ways in which Richardson used both places to urge his client to accept his ideas for a proposed residence in Chicago. Richardson died believing he had convinced Glessner of the rightness of all of his proposals. Glessner's second thoughts, however, resulted in one serious deviation from the architect's intentions.

Within the narrative of John 4.4–42 (the Samaritan woman at the well) the fact is mentioned that ‘Jacob's well’ had been given to his son Joseph (John 4.5). By calling Jacob ‘our father’ (John 4.12), the woman claims for the Samaritans a direct lineage from Jacob via Joseph. The Samaritans are designated as ‘children of Israel’ and members of the tribes of Ephraim and Manasseh (i.e. the ‘house of Joseph’). The genealogy is embedded in a motif occurring in Scripture (the encounter at the well). Thus, it is questionable whether the passage of the woman at the well can primarily be seen as ‘mission among gentiles’. The narrative focus of the passage seems to point to a mission among the ‘children of Israel’.

AbstractOnly a few weeks after seeing the Frans Hals portrait of Jaspar Schade in the 1962 exhibition in Haarlem, the author came upon it again in the home of Mr. and Mrs. Waller in Utrecht (Figs. 1 and 2, Note I). He learnt that this particular painting had been in Mr. Waller's family for nearly a century and that it was a copy of the one now in Prague. The story was that the latter had been sold by Mr. Waller's grandfather Beukerfrom his country-house 'Zandbergen', which he had bought in 1865, to his friend P.E.H. Praetorius, on condition that the latter had a copy painted as a replacement. According to a written statement of 1934 by Mr. Waller's mother, the original by Frans Hals had always been at 'Zandbergen' and there was even a legend that the house would fall down, if it were removed. Her father, who was not interested in paintings according to the statement, had sold it to Praetorius at his request. The family had understood, erroneously as it turns out, that Praetorius had sold it on to Cologne and that it had later gone to America. In testing the truth of all this the author discovered first that the house is marked with the name of 'Den Heer Schade' on a map of the Utrecht area by Bernard de Roij published by Nicolaas Visscher in Amsterdam in 1696 (Fig.3, Note 4). The road on which it stands had been projected in 1652, Schade being one of those who acquired a parcel of land along it in return for laying that portion out, planting it and maintaining it and also building a side road on either side of his plot. Part of the agreement also was that he was exempted from paying taxes for 25 years. Schade (1623-,92), a member of a family of considerable standing, held various high offices in the church and province of Utrecht and was a delegate to the States-General in 1672. He was extremely rich and noted for his extravagant lifestyle, particularly as regards clothes (Notes 12-14). His house passed to his eldest son, who in 1701 left it to his brother-in-law Jacob Noirot. Between the latter, who sold it in 1740, and the Beuker family 'Zandbergen' (Fig. 4) had nine different owners. The museum in Prague acquired the portrait of Jaspar Schade in 1890 from Prince Liechtenstein, who had bought it in Paris on 14 March 1881 at the sale of the collection of John W. Wilson, an Englishman then living in Brussels. A. J. van de Ven tried without success to trace its history before that time (Note 18) and this was also unknown to Seymour Slive, although in his catalogue raisonné of Hals' work he mentions that it was shown at an exhibition of Wilson's collection in Brussels in 1873 (Note 20). In an article of the same year on Wilson's collection in the Gazette des Beaux-Arts Charles Tardieu remarked that Wilson had lived in Holland for thirty years and that his residence was obviously in Haarlem, from where the best pictures in his collection came. In his article on the portrait Van de Ven enlarged on the coals of arms on the frame, which were Schade's eight quarterings, but in an arbitrary order. The director of the Prague museum had told him that the frame was a 19th-century one and that the confusion had arisen during its making. A description of the frame in 1875 reveals that the arms were in their correct place then (Note 25), while the frame of the copy has the same arms in the right order, except that the left and right sides are transposed. Thus the present Prague frame must have been made after 1875, while the copy was presumably made and framed at the time the painting left 'Zandbergen'. John W. Wilson (1815-83) was born in Brussels of Thomas Wilsorz, who moved to Haarlem in 1833 and started a cotton factory there. John lived at Hillegom from 1856 to 1868, but after that moved back to Haarlem for a short time up to, but no later than 1870. He must have been very wealthy, as he also bought a lot of land in the area. How he acquired his collection of paintings is not known, as he appears to have kept it quiet until the exhibition of 1873. The catalogue of this covered 164 pictures; 76 of them, painted by 57 different artists, were of the Dutch School. Five pictures, all authentic, were by Frans Hals (Note 29). P.E.H. Praetorius (1791-1876, Fig.5) was a cousin of Beuker's. He moved from Haarlem to Amsterdam in or before 1829 and spent the rest of his life there. He was a broker and banker, an amateur painter and a great connoisseur of paintings, who played a prominent part in art societies in Amsterdam. He was also a member of the Supervisory Committee of the Rijksmuseum from 1844 and Chairman of its Board of Management from 1852 to 1875 (Note 33). His earliest paintings were copies of 17th-century works and he says in an appendix to his memoirs of 1869 that his last five works, done in 1865 and I 866, included a copy of Frans Hals' portrait of Willem van Heythuyzen. While it is clear that Jaspar Schade was the builder of 'Zandbergen', it is odd that the painting is never mentioned in any of the deeds of sale, detailed though these are. This suggests that it was so firmly fixed in its place - in the downstairs corridor over the door to the salon - as to be regarded as part of the fabric of the house. The price paid by Praetorius for the painting is not known, but he bought it at a period when Frans Hals' reputation had shot upwards again, after a long period of decline. This return to favour emerges clearly from Tardieu's comments, from the records of copyists in the Rijksmuseum (Note 37) and, of course, from Wilson's predilection. No evidence can be found of the painting's passing from Praetorius to Wilson, but the two must have known each other. The identity of the painter of the copy is also unknown. Mrs. Waller's statement mentions J. W. Pieneman, but he can be ruled out, as he died in 1853 and his son Nicolaas in 1860. The most likely candidate at the moment would seem to be Praetorius himself.

This article investigates the prosthesis of identity through the process of branding. It examines cross-cultural manifestations of this phenomena from sixth millennium BCE Syria to twelfth century Japan and Britain. From the Neolithic Era, humanity has sort to extend their identities using pictorial signs that were characteristically simple. Designed to be distinctive and instantly recognisable, the totemic symbols served to signal the origin of the bearer. Subsequently, the development of branding coincided with periods of increased in mobility both in respect to geography and social strata. This includes fifth millennium Mesopotamia, nineteenth century Britain, and America during the 1920s.There are fewer articles of greater influence on contemporary culture than A Theory of Human Motivation written by Abraham Maslow in 1943. Nearly seventy-five years later, his theories about the societal need for “belongingness” and “esteem” remain a mainstay of advertising campaigns (Maslow). Although the principles are used to sell a broad range of products from shampoo to breakfast cereal they are epitomised by apparel. This is with refence to garments and accessories bearing corporation logos. Whereas other purchased items, imbued with abstract products, are intended for personal consumption the public display of these symbols may be interpreted as a form of signalling. The intention of the wearers is to literally seek the fulfilment of the aforementioned social needs. This article investigates the use of brands as prosthesis.Coats and Crests: Identity Garnered on Garments in the Middle Ages and the Muromachi PeriodA logo, at its most basic, is a pictorial sign. In his essay, The Visual Language, Ernest Gombrich described the principle as reducing images to “distinctive features” (Gombrich 46). They represent a “simplification of code,” the meaning of which we are conditioned to recognise (Gombrich 46). Logos may also be interpreted as a manifestation of totemism. According to anthropologist Claude Levi-Strauss, the principle exists in all civilisations and reflects an effort to evoke the power of nature (71-127). Totemism is also a method of population distribution (Levi-Strauss 166).This principle, in a form garnered on garments, is manifested in Mon Kiri. The practice of cutting out family crests evolved into a form of corporate branding in Japan during the Meiji Period (1868-1912) (Christensen 14). During the Muromachi period (1336-1573) the crests provided an integral means of identification on the battlefield (Christensen 13). The adorning of crests on armour was also exercised in Europe during the twelfth century, when the faces of knights were similarly obscured by helmets (Family Crests of Japan 8). Both Mon Kiri and “Coat[s] of Arms” utilised totemic symbols (Family Crests of Japan 8; Elven 14; Christensen 13). The mon for the imperial family (figs. 1 & 2) during the Muromachi Period featured chrysanthemum and paulownia flowers (Goin’ Japaneque). “Coat[s] of Arms” in Britain featured a menagerie of animals including lions (fig. 3), horses and eagles (Elven).The prothesis of identity through garnering symbols on the battlefield provided “safety” through demonstrating “belongingness”. This constituted a conflation of two separate “needs” in the “hierarchy of prepotency” propositioned by Maslow. Fig. 1. The mon symbolising the Imperial Family during the Muromachi Period featured chrysanthemum and paulownia. "Kamon (Japanese Family Crests): Ancient Key to Samurai Culture." Goin' Japaneque! 15 Nov. 2015. 27 July 2019 <http://goinjapanesque.com/05983/>.Fig. 2. An example of the crest being utilised on a garment can be found in this portrait of samurai Oda Nobunaga. "Japan's 12 Most Famous Samurai." All About Japan. 27 Aug. 2018. 27 July 2019 <https://allabout-japan.com/en/article/5818/>.Fig. 3. A detail from the “Index of Subjects of Crests.” Elven, John Peter. The Book of Family Crests: Comprising Nearly Every Family Bearing, Properly Blazoned and Explained, Accompanied by Upwards of Four Thousand Engravings. Henry Washbourne, 1847.The Pursuit of Prestige: Prosthetic Pedigree from the Late Georgian to the Victorian Eras In 1817, the seal engraver to Prince Regent, Alexander Deuchar, described the function of family crests in British Crests: Containing The Crest and Mottos of The Families of Great Britain and Ireland; Together with Those of The Principal Cities and Heraldic Terms as follows: The first approach to civilization is the distinction of ranks. So necessary is this to the welfare and existence of society, that, without it, anarchy and confusion must prevail… In an early stage, heraldic emblems were characteristic of the bearer… Certain ordinances were made, regulating the mode of bearing arms, and who were entitled to bear them. (i-v)The partitioning of social classes in Britain had deteriorated by the time this compendium was published, with displays of “conspicuous consumption” displacing “heraldic emblems” as a primary method of status signalling (Deuchar 2; Han et al. 18). A consumerism born of newfound affluence, and the desire to signify this wealth through luxury goods, was as integral to the Industrial Revolution as technological development. In Rebels against the Future, published in 1996, Kirkpatrick Sale described the phenomenon:A substantial part of the new population, though still a distinct minority, was made modestly affluent, in some places quite wealthy, by privatization of of the countryside and the industrialization of the cities, and by the sorts of commercial and other services that this called forth. The new money stimulated the consumer demand… that allowed a market economy of a scope not known before. (40)This also reflected improvements in the provision of “health, food [and] education” (Maslow; Snow 25-28). With their “physiological needs” accommodated, this ”substantial part” of the population were able to prioritised their “esteem needs” including the pursuit for prestige (Sale 40; Maslow).In Britain during the Middle Ages laws “specified in minute detail” what each class was permitted to wear (Han et al. 15). A groom, for example, was not able to wear clothing that exceeded two marks in value (Han et al. 15). In a distinct departure during the Industrial Era, it was common for the “middling and lower classes” to “ape” the “fashionable vices of their superiors” (Sale 41). Although mon-like labels that were “simplified so as to be conspicuous and instantly recognisable” emerged in Europe during the nineteenth century their application on garments remained discrete up until the early twentieth century (Christensen 13-14; Moore and Reid 24). During the 1920s, the French companies Hermes and Coco Chanel were amongst the clothing manufacturers to pioneer this principle (Chaney; Icon).During the 1860s, Lincolnshire-born Charles Frederick Worth affixed gold stamped labels to the insides of his garments (Polan et al. 9; Press). Operating from Paris, the innovation was consistent with the introduction of trademark laws in France in 1857 (Lopes et al.). He would become known as the “Father of Haute Couture”, creating dresses for royalty and celebrities including Empress Eugene from Constantinople, French actress Sarah Bernhardt and Australian Opera Singer Nellie Melba (Lopes et al.; Krick). The clothing labels proved and ineffective deterrent to counterfeit, and by the 1890s the House of Worth implemented other measures to authenticate their products (Press). The legitimisation of the origin of a product is, arguably, the primary function of branding. This principle is also applicable to subjects. The prothesis of brands, as totemic symbols, assisted consumers to relocate themselves within a new system of population distribution (Levi-Strauss 166). It was one born of commerce as opposed to heraldry.Selling of Self: Conferring Identity from the Neolithic to Modern ErasIn his 1817 compendium on family crests, Deuchar elaborated on heraldry by writing:Ignoble birth was considered as a stain almost indelible… Illustrious parentage, on the other hand, constituted the very basis of honour: it communicated peculiar rights and privileges, to which the meaner born man might not aspire. (v-vi)The Twinings Logo (fig. 4) has remained unchanged since the design was commissioned by the grandson of the company founder Richard Twining in 1787 (Twining). In addition to reflecting the heritage of the family-owned company, the brand indicated the origin of the tea. This became pertinent during the nineteenth century. Plantations began to operate from Assam to Ceylon (Jones 267-269). Amidst the rampant diversification of tea sources in the Victorian era, concerns about the “unhygienic practices” of Chinese producers were proliferated (Wengrow 11). Subsequently, the brand also offered consumers assurance in quality. Fig. 4. The Twinings Logo reproduced from "History of Twinings." Twinings. 24 July 2019 <https://www.twinings.co.uk/about-twinings/history-of-twinings>.The term ‘brand’, adapted from the Norse “brandr”, was introduced into the English language during the sixteenth century (Starcevic 179). At its most literal, it translates as to “burn down” (Starcevic 179). Using hot elements to singe markings onto animals been recorded as early as 2700 BCE in Egypt (Starcevic 182). However, archaeologists concur that the modern principle of branding predates this practice. The implementation of carved seals or stamps to make indelible impressions of handcrafted objects dates back to Prehistoric Mesopotamia (Starcevic 183; Wengrow 13). Similar traditions developed during the Bronze Age in both China and the Indus Valley (Starcevic 185). In all three civilisations branding facilitated both commerce and aspects of Totemism. In the sixth millennium BCE in “Prehistoric” Mesopotamia, referred to as the Halaf period, stone seals were carved to emulate organic form such as animal teeth (Wengrow 13-14). They were used to safeguard objects by “confer[ring] part of the bearer’s personality” (Wengrow 14). They were concurrently applied to secure the contents of vessels containing “exotic goods” used in transactions (Wengrow 15). Worn as amulets (figs. 5 & 6) the seals, and the symbols they produced, were a physical extension of their owners (Wengrow 14).Fig. 5. Recreation of stamp seal amulets from Neolithic Mesopotamia during the sixth millennium BCE. Wengrow, David. "Prehistories of Commodity Branding." Current Anthropology 49.1 (2008): 14.Fig. 6. “Lot 25Y: Rare Syrian Steatite Amulet – Fertility God 5000 BCE.” The Salesroom. 27 July 2019 <https://www.the-saleroom.com/en-gb/auction-catalogues/artemis-gallery-ancient-art/catalogue-id-srartem10006/lot-a850d229-a303-4bae-b68c-a6130005c48a>. Fig. 7. Recreation of stamp seal designs from Mesopotamia from the late fifth to fourth millennium BCE. Wengrow, David. "Prehistories of Commodity Branding." Current Anthropology 49. 1 (2008): 16.In the following millennia, the seals would increase exponentially in application and aesthetic complexity (fig. 7) to support the development of household cum cottage industries (Wengrow 15). In addition to handcrafts, sealed vessels would transport consumables such as wine, aromatic oils and animal fats (Wengrow 18). The illustrations on the seals included depictions of rituals undertaken by human figures and/or allegories using animals. It can be ascertained that the transition in the Victorian Era from heraldry to commerce, from family to corporation, had precedence. By extension, consumers were able to participate in this process of value attribution using brands as signifiers. The principle remained prevalent during the modern and post-modern eras and can be respectively interpreted using structuralist and post-structuralist theory.Totemism to Simulacrum: The Evolution of Advertising from the Modern to Post-Modern Eras In 2011, Lisa Chaney wrote of the inception of the Coco Chanel logo (fig. 8) in her biography Chanel: An Intimate Life: A crucial element in the signature design of the Chanel No.5 bottle is the small black ‘C’ within a black circle set as the seal at the neck. On the top of the lid are two more ‘C’s, intertwined back to back… from at least 1924, the No5 bottles sported the unmistakable logo… these two ‘C’s referred to Gabrielle, – in other words Coco Chanel herself, and would become the logo for the House of Chanel. Chaney continued by describing Chanel’s fascination of totemic symbols as expressed through her use of tarot cards. She also “surrounded herself with objects ripe with meaning” such as representations of wheat and lions in reference prosperity and to her zodiac symbol ‘Leo’ respectively. Fig. 8. No5 Chanel Perfume, released in 1924, featured a seal-like logo attached to the bottle neck. “No5.” Chanel. 25 July 2019 <https://www.chanel.com/us/fragrance/p/120450/n5-parfum-grand-extrait/>.Fig. 9. This illustration of the bottle by Georges Goursat was published in a women’s magazine circa 1920s. “1921 Chanel No5.” Inside Chanel. 26 July 2019 <http://inside.chanel.com/en/timeline/1921_no5>; “La 4éme Fête de l’Histoire Samedi 16 et dimache 17 juin.” Ville de Perigueux. Musée d’art et d’archéologie du Périgord. 28 Mar. 2018. 26 July 2019 <https://www.perigueux-maap.fr/category/archives/page/5/>. This product was considered the “financial basis” of the Chanel “empire” which emerged during the second and third decades of the twentieth century (Tikkanen). Chanel is credited for revolutionising Haute Couture by introducing chic modern designs that emphasised “simplicity and comfort.” This was as opposed to the corseted highly embellished fashion that characterised the Victorian Era (Tikkanen). The lavish designs released by the House of Worth were, in and of themselves, “conspicuous” displays of “consumption” (Veblen 17). In contrast, the prestige and status associated with the “poor girl” look introduced by Chanel was invested in the story of the designer (Tikkanen). A primary example is her marinière or sailor’s blouse with a Breton stripe that epitomised her ascension from café singer to couturier (Tikkanen; Burstein 8). This signifier might have gone unobserved by less discerning consumers of fashion if it were not for branding. Not unlike the Prehistoric Mesopotamians, this iteration of branding is a process which “confer[s]” the “personality” of the designer into the garment (Wengrow 13 -14). The wearer of the garment is, in turn, is imbued by extension. Advertisers in the post-structuralist era embraced Levi-Strauss’s structuralist anthropological theories (Williamson 50). This is with particular reference to “bricolage” or the “preconditioning” of totemic symbols (Williamson 173; Pool 50). Subsequently, advertising creatives cum “bricoleur” employed his principles to imbue the brands with symbolic power. This symbolic capital was, arguably, transferable to the product and, ultimately, to its consumer (Williamson 173).Post-structuralist and semiotician Jean Baudrillard “exhaustively” critiqued brands and the advertising, or simulacrum, that embellished them between the late 1960s and early 1980s (Wengrow 10-11). In Simulacra and Simulation he wrote,it is the reflection of a profound reality; it masks and denatures a profound reality; it masks the absence of a profound reality; it has no relation to any reality whatsoever: it is its own pure simulacrum. (6)The symbolic power of the Chanel brand resonates in the ‘profound reality’ of her story. It is efficiently ‘denatured’ through becoming simplified, conspicuous and instantly recognisable. It is, as a logo, physically juxtaposed as simulacra onto apparel. This simulacrum, in turn, effects the ‘profound reality’ of the consumer. In 1899, economist Thorstein Veblen wrote in The Theory of the Leisure Class:Conspicuous consumption of valuable goods it the means of reputability to the gentleman of leisure… costly entertainments, such as potlatch or the ball, are peculiarly adapted to serve this end… he consumes vicariously for his host at the same time that he is witness to the consumption… he is also made to witness his host’s facility in etiquette. (47)Therefore, according to Veblen, it was the witnessing of “wasteful” consumption that “confers status” as opposed the primary conspicuous act (Han et al. 18). Despite television being in its experimental infancy advertising was at “the height of its powers” during the 1920s (Clark et al. 18; Hill 30). Post-World War I consumers, in America, experienced an unaccustomed level of prosperity and were unsuspecting of the motives of the newly formed advertising agencies (Clark et al. 18). Subsequently, the ‘witnessing’ of consumption could be constructed across a plethora of media from the newly emerged commercial radio to billboards (Hill viii–25). The resulting ‘status’ was ‘conferred’ onto brand logos. Women’s magazines, with a legacy dating back to 1828, were a primary locus (Hill 10).Belonging in a Post-Structuralist WorldIt is significant to note that, in a post-structuralist world, consumers do not exclusively seek upward mobility in their selection of brands. The establishment of counter-culture icon Levi-Strauss and Co. was concurrent to the emergence of both The House of Worth and Coco Chanel. The Bavarian-born Levi Strauss commenced selling apparel in San Francisco in 1853 (Levi’s). Two decades later, in partnership with Nevada born tailor Jacob Davis, he patented the “riveted-for-strength” workwear using blue denim (Levi’s). Although the ontology of ‘jeans’ is contested, references to “Jene Fustyan” date back the sixteenth century (Snyder 139). It involved the combining cotton, wool and linen to create “vestments” for Geonese sailors (Snyder 138). The Two Horse Logo (fig. 10), depicting them unable to pull apart a pair of jeans to symbolise strength, has been in continuous use by Levi Strauss & Co. company since its design in 1886 (Levi’s). Fig. 10. The Two Horse Logo by Levi Strauss & Co. has been in continuous use since 1886. Staff Unzipped. "Two Horses. One Message." Heritage. Levi Strauss & Co. 1 July 2011. 25 July 2019 <https://www.levistrauss.com/2011/07/01/two-horses-many-versions-one-message/>.The “rugged wear” would become the favoured apparel amongst miners at American Gold Rush (Muthu 6). Subsequently, between the 1930s – 1960s Hollywood films cultivated jeans as a symbol of “defiance” from Stage Coach staring John Wayne in 1939 to Rebel without A Cause staring James Dean in 1955 (Muthu 6; Edgar). Consequently, during the 1960s college students protesting in America (fig. 11) against the draft chose the attire to symbolise their solidarity with the working class (Hedarty). Notwithstanding a 1990s fashion revision of denim into a diversity of garments ranging from jackets to skirts, jeans have remained a wardrobe mainstay for the past half century (Hedarty; Muthu 10). Fig. 11. Although the brand label is not visible, jeans as initially introduced to the American Goldfields in the nineteenth century by Levi Strauss & Co. were cultivated as a symbol of defiance from the 1930s – 1960s. It documents an anti-war protest that occurred at the Pentagon in 1967. Cox, Savannah. "The Anti-Vietnam War Movement." ATI. 14 Dec. 2016. 16 July 2019 <https://allthatsinteresting.com/vietnam-war-protests#7>.In 2003, the journal Science published an article “Does Rejection Hurt? An Fmri Study of Social Exclusion” (Eisenberger et al.). The cross-institutional study demonstrated that the neurological reaction to rejection is indistinguishable to physical pain. Whereas during the 1940s Maslow classified the desire for “belonging” as secondary to “physiological needs,” early twenty-first century psychologists would suggest “[social] acceptance is a mechanism for survival” (Weir 50). In Simulacra and Simulation, Jean Baudrillard wrote: Today abstraction is no longer that of the map, the double, the mirror or the concept. Simulation is no longer that of a territory, a referential being or a substance. It is the generation by models of a real without origin or reality: a hyperreal… (1)In the intervening thirty-eight years since this document was published the artifice of our interactions has increased exponentially. In order to locate ‘belongness’ in this hyperreality, the identities of the seekers require a level of encoding. Brands, as signifiers, provide a vehicle.Whereas in Prehistoric Mesopotamia carved seals, worn as amulets, were used to extend the identity of a person, in post-digital China WeChat QR codes (fig. 12), stored in mobile phones, are used to facilitate transactions from exchanging contact details to commerce. Like other totems, they provide access to information such as locations, preferences, beliefs, marital status and financial circumstances. These individualised brands are the most recent incarnation of a technology that has developed over the past eight thousand years. The intermediary iteration, emblems affixed to garments, has remained prevalent since the twelfth century. Their continued salience is due to their visibility and, subsequent, accessibility as signifiers. Fig. 12. It may be posited that Wechat QR codes are a form individualised branding. Like other totems, they store information pertaining to the owner’s location, beliefs, preferences, marital status and financial circumstances. “Join Wechat groups using QR code on 2019.” Techwebsites. 26 July 2019 <https://techwebsites.net/join-wechat-group-qr-code/>.Fig. 13. Brands function effectively as signifiers is due to the international distribution of multinational corporations. This is the shopfront of Chanel in Dubai, which offers customers apparel bearing consistent insignia as the Parisian outlet at on Rue Cambon. Customers of Chanel can signify to each other with the confidence that their products will be recognised. “Chanel.” The Dubai Mall. 26 July 2019 <https://thedubaimall.com/en/shop/chanel>.Navigating a post-structuralist world of increasing mobility necessitates a rudimental understanding of these symbols. Whereas in the nineteenth century status was conveyed through consumption and witnessing consumption, from the twentieth century onwards the garnering of brands made this transaction immediate (Veblen 47; Han et al. 18). The bricolage of the brands is constructed by bricoleurs working in any number of contemporary creative fields such as advertising, filmmaking or song writing. They provide a system by which individuals can convey and recognise identities at prima facie. They enable the prosthesis of identity.ReferencesBaudrillard, Jean. Simulacra and Simulation. Trans. Sheila Faria Glaser. United States: University of Michigan Press, 1994.Burstein, Jessica. Cold Modernism: Literature, Fashion, Art. United States: Pennsylvania State University Press, 2012.Chaney, Lisa. Chanel: An Intimate Life. United Kingdom: Penguin Books Limited, 2011.Christensen, J.A. Cut-Art: An Introduction to Chung-Hua and Kiri-E. New York: Watson-Guptill Publications, 1989. Clark, Eddie M., Timothy C. Brock, David E. Stewart, David W. Stewart. Attention, Attitude, and Affect in Response to Advertising. United Kingdom: Taylor & Francis Group, 1994.Deuchar, Alexander. British Crests: Containing the Crests and Mottos of the Families of Great Britain and Ireland Together with Those of the Principal Cities – Primary So. London: Kirkwood & Sons, 1817.Ebert, Robert. “Great Movie: Stage Coach.” Robert Ebert.com. 1 Aug. 2011. 10 Mar. 2019 <https://www.rogerebert.com/reviews/great-movie-stagecoach-1939>.Elven, John Peter. The Book of Family Crests: Comprising Nearly Every Family Bearing, Properly Blazoned and Explained, Accompanied by Upwards of Four Thousand Engravings. London: Henry Washbourne, 1847.Eisenberger, Naomi I., Matthew D. Lieberman, and Kipling D. Williams. "Does Rejection Hurt? An Fmri Study of Social Exclusion." Science 302.5643 (2003): 290-92.Family Crests of Japan. California: Stone Bridge Press, 2007.Gombrich, Ernst. "The Visual Image: Its Place in Communication." 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There is a disparity between expectations that the members of a community will work together for the common good — and the stark reality that human beings form into groups, or parties, to engage in conflict with each other. This is particularly the case in so-called popular governments that include some wider political involvement by the people. In ancient Greece stasis, or endemic conflict between the democratic and oligarchic elements of a city was very common. Likewise, the late Roman Republic maintained a division between the populares and the optimates. In both cases there was violence as both sides battled for dominance. For example, in late republican Rome street gangs formed that employed intimidation and violence for political ends.In seventeenth century England there was conflict between those who favoured royal authority and those who wished to see more power devolved to parliament, which led to Civil War in the 1640s. Yet the English ideal, as expressed by The Book of Common Prayer (1549; and other editions) was that the country be quietly governed. It seemed perverse that the members of the body politic should be in conflict with each other. By the late seventeenth century England was still riven by conflict between two groups which became designated as the Whigs and the Tories. The divisions were both political and religious. Most importantly, these divisions were expressed at the local level, in such things as the struggle for the control of local corporations. They were not just political but could also be personal and often turned nasty as families contended for local control. The mid seventeenth century had been a time of considerable violence and warfare, not only in Europe and England but across Eurasia, including the fall of the Ming dynasty in China (Parker). This violence occurred in the wake of a cooler climate change, bringing in its wake crop failure followed by scarcity, hunger, disease and vicious warfare. Millions of people died.Conditions improved in the second half of the seventeenth century and countries slowly found their way to a new relative stability. The Qing created a new imperial order in China. In France, Louis XIV survived the Fronde and his answer to the rage and divisions of that time was the imposition of an autocratic and despotic state that simply prohibited the existence of divisions. Censorship and the inquisition flourished in Catholic Europe ensuring that dissidence would not evolve into violence fuelled by rage. In 1685, Louis expelled large numbers of Protestants from France.Divisions did not disappear in England at the end of the Civil War and the Restoration of Charles II. Initially, it appears that Charles sought to go down the French route. There was a regulation of ideas as new laws meant that the state licensed all printed works. There was an attempt to impose a bureaucratic authoritarian state, culminating in the short reign of James II (Pincus, Ertman). But its major effect, since the heightened fear of James’ Catholicism in Protestant England, was to stoke the ‘rage of party’ between those who supported this hierarchical model of social order and those who wanted political power less concentrated (Knights Representation, Plumb).The issue was presumed to be settled in 1688 when James was chased from the throne, and replaced by the Dutchman William and his wife Mary. In the official language of the day, liberty had triumphed over despotism and the ‘ancient constitution’ of the English had been restored to guarantee that liberty.However, three major developments were going on in England by the late seventeenth century: The first is the creation of a more bureaucratic centralised state along the lines of the France of Louis XIV. This state apparatus was needed to collect the taxes required to finance and administer the English war machine (Pincus). The second is the creation of a genuinely popular form of government in the wake of the expulsion of James and his replacement by William of Orange (Ertman). This means regular parliaments that are elected every three years, and also a free press to scrutinise political activities. The third is the development of financial institutions to enable the war to be conducted against France, which only comes to an end in 1713 (Pincus). Here, England followed the example of the Netherlands. There is the establishment of the bank of England in 1694 and the creation of a national debt. This meant that those involved in finance could make big profits out of financing a war, so a new moneyed class developed. England's TransformationIn the 1690s as England is transformed politically, religiously and economically, this develops a new type of society that unifies strong government with new financial institutions and arrangements. In this new political configuration, the big winners are the new financial elites and the large (usually Whig) aristocratic landlords, who had the financial resources to benefit from it. The losers were the smaller landed gentry who were taxed to pay for the war. They increasingly support the Tories (Plumb) who opposed both the war and the new financial elites it helped to create; leading to the 1710 election that overwhelmingly elected a Tory government led by Harley and Bolingbroke. This government then negotiated the Treaty of Utrecht in 1713, with the Whigs retaining a small minority.History indicates that the post-1688 developments do not so much quell the ‘rage of party’ as encourage it and fan the fires of conflict and discontent. Parliamentary elections were held every three years and could involve costly, and potentially financially ruinous, contests between families competing for parliamentary representation. As these elections involved open voting and attempts to buy votes through such means as wining and dining, they could be occasions for riotous behaviour. Regular electoral contests, held in an electorate that was much larger than it would be one hundred years later, greatly heightened the conflicts and kept the political temperature at a high.Fig. 1: "To Him Pudel, Bite Him Peper"Moreover, there was much to fuel this conflict and to ‘maintain the rage’: First, the remodelling of the English financial system combined with the high level of taxation imposed largely on the gentry fuelled a rage amongst this group. This new world of financial investments was not part of their world. They were extremely suspicious of wealth not derived from landed property and sought to limit the power of those who held such wealth. Secondly, the events of 1688 split the Anglican Church in two (Pincus). The opponents of the new finance regimes tended also to be traditional High Church Anglicans who feared the newer, more tolerant government policy towards religion. Finally, the lapsing of the Licensing Act in 1695 meant that the English state was no longer willing to control the flow of information to the public (Kemp). The end result was that England in the 1690s became something akin to a modern public culture in which there was a relatively free flow of political information, constant elections held with a limited, but often substantial franchise, that was operating out of a very new commercial and financial environment. These political divisions were now deeply entrenched and very real passion animated each side of the political divide (Knights Devil).Under these circumstances, it was not possible simply to stamp out ‘the rage’ by the government repressing the voices of dissent. The authoritarian model for creating public conformity was not an option. A mechanism for lowering the political and religious temperature needed to arise in this new society where power and knowledge were diffused rather than centrally concentrated. Also, the English were aided by the return to a more benign physical environment. In economic terms it led to what Fischer terms the equilibrium of the Enlightenment. The wars of Louis XIV were a hangover from the earlier more desperate age; they prolonged the crisis of that age. Nevertheless, the misery of the earlier seventeenth century had passed. The grim visions of Calvinism (and Jansenism) had lost their plausibility. So the excessive violence of the 1640s was replaced by a more tepid form of political resistance, developing into the first modern expression of populism. So, the English achieved what Plumb calls ‘political stability’ were complex (1976), but relied on two things. The first was limiting the opportunity for political activity and the second was labelling political passion as a form of irrational behaviour – as an unsatisfactory or improper way of conducting oneself in the world. Emotions became an indulgence of the ignorant, the superstitious and the fanatical. This new species of humanity was the gentleman, who behaved in a reasonable and measured way, would express a person commensurate with the Enlightenment.This view would find its classic expression over a century later in Macaulay’s History of England, where the pre-1688 English squires are now portrayed in all their semi-civilised glory, “his ignorance and uncouthness, his low tastes and gross phrases, would, in our time, be considered as indicating a nature and a breeding thoroughly plebeian” (Macaulay 244). While the Revolution of 1688 is usually portrayed as a triumph of liberty, as stated, recent scholarship (Pincus, Ertman) emphasises how the attempts by both Charles and James to build a more bureaucratic state were crucial to the development of eighteenth century England. England was not really a land of liberty that kept state growth in check, but the English state development took a different path to statehood from countries such as France, because it involved popular institutions and managed to eliminate many of the corrupt practices endemic to a patrimonial regime.The English were as interested in ‘good police’, meaning the regulation of moral behaviour, as any state on the European continent, but their method of achievement was different. In the place of bureaucratic regulation, the English followed another route, later be termed in the 1760s as ‘civilisation’ (Melleuish). So, the Whigs became the party of rationality and reasonableness, and the Whig regime was Low Church, which was latitudinarian and amenable to rationalist Christianity. Also, the addition of the virtue and value of politeness and gentlemanly behaviour became the antidote to the “rage of party’”(Knights Devil 163—4) . The Whigs were also the party of science and therefore, followed Lockean philosophy. They viewed themselves as ‘reasonable men’ in opposition to their more fanatically inclined opponents. It is noted that any oligarchy, can attempt to justify itself as an ‘aristocracy’, in the sense of representing the ‘morally’ best people. The Whig aristocracy was more cosmopolitan, because its aristocrats had often served the rulers of countries other than England. In fact, the values of the Whig elite were the first expression of the liberal cosmopolitan values which are now central to the ideology of contemporary elites. One dimension of the Whig/Tory split is that while the Whig aristocracy had a cosmopolitan outlook as more proto-globalist, the Tories remained proto-nationalists. The Whigs became simultaneously the party of liberty, Enlightenment, cosmopolitanism, commerce and civilised behaviour. This is why liberty, the desire for peace and ‘sweet commerce’ came to be identified together. The Tories, on the other hand, were the party of real property (that is to say land) so their national interest could easily be construed by their opponents as the party of obscurantism and rage. One major incident illustrates how this evolved.The Trial of the High Church Divine Henry Sacheverell In 1709, the High Church Divine Henry Sacheverell preached a fiery sermon attacking the Whig revolutionary principles of resistance, and advocated obedience and unlimited submission to authority. Afterwards, for his trouble he was impeached before the House of Lords by the Whigs for high crimes and misdemeanours (Tryal 1710). As Mark Knights (6) has put it, one of his major failings was his breaching of the “Whig culture of politeness and moderation”. The Whigs also disliked Sacheverell for his charismatic appeal to women (Nicholson). He was found guilty and his sermons ordered to be burned by the hangman. But Sacheverell became simultaneously a martyr and a political celebrity leading to a mass outpouring of printed material (Knights Devil 166—186). Riots broke out in London in the wake of the trial’s verdict. For the Whigs, this stood as proof of the ‘rage’ that lurked in the irrational world of Toryism. However, as Geoffrey Holmes has demonstrated, these riots were not aimless acts of mob violence but were directed towards specific targets, in particular the meeting houses of Dissenters. History reveals that the Sacheverell riots were the last major riots in England for almost seventy years until the Lord Gordon anti-Catholic riots of 1780. In the short term they led to an overwhelming Tory victory at the 1710 elections, but that victory was pyrrhic. With the death of Queen Anne, followed by the accession of the Hanoverians to the throne, the Whigs became the party of government. Some Tories, such as Bolingbroke, panicked, and fled to France and the Court of the Pretender. The other key factor was the Treaty of Utrecht, brokered on England’s behalf by the Tory government of Harley and Bolingbroke that brought the Civil war to an end in 1713. England now entered an era of peace; there remained no longer the need to raise funds to conduct a war. The war had forced the English state to both to consolidate and to innovate.This can be viewed as the victory of the party of ‘politeness and moderation’ and the Enlightenment and hence the effective end of the ‘rage of party’. Threats did remain by the Pretender’s (James III) attempt to retake the English throne, as happened in 1715 and 1745, when was backed by the barbaric Scots.The Whig ascendancy, the ascendancy of a minority, was to last for decades but remnants of the Tory Party remained, and England became a “one-and one-half” party regime (Ertman 222). Once in power, however, the Whigs utilised a number of mechanisms to ensure that the age of the ‘rage of party’ had come to an end and would be replaced by one of politeness and moderation. As Plumb states, they gained control of the “means of patronage” (Plumb 161—88), while maintaining the ongoing trend, from the 1680s of restricting those eligible to vote in local corporations, and the Whigs supported the “narrowing of the franchise” (Plumb 102—3). Finally, the Septennial Act of 1717 changed the time between elections from three years to seven years.This lowered the political temperature but it did not eliminate the Tories or complaints about the political, social and economic path that England had taken. Rage may have declined but there was still a lot of dissent in the newspapers, in particular in the late 1720s in the Craftsman paper controlled by Viscount Bolingbroke. The Craftsman denounced the corrupt practices of the government of Sir Robert Walpole, the ‘robinocracy’, and played to the prejudices of the landed gentry. Further, the Bolingbroke circle contained some major literary figures of the age; but not a group of violent revolutionaries (Kramnick). It was true populism, from ideals of the Enlightenment and a more benign environment.The new ideal of ‘politeness and moderation’ had conquered English political culture in an era of Whig dominance. This is exemplified in the philosophy of David Hume and his disparagement of enthusiasm and superstition, and the English elite were also not fond of emotional Methodists, and Charles Wesley’s father had been a Sacheverell supporter (Cowan 43). A moderate man is rational and measured; the hoi polloi is emotional, faintly disgusting, and prone to rage.In the End: A Reduction of Rage Nevertheless, one of the great achievements of this new ideal of civility was to tame the conflict between political parties by recognising political division as a natural part of the political process, one that did not involve ‘rage’. This was the great achievement of Edmund Burke who, arguing against Bolingbroke’s position that 1688 had restored a unified political order, and hence abolished political divisions, legitimated such party divisions as an element of a civilised political process involving gentlemen (Mansfield 3). The lower orders, lacking the capacity to live up to this ideal, were prone to accede to forces other than reason, and needed to be kept in their place. This was achieved through a draconian legal code that punished crimes against property very severely (Hoppit). If ‘progress’ as later described by Macaulay leads to a polite and cultivated elite who are capable of conquering their rage – so the lower orders need to be repressed because they are still essentially barbarians. This was echoed in Macaulay’s contemporary, John Stuart Mill (192) who promulgated Orientals similarly “lacked the virtues” of an educated Briton.In contrast, the French attempt to impose order and stability through an authoritarian state fared no better in the long run. After 1789 it was the ‘rage’ of the ‘mob’ that helped to bring down the French Monarchy. At least, that is how the new cadre of the ‘polite and moderate’ came to view things.ReferencesBolingbroke, Lord. Contributions to the Craftsman. Ed. Simon Varney. Oxford: Oxford UP, 1982.Cowan, Brian. “The Spin Doctor: Sacheverell’s Trial Speech and Political Performance in the Divided Society.” Faction Displayed: Reconsidering the Impeachment of Dr Henry Sacheverell. Ed. Mark Knights. Chichester: Wiley-Blackwell, 2012. 28-46.Ertman, Thomas. Birth of the Leviathan: Building States and Regimes in Medieval and Early Modern Europe. Cambridge: Cambridge UP, 1997.Fischer, David Hackett. The Great Wave: Price Revolutions and the Rhythm of History, New York: Oxford UP, 1996.Holmes, Geoffrey. “The Sacheverell Riots: The Crowd and the Church in Early Eighteenth-Century London.” Past and Present 72 (Aug. 1976): 55-85.Hume, David. “Of Superstition and Enthusiasm.” Essays, Moral, Political, and Literary. Indianapolis: Liberty Fund, 1985. 73-9. Hoppit, Julian. A Land of Liberty? England 1689—1727, Oxford: Oxford UP, 2000.Kemp, Geoff. “The ‘End of Censorship’ and the Politics of Toleration, from Locke to Sacheverell.” Faction Displayed: Reconsidering the Impeachment of Dr Henry Sacheverell. Ed. Mark Knights. Chichester: Wiley-Blackwell, 2012. 47-68.Knights, Mark. Representation and Misrepresentation in Later Stuart Britain. Oxford: Oxford UP, 2005.———. The Devil in Disguise: Deception, Delusion, and Fanaticism in the Early English Enlightenment. Oxford: Oxford UP, 2011.———. “Introduction: The View from 1710.” Faction Displayed: Reconsidering the Impeachment of Dr Henry Sacheverell. Ed. Mark Knights. Chichester: Wiley-Blackwell, 2012. 1-15.Kramnick, Isaac. Bolingbroke & His Circle: The Politics of Nostalgia in the Age of Walpole. Ithaca: Cornell UP, 1992.Macaulay, Thomas Babington. The History of England from the Accession of James II. London: Folio Society, 2009.Mansfield, Harvey. Statesmanship and Party Government: A Study of Burke and Bolingbroke. Chicago: U of Chicago P, 1965.Melleuish, Greg. “Civilisation, Culture and Police.” Arts 20 (1998): 7-25.Mill, John Stuart. On Liberty, Representative Government, the Subjection of Women. London: Oxford UP, 1971.Nicholson, Eirwen. “Sacheverell’s Harlot’s: Non-Resistance on Paper and in Practice.” Faction Displayed: Reconsidering the Impeachment of Dr Henry Sacheverell. Ed. Mark Knights. Chichester: Wiley-Blackwell, 2012. 69-79.Parker, Geoffrey. Global Crisis: War, Climate Change & Catastrophe in the Seventeenth Century. New Haven: Yale UP, 2013.Pincus, Steve. 1688: The First Modern Revolution. New Haven: Yale UP, 2009.Plumb, John H. The Growth of Political Stability in England 1675–1725. Harmondsworth: Penguin, 1973.The Tryal of Dr Henry Sacheverell before the House of Peers, 1st edition. London: Jacob Tonson, 1710.

Introduction In December 2010, Nespresso, the world’s leading brand of premium-portioned coffee, opened a flagship “boutique” in Sydney’s Pitt Street Mall. This was Nespresso’s fifth boutique opening of 2010, after Brussels, Miami, Soho, and Munich. The Sydney debut coincided with the mall’s upmarket redevelopment, which explains Nespresso’s arrival in the city: strategic geographic expansion is key to the brand’s growth. Rather than panoramic ubiquity, a retail option favoured by brands like McDonalds, KFC and Starbucks, Nespresso opts for iconic, prestigious locations. This strategy has been highly successful: since 2000 Nespresso has recorded year-on-year per annum growth of 30 per cent. This has been achieved, moreover, despite a global financial downturn and an international coffee market replete with brand variety. In turn, Nespresso marks an evolution in the coffee market over the last decade. The Nespresso Story Founded in 1986, Nespresso is the fasting growing brand in the Nestlé Group. Its headquarters are in Lausanne, Switzerland, with over 7,000 employees worldwide. In 2012, Nespresso had 270 boutiques in 50 countries. The brand’s growth strategy involves three main components: premium coffee capsules, “mated” with specially designed machines, and accompanied by exceptional customer service through the Nespresso Club. Each component requires some explanation. Nespresso offers 16 varieties of Grand Crus coffee: 7 espresso blends, 3 pure origin espressos, 3 lungos (for larger cups), and 3 decaffeinated coffees. Each 5.5 grams of portioned coffee is cased in a hermetically sealed aluminium capsule, or pod, designed to preserve the complex, volatile aromas (between 800 and 900 per pod), and prevent oxidation. These capsules are designed to be used exclusively with Nespresso-branded machines, which are equipped with a patented high-pressure extraction system designed for optimum release of the coffee. These machines, of which there are 28 models, are developed with 6 machine partners, and Antoine Cahen, from Ateliers du Nord in Lausanne, designs most of them. For its consumers, members of the Nespresso Club, the capsules and machines guarantee perfect espresso coffee every time, within seconds and with minimum effort—what Nespresso calls the “ultimate coffee experience.” The Nespresso Club promotes this experience as an everyday luxury, whereby café-quality coffee can be enjoyed in the privacy and comfort of Club members’ homes. This domestic focus is a relatively recent turn in its history. Nestlé patented some of its pod technology in 1976; the compatible machines, initially made in Switzerland by Turmix, were developed a decade later. Nespresso S. A. was set up as a subsidiary unit within the Nestlé Group with a view to target the office and fine restaurant sector. It was first test-marketed in Japan in 1986, and rolled out the same year in Switzerland, France and Italy. However, by 1988, low sales prompted Nespresso’s newly appointed CEO, Jean-Paul Gillard, to rethink the brand’s focus. Gillard subsequently repositioned Nespresso’s target market away from the commercial sector towards high-income households and individuals, and introduced a mail-order distribution system; these elements became the hallmarks of the Nespresso Club (Markides 55). The Nespresso Club was designed to give members who had purchased Nespresso machines 24-hour customer service, by mail, phone, fax, and email. By the end of 1997 there were some 250,000 Club members worldwide. The boom in domestic, user-friendly espresso machines from the early 1990s helped Nespresso’s growth in this period. The cumulative efforts by the main manufacturers—Krups, Bosch, Braun, Saeco and DeLonghi—lowered the machines’ average price to around US $100 (Purpura, “Espresso” 88; Purpura, “New” 116). This paralleled consumers’ growing sophistication, as they became increasingly familiar with café-quality espresso, cappuccino and latté—for reasons to be detailed below. Nespresso was primed to exploit this cultural shift in the market and forge a charismatic point of difference: an aspirational, luxury option within an increasingly accessible and familiar field. Between 2006 and 2008, Nespresso sales more than doubled, prompting a second production factory to supplement the original plant in Avenches (Simonian). In 2008, Nespresso grew 20 times faster than the global coffee market (Reguly B1). As Nespresso sales exceeded $1.3 billion AU in 2009, with 4.8 billion capsules shipped out annually and 5 million Club members worldwide, it became Nestlé’s fastest growing division (Canning 28). According to Nespresso’s Oceania market director, Renaud Tinel, the brand now represents 8 per cent of the total coffee market; of Nespresso specifically, he reports that 10,000 cups (using one capsule per cup) were consumed worldwide each minute in 2009, and that increased to 12,300 cups per minute in 2010 (O’Brien 16). Given such growth in such a brief period, the atypical dynamic between the boutique, the Club and the Nespresso brand warrants closer consideration. Nespresso opened its first boutique in Paris in 2000, on the Avenue des Champs-Élysées. It was a symbolic choice and signalled the brand’s preference for glamorous precincts in cosmopolitan cities. This has become the design template for all Nespresso boutiques, what the company calls “brand embassies” in its press releases. More like art gallery-style emporiums than retail spaces, these boutiques perform three main functions: they showcase Nespresso coffees, machines and accessories (all elegantly displayed); they enable Club members to stock up on capsules; and they offer excellent customer service, which invariably equates to detailed production information. The brand’s revenue model reflects the boutique’s role in the broader business strategy: 50 per cent of Nespresso’s business is generated online, 30 per cent through the boutiques, and 20 per cent through call centres. Whatever floor space these boutiques dedicate to coffee consumption is—compared to the emphasis on exhibition and ambience—minimal and marginal. In turn, this tightly monitored, self-focused model inverts the conventional function of most commercial coffee sites. For several hundred years, the café has fostered a convivial atmosphere, served consumers’ social inclinations, and overwhelmingly encouraged diverse, eclectic clientele. The Nespresso boutique is the antithesis to this, and instead actively limits interaction: the Club “community” does not meet as a community, and is united only in atomised allegiance to the Nespresso brand. In this regard, Nespresso stands in stark contrast to another coffee brand that has been highly successful in recent years—Starbucks. Starbucks famously recreates the aesthetics, rhetoric and atmosphere of the café as a “third place”—a term popularised by urban sociologist Ray Oldenburg to describe non-work, non-domestic spaces where patrons converge for respite or recreation. These liminal spaces (cafés, parks, hair salons, book stores and such locations) might be private, commercial sites, yet they provide opportunities for chance encounters, even therapeutic interactions. In this way, they aid sociability and civic life (Kleinman 193). Long before the term “third place” was coined, coffee houses were deemed exemplars of egalitarian social space. As Rudolf P. Gaudio notes, the early coffee houses of Western Europe, in Oxford and London in the mid-1600s, “were characterized as places where commoners and aristocrats could meet and socialize without regard to rank” (670). From this sanguine perspective, they both informed and animated the modern public sphere. That is, and following Habermas, as a place where a mixed cohort of individuals could meet and discuss matters of public importance, and where politics intersected society, the eighteenth-century British coffee house both typified and strengthened the public sphere (Karababa and Ger 746). Moreover, and even from their early Ottoman origins (Karababa and Ger), there has been an historical correlation between the coffee house and the cosmopolitan, with the latter at least partly defined in terms of demographic breadth (Luckins). Ironically, and insofar as Nespresso appeals to coffee-literate consumers, the brand owes much to Starbucks. In the two decades preceding Nespresso’s arrival, Starbucks played a significant role in refining coffee literacy around the world, gauging mass-market trends, and stirring consumer consciousness. For Nespresso, this constituted major preparatory phenomena, as its strategy (and success) since the early 2000s presupposed the coffee market that Starbucks had helped to create. According to Nespresso’s chief executive Richard Giradot, central to Nespresso’s expansion is a focus on particular cities and their coffee culture (Canning 28). In turn, it pays to take stock of how such cities developed a coffee culture amenable to Nespresso—and therein lays the brand’s debt to Starbucks. Until the last few years, and before celebrity ambassador George Clooney was enlisted in 2005, Nespresso’s marketing was driven primarily by Club members’ recommendations. At the same time, though, Nespresso insisted that Club members were coffee connoisseurs, whose knowledge and enjoyment of coffee exceeded conventional coffee offerings. In 2000, Henk Kwakman, one of Nestlé’s Coffee Specialists, explained the need for portioned coffee in terms of guaranteed perfection, one that demanding consumers would expect. “In general”, he reasoned, “people who really like espresso coffee are very much more quality driven. When you consider such an intense taste experience, the quality is very important. If the espresso is slightly off quality, the connoisseur notices this immediately” (quoted in Butler 50). What matters here is how this corps of connoisseurs grew to a scale big enough to sustain and strengthen the Nespresso system, in the absence of a robust marketing or educative drive by Nespresso (until very recently). Put simply, the brand’s ascent was aided by Starbucks, specifically by the latter’s success in changing the mainstream coffee market during the 1990s. In establishing such a strong transnational presence, Starbucks challenged smaller, competing brands to define themselves with more clarity and conviction. Indeed, working with data that identified just 200 freestanding coffee houses in the US prior to 1990 compared to 14,000 in 2003, Kjeldgaard and Ostberg go so far as to state that: “Put bluntly, in the US there was no local coffee consumptionscape prior to Starbucks” (Kjeldgaard and Ostberg 176). Starbucks effectively redefined the coffee world for mainstream consumers in ways that were directly beneficial for Nespresso. Starbucks: Coffee as Ambience, Experience, and Cultural Capital While visitors to Nespresso boutiques can sample the coffee, with highly trained baristas and staff on site to explain the Nespresso system, in the main there are few concessions to the conventional café experience. Primarily, these boutiques function as material spaces for existing Club members to stock up on capsules, and therefore they complement the Nespresso system with a suitably streamlined space: efficient, stylish and conspicuously upmarket. Outside at least one Sydney boutique for instance (Bondi Junction, in the fashionable eastern suburbs), visitors enter through a club-style cordon, something usually associated with exclusive bars or hotels. This demarcates the boutique from neighbouring coffee chains, and signals Nespresso’s claim to more privileged patrons. This strategy though, the cultivation of a particular customer through aesthetic design and subtle flattery, is not unique. For decades, Starbucks also contrived a “special” coffee experience. Moreover, while the Starbucks model strikes a very different sensorial chord to that of Nespresso (in terms of décor, target consumer and so on) it effectively groomed and prepped everyday coffee drinkers to a level of relative self-sufficiency and expertise—and therein is the link between Starbucks’s mass-marketed approach and Nespresso’s timely arrival. Starbucks opened its first store in 1971, in Seattle. Three partners founded it: Jerry Baldwin and Zev Siegl, both teachers, and Gordon Bowker, a writer. In 1982, as they opened their sixth Seattle store, they were joined by Howard Schultz. Schultz’s trip to Italy the following year led to an entrepreneurial epiphany to which he now attributes Starbucks’s success. Inspired by how cafés in Italy, particularly the espresso bars in Milan, were vibrant social hubs, Schultz returned to the US with a newfound sensitivity to ambience and attitude. In 1987, Schultz bought Starbucks outright and stated his business philosophy thus: “We aren’t in the coffee business, serving people. We are in the people business, serving coffee” (quoted in Ruzich 432). This was articulated most clearly in how Schultz structured Starbucks as the ultimate “third place”, a welcoming amalgam of aromas, music, furniture, textures, literature and free WiFi. This transformed the café experience twofold. First, sensory overload masked the dull homogeny of a global chain with an air of warm, comforting domesticity—an inviting, everyday “home away from home.” To this end, in 1994, Schultz enlisted interior design “mastermind” Wright Massey; with his team of 45 designers, Massey created the chain’s decor blueprint, an “oasis for contemplation” (quoted in Scerri 60). At the same time though, and second, Starbucks promoted a revisionist, airbrushed version of how the coffee was produced. Patrons could see and smell the freshly roasted beans, and read about their places of origin in the free pamphlets. In this way, Starbucks merged the exotic and the cosmopolitan. The global supply chain underwent an image makeover, helped by a “new” vocabulary that familiarised its coffee drinkers with the diversity and complexity of coffee, and such terms as aroma, acidity, body and flavour. This strategy had a decisive impact on the coffee market, first in the US and then elsewhere: Starbucks oversaw a significant expansion in coffee consumption, both quantitatively and qualitatively. In the decades following the Second World War, coffee consumption in the US reached a plateau. Moreover, as Steven Topik points out, the rise of this type of coffee connoisseurship actually coincided with declining per capita consumption of coffee in the US—so the social status attributed to specialised knowledge of coffee “saved” the market: “Coffee’s rise as a sign of distinction and connoisseurship meant its appeal was no longer just its photoactive role as a stimulant nor the democratic sociability of the coffee shop” (Topik 100). Starbucks’s singular triumph was to not only convert non-coffee drinkers, but also train them to a level of relative sophistication. The average “cup o’ Joe” thus gave way to the latte, cappuccino, macchiato and more, and a world of coffee hitherto beyond (perhaps above) the average American consumer became both regular and routine. By 2003, Starbucks’s revenue was US $4.1 billion, and by 2012 there were almost 20,000 stores in 58 countries. As an idealised “third place,” Starbucks functioned as a welcoming haven that flattened out and muted the realities of global trade. The variety of beans on offer (Arabica, Latin American, speciality single origin and so on) bespoke a generous and bountiful modernity; while brochures schooled patrons in the nuances of terroir, an appreciation for origin and distinctiveness that encoded cultural capital. This positioned Starbucks within a happy narrative of the coffee economy, and drew patrons into this story by flattering their consumer choices. Against the generic sameness of supermarket options, Starbucks promised distinction, in Pierre Bourdieu’s sense of the term, and diversity in its coffee offerings. For Greg Dickinson, the Starbucks experience—the scent of the beans, the sound of the grinders, the taste of the coffees—negated the abstractions of postmodern, global trade: by sensory seduction, patrons connected with something real, authentic and material. At the same time, Starbucks professed commitment to the “triple bottom line” (Savitz), the corporate mantra that has morphed into virtual orthodoxy over the last fifteen years. This was hardly surprising; companies that trade in food staples typically grown in developing regions (coffee, tea, sugar, and coffee) felt the “political-aesthetic problematization of food” (Sassatelli and Davolio). This saw increasingly cognisant consumers trying to reconcile the pleasures of consumption with environmental and human responsibilities. The “triple bottom line” approach, which ostensibly promotes best business practice for people, profits and the planet, was folded into Starbucks’s marketing. The company heavily promoted its range of civic engagement, such as donations to nurses’ associations, literacy programs, clean water programs, and fair dealings with its coffee growers in developing societies (Simon). This bode well for its target market. As Constance M. Ruch has argued, Starbucks sought the burgeoning and lucrative “bobo” class, a term Ruch borrows from David Brooks. A portmanteau of “bourgeois bohemians,” “bobo” describes the educated elite that seeks the ambience and experience of a counter-cultural aesthetic, but without the political commitment. Until the last few years, it seemed Starbucks had successfully grafted this cultural zeitgeist onto its “third place.” Ironically, the scale and scope of the brand’s success has meant that Starbucks’s claim to an ethical agenda draws frequent and often fierce attack. As a global behemoth, Starbucks evolved into an iconic symbol of advanced consumer culture. For those critical of how such brands overwhelm smaller, more local competition, the brand is now synonymous for insidious, unstoppable retail spread. This in turn renders Starbucks vulnerable to protests that, despite its gestures towards sustainability (human and environmental), and by virtue of its size, ubiquity and ultimately conservative philosophy, it has lost whatever cachet or charm it supposedly once had. As Bryant Simon argues, in co-opting the language of ethical practice within an ultimately corporatist context, Starbucks only ever appealed to a modest form of altruism; not just in terms of the funds committed to worthy causes, but also to move thorny issues to “the most non-contentious middle-ground,” lest conservative customers felt alienated (Simon 162). Yet, having flagged itself as an ethical brand, Starbucks became an even bigger target for anti-corporatist sentiment, and the charge that, as a multinational giant, it remained complicit in (and one of the biggest benefactors of) a starkly inequitable and asymmetric global trade. It remains a major presence in the world coffee market, and arguably the most famous of the coffee chains. Over the last decade though, the speed and intensity with which Nespresso has grown, coupled with its atypical approach to consumer engagement, suggests that, in terms of brand equity, it now offers a more compelling point of difference than Starbucks. Brand “Me” Insofar as the Nespresso system depends on a consumer market versed in the intricacies of quality coffee, Starbucks can be at least partly credited for nurturing a more refined palate amongst everyday coffee drinkers. Yet while Starbucks courted the “average” consumer in its quest for market control, saturating the suburban landscape with thousands of virtually indistinguishable stores, Nespresso marks a very different sensibility. Put simply, Nespresso inverts the logic of a coffee house as a “third place,” and patrons are drawn not to socialise and relax but to pursue their own highly individualised interests. The difference with Starbucks could not be starker. One visitor to the Bloomingdale boutique (in New York’s fashionable Soho district) described it as having “the feel of Switzerland rather than Seattle. Instead of velvet sofas and comfy music, it has hard surfaces, bright colours and European hostesses” (Gapper 9). By creating a system that narrows the gap between production and consumption, to the point where Nespresso boutiques advertise the coffee brand but do not promote on-site coffee drinking, the boutiques are blithely indifferent to the historical, romanticised image of the coffee house as a meeting place. The result is a coffee experience that exploits the sophistication and vanity of aspirational consumers, but ignores the socialising scaffold by which coffee houses historically and perhaps naively made some claim to community building. If anything, Nespresso restricts patrons’ contemplative field: they consider only their relationships to the brand. In turn, Nespresso offers the ultimate expression of contemporary consumer capitalism, a hyper-individual experience for a hyper-modern age. By developing a global brand that is both luxurious and niche, Nespresso became “the Louis Vuitton of coffee” (Betts 14). Where Starbucks pursued retail ubiquity, Nespresso targets affluent, upmarket cities. As chief executive Richard Giradot put it, with no hint of embarrassment or apology: “If you take China, for example, we are not speaking about China, we are speaking about Shanghai, Hong Kong, Beijing because you will not sell our concept in the middle of nowhere in China” (quoted in Canning 28). For this reason, while Europe accounts for 90 per cent of Nespresso sales (Betts 15), its forays into the Americas, Asia and Australasia invariably spotlights cities that are already iconic or emerging economic hubs. The first boutique in Latin America, for instance, was opened in Jardins, a wealthy suburb in Sao Paulo, Brazil. In Nespresso, Nestlé has popularised a coffee experience neatly suited to contemporary consumer trends: Club members inhabit a branded world as hermetically sealed as the aluminium pods they purchase and consume. Besides the Club’s phone, fax and online distribution channels, pods can only be bought at the boutiques, which minimise even the potential for serendipitous mingling. The baristas are there primarily for product demonstrations, whilst highly trained staff recite the machines’ strengths (be they in design or utility), or information about the actual coffees. For Club members, the boutique service is merely the human extension of Nespresso’s online presence, whereby product information becomes increasingly tailored to increasingly individualised tastes. In the boutique, this emphasis on the individual is sold in terms of elegance, expedience and privilege. Nespresso boasts that over 70 per cent of its workforce is “customer facing,” sharing their passion and knowledge with Club members. Having already received and processed the product information (through the website, boutique staff, and promotional brochures), Club members need not do anything more than purchase their pods. In some of the more recently opened boutiques, such as in Paris-Madeleine, there is even an Exclusive Room where only Club members may enter—curious tourists (or potential members) are kept out. Club members though can select their preferred Grands Crus and checkout automatically, thanks to RFID (radio frequency identification) technology inserted in the capsule sleeves. So, where Starbucks exudes an inclusive, hearth-like hospitality, the Nespresso Club appears more like a pampered clique, albeit a growing one. As described in the Financial Times, “combine the reception desk of a designer hotel with an expensive fashion display and you get some idea what a Nespresso ‘coffee boutique’ is like” (Wiggins and Simonian 10). Conclusion Instead of sociability, Nespresso puts a premium on exclusivity and the knowledge gained through that exclusive experience. The more Club members know about the coffee, the faster and more individualised (and “therefore” better) the transaction they have with the Nespresso brand. This in turn confirms Zygmunt Bauman’s contention that, in a consumer society, being free to choose requires competence: “Freedom to choose does not mean that all choices are right—there are good and bad choices, better and worse choices. The kind of choice eventually made is the evidence of competence or its lack” (Bauman 43-44). Consumption here becomes an endless process of self-fashioning through commodities; a process Eva Illouz considers “all the more strenuous when the market recruits the consumer through the sysiphian exercise of his/her freedom to choose who he/she is” (Illouz 392). In a status-based setting, the more finely graded the differences between commodities (various places of origin, blends, intensities, and so on), the harder the consumer works to stay ahead—which means to be sufficiently informed. Consumers are locked in a game of constant reassurance, to show upward mobility to both themselves and society. For all that, and like Starbucks, Nespresso shows some signs of corporate social responsibility. In 2009, the company announced its “Ecolaboration” initiative, a series of eco-friendly targets for 2013. By then, Nespresso aims to: source 80 per cent of its coffee through Sustainable Quality Programs and Rainforest Alliance Certified farms; triple its capacity to recycle used capsules to 75 per cent; and reduce the overall carbon footprint required to produce each cup of Nespresso by 20 per cent (Nespresso). This information is conveyed through the brand’s website, press releases and brochures. However, since such endeavours are now de rigueur for many brands, it does not register as particularly innovative, progressive or challenging: it is an unexceptional (even expected) part of contemporary mainstream marketing. Indeed, the use of actor George Clooney as Nespresso’s brand ambassador since 2005 shows shrewd appraisal of consumers’ political and cultural sensibilities. As a celebrity who splits his time between Hollywood and Lake Como in Italy, Clooney embodies the glamorous, cosmopolitan lifestyle that Nespresso signifies. However, as an actor famous for backing political and humanitarian causes (having raised awareness for crises in Darfur and Haiti, and backing calls for the legalisation of same-sex marriage), Clooney’s meanings extend beyond cinema: as a celebrity, he is multi-coded. Through its association with Clooney, and his fusion of star power and worldly sophistication, the brand is imbued with semantic latitude. Still, in the television commercials in which Clooney appears for Nespresso, his role as the Hollywood heartthrob invariably overshadows that of the political campaigner. These commercials actually pivot on Clooney’s romantic appeal, an appeal which is ironically upstaged in the commercials by something even more seductive: Nespresso coffee. References Bauman, Zygmunt. “Collateral Casualties of Consumerism.” Journal of Consumer Culture 7.1 (2007): 25–56. Betts, Paul. “Nestlé Refines its Arsenal in the Luxury Coffee War.” Financial Times 28 Apr. (2010): 14. Bourdieu, Pierre. 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Karababa, EmInegül, and GüIIz Ger. “Early Modern Ottoman Coffehouse Culture and the Formation of the Consumer Subject." Journal of Consumer Research 37.5 (2011): 737–60 Kjeldgaard, Dannie, and Jacob Ostberg. “Coffee Grounds and the Global Cup: Global Consumer Culture in Scandinavia”. Consumption, Markets and Culture 10.2 (2007): 175–87. Kleinman, Sharon S. “Café Culture in France and the United States: A Comparative Ethnographic Study of the Use of Mobile Information and Communication Technologies.” Atlantic Journal of Communication 14.4 (2006): 191–210. Luckins, Tanja. “Flavoursome Scraps of Conversation: Talking and Hearing the Cosmopolitan City, 1900s–1960s.” History Australia 7.2 (2010): 31.1–31.16. Markides, Constantinos C. “A Dynamic View of Strategy.” Sloan Management Review 40.3 (1999): 55. Nespresso. “Ecolaboration Initiative Directs Nespresso to Sustainable Success.” Nespresso Media Centre 2009. 13 Dec. 2011. ‹http://www.nespresso.com›. 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Introduction This article is concerned with the recent rise in popularity of crypto art, the term given to digital artworks whose ownership and provenance are confirmed with a non-fungible token (NFT), making it possible to sell these works within decentralised cryptocurrency art markets. The goal of this analysis is to trace a genealogy of crypto art to Dada, an avant-garde movement that originated in the early twentieth century. My claim is that Dadaism in crypto art appears in its exhausted form that is a result of its revival in the 1950s and 1960s by the Neo Dada that reached the current age through Pop Art. Dada’s anti-art project of rejecting beauty and aesthetics has transformed into commercial success in the Neo Dada Pop Art movement. In turn, Pop Art produced its crypto version that explores not only the question of what art is and is not, but also when art becomes money. In what follows, I will provide a brief overview of NFT art and its three categories that could generally be found within crypto marketplaces: native crypto art, non-digital art, and digital distributed-creativity art. Throughout, I will foreground the presence of Dadaism in these artworks and provide art historical context. NFTs: Brief Overview A major technological component that made NFTs possible was developed in 1991, when cryptographers Stuart Haber and W. Scott Stornetta proposed a method for time-stamping data contained in digital documents shared within a distributed network of users (99). This work laid the foundation for what became known as blockchain and was further implemented in the development of Bitcoin, a digital currency invented by Satoshi Nakamoto in 2008. The original non-fungible tokens, Coloured Coins, were created in 2012. By “colouring” or differentiating bitcoins, Coloured Coins were assigned special properties and had a value independent of the underlying Bitcoin, allowing their use as commodity certificates, alternative currencies, and other financial instruments (Assia et al.). In 2014, fuelled by a motivation to protect digital artists from unsanctioned distribution of their work while also enabling digital art sales, media artist Kevin McCoy and tech entrepreneur Anil Dash saw the potential of blockchain to satisfy their goals and developed what became to be known as NFTs. This overnight invention was a result of McCoy and Dash’s participation in the Seven on Seven annual New York City event, a one-day creative collaboration that challenged seven pairs of artists and engineers to “make something” (Rhizome). McCoy and Dash did not patent their invention, nor were they able to popularise it, mentally archiving it as a “footnote in internet history”. Ironically, just a couple of years later NFTs exploded into a billion-dollar market, living up to an ironic name of “monetized graphics” that the pair gave to their invention. Crypto art became an international sensation in March 2021, when a digital artist Mike Winklemann, known as Beeple, sold his digital collage titled Everydays: The First 5000 Days for US$69.3 million, prompting Noah Davis, a curator who assisted with the sale at the Christie’s auction house, to proclaim: “he showed us this collage, and that was my eureka moment when I knew this was going to be extremely important. It was just so monumental and so indicative of what NFTs can do” (Kastrenakes). As a technology, a non-fungible token can create digital scarcity in an otherwise infinitely replicable digital space. Contrary to fungible tokens, which are easily interchangeable due to having an equal value, non-fungible tokens represent unique items for which one cannot find an equivalent. That is why we rely on the fungibility of money to exchange non-fungible unique goods, such as art. Employing non-fungible tokens allows owning and exchanging digital items outside of the context in which they originated. Now, one can prove one’s possession of a digital skin from a videogame, for example, and sell it on digital markets using crypto currency (“Bible”). Behind the technology of NFTs lies the use of a cryptographic hash function, which converts a digital artwork of any file size into a fixed-length hash, called message digest (Dooley 179). It is impossible to revert the process and arrive at the original image, a quality of non-reversibility that makes the hash function a perfect tool for creating a digital representation of an artwork proofed from data tampering. The issued or minted NFT enters a blockchain, a distributed database that too relies on cryptographic properties to guarantee fidelity and security of data stored. Once the NFT becomes a part of the blockchain, its transaction history is permanently recorded and publicly available. Thus, the NFT simultaneously serves as a unique representation of the artwork and a digital proof of ownership. NFTs are traded in digital marketplaces, such as SuperRare, KnownOrigin, OpenSea, and Rarible, which rely on a blockchain to sustain their operations. An analysis of these markets’ inventory can be summarised by the following list of roughly grouped types of artistic works available for purchase: native crypto art, non-digital art, distributed creativity art. Native Crypto Art In this category, I include projects that motivated the creation of NFT protocols. Among these projects are the aforementioned Colored Coins, created in 2012. These were followed by issuing other visual creations native to the crypto-world, such as LarvaLabs’s CryptoPunks, a series of 10,000 algorithmically generated 8-bit-style pixelated digital avatars originally available for free to anyone with an Ethereum blockchain account, gaining a cult status among the collectors when they became rare sought-after items. On 13 February 2022, CryptoPunk #5822 was sold for roughly $24 million in Ethereum, beating the previous record for such an NFT, CryptoPunk #3100, sold for $7.58 million. CryptoPunks laid the foundation for other collectible personal profile projects, such Bored Ape Yacht Club and Cool Cats. One of the ultimate collections of crypto art that demonstrates the exhaustion of original Dada motivations is titled Monas, an NFT project made up of 5,000 programmatically generated versions of a pixelated Mona Lisa by Leonardo da Vinci (c. 1503-1506). Each Monas, according to the creators, is “a mix of Art, history, and references from iconic NFTs” (“Monas”). Monas are a potpourri of meme and pop culture, infused with inside jokes and utmost silliness. Monas invariably bring to mind the historic Dadaist gesture of challenging bourgeois tastes through defacing iconic art historical works, such as Marcel Duchamp’s treatment of Mona Lisa in L.H.O.O.Q. In 1919, Duchamp drew a moustache and a goatee on a reproduction of La Joconde, as the French called the painting, and inscribed “L.H.O.O.Q.” that when pronounced sounds like “Elle a chaud au cul”, a vulgar expression indicating sexual arousal of the subject. At the time of its creation, this Dada act was met with the utmost public contempt, as Mona Lisa was considered a sacred work of art and a patron of the arts, an almost religious symbol (Elger and Grosenick 82). Needless to say, the effect of Monas on public consciousness is far from causing disgust and, on the contrary, brings childish joy and giggles. As an NFT artist, Mankind, explains in his YouTube video on personal profile projects: “PFPs are built around what people enjoy. People enjoy memes, people enjoy status, people enjoy being a part of something bigger than themselves, the basic primary desire to mix digital with social and belong to a community”. Somehow, “being bigger than themselves” has come to involve collecting defaced images of Mona Lisa. Turning our attention to historical analysis will help trace this transformation of the Dada insult into a collectible NFT object. Dada and Its Legacy in Crypto Art Dada was founded in 1916 in Zurich, by Hugo Ball, Tristan Tzara, Hans Richter, and other artists who fled their homelands during the First World War (Hapgood and Rittner 63). One of Dada’s primary aspirations was to challenge the dominance of reason that brought about the tragedy of the First World War through attacking the postulates of culture this form of reason produced. Already in 1921, such artists as André Breton, Louis Aragon, and Max Ernst were becoming exhausted by Dada’s nihilist tendencies and rejection of all programmes for the arts, except for the one that called for the total freedom of expression. The movement was pronounced dead about May 1921, leaving no sense of regret since, in the words of Breton, “its omnipotence and its tyranny had made it intolerable” (205). An important event associated with Dada’s revival and the birth of the Neo Dada movement was the publication of The Dada Painters and Poets in 1951. This volume, the first collection of Dada writings in English and the most comprehensive anthology in any language, was introduced to the young artists at the New School by John Cage, who revived Tristan Tzara’s concept that “life is far more interesting” than art (Hapgood and Rittner 64). The 1950s were marked by a renewed interest in Dadaism that can also be evidenced in galleries and museums organising numerous exhibitions on the movement, such as Dada 1916 –1923 curated by Marcel Duchamp at the Sidney Janis Gallery in 1953. By the end of the decade, such artists as Jasper Johns and Robert Rauschenberg began exploring materials and techniques that can be attributed to Dadaism, which prompted the title of Neo Dada to describe this thematic return (Hapgood and Rittner 64). Among the artistic approaches that Neo Dada borrowed from Dada are Duchampian readymades that question the status of the art object, Kurt Schwitters’s collage technique of incorporating often banal scraps and pieces of the everyday, and the use of chance operations as a compositional device (Hapgood and Rittner 63–64). These approaches comprise the toolbox of crypto artists as well. Monas, CryptoPunks, and Bored Ape Yacht Club are digital collages made of scraps of pop culture and the everyday Internet life assembled into compositional configurations through chance operation made possible by the application of algorithmic generation of the images in each series. Art historian Helen Molesworth sees the strategies of montage, the readymade, and chance not only as “mechanisms for making art objects” but also as “abdications of traditional forms of artistic labor” (178). Molesworth argues that Duchamp’s invention of the readymade “substituted the act of (artistic) production with consumption” and “profoundly questioned the role, stability, nature, and necessity of the artist’s labor” (179). Together with questioning the need for artistic labour, Neo Dadaists inherited what an American art historian Jack D. Flam terms the “anything goes” attitude: Dada’s liberating destruction of rules and derision of art historical canon allowed anything and everything to be considered art (xii). The “anything goes” approach can also be traced to the contemporary crypto artists, such as Beeple, whose Everydays: The First 5000 Days was a result of assembling into a collage the first 5,000 of his daily training sketches created while teaching himself new digital tools (Kastrenakes). When asked whether he genuinely liked any of his images, Beeple explained that most digital art was created by teams of people working over the course of days or even weeks. When he “is pooping something out in 45 minutes”, it “is probably not gonna look that great comparatively” (Cieplak-Mayr von Baldegg). At the core of Dada was a spirit of absurdism that drove an attack on the social, political, artistic, and philosophical norms, constituting a radical movement against the Establishment (Flam xii). In Dada Art and Anti-Art, Hans Richter’s personal historical account of the Dada movement, the artist describes the basic principle of Dada as guided by a motivation “to outrage public opinion” (66). Richter’s writings also point out a desensitisation towards Dada provocations that the public experienced as a result of Dada’s repetitive assaults, demanding an invention of new methods to disgrace the public taste. Richter recounts: our exhibitions were not enough. Not everyone in Zurich came to look at our pictures, attending our meetings, read our poems and manifestos. The devising and raising of public hell was an essential function of any Dada movement, whether its goal was pro-art, non-art or anti-art. And the public (like insects or bacteria) had developed immunity to one of kind poison, we had to think of another. (66) Richter’s account paints a cultural environment in which new artistic provocations mutate into accepted norms in a quick succession, forming a public body that is immune to anti-art “poisons”. In the foreword to Dada Painters and Poets, Flam outlines a trajectory of acceptance and subjugation of the Dadaist spirit by the subsequent revival of the movement’s core values in the Neo Dada of the 1950s and 1960s. When Dadaism was rediscovered by the writers and artists in the 1950s, the Dada spirit characterised by absurdist irony, self-parody, and deadpan realism was becoming a part of everyday life, as if art entered life and transformed it in its own image. The Neo Dada artists, such as Jasper Johns, Robert Rauschenberg, Claes Oldenburg, Roy Lichtenstein, and Andy Warhol, existed in a culturally pluralistic space where the project of a rejection of the Establishment was quickly absorbed into the mainstream, mutating into the high culture it was supposedly criticising and bringing commercial success of which the original Dada artists would have been deeply ashamed (Flam xiii). Raoul Hausmann states: “Dada fell like a raindrop from heaven. The Neo-Dadaists have learnt to imitate the fall, but not the raindrop” (as quoted in Craft 129). With a similar sentiment, Richard Huelsenbeck writes: “Neo-Dada has turned the weapons used by Dada, and later by Surrealism, into popular ploughshares with which to till the fertile soil of sensation-hungry galleries eager for business” (as quoted in Craft 130). Marcel Duchamp, the forefather of the avant-garde, comments on the loss of Dada’s original intent: this Neo-Dada, which they call New Realism, Pop Art, Assemblage, etc., is an easy way out, and lives on what Dada did. When I discovered ready-mades I thought to discourage aesthetics. In Neo-Dada they have taken my ready-mades and found aesthetic beauty in them. I threw the bottle-rack and the urinal into their faces as a challenge and now they admire them for their aesthetic beauty. (Flam xiii) In Neo Dada, the original anti-art impulse of Dadaism was converted into its opposite, becoming an artistic stance and a form of aesthetics. Flam notes that these gradual transformations resulted in the shifts in public consciousness, which it was becoming more difficult to insult. Artists, among them Roy Lichtenstein, complained that it was becoming impossible to make anything despicable: even a dirty rug could be admired (Flam xiii). The audience lost their ability to understand when they were being mocked, attacked, or challenged. Writing in 1981, Flam proclaimed that “Dada spirit has become an inescapable condition of modern life” (xiv). I contend that the current crypto art thrives on the Dada spirit of absurdism, irony, and self-parody and continues to question the border between art and non-art, while fully subscribing to the “anything goes” approach. In the current iteration of Dada in the crypto world, the original subversive narrative can be mostly found in the liberating rhetoric promoted by the proponents of the decentralised economic system. While Neo Dada understood the futility of shocking the public and questioning their tastes, crypto art is ignorant of the original Dada as a form of outrage, a revolutionary movement ignited by a social passion. In crypto art, the ambiguous relationship that Pop Art, one of the Neo Dada movements, had with commercial success is transformed into the content of the artworks. As Tristan Tzara laconically explained, the Dada project was to “assassinate beauty” and with it all the infrastructure of the art market (as quoted in Danto 39). Ironically, crypto artists, the descendants of Dada, erected the monument to Value artificially created through scarcity made possible by blockchain technology in place of the denigrated Venus demolished by the Dadaists. After all, it is the astronomical prices for crypto art that are lauded the most. If in the pre-NFT age, artistic works were evaluated based on their creative merit that included considering the prominence of the artist within art historical canon, current crypto art is evaluated based on its rareness, to which the titles of the crypto art markets SuperRare and Rarible unambiguously refer (Finucane 28–29). In crypto art, the anti-art and anti-commercialism of Dada has fully transformed into its opposite. Another evidence for considering crypto art to be a descendant of Dada is the NFT artists’ concern for the question of what art is and is not, brought to the table by the original Dada artists. This concern is expressed in the manifesto-like mission statement of the first Museum of Crypto Art: at its core, the Museum of Crypto Art (M○C△) challenges, creates conflict, provokes. M○C△ puts forward a broad representation of perspectives meant to upend our sense of who we are. It poses two questions: “what is art?” and “who decides?” We aim to resolve these questions through a multi-stakeholder decentralized platform of art curation and exhibition. (The Museum of Crypto Art) In the past, the question regarding the definition of art was overtaken by the proponent of the institutional approach to art definition, George Dickie, who besides excluding aesthetics from playing a part in differentiating art from non-art famously pronounced that an artwork created by a monkey is art if it is displayed in an art institution, and non-art if it is displayed elsewhere (Dickie 256). This development might explain why decentralisation of the art market achieved through the use of blockchain technology still relies on the endorsing of the art being sold by the widely acclaimed art auction houses: with their stamp of approval, the work is christened as legitimate art, resulting in astronomical sales. Non-Digital Art It is not surprising that an NFT marketplace is an inviting arena for the investigation of questions of commercialisation tackled in the works of Neo Dada Pop artists, who made their names in the traditional art world. This brings us to a discussion of the second type of artworks found in NFT marketplaces: non-digital art sold as NFT and created by trained visual artists, such as Damien Hirst. In his recent NFT project titled Currency, Hirst explores “the boundaries of art and currency—when art changes and becomes a currency, and when currency becomes art” (“The Currency”). The project consists of 10,000 artworks on A4 paper covered in small, coloured dots, a continuation of the so-called “spot-paintings” series that Hirst and his assistants have been producing since the 1980s. Each artwork is painted on a hand-made paper that bears the watermark of the artist’s bust, adorned with a microdot that serves as a unique identification, and is made to look very similar to the others—visual devices used to highlight the ambiguous state of these artworks that simultaneously function as Hirst-issued currency. For Hirst, this project is an experiment: after the purchase of NFTs, buyers are given an opportunity to exchange the NFT for the original art, safely stored in a UK vault; the unexchanged artworks will be burned. Is art going to fully transform into currency? Will you save it? In Hirst’s project, the transformation of physical art into crypto value becomes the ultimate act of Dada nihilism, except for one big difference: if Dada wanted to destroy art as a way to invent it anew, Hirst destroys art to affirm its death and dissolution in currency. In an ironic gesture, the gif NFT artist Nino Arteiro, as if in agreement with Hirst, attempts to sell his work titled Art Is Not Synonymous of Profit, which contains a crudely written text “ART ≠ PROFIT!” for 0.13 Ether or US$350. Buying this art will negate its own statement and affirm its analogy with money. Distributed-Creativity Art When browsing through crypto art advertised in the crypto markets, one inevitably encounters works that stand out in their emphasis on aesthetic and formal qualities. More often than not, these works are created with the use of Artificial Intelligence (AI). To a viewer bombarded with creations unconcerned with the concept of beauty, these AI works may serve as a sensory aesthetic refuge. Among the most prominent artists working in this realm is Refik Anadol, whose Synthetic Dreams series at a first glance may appear as carefully composed works of a landscape painter. However, at a closer look nodal connections between points in rendered space provide a hint at the use of algorithmic processes. These attractive landscapes are quantum AI data paintings created from a data set consisting of 200 million raw images of landscapes from around the world, with each image having been computed with a unique quantum bit string (“Synthetic Dreams”). Upon further contemplation, Anadol’s work begins to remind of the sublime Romantic landscapes, revamped through the application of AI that turned fascination with nature’s unboundedness into awe in the face of the unfathomable amounts of data used in creation of Anadol’s works. These creations can be seen as a reaction against the crypto art I call exhausted Dada, or a marketing approach that targets a different audience. In either case, Anadol revives aesthetic concern and aligns himself with the history of sublimity in art that dates back to the writings of Longinus, becoming of prime importance in the nineteenth-century Romantic painting, and finding new expressions in what is considered the technological sublime, which, according to David E. Nye. concentrates “on the triumph of machines… over space and time” (as quoted in Butler et al. 8). In relation to his Nature Dreams project, Anadol writes: “the exhibition’s eponymous, sublime AI Data Sculpture, Nature Dreams utilizes over 300 million publicly available photographs of nature collected between 2018- 2021 at Refik Anadol Studio” (“Machine Hallucinations Nature Dreams”). From this short description it is evident that Anadol’s primary focus is on the sublimity of large sets of data. There is an issue with that approach: since experiencing the sublime involves loss of rational thinking (Longinus 1.4), these artworks cease the viewer’s ability to interrogate cultural adaptation of AI technology and stay within the realm of decorative ornamentations, demanding an intervention akin to that brought about by the historical avant-garde. Conclusions I hope that this brief analysis demonstrates the mechanisms by which the strains of Dada entered the vocabulary of crypto artists. It is probably also noticeable that I equate the nihilist project of the exhausted Dada found in such works as Hirst’s Cryptocurrency with a dead end similar to so many other dead ends in art history—one only needs to remember that the death of painting was announced a myriad of times, and yet it is still alive. Each announcement of its death was followed by its radiant return. It could be that using art as a visual package for monetary value, a death statement to art’s capacity to affect human lives, will ignite artists to affirm art’s power to challenge, inspire, and enrich. References Assia, Yoni et al. “Colored Coins Whitepaper.” 2012-13. <https://docs.google.com/document/d/1AnkP_cVZTCMLIzw4DvsW6M8Q2JC0lIzrTLuoWu2z1BE/edit>. Breton, André. “Three Dada Manifestoes, before 1924.” The Dada Painters and Poets: An Anthology, Ed. Robert Motherwell, Cambridge, Mass: Belknap Press of Harvard UP, 1989. 197–206. Butler, Rebecca P., and Benjamin J. Butler. “Examples of the American Technological Sublime.” TechTrends 57.1 (2013): 9–10. Craft, Catherine Anne. Constellations of Past and Present: (Neo-) Dada, the Avant- Garde, and the New York Art World, 1951-1965. 1996. PhD dissertation. University of Texas at Austin. Cieplak-Mayr von Baldegg, Kasia. “Creativity Is Hustle: Make Something Every Day.” The Atlantic, 7 Oct. 2011. 12 July 2021 <https://www.theatlantic.com/video/archive/2011/10/creativity-is-hustle-make-something-every-day/246377/#slide15>. Danto, Arthur Coleman. The Abuse of Beauty: Aesthetics and the Concept of Art. Chicago, Ill: Open Court, 2006. Dash, Anil. “NFTs Weren’t Supposed to End like This.” The Atlantic, 2 Apr. 2021. 16 Apr. 2022 <https://www.theatlantic.com/ideas/archive/2021/04/nfts-werent-supposed-end-like/618488/>. Dickie, George. “Defining Art.” American Philosophical Quarterly 6.3 (1969): 253–256. Dooley, John F. History of Cryptography and Cryptanalysis: Codes, Ciphers, and Their Algorithms. Cham: Springer, 2018. Elder, R. Bruce. Dada, Surrealism, and the Cinematic Effect. Waterloo: Wilfried Laurier UP, 2015. Elger, Dietmar, and Uta Grosenick. Dadaism. Köln: Taschen, 2004. Flam, Jack. “Foreword”. The Dada Painters and Poets: An Anthology. Ed. Robert Motherwell. Cambridge, Mass: Belknap Press of Harvard UP, 1989. xi–xiv. Finucane, B.P. Creating with Blockchain Technology: The ‘Provably Rare’ Possibilities of Crypto Art. 2018. Master’s thesis. University of British Columbia. Haber, Stuart, and W. Scott Stornetta. “How to Time-Stamp a Digital Document.” Journal of Cryptology 3.2 (1991): 99–111. Hapgood, Susan, and Jennifer Rittner. “Neo-Dada: Redefining Art, 1958-1962.” Performing Arts Journal 17.1 (1995): 63–70. Kastrenakes, Jacob. “Beeple Sold an NFT for $69 million: Through a First-of-Its-Kind Auction at Christie’s.” The Verge, 11 Mar. 2021. 14 July 2021 <https://www.theverge.com/2021/3/11/22325054/beeple-christies-nft-sale-cost-everydays-69-million>. Longinus. On the Sublime. Lewiston/Queenston: Edwin Mellen, 1987. Mankind, “What Are PFP NFTs”. YouTube. 2 Feb. 2022 <https://www.youtube.com/watch?v=Drh_fAV4XNM>. “Machine Hallucinations.” Refik Anadol. 20 Jan. 2022 <https://refikanadol.com/works/machine-hallucination/>. “Machine Hallucinations Nature Dreams.” Refik Anadol. 18 Apr. 2022 <https://refikanadol.com/works/machine-hallucinations-nature-dreams/>. Molesworth, Helen. “From Dada to Neo-Dada and Back Again.” October 105 (2003): 177–181. “Monas”. OpenSea. 17 Feb. 2022 <https://opensea.io/collection/monas>. Museum of Crypto Art. 23 Jan. 2022 <https://museumofcryptoart.com/>. Nakamoto, Satoshi. “Bitcoin: A Peer-to-Peer Electronic Cash System.” 2008. <https://bitcoin.org/bitcoin.pdf>. Richter, Hans. Dada: Art and Anti-Art. London: Thames and Hudson, 2016. Rhizome. “Seven on Seven 2019.” rhizome.org, 26 Mar. 2019. 16 Apr. 2022 <https://rhizome.org/editorial/2019/mar/26/announcing-seven-on-seven-2019-participants-details/>. “Synthetic Dreams.” OpenSea. 23 Jan. 2022 <https://opensea.io/collection/synthetic-dreams>. “The Currency.” OpenSea. 15 Feb. 2022 <https://opensea.io/collection/thecurrency>. “The Non-Fungible Token Bible: Everything You Need to Know about NFTs.” OpenSea Blog, 10 Jan. 2020. 10 June 2021 <https://blog.opensea.io/guides/non-fungible-tokens/>.

In Victorian times, when female travel narratives were read as excursions rather than expeditions, it was common for women authors to preface their travels with an apology. “What this book wants,” begins Mary Kingsley’s Travels in West Africa, “is not a simple preface but an apology, and a very brilliant and convincing one at that” (4). This tendency of the woman writer to depreciate her travel with an acknowledgment of its presumptuousness crafted her apology essentially as an admission of guilt. “Where I have offered my opinions,” Isabella Bird writes in The Englishwoman in America, “I have done so with extreme diffidence, giving impressions rather than conclusions” (2). While Elizabeth Howells has since argued the apologetic preface was in fact an opposing strategy that allowed women writers to assert their authority by averting it, it is certainly telling of the time and genre that a female writer could only defend her work by first excusing it. The personal apology may have emerged as the natural response to social restrictions but it has not been without consequence for female travel. The female position, often constructed as communal, is still problematised in contemporary travel texts. While there has been a traceable shift from apology to affirmation since the first women travellers abandoned their embroidery, it seems some sense of lingering culpability still remains. In many ways, the modern female traveller, like the early lady traveller, is still a displaced woman. She still sets out cautiously, guide book in hand. Often she writes, like the female confessant, in an attempt to recover what Virginia Woolf calls “the lives of the obscure”: those found locked in old diaries, stuffed away in old drawers or simply unrecorded (44). Often she speaks insistently of the abstract things which Kingsley, ironically, wrote so easily and extensively about. She is, however, even when writing from within the confines of her own home, still writing from abroad. Women’s solitary or “unescorted” travel, even in contemporary times, is considered less common in the Western world, with recurrent travel warnings constantly targeted at female travellers. Travelling women are always made aware of the limits of their body and its vulnerabilities. Mary Morris comments on “the fear of rape, for example, whether crossing the Sahara or just crossing a city street at night” (xvii). While a certain degree of danger always exists in travel for men and women alike and while it is inevitable that some of those risks are gender-specific, travel is frequently viewed as far more hazardous for women. Guide books, travel magazines and online advice columns targeted especially at female readers are cramped with words of concern and caution for women travellers. Often, the implicit message that women are too weak and vulnerable to travel is packaged neatly into “a cache of valuable advice” with shocking anecdotes and officious chapters such as “Dealing with Officials”, “Choosing Companions” or “If You Become a Victim” (Swan and Laufer vii). As these warnings are usually levelled at white, middle to upper class women who have the freedom and financing to travel, the question arises as to what is really at risk when women take to the road. It seems the usual dialogue between issues of mobility and issues of safety can be read more complexly as confusions between questions of mobility and morality. As Kristi Siegel explains, “among the various subtexts embedded in these travel warnings is the long-held fear of ‘women on the loose’” (4). According to Karen Lawrence, travel has always entailed a “risky and rewardingly excessive” terrain for women because of the historical link between wandering and promiscuity (240). Paul Hyland has even suggested that the nature of travel itself is “gloriously” promiscuous: “the shifting destination, arrival again and again, the unknown possessed, the quest for an illusory home” (211). This construction of female travel as a desire to wander connotes straying behaviours that are often cast in sexual terms. The identification of these traits in early criminological research, such as 19th century studies of cacogenic families, is often linked to travel in a broad sense. According to Nicolas Hahn’s study, Too Dumb to Know Better, contributors to the image of the “bad” woman frequently cite three traits as characteristic. “First, they have pictured her as irresolute and all too easily lead. Second, they have usually shown her to be promiscuous and a good deal more lascivious than her virtuous sister. Third, they have often emphasised the bad woman’s responsibility for not only her own sins, but those of her mate and descendents as well” (3). Like Eve, who wanders around the edge of the garden, the promiscuous woman has long been said to have a wandering disposition. Interestingly, however, both male and female travel writers have at different times and for dissimilar reasons assumed hermaphroditic identities while travelling. The female traveller, for example, may assume the figure of “the observer” or “the reporter with historical and political awareness”, while the male traveller may feminise his behaviours to confront inevitabilities of confinement and mortality (Fortunati, Monticelli and Ascari 11). Female travellers such as Alexandra David-Neel and Isabelle Eberhardt who ventured out of the home and cross-dressed for safety or success, deliberately and fully appropriated traditional roles of the male sex. Often, this attempt by female wanderers to fulfil their own intentions in cognito evaded their dismissal as wild and unruly women and asserted their power over those duped by their disguise. Those women who did travel openly into the world were often accused of flaunting the gendered norms of female decorum with their “so-called unnatural and inappropriate behaviour” (Siegel 3). The continued harnessing of this cultural taboo by popular media continues to shape contemporary patterns of female travel. In fact, as a result of perceived connections between wandering and danger, the narrative of the woman traveller often emerges as a self-conscious fiction where “the persona who emerges on the page is as much a character as a woman in a novel” (Bassnett 234). This process of self-fictionalising converts the travel writing into a graph of subliminal fears and desires. In Tracks, for example, which is Robyn Davidson’s account of her solitary journey by camel across the Australian desert, Davidson shares with her readers the single, unvarying warning she received from the locals while preparing for her expedition. That was, if she ventured into the desert alone without a guide or male accompaniment, she would be attacked and raped by an Aboriginal man. In her opening pages, Davidson recounts a conversation in the local pub when one of the “kinder regulars” warns her: “You ought to be more careful, girl, you know you’ve been nominated by some of these blokes as the next town rape case” (19). “I felt really frightened for the first time,” Davidson confesses (20). Perhaps no tale better depicts this gendered troubling than the fairytale of Little Red Riding Hood. In the earliest versions of the story, Little Red outwits the Wolf with her own cunning and escapes without harm. By the time the first printed version emerges, however, the story has dramatically changed. Little Red now falls for the guise of the Wolf, and tricked by her captor, is eaten without rescue or escape. Charles Perrault, who is credited with the original publication, explains the moral at the end of the tale, leaving no doubt to its intended meaning. “From this story one learns that children, especially young lasses, pretty, courteous and well-bred, do very wrong to listen to strangers, and it is not an unheard thing if the Wolf is thereby provided with his dinner” (77). Interestingly, in the Grimm Brothers’ version which emerges two centuries later an explicit warning now appears in the tale, in the shape of the mother’s instruction to “walk nicely and quietly, and not run off the path” (144). This new inclusion sanitises the tale and highlights the slippages between issues of mobility and morality. Where Little Red once set out with no instruction not to wander, she is now told plainly to stay on the path; not for her own safety but for implied matters of virtue. If Little Red strays while travelling alone she risks losing her virginity and, of course, her virtue (Siegel 55). Essentially, this is what is at stake when Little Red wanders; not that she will get lost in the woods and be unable to find her way, but that in straying from the path and purposefully disobeying her mother, she will no longer be “a dear little girl” (Grimm 144). In the Grimms’ version, Red Riding Hood herself critically reflects on her trespassing from the safe space of the village to the dangerous world of the forest and makes a concluding statement that demonstrates she has learnt her lesson. “As long as I live, I will never by myself leave the path, to run into the wood, when my mother has forbidden me to do so” (149). Red’s message to her female readers is representative of the social world’s message to its women travellers. “We are easily distracted and disobedient, we are not safe alone in the woods (travelling off the beaten path); we are fairly stupid; we get ourselves into trouble; and we need to be rescued by a man” (Siegel 56). As Siegel explains, even Angela Carter’s Red Riding Hood, who bursts out laughing when the Wolf says “all the better to eat you with” for “she knew she was nobody’s meat” (219), still shocks readers when she uses her virginity to take power over the voracious Wolf. In Carter’s world “children do not stay young for long,” and Little Red, who has her knife and is “afraid of nothing”, is certainly no exception (215). Yet in the end, when Red seduces the Wolf and falls asleep between his paws, there is still a sense this is a twist ending. As Siegel explains, “even given the background Carter provides in the story’s beginning, the scene startles. We knew the girl was strong, independent, and armed. However, the pattern of woman-alone-travelling-alone-helpless-alone-victim is so embedded in our consciousness we are caught off guard” (57). In Roald Dahl’s revolting rhyme, Little Red is also awarded agency, not through sexual prerogative, but through the enactment of traits often considered synonymous with male bravado: quick thinking, wit and cunning. After the wolf devours Grandmamma, Red pulls a pistol from her underpants and shoots him dead. “The small girl smiles. One eyelid flickers. She whips a pistol from her knickers. She aims it at the creature’s head and bang bang bang, she shoots him dead” (lines 48—51). In the weeks that follow Red’s triumph she even takes a trophy, substituting her red cloak for a “furry wolfskin coat” (line 57). While Dahl subverts female stereotypes through Red’s decisive action and immediacy, there is still a sense, perhaps heightened by the rhyming couplets, that we are not to take the shooting seriously. Instead, Red’s girrrl-power is an imagined celebration; it is something comical to be mused over, but its shock value lies in its impossibility; it is not at all believable. While the sexual overtones of the tale have become more explicit in contemporary film adaptations such as David Slade’s Hard Candy and Catherine Hardwicke’s Red Riding Hood, the question that arises is what is really at threat, or more specifically who is threatened, when women travel off the well-ordered path of duty. As this problematic continues to surface in discussions of the genre, other more nuanced readings have also distorted the purpose and practice of women’s travel. Some psychoanalytical theorists, for example, have adopted Freud’s notion of travel as an escape from the family, particularly the father figure. In his essay A Disturbance of Memory on the Acropolis, Freud explains how his own longing to travel was “a wish to escape from that pressure, like the force which drives so many adolescent children to run away from home” (237). “When one first catches sight of the sea,” Freud writes, “one feels oneself like a hero who has performed deeds of improbable greatness” (237). The inherent gender trouble with such a reading is the suggestion women only move in search of a quixotic male figure, “fleeing from their real or imaginary powerful fathers and searching for an idealised and imaginary ‘loving father’ instead” (Berger 55). This kind of thinking reduces the identities of modern women to fragile, unfinished selves, whose investment in travel is always linked to recovering or resisting a male self. Such readings neglect the unique history of women’s travel writing as they dismiss differences in the male and female practice and forget that “travel itself is a thoroughly gendered category” (Holland and Huggan 111). Freud’s experience of travel, for example, his description of feeling like a “hero” who has achieved “improbable greatness” is problematised by the female context, since the possibility arises that women may travel with different e/motions and, indeed, motives to their male counterparts. For example, often when a female character does leave home it is to escape an unhappy marriage, recover from a broken heart or search for new love. Elizabeth Gilbert’s best selling travelogue, Eat, Pray, Love (which spent 57 weeks at the number one spot of the New York Times), found its success on the premise of a once happily married woman who, reeling from a contentious divorce, takes off around the world “in search of everything” (1). Since its debut, the novel has been accused of being self-absorbed and sexist, and even branded by the New York Post as “narcissistic New Age reading, curated by Winfrey” (Callahan par 13). Perhaps most interesting for discussions of travel morality, however, is Bitch magazine’s recent article Eat, Pray, Spend, which suggests that the positioning of the memoir as “an Everywoman’s guide to whole, empowered living” typifies a new literature of privilege that excludes “all but the most fortunate among us from participating” (Sanders and Barnes-Brown par 7). Without seeking to limit the novel with separatist generalisations, the freedoms of Elizabeth Gilbert (a wealthy, white American novelist) to leave home and to write about her travels afterwards have not always been the freedoms of all women. As a result of this problematic, many contemporary women mark out alternative patterns of movement when travelling, often moving deliberately in a variety of directions and at varying paces, in an attempt to resist their placelessness in the travel genre and in the mappable world. As Heidi Slettedahl Macpherson, speaking of Housekeeping’s Ruthie and Sylvie, explains, “they do not travel ever westward in search of some frontier space, nor do they travel across great spaces. Rather, they circle, they drift, they wander” (199). As a result of this double displacement, women have to work twice as hard to be considered credible travellers, particularly since travel is traditionally a male discursive practice. In this tradition, the male is often constructed as the heroic explorer while the female is mapped as a place on his itinerary. She is a point of conquest, a land to be penetrated, a site to be mapped and plotted, but rarely a travelling equal. Annette Kolodny considers this metaphor of “land-as-woman” (67) in her seminal work, The Lay of the Land, in which she discusses “men’s impulse to alter, penetrate and conquer” unfamiliar space (87). Finally, it often emerges that even when female travel focuses specifically on an individual or collective female experience, it is still read in opposition to the long tradition of travelling men. In their introduction to Amazonian, Dea Birkett and Sara Wheeler maintain the primary difference between male and female travel writers is that “the male species” has not become extinct (vii). The pair, who have theorised widely on New Travel Writing, identify some of the myths and misconceptions of the female genre, often citing their own encounters with androcentrism in the industry. “We have found that even when people are confronted by a real, live woman travel writer, they still get us wrong. In the time allowed for questions after a lecture, we are regularly asked, ‘Was that before you sailed around the world or after?’ even though neither of us has ever done any such thing” (xvii). The obvious bias in such a comment is an archaic view of what qualifies as “good” travel and a preservation of the stereotypes surrounding women’s intentions in leaving home. As Birkett and Wheeler explain, “the inference here is that to qualify as travel writers women must achieve astonishing and record-breaking feats. Either that, or we’re trying to get our hands down some man’s trousers. One of us was once asked by the president of a distinguished geographical institution, ‘What made you go to Chile? Was it a guy?’” (xviii). In light of such comments, there remain traceable difficulties for contemporary female travel. As travel itself is inherently gendered, its practice has often been “defined by men according to the dictates of their experience” (Holland and Huggan 11). As a result, its discourse has traditionally reinforced male prerogatives to wander and female obligations to wait. Even the travel trade itself, an industry that often makes its profits out of preying on fear, continues to shape the way women move through the world. While the female traveller then may no longer preface her work with an explicit apology, there are still signs she is carrying some historical baggage. It is from this site of trouble that new patterns of female travel will continue to emerge, distinguishably and defiantly, towards a much more colourful vista of general misrule. References Bassnett, Susan. “Travel Writing and Gender.” The Cambridge Companion to Travel Writing, eds. Peter Hulme and Tim Youngs, Cambridge: Cambridge UP, 2002. 225-40. Berger, Arthur Asa. Deconstructing Travel: Cultural Perspectives on Tourism. Walnut Creek: AltaMira Press, 2004. Bird, Isabella. The Englishwoman in America. London: John Murray, 1856. Birkett, Dea, and Sara Wheeler, eds. 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New York: Peter Lang, 2004. 194-207. Swan, Sheila, and Peter Laufer. Safety and Security for Women who Travel. 2nd ed. San Francisco: Travelers’ Tales, 2004. Woolf, Virginia. Women and Writing. London: The Women’s Press, 1979.