Let them eat cake

As blogging is increasingly becoming the New Jerusalem for anyone looking to forge a career in e-commerce, marketing or journalism. Casting a lens on the digital cathedrals of the modern age, social media is nothing if not revealing. Some of the more popular blogs on the web are being written by affluent, middle-class women.  Busy ladies with not much time on their hands, they purport only to care about their material needs. Writing about their love of all things pretty, the Domestic Sluts have forged a lucrative freelance career eulogising about their consumer lifestyles.

Whether you love writing about dresses, lipstick or baking, the blog has become an essential part of any new graduate’s portfolio. Not only does blogging have the entrepreneurial potential to generate a new income – with many blogs becoming small businesses in everything but name. The blogging phenomenon also provides social historians with a fascinating insight into the values and ideals of the twenty-first century.

Cheating their way to the good stuff, female lifestyle blogs like the Domestic Sluttery and Never Enough Shoes have reclaimed domesticity for themselves. By challenging the etymological and cultural assumptions behind their name, the Domestic Sluts are poster girls for the post-housewife generation. No longer chained to the drudgery of serving a man’s home and confident enough to reclaim slut from the misogynistic gutter. The explicit message of this blog appears to be one of female empowerment. At least for those women earning 40k a year and living in Islington with a lentil eating cat.

Celebrating their ability to buy coffee tables from Venezuela, the Domestic Sluts make virtue of their consumer powers. Although at the dark heart of the sluttery is a paradox. By writing under the guise of unpaid independents, these lifestyle blogs are deeply misleading to their readers. For they are Jennifer Egan style “parrot” inventions at the whim of the PR industry – viral marketing catalogues promoting household products to thousands. The Domestic Sluts may appear to be a grass-movement network of independent women but their subliminal message is rigidly conformist in tone and character.

By openly celebrating their love of cakes and cocktails, female lifestyle blogs have more in common with 1950s magazines such as  Housekeeping Monthly. Back then it didn’t matter how insulting and chauvinistic their adverts were towards women, as the majority of people were already socialised to accept the female housewife stereotype. Adverts in the 1950s portrayed wives as being completely controlled and influenced by their husbands, and promoted feminine products to help impress their husbands, cleaning products, and endless references to the benefits of staying in the kitchen.

After decades of free education these stereotypes appear laughably oppressive to a twenty-first century audience. Modern lifestyle bloggers pay their own way and no longer have husbands to please, or if they do, they certainly won’t be making them roast potatoes for dinnerInstead they go online to satisfy their own desire to go shopping. No longer wanting to serve their husband’s wishes, the Domestic Sluts celebrate lipstick, teapots and cocktails in order to please themselves.

Although as maidens of their own kitchens, what the blogging phenomenon reveals is that the commercial pressures to buy the same products as the 1950s hasn’t changed.  Cakes might taste very nice and designer sofas will always embellish the most slovenly of homes. But if social media has anything to say about twenty-first century life it is how easily our desires and values can be bought.

 
Related articles

In these plagued streets

Much has been made about the social alienation felt by the London rioters this week. Confused, bewildered and completely unable to relate to haiku of despair on their television screens; the middle-classes have been scrambling for reasons behind the violence. Overcrowding, poverty and unemployment are to blame say the left. But rioting is about power and there are deeply complex reasons for why these incidents have taken place. As police sirens and helicopters pierce through from my South Hackney window, it’s important to remember that social alienation is not the reserve of ‘feral rats’ smashing up apartment stores.

Nearly everyday I buy my groceries at the nearby Co-op across the road, and while it’s a bit expensive and the food isn’t very good, I usually can’t be bothered walking anywhere else. I’ve been going to the same shop for over two years and everyday I meet the same dead-eyed man behind the till who never fails to blank me. Now if I were scanning pints of milk, biscuits and ham slices for eight hours a day, I suppose I wouldn’t be too enthusiastic about greeting the next customer either. It’s just that after two long years, I had hoped the sad lonely man would have recognised me by now. Alas this is modern day London and community relations are forever a transient affair.

Living in a transaction based society, I could have easily been using one of those bleeping machines at the Co-op such was the human void. At the nearby Tesco store, which have spread across the country like a virus, I experience the same robotic gestures and beeping devices on a regular basis. With nobody holding any allegiances to anyone and affluence the only barometer of success, I find myself an isolated consumer on a residential council estate. Foreign flatmates share my living space and outside the post-war estate is full of anonymous strangers who only know themselves.

Inner cities are harsh, unforgiving environments where the architecture is brutal and greenery is a luxury confined to the affluent suburbs. Everyday I say good morning to the little black lady cleaning the stairwell and she is my only community friend. Next door is a Spanish speaking family but I don’t know their names or what they do, and this is despite being their neighbour for over two years. All I do know is that they have the world’s most irritating dog and I can’t imagine what her shrill barking does for community relations. Apart from that I could die tomorrow and nobody on the estate would even notice. Living in a metropolis where nobody seems to care or know each other, it creates a social void where respect is very much a currency in decline.

However, there is one family on the estate that everybody recognises but not in a good way. Sitting on their concrete patio with the door wide open, the family are a Channel 5 documentary in waiting. In fact they represent a grotesque parody of Britain’s ‘Sick Society’. The kids are always topless and sit outdoors next to a flea ridden mattress, with streams of rubbish spilling out from the hallway onto the pavement. Sipping tins of cider and low price lager all day long, the fat family provide a comic spectacle to an otherwise faceless community.

Outside their kitchen window, they have a carved wooden emblem stating ‘Hello, Welcome and Piss Off’ as a greeting to strangers. Presumably this is to ward off evil spirits. Sadly it tells you all you ever needed to know about this family. Such charming manners don’t usually encourage people to ask about their well being. One can only wonder if their kids took part in the rioting this week. On the surface they suffer from all the swamp conditions of a sick society – poverty, boredom, unemployment and a perennial lack of space. But judging by the size of them rioting would probably seem like far too much work. Violence has now spread to other English cities with similar social conditions. Meanwhile across the road at the Co-op, the sad lonely man remains dead-eyed and aloof, swiping hummus, Galaxy chocolate and copies of The Guardian to familiar looking strangers.

Same Jeans

As a Scot who once neglected to wear a kilt at a local girl’s wedding, I know from personal experience the emotional power of sartorial nationalism. On being subjected to bitter scorn for rejecting Scotland’s national dress, I had not only betrayed a local tradition but my country’s sense of identity too. Although anyone walking around Scotland today is unlikely to see any men wearing kilts on their way home from Tesco. The Highland veil of tears is nowhere to be seen on the high street and Scottish citizens wears the same jeans, t-shirts and dresses as everyone else.

Germans describe the purpose of clothing as Schutz, Scham and Schmuck - protection, modesty and ornament. Clothes are essentially a non-verbal language and wearing a kilt has always been a clear demonstration of Scottish identity. Ironically there has always been a long tradition of anti-Highland satire throughout Scottish history. Lowland poets such as William Dunbar and Sir Richard Holland caricatured the Highlander as being feckless, violent and stupid, while his costume, the belted plaid (see above) was an object of ridicule. The use of tartan to symbolise a pan-Scottish identity rooted in antiquity still resonates today but it is grossly unrepresentative of everyday life.

As illustrated in Niall Ferguson‘s recent televised series Civilisation: Is the West History?, the advent of mass consumption has now consigned traditional dresses to the laundry basket. Previously there had been a spectacular variety of styles all over the world. In 1909 the millionaire French banker, Albert Kahn, set out to create what he called an ‘archive of the planet’. The 72,000 photos he collected reveal an astonishing variety of costumes and fashions.

All over the world it was clear that clothing defined national identity. However, with the rampant power of American consumption leading to an unprecedented convergence of Western fashions, people are simply no longer what they wear. Even some of the most ornamental fashion scenes in London’s trendiest districts are grounded in uniformity.

Anyone walking down Brick Lane on a Sunday afternoon will see thousands of young people listening to lesbian Bulgarian folk music and drinking Chai Lattes. Invariably middle-class and well-educated, the young gentleman on display will be wearing second-hand jeans as oppose to anything on sale in Top Shop. Meanwhile their female counterparts will be snapping up colourful vintage dresses from pop-up shops throughout the city’s alternative style mile.

Seemingly original at first but when thousands of people start re-buying old clothes on a mass scale. Even self-styled individualists begin to look very familiar, especially when they all congregate in the same street. No more so than outside British railway stations, where teenage skate-punks loiter outside in the identikit black uniforms imported on mass from the United States of America.

Superficial groups may appear to diverge away from the majority culture but compared to the astonishing ethnic and regional diversity captured in Albert Kahn photographs. Everyone in the West wears the same uniform cottons on a truly unprecedented scale. Sartorial nationalism still manifests itself in a post-modern fashion, where countries such as Scotland celebrate their national identity by wearing kilts on formal occasions. Uniformity of course provides a feeling of solidarity, which I discovered to my cost when I wore an English tuxedo at a Scottish wedding.

Related Articles.

Broadway Market

Street markets are always colourful and inviting to outsiders. Whether it’s old ladies buying fruit and vegetables, teenagers pouring through vintage stalls or polo shirted lads wolfing down burgers. Everyone loves buying their food and clothes in the great outdoors. Markets reflect their customers and things get a little E2 on a Saturday as Yindies from all over London march along the Regent’s Canal towards Broadway Market.

Amongst the motorbikes, geese and submerged corpses in the canal is an Olympic fuelled gentrification process. With the unseen demolition of old landmarks raising memories like rubble. They are reflective of an era increasingly comfortable building unaffordable luxury homes. Erased from history these ruins will swiftly become aspirational flats with bicycle decorated balconies and parking spaces. No doubt they will become the ideal homes for middle-class refugees on their weekly pilgrimage to Broadway Market.

After being neglected for decades, the market was revived in 2004 and now has over 80 stalls running from the Regent’s Canal down to London Fields. People arriving from the towpath will immediately feel the iconic presence of F.Cooke’s Pie and Mash shop. The old mash store has been trading in the same premises since 1900 and serves traditional pie, mash, liquor and jellied eels to a new generation of Londoners. Back then a ‘jellied eel’ from Frank Cooke would be a good deal to most but the old Cockney dialect has since migrated eastwards to Essex.

A new demographic has taken hold and the social paradox is that while Broadway Market is a vintage mecca for East London fashionistas. They rarely mix or come into contact with the local working class community in the nearby housing schemes. Occasionally this spills into violence and last year’s ‘Bloods and Crisps‘ gang fight led to a 27-year-old hipster being shot in the back. While there are spaces that ache in the uninhabited air, London Fields continues to blossom as traders descends on Broadway Market to sell everything from sunflowers, oysters and spicy Ghanian dishes.

As food goes there is nowhere better in East London to satisfy your ailing taste buds. From petit sugary goodness by Violet Cakes to Vietnamese Bánh mì sandwiches, Broadway Market is awash with food stalls selling German sausages, wild beef and tangerine pots of hummus. If you do tire of eating from all corners of the world then vintage wares are not too far away. Extremely stylish women in their late twenties are regularly seen flocking past carrying recycled bags full of beautiful dresses, hats and last week’s copy of The Observer.

Attractive young women buying vintage French knickers is always going be a popular activity on Broadway Market. However they are often ridiculously expensive and prices for knitted adornments are reflective of people who can afford to pay £145 a week for a room in Dalston. Unaffordable luxuries are nothing new in the capital and the London Fields hipster community are no different than their friends in Spitalfields, Brick Lane or Portobello Market.

On buying products everyone appears to want but none of us actually need. Yindies are reflective of the materialistic values inherent in our society. Meanwhile the day passes and unseen labour begin to dissemble their iron poles, plastic covers and crates in anticipation of another pay day. On leaving behind a trail of exhaust fumes, debris and stray hipsters for another week, there is perhaps, just something about human nature that turns everything into a routine.

Related Articles

Up in the Air

On writing from a rented box in the sky, I find myself staring out towards a concrete forest of tower blocks, cranes and scaffolding. With the average price of a room in London costing up to £150 a week, I like many others have found myself lured by the promise of cheaper rents in the east. Having spent my first six months in the capital living in genteel Chiswick, I felt bound by the invisible hand when I moved to East London. Unless you have a professional job or enjoy the luxury of being subsidised by your family, the cost of housing in the capital is increasingly unaffordable. Where the majority of people now have to enter the Gumtree lottery and throw a huge portion of their income on mediocre accommodation.

After tiring of coming up for air in West London, I decided to abandon suburbia and make a radical lifestyle change in late 2007. On moving to Whitechapel in search of affordable housing, I can recall my first evening exploring the Victorian side streets and becoming acquainted with inner city life.

Whitechapel is physically unattractive and only really comes into life in black light, where it becomes a true urban menace with sirens, graffiti and encroaching cranes. There are skinhead cockney geezers sitting on broken bar stools and outside you will discover complete freaks walking past you like an abandoned crisp packet. When I refer to ‘freaks’ I don’t mean alternative middle-class people in ‘controversial’ attire.These freaks are complete fucking weirdos, who grunt aggressive noises and there was one in particular that made me want to court an instant metallic death just to avoid making eye-contact.

Whitechapel is an extremely vibrant place and ugliness is always like to have a seductive tonic. After making eyes with the Katie Holmes barmaid the other night I almost dropped my glass in shock. It only lasted a few seconds but it just goes to show how rewarding life can be when you unearth a flower in the dustbin.

Undeniably raw, angry and glittering underneath the Gerkin, I found myself estranged in this new world order. Like those before me, I came in search of affordable accommodation and while initially I felt out of place in Whitechapel. Economic chains do ultimately bind us all and like the Bengali men selling fruit and vegetables in plastic tents, I came across another demographic earning a living on the floor.

Whitechapel regularly hosts walking tours for middle class tourists wanting to discover more about Jack the Ripper’s murder spree in the late 19th century. Although why a misogynistic killer has now become a form of street entertainment for middle class tourists is a fascinating one. At the end of this century will Rothbury become a tourist attraction for huddled groups wanting to discover more about a sadistic Huck Finn with a sawn off shotgun?

As the Gerkin continues to shine in face of violent cuts in public spending, I find the housing situation in London virtually unbearable. With modern advancements in technology, I feel very frustrated that employees must continue to live within commuting distance of the workplace. If people could work at home on the internet like so much of our social and daily lives. Then no longer would people have to pay ridiculously high rents for rooms in squalid locations.

While you may still find yourself paying £150 a week for a double room it would no longer have to be confined to Central London. Rents in places such as Whitechapel would be able to drop down and greater diversity would be spread across the regions. If only this practice were in place now I could be writing high up in sky overlooking the Mediterranean. Something only mercenary landlords and tube station muggers could take issue with.

Pictures by kind permission of Louis Berk from his book “Walk to Work: from the City to Whitechapel”.

Related Articles

In Search of England

Despite having no real affinity for the South East, I have never been shy of visiting its historic market towns. In recent years I have travelled to Canterbury, Dover, Brighton, Eastbourne and more recently Cambridge. On arriving at the Cambridge train station and walking a mile and half towards the city centre, I realised I had been deluded from the outset. Deluded by my own expectations, where I always hope to find an H.V. Morton version of England but leave disappointed every time. Almost immediately on arriving in Cambridge, I was reminded of a previous trip to Canterbury, where I went in search of Geoffrey Chaucer but found myself overwhelmed by the awesome triumph of American consumerism.

Canterbury Cathedral is curtained off by medieval walls but is surrounded by a pedestrianised shopping centre full of New Labour corporate chains. Such is the grim familarity of these stores, I often find myself dangerously nostalgic for a golden era I never knew, and regretting the triumph of motorways and supermarkets. Behind the sparkling windows of discount signs and fairy lights, is the banal realisation that almost every town centre in England looks exactly the same. When visiting the Roman cities of Bath and York, the corporations are still there, but you will find bourgeois gift shops, walking tours and posh delicatessens serving chocolate in sweet plastic bags.

Cambridge offers a similar gift shop experience and on exploring their beautiful university colleges, it is still possible to find a postcard moment from selective angles. While Cambridge has largely maintained its medieval architecture and religious landmarks. Most traditional local stores appear to have disappeared and replaced by the likes of Boots, Clinton Cards, Slug and Lettuce, H&M, Top Shop and Costa Coffee. These stores represent economic growth, jobs and progress. Everybody uses them. It’s just a source of regret that you can now close your eyes in any English city and be virtually anywhere from Newcastle upon Tyne to Southend upon Sea.

Follow

Get every new post delivered to your Inbox.