# The Rise of Bourgeois Values: A Cultural Shift in 18th Century England
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Chapter 1: The Bourgeois Revaluation
In her examination of 18th-century England, Dr. McCloskey presents a compelling case for the increasing respect towards the bourgeoisie, a transformation she terms the "Bourgeois Revaluation." This shift in societal attitude, she argues, laid the groundwork for the subsequent Great Enrichment that would unfold in the following century.
Section 1.1: The Shift in Perception
Dr. McCloskey references literary historian John Loftis's observations from 1959, which noted a more favorable portrayal of the bourgeoisie in theatrical works of the 1700s, suggesting a societal shift in perception (p. 263). In contrast, economist Jacob Viner's 1970 analysis attributes this change to market dynamics, positing that the burgeoning merchant class, with disposable income for entertainment, prompted playwrights to cater to this new audience (p. 263).
McCloskey challenges Viner's interpretation by drawing parallels with Shakespeare's era. Despite the playwright’s audience primarily consisting of commoners, his works were crafted to appeal to the aristocracy and royalty, aiming to bolster their status rather than pandering to the ticket-buying masses (p. 263).
In more contemporary settings, she notes that the relationship between creators and their audience is often complex. For instance, iconic shows like Star Wars and The Godfather feature protagonists that are not representative of the average viewer (p. 263). This suggests that positive representations of the bourgeoisie in theater may stem from deeper cultural changes rather than simple market motivations.
Section 1.2: The Cultural Shift
The transformation McCloskey describes begins in the Dutch cities of Amsterdam and Rotterdam around 1700, later mirrored in London by the 1800s. Interestingly, this phenomenon also emerged in Japan, particularly in the merchant academies of Osaka, though it did not penetrate the central power of Edo (p. 264). This echoes her earlier observations about the flourishing of bourgeois values in secondary cities, distanced from the aristocratic centers of governance.
Chapter 2: The London Merchant
To further illustrate the cultural transition from aristocratic to bourgeois values, McCloskey highlights the play The London Merchant by George Lillo.
Despite its somewhat lukewarm reception today, with a Goodreads rating of 2.93 stars, this play is noteworthy for pioneering the genre of bourgeois tragedy. Critics have described it as "almost militant" in its celebration of middle-class ideals (p. 268).
The narrative features an older merchant, Thorowgood, with two apprentices: Trueman, who embodies bourgeois virtues of justice, fairness, and diligence (p. 269), and Barnwell, who, despite his initial promise, succumbs to temptation. Trueman poignantly remarks, “Few men recover reputation lost — a merchant, never” (p. 269).
McCloskey summarizes the plot: young George Barnwell, an apprentice to a respectable merchant, is seduced by a woman named Mrs. Millwood, leading him to steal from his master and ultimately murder his uncle for financial gain (p. 267). A particularly amusing note from McCloskey is that the play garnered significant admiration from non-English speakers, suggesting the translation captured its essence well (p. 269).
Conclusion: The Cultural Embrace of Bourgeois Values
Although The London Merchant may not be hailed as a timeless masterpiece, it serves as a reflection of its era, promoting middle-class virtues as admirable goals. McCloskey underscores the tensions of this cultural transformation depicted in the play, where traditional hierarchies between gentry and bourgeois, as well as gender roles, begin to shift significantly by 1731 (p. 270). This eventual acceptance of bourgeois values is posited as a critical foundation for the future Great Enrichment to unfold.
Reference: McCloskey, Deirdre Nansen, 2016. "The Bourgeois Revaluation Becomes a Commonplace, as in the London Merchant," Chapter 28 of Bourgeois Equality, The University of Chicago Press.