T. H. Breen. The Marketplace of Revolution: How Consumer Politics Shaped American Independence. Oxford: New York: Oxford University Press, 2004.
by T.H. Breen
CATEGORIES: Cultural and Social History, Early U.S. History, Colonial U.S., Capitalism, American Revolution, 18th-century Economic History, Material Culture, Marketplace Revolution
PLACE: Early United States
TIME PERIOD: 1740-1774
TAKEAWAY: The consumer revolution of mid-17th century American formed a common cause amongst the diverse and geographically dispersed US colonists as they came together in a trusting “imagined community” (per Benedict Anderson) to revolt against the British Empire.
SUMMARY:
T.H. Breen extensively documents the material culture of the American colonies in the decades before the Revolution to argue that the new consumer marketplace created an imagined community of consumers who rebelled against the English. The unjust taxes that the Crown imposed, in the 1760s and 1770s, on the colonists’ new and beloved consumer goods cause rebellions that came to define them as political individuals. Rather than Bailyn’s ideological revolution, Breen offers a movement based on the marketplace, the common man and quotidian life. The book “explores how a very large number of ordinary Americans came to the striking conclusion that it was preferable to risk their lives and property against a powerful British armed force than to endure further political oppression.”
Breen answers this oft-explored question by arguing that it was through a new language of shared consumer experience. People of different classes and genders developed radical methods of resistance, particularly through the boycott. They would suffer together the deprivation of English manufactures, sacrificing for the common cause of revolution. Similar groups in different colonies found common ground and transformed politics and society through the popular press and collective imagination.
PART ONE: AN EMPIRE OF GOODS
The American colonies, by 1750, had become an “empire of goods.” From Georgia to Maine, “even the most humble” Americans bought similar consumer items which connected them in an imagined community. They discovered a shared experience in personal choice, which Breen believes did not exist before the marketplace revolution.
PART TWO: A COMMERCIAL PLAN OF POLITICAL SALVATION
Breen dismisses Christian virtue and republican virtue for liberal consumer virtue, or “bourgeois virtue.” “When ‘A Farmer’ praised the ‘honest man,’ he had in mind a person able to exercise self-restraint when tempted by a brilliant array of imported British goods” in the consumer marketplace. It was someone with honor and character who would deny himself “private pleasures” for the public good. Too much personal debt was a danger to the common good, and this concerned the virtuous man. This bourgeois virtue did not require one hold property (at least not much) or title—only that she or he could buy goods, something literally any free person could do.
This shared experience gave them the resources to develop resistance grounded in the marketplace—particularly the boycott. Breen argues that American colonists were the first to organize mass political boycotts, just visited in Linda Kerber’s Women of the Republic. If we recall John K. Thornton, American Indians used trading boycotts against the English, and Jill Lepore discussed the abolitionist Quaker Benjamin Lay’s political refusal of slave-made goods in These Truths. However, Breen argues that private consumption was transformed into intentional public and communitarian acts of resistance after the Stamp and Townshend Acts. The latter taxed indirectly English commodities like tea, paper, lead, glass, and paint. The boycotts that followed allowed ordinary people a voice in politics never before experienced.
Those who consumed the boycotted goods were suspect, and people learned trust in their follow colonist near and far, sometimes disappointed, but always persevering. By the books close before the Revolution in 1774, this trust and community extended to shared liberties and rights of the common man. Thus, this was the first revolution “in recorded history to organize itself around the relation of ordinary people to manufactured consumer goods.” Breen believes that this resistance in the consumer marketplace was in fact a revolutionary politics of “pursuing happiness.” In Breen’s telling, stuff is the basis of American liberty, after all.