The Injured Self
THE INJURED SELF M ICHAEL K IDRON wo hundred years ago the personal columns of newspapers read by the Tliterate middle class stressed the most general social and personal character- istics of the advertiser and of the prospective respondent. From The Times (London), Tuesday, 15 December, 1801: ‘Gentleman (a Bachelor), about 26 … man of good property, agreeable person, and in an old-established profitable Business … Any Lady (Widow or Spinster) not exceeding 30 years of age’; or, from The Times Wednesday, 28 December, 1803: ‘A Tradesman, in a pleasant part of London wishes to meet with a Partner for Life … an agreeable, prudent Person; a Widow would not be objected to if her age did not much exceed his own which is under 30. Some fortune is expected’. Today the typical advertiser concentrates on his or her singular characteristics, idiosyncratic proclivities, desires, interests, passions, hates and so on, and those of the target reader. Thus, from a recent issue of The New York Review: ‘loving good music, cats, nature’, ‘great listener/ great lover’, ‘seeking non-smoking, dynamic, sensitive, Jewish male 40-55’, ‘gay’, ‘deep feelings for nature and expressionistic art’, ‘socially/environmentally responsible, enjoys long walks, the arts, travel, mountains, skiing’, ‘loves to travel, go for walks, and have good conversations’, ‘attracted to Moroccan pillows’. In two hundred years personal advertisers made the passage from representing themselves in terms of a wider social identity (a lineage or family, an occupation), through presenting themselves as individual personalities, increasingly free of a social dimension, to, finally, presenting themselves as a collection of attributes or characteristics without a unifying principle.
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