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Chapter 1: Understanding Bourgeois Values
This segment wraps up the discussion surrounding the foundational ideas that emerged during the 1800s, which supported the growth of the Bourgeois Deal. McCloskey adopts a reverse chronological approach, starting from the present and gradually moving back in time. The next section will delve into how these concepts evolved in 1700s England.
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Section 1.1: The Significance of Chapters 23 and 24
In a fresh approach, I will address chapters 23 and 24 together, not due to their lesser importance, but because they collectively reinforce McCloskey's conclusions in this segment.
Subsection 1.1.1: Ben Franklin's Dual Values
McCloskey points out that Ben Franklin is often viewed merely as a symbol of prudence, a perspective she has similarly applied to Adam Smith in previous discussions. Much of this perception stems from Franklin's own writings, particularly his Autobiography, penned during his youth.
She observes,
“…this interpretation isn't entirely unfounded based on the text of the Autobiography. Franklin often justifies good deeds with a practical rationale, as if he anticipates skepticism regarding sincere expressions of goodwill: ‘These friends were afterwards of great use to me, as I was to some of them.’ (p. 214)”
This could imply that his good intentions are merely self-serving. McCloskey’s thesis is that the trade-tested betterment responsible for our Great Enrichment is threatened by a critical group known as the clerisy, which emerged post-1848.
According to her, this clerisy views the business realm as populated by selfish individuals who seek personal gain at others' expense, thereby interpreting Franklin's words as validation of their viewpoint. McCloskey argues that this interpretation is misguided.
In reality, business life demands integrity, humor, and, above all, a humble approach to customer needs, necessitating careful navigation of complex dealings. Business is not characterized by solitude, poverty, or brutality; otherwise, as Franklin would assert, it will be short-lived. (p. 219)
While Franklin emphasizes prudence, reflecting a cultural transition that esteems bourgeois activities like entrepreneurship, McCloskey highlights that he also champions honesty, humility, and friendliness.
Another factor contributing to Franklin's association with bourgeois virtues is geography. McCloskey suggests that the “theorizing of a bourgeois life” emerges from writings in America, Scotland, and Naples, rather than from London or Paris. (p. 219)
On the fringes of places like Scotland or Philadelphia, one could genuinely engage in the everyday business of life, free from the distractions of courtly duties and the accompanying excitement of monumental decisions. (p. 221)
The emergence of the bourgeois class marks a significant cultural shift from a time when society was rigidly structured around inherited roles such as kings, aristocrats, warriors, craftsmen, and peasants. Life was less about pursuing wealth and more about adhering to one's predetermined position.
Even though Franklin's era had transitioned from royal courts to representative democracies, the capitals where laws were formulated still retained an air of aristocratic superiority, continuing to disdain the bourgeois lifestyle centered on earning a living.
Thus, McCloskey posits that the emergence of bourgeois values is observable in secondary cities like Philadelphia and Naples, as well as in the more remote areas of Scotland.
Section 1.2: The Emergence of Bourgeois Ideology
We are witnessing a transformative period in dominant worldviews, marked by a shift from aristocratic values to bourgeois ideals, even evident in practices such as dueling.
McCloskey notes that dueling ceased approximately 50 years earlier in England than on the Continent, indicating an earlier adoption of bourgeois values. (p. 223)
Dueling, rooted in aristocratic traditions that glorified battlefield courage, faded as bourgeois virtues emphasizing prudence took precedence. (p. 223)
This act of defending one's honor and demonstrating bravery was deemed less worthwhile when viewed through a prudent lens, leading to the conclusion that risking one's life over an idea is not advisable.
Another indicator of this ideological transition is the monarchy's evolving values during this time, as the middle class gained prominence. Historical accounts suggest that even figures like King George III embraced virtues increasingly adopted by the middle class: piety, dignity, integrity, and the appreciation for a proper domestic life. (p. 225)
This transformation is mirrored in the middle class's perception of honor, which became rooted in character rather than aristocratic lineage. Honor was now cultivated through a “good Christian life.” (p. 225)
McCloskey illustrates this cultural evolution through the changing meaning of the term "gentleman." Previously, it referred to a man of noble birth who exhibited courtly bravery; however, it shifted to define a virtuous, well-mannered individual. One no longer needed to be born into gentility; it became attainable through personal development. (p. 226)
She cites Donald Trump as a contemporary example of this transition towards bourgeois virtues. The real estate mogul, television figure, and Republican politician, while often contentious, has not engaged in theft. His wealth was not accrued through aristocratic means but rather through strategic voluntary deals that he famously articulated in his first book. Trump’s actions demonstrate that even someone like him can create value while pursuing profit. (p. 230)
The concept of “doing good by doing well” encapsulates the essence of the Bourgeois Deal—growth derived from mutually beneficial transactions.
Conclusion
In this section of the book and particularly in these final two chapters, McCloskey emphasizes the necessity for society to reassess its values for the Great Enrichment to take root.
The shift was from a system where honor was predetermined by birth to one where individuals could cultivate their character to gain honor. This transition required an embrace of prudence and the principle of benefiting others through one’s success. Only then could individuals be empowered to pursue their ideas, leading to extraordinary innovations and economic growth.
We have explored this transformation by examining the writings of Adam Smith, Jane Austen, and Ben Franklin, who were influential figures in the late 1700s and early 1800s. The following section will take a deeper look into the historical context that led to this transformation in England around 1700.
Reference: McCloskey, Deirdre Nansen, 2016. “Ben Franklin Was Bourgeois and He Embodied Betterment,” Chapter 23 and “By 1848 A Bourgeois Ideology Had Triumphed,” Chapter 24 of Bourgeois Equality, The University of Chicago Press.