Over in the right column of this website you’ll find a link to a pamphlet I wrote called “Book Fetish.” Today I found out that “Book Fetish” is also the name of a website that sells book-related accessories. As Hannah McGregor explains it:
Book Fetish is a testimony to the nigh-complete expansion of bookishness into a consumer category. It is, to be clear, not about books, but about book-proximate accessories likely to appeal to people (particularly women) who identify as bookish. A scan of a few recent columns gives a sense of the range of things: pencils, notepads, and bookmarks, sure, but also cross stitch patterns, enamel pins, tea pots, dish towels, t-shirts, mugs, jewelry, planters, art, and more and more and more.
Books as decorative objects, as status symbols? God forfend! A book isn’t a mere object; it’s an experience. Hmm…
[L]et’s think about what it means to call a book an “experience.” The status of the book as object is at once denied and overburdened: the physical codex is both a stand-in for the act of reading and a trophy to demonstrate that you have the correct emotional and intellectual relationship to that act. Mere book-owners may see books as things that can be repurposed as decor or given away when they’re no longer needed, but readers know that books contain other worlds — and their book collections become status symbols, signs of their heightened sensitivity.
The bookish don’t object to categorizing books as objects; they object to banalizing the book-object. A book is a sacred object, an iconic portal. McGregor briefly traces the history of bookishness, from 18th century gentlemanly bibliophilia, through the Book-of-the-Month Club commercialization of middlebrow middle-class housewifely self-improvement and emotionality, to the contemporary book scene:
All of these forces — class-consciousness, hyper-mediation, the link between reverence and commerce, the feminization of book consumption, and especially the figure of the general, or recreational, reader — come together in the figure of the 21st-century “bookish” individual.
Has the e-book curbed the impulse toward valorizing the book as a status symbol and a fetish object? McGregor doesn’t think so:
The movement of book culture online — from buying books on Amazon to reading them on a Kindle and reviewing them on Goodreads — has far from curbed the commodification of the book world: instead, it has heightened to a degree those 18th-century bibliophiles could never have imagined. The incorporation of Goodreads into the Amazon megalith further exacerbates this situation, the special status of books somehow serving as a smokescreen for whatever Amazon is really up to (fun fact: googling “what is Amazon REALLY up to” yields 1.4 billion hits!). At the same time, this leakage of book fetishism beyond books themselves into the lifestyle accessories associated with bookishness has been a major factor behind both the survival of Canada’s bookstore chain Indigo — which recently expanded into the U.S. while rebranding as “the world’s first cultural department store” — and the resurgence of independent bookstores. Is it overkill to imagine the niche indie bookstore, with its combination of carefully curated books, quality scented candles, and ironic enamel pins, as a modern-day version of the homemade manuscript anthology — a curated space in which bibliophilia might flourish beyond the limits of books themselves?