In The Social Life of Coffee, Brian Cowan highlighted an interesting
cross between masculine identity and the English coffeehouse. He claims that in
The Spectator and The Tatler, Richard Steele and Joseph
Addison set forth ideals of a masculine coffeehouse. Men in 18th
century London used coffeehouses to prove their masculinity; coffeehouses were
also venues for which effeminate men were ridiculed for their primary interest
in “self-display.” These “fops,” “beaus,” and “mollies” were not only
criticized for their “self-display” and interest in feminine matters, but also
because they did not contribute to the political, business, and cultural
discourse of the coffeehouse. Joining in on this discourse was an expectation
of coffeehouse “manners.” There was a fear that coffeehouses were becoming
places that catered to “cheap gossip and egotistical self promotion” (Cowan
233). It seems to me that coffeehouses
dictated “proper” masculine discourse, and those who strayed from this
discourse were not masculine enough, or were simply too female.
Effeminacy, newsmongering,
obsessions with fashion, novelty, and self-display, were frowned upon.
Coffeehouse patrons feared that there was a “misuse of the public sphere”
(235). Addison and Steele envisioned the
public sphere as a “forum for urbane but not risqué conversation” (237). They wanted to differentiate the “male”
public sphere from the “female” private sphere. Thus, “male coffeehouse
manners” became a popular concern of the day. In their periodicals, Addison and
Steele were popular commentators on proper male behavior. How men behaved in
coffeehouses was indicative of how masculine their identities were.
The idea that coffeehouses were so
prominent in shaping male identity fascinates me. My research tends to focus on
female identity as set forth by the pressures of society, and how conduct
books, magazines, or novels of the time aimed to teach women how to behave. We
can think of Steele and Addison’s periodicals as doing the same thing. Cowan
says that even within “the Spectator’s accounts of female coffeehouse
workers…the object of reform was not the women, but the men” (244). Addison and
Steele used the coffeehouse as a venue for exploration of 18th
century male ideals, and then commented on the behaviors of men within those
coffeehouses. Their periodicals take the shape of male conduct manuals that
differentiated proper from improper behavior, and set forth proper topics to be
discussed in public spaces. Cowan comments that Addison and Steele’s periodicals
created awareness to “masculine failings” (245).
But why was it so important to
dictate proper behavior within a coffeehouse? If we think about coffee shops
today, it would be difficult to answer this question. But in Addison and
Steele’s contemporary society, the London coffeehouse represented the larger,
British public sphere. Male identity was representative of a larger, British
identity.