Réclame

Réclame (pronounced rey-klahm)

(1) In historic French use, publicity; self-advertisement; notoriety (in a positive sense).

(2) In historic French use, a talent for generating interest & getting attention; a gift for dramatization; a hunger for publicity.

(3) In modern English use (as a critique of social media content, celebrity culture etc), of public attention or acclaim achieved to an extent disproportionate to value or achievement.

1865–1870: From the French réclame, from the early fourteenth century reclaimen (call back a hawk to the glove) from the Old French reclamer (to call upon, invoke; claim; seduce; to call back a hawk) (which in the twelfth century entered Modern French as “réclamer”) and directly from the Latin reclāmāre.  Because the hawks used in falconry were, by definition, tame, “reclaim” by the mid fifteenth century was used to mean “make tame” (ie “reclaimed from the wild state of nature”), the use taken from the late fourteenth century sense of “subdue, reduce to obedience, make amenable to control”.  In Middle English, many “re-” words had conveyed no sense of “return or reciprocation”, the meaning “revoke” (an award, grant, gift etc) dating from the late fifteenth century while the sense of “recall (someone) from an erring course and direct them to a proper state” had emerged decades earlier.  The sense of “get back by effort” is thought by etymologists to have evolved under the influence of claim and the specific meaning “bring waste land into useful condition fit for cultivation” seems first to have been used in the context of agriculture in 1764, the idea again being again on the probably on notion of “reclaimed from the wild state of nature” rather than a suggestion of a return to a previous state of cultivation (although there were instances of both).  Land reclamation (the extending of the area available for urban settlement has been practiced for thousands of years but it has been practiced at scale only since the mid-nineteenth century when large-capacity mechanical devices became available.  Réclame is a noun; the noun plural is réclames.

In French, réclame was a noun & verb and by the mid nineteenth century it was used usually to mean “a small advertisement” of the type which typically appeared in newspapers or other publications (as opposed to billboards or banners or buildings).  Depending in context, the forms avertissement & publicité (often clipped to pub) could be used as synonyms.  The word spread in Europe and other colonial empires including the Mauritian Creole reklam, the Danish reklame, the Dutch reclame, the Indonesian reklame, the German Reklame, the Hungarian reklám, the Polish reklama, the Romanian reclamă, the Italian reclame, the Norwegian Bokmål reklame, the Norwegian Nynorsk reklame, the Spanish reclame, the Swedish reklam, the Finnish reklaami, the Turkish reklam, the Estonian reklaam and the Russian рекла́ма rekláma.  The noun in French has a special use in the sport of falconry (in the sense of “reclaim”) where it was a call and sign for the bird of prey to return to the gauntlet of the falconer.  The use in falconry was inherited from the Old French verb reclamer (to implore; to shout to), from the Latin reclāmāre, from reclāmō, the construct being re- (used as an intensifier in the sense of “opposite, against” + clāmō (cry out, shout), from the primitive Indo-European root kele (to shout).  In the Old French, as a transitive verb, reclamer could mean (1) to protest, (2) to object or (3) to claim, reclaim.

In English, for centuries, words have come and gone, some going extinct and some later revived, sometimes enduringly.  The twenty-first century rediscovery of réclame though is unusual in that when reclame previously was used in English it was as an alternation spelling or reclaim whereas the newly re-purposed réclaim is a borrowing from late nineteenth century Modern French.  That which is embarked upon in the quest for fame or notoriety can be described neutrally (commercial, promotion, advertizing, content provision etc) or negatively (hoopla, hype, noise, propaganda etc) and réclame recently was added the latter class.  It is used to describe those who by virtue of their activities on social media, in “reality” content generally or as part of celebrity culture have achieved a level of acclaim or public attention wildly disproportionate to any substantive achievement or contribution.

L'Homme réclame (Publicity man, 1926), collage on cardboard by Aleksandra Ekster (1882-1949), collection of the National Gallery of Australia (Accession Number: 77.11.1 (1977)).

Aleksandra Ekster (who in the West is often exhibited as Alexandra Exter)) was a Russian artist whose work covered a remarkable range of twentieth century movements.  Beginning as a noted figure in the pre-revolutionary Russian avant-garde before moving to the West, her output included Cubism, Futurism and even some in the vein of Vorticism although it was Art Deco which owes her the greatest debt and her influence there was neglected by historians until recently.  Had she been a man, she might earlier have been better appreciated.

Réclame as now used is thus a word of cultural snobbery and one which encapsulates a certain hierarchical model of what’s a respectable profile and what’s not: being “Instagram famous” definitely is not.  Curiously, it seems the word is deployed as a weapon by those with definite opinions on the difference between “high quality” pop culture and that in the field less deserving rather than by those of the type who distinguish only between the “high or experimental” and “everything else”.  As a critique, réclame is a new way of describing those “famous for being famous”, a characteristic identifiable in the West for well over a century but now a genuine mass-phenomenon because the distribution channels have become so extensive and wide.  What is derided as the community of réclame is just a business model in action, content providers providing supply to fulfill demand.  Of course, the model has operated to increase both the audience and the volume of aggregate demand, something which seems further to depress the critics but culturally, probably little has changed in the internet age; it’s just that things are on a bigger scale and more obvious.

Paris Hilton (b 1981, left) & Lindsay Lohan (b 1986, right), Los Angeles, 2003.

Also helpful in many ways is Ms Hilton’s recently published book Paris: The Memoir (Harper Collins London, (2023), pp 336, ISBN 0-0632-2462-3) which, while genuinely a memoir is interesting too for the deconstruction of the subject the author provided in a number of promotional interviews.  There have over the years been many humorless critics who have derided Ms Hilton for being “famous for being famous” but the book makes clear being the construct that is Paris Hilton is a full-time job, one which demands study and an understanding of the supply & demand curves of shifting markets; a personality cult needs to be managed.  She displays also a sophisticated understanding of the point made by comrade Stalin (1878-1953; Soviet leader 1924-1953) who once explained the abstraction of a personality cult by pointing to his huge portrait and saying “…you see, even I am not Stalin, THAT is Stalin!”  Ms Hilton may never have done anything as useful as find a cure for cancer or invent a new nuclear weapon but she’s a cog in the machine which keeps the economy ticking over and collectively, the activities of the réclame set continue to generate a not insignificant chunk of the revenue which funds some of the advances in technology which have been so transformative.  Their contribution need not be seen as culturally inferior to that of the literary festival circuit, it's just different.