Pamphlet

Pamphlet (pronounced pam-flit)

(1) A complete publication, of undefined length with fewer pages than the shortest books (typically, 10-40 pages) and usually stitched or stapled with a paper or soft-cardboard cover (although the very early pamphlets tended to be unbound).

(2) A short treatise or essay, generally a controversial tract on some subject of contemporary interest, historically most associated with a political position.

(3) A kind of precursor newspaper containing literary compositions, advertisements and news (archaic).

(4) A brief handwritten work (obsolete) except in some university clubs and societies.

(5) To print (always rare and now obsolete) or distribute pamphlets (obsolete).

1375–1425: From the late Middle English pamphlet & pamphilet, from the earlier pamflet (brief written text; poem, tract, small book), from the Middle French pamphilet (influenced by the Anglo-Latin pamfletus, panfletus & paunflettus (short written text), a syncopated variant of Pamphiletus, diminutive of the twelfth century Medieval Latin Pamphilus, the short form of Pamphilus, seu de Amore (about love), a brief Latin erotic poem (Pamphilus the protagonist) that was popular and widely copied in the Middle Ages (it inspired also a number of comedies for the stage).  The name came from the Ancient Greek Πάμφιλος (Pámphilos), literally “beloved by all”), the construct being pan- (all) + philos (loving, dear).  Because the poems and dramatic works were issued in the short, easily carried format ideally suited to political or other statements, the widely circulated pamphlets lent their name to the whole phenomenon which, as a form of distribution can be imagined as the tweets or TikTok clips of their time.

The meaning once so associated with the word (brief work dealing with questions of current interest; short treatise or essay, generally controversial, on some topical subject) dates from the late sixteenth century, a time when for social and technological reasons, such publications became suddenly popular.  The noun pamphleteer (a writer of pamphlets) emerged in the 1640s and was applied even to activists who merely supported what was advocated, regardless of their involvement in distribution.  From that noun, by the 1690s, came the verb, used in the sense of “to write and issue pamphlets”.  The spellings pamphlette & pamphleter are functionally extinct.  The word pamphlet was adopted unchanged in French, German and Italian while in Spanish the form was Spanish: panfleto and in Portuguese panfleto.  Pamphlet, pamphleteering & pamphleteer are nouns & verbs, pamphletry & pamphleting are nouns, verb & adjective, pamphletful & pamphletism are nouns, pamphleteered & pamphletize, pamphletizes & pamphletizing are verbs, pamphletary & pamphletic are adjectives and pamphletwise is an adverb; the noun plural is pamphlets (pamphleteers has become rare since the predominant meaning shift from polemics to information although some political scientists are fond).

Areopagitica; A speech of Mr. John Milton for the Liberty of Unlicenc'd Printing, to the Parlament of England (1644).  A slim work of 30 pages, long titles were then a thing for pamphlets.  Areopagitica (the title references both the democratic traditions of Ancient Greece and the words of Saint Paul in the New Testaments Book of Acts (17:18-34)) was written in prose and was one of the more influential pamphlets extolling the virtues of the principle of freedom of speech and expression.

The pamphlet was the platform of choice for many writers noted for the vigor of their religious or political views including Sir Thomas More (1478–1535), William Tyndale (circa 1494–1536), Gerrard Winstanley (circa 1609–1676), John Milton (1608–1674), Daniel Defoe (circa 1660–1731), Thomas Dekker (circa 1572–1632), Jonathan Swift (1667–1745), Percy Bysshe Shelley (1792–1822), and the many nineteenth century Chartists.  In this form, it was in England the pamphlet first flourished because unlike in much of Europe, censorship by the state was less restrictive and the power of the churches diminished.  Still, authors did need to be careful and after making the mistake of travelling to Europe where priests still held sway, Tyndale was convicted of heresy and strangled while tied to the stake, actually a merciful act because his body was burned only after death.  In France, the turbulent years of revolutions, empire and wars (1789-1848) were also the “pamphlet decades”, the streets a “battleground of ideas” as well as barricades and bayonets.

The Federalist Papers (Signet Classics edition, 2003) with an introduction, textual notes and a select bibliography by US political scientist Charles R. Kesler (b 1956); since 1788, the book has never been out-of-print.  As well as the obvious importance as a historic document, the contents are of interest if contrasted in content and breadth of ambition with current political discourse.

Among the most famous pamphlets are a few dozen which are remembered not in their original format but as the compilation into which they were assembled for publication the book The Federalist Papers (1788).  The Federalist Papers were literally that, 85 tracts written by Alexander Hamilton (circa 1756-1804), James Madison (1751-1836) and John Jay (1745-1829) and simultaneously in 1787-1788 published in New York newspapers and issued as pamphlets under the pseudonym “Publius”.  The purpose was to encourage ratification of the new US Constitution which had emerged from the Federal Convention in September 1787 and although knowledge of the identity of the authors was widespread, the authors chose “Publius” in a nod to Publius Valerius Publicola, one of the founders of the ancient Roman Republic.  What the pamphleteers wanted was “endorsement by association”; because Publicola translated as “friend of the people” the notion was to link their arguments with republican virtue and the protection of the people from monarchical despotism.

An edition of Some reflections on a pamphlet lately publish'd, entituled, An argument shewing that a standing army is inconsistent with a free government (1697) by Daniel Defoe.

Many of Defoe's pamphlets were not at the time attributed to him although than didn't save him from spending three days in the pillory after political power in the country suddenly shifted.  Nor were most of his novels originally published under his name.  In early eighteenth century England, anonymity was common for those writing novels because prose fiction had neither become “respectable” or solidified as a clearly labeled genre, the objection being the stuff simply wasn’t “true”.  That’s why works like Robinson Crusoe (1719) were marketed as “histories” or “lives”, anonymity helping to sustain the illusion the text was genuine testimony rather than invention.

Meaning shifts in English are not uncommon but the semantic shift of “pamphlet” was an example of a process in which there was first a broadening of use followed by something of a drift rather than a simple replacement. In terms of content, the original sense (which flourished between the sixteenth and eighteenth centuries) had nothing to do with the source of the name which came from a Latin love poem which remained popular in the late medieval & early modern period.  Although there were a handful of examples of Pamphilus, seu de Amore which had been “embellished and extended” by opportunist authors, almost all versions were distributed as folios of a few pages and because this length was ideal for presenting political or theological polemics to a public unlikely to read (and, importantly, pay for) full-length books on the topics, these came to be known as “pamphlets” and those writing the overwhelmingly religious and political tracts were thus pamphleteers.  Until well into the eighteenth century, the word “pamphlet” was used for no other purpose than this canonical historical sense but in the 1800s a noticeable broadening happened in the UK which historians link with (1) the economies of scale offered by improvement in industrial printing, (2) rising literacy levels (3) a heightened interest in political matters as a consequence of the franchise being extended by the Reform Acts (1832, 1867 & 1884), (4) a splintering of various religious denominations and (5) the reduction in the cost of distribution (the extension of road and rail systems).

Pamphlet dealing with STIs (sexually transmitted infections) which used to be called STDs (sexually transmitted diseases) or VD (venereal disease).  Note the reassuring pastel hues.

While the interaction of all these forces meant there were more political and religious tracts (ironically, at a time when matters concerning the latter were becoming less controversial), the short, digestible form of the cheaply-produced pamphlet came to have great appeal in commerce so the term came to be used of just about any small, free booklet.  In an indication that while the means of distribution have changed, the strategy has not, the folk paid a tiny sum to stand on the platforms of railway stations and hand out pamphlets to commuters were fulfilling the same task as the algorithms used to deliver advertising to inboxes and web-pages.  Really, only the targeting has much improved but linguistically, this was the crucial shift; from content-focused to format-defined.  Over time, the proliferation of product announcements, catalogues, and advertising subsumed the original meaning but despite that, many etymologists seem to suggest the association of “pamphlets” with “advertising” didn’t become prevalent until the early twentieth century.

What modern targeted-marketing made an effected tool was the “virtual pamphlet” delivered by companies to digital inboxes of all sorts.  What lands in the inbox of one user will have content optimized for what that user’s history suggests will most likely provoke engagement (and hopefully sell stuff) while the user sitting in the adjacent cubicle might receive something with different content.  In the pre-modern days of printed pamphlets, it was a one-size-fits-all approach although even then a primitive form of targeting was possible; the pamphlets a manufacturer might place in a shop selling women’s shoes would likely be different from the stack in the men’s store.  However, as technology improved and costs further fell (two symbiotic forces) the forms of the printed ephemera of commerce proliferated and the documents became variously smaller, larger, thicker, slimmer, glossier and more colourful which demanded a new descriptive language, thus the emergence or re-purposing of “posters”, “catalogues”, “flyers”, “handbills”, “booklets”, “brochures”, “bulletins”, “folders”, “handouts”, “handbills” and “leaflets”.  With this new generation of forms, the idea of the “tract” which was once synonymous with “pamphlet” became separated and restricted to those documents which were still polemics on religion, politics, policy or some other topical matter.  Pamphlet thus didn’t until later become associated with commercial advertising with “brochure” or “catalogue” used for the more polished publications with the highest production values (indeed, auction houses handling high-priced collectables routinely charge for their glossy catalogues) while “leaflet”, “handbill”, “flyer” and such was used of simpler, often single-sheet and sometimes monochrome.  All this meant by the early twentieth century pamphlet had lost the “exclusivity of seriousness”, something exemplified by a heritage running from Jonathan Swift to The Federalist Papers.

Ocala Plastic Surgery and the Wuxi Sweet Fastener Company both sell solutions to problems but just as their products differ, so do the dynamics of their pamphlets.  Whether pamphlet, catalogue, poster or whatever, content can to some extent dictate form and method.  Ocala Plastic Surgery distributes brochures which not only are information-dense about the range of services offered but also includes visual content designed to entice; even the color choices are part of the messaging.  By contract, the Wuxi Sweet Fastener Company is really providing a list of products and specifications with the photography not at all artistic but most informative.  Not being in markets like Victoria's Secrets or Ocala Plastic Surgery, the Wuxi Sweet Fastener Company uses mostly functional black text on a white background with the odd splash of color there just to draw the eye to a corporate logo or heading.

So the word “pamphlet” became “neutral” because it came to describe a printed format with no implication of content, modern pamphlets typically either instructional, containing information or advertising.  That doesn’t mean there are no longer printed documents described as “political pamphlets” but those which still appear in letter-boxes around election time are better thought of as flyers, usually with a photograph of a smiling candidate and the odd TWS (three word slogan).  The content of pamphlets of the type widely circulated centuries ago has now been relegated to essays published in specialized periodicals and for these “long-form” pieces, readers of course have to pay for the privilege.  In that sense, the “pamphlet” is a historic relic sometimes seen in literary use although, curiously, in political science, politicians with a habit of writing pieces beyond a TWS are still sometimes dubbed “pamphleteers”.  One crew which still occasionally hands outs longer tracts in the style of the old religious pamphlets is the Jehovah's Witnesses but they’re something of a rarity, even a dedicated lot like the Falun Gong prone to modernist brevity.  That leaves some other terms to be described:

Tract: A doctrinal or moral argument in small format, a tract now is understood as a (relatively) short written work advancing a specific doctrine or moral argument.  Whether this is in a simple, accessible form or a dense piece littered with jargon likely to be understood only by other specialists in the field is determined not only by the subject but also the place of publication.  A tract discussing troubles in the Middle East will be different in form depending on whether it appears in a tabloid newspaper or a journal like Foreign Affairs, and that’s one aspect of what Marshall McLuhan (1911-1980) explained as “…the medium is the message…” in Understanding Media: The Extensions of Man (1964).

Broadsheet: Most associated with the now mostly extinct large-form newspaper, the term “broadsheet was used to describe a large-format single sheet for public display.  A broadsheet (broadside also used) could be similar in size to a “poster” and was also a large sheet of paper (or cardboard or other flat surface), printed on one side and designed to be posting in some public place affording wide visibility.  Broadsheets often were used for announcements, news or proclamations by governments and often featured a mix of bold and dense text, woodcut illustrations once a popular inclusion.  The information could include public notices (executions, laws, events, rewards offered for this and that).

Poster for French market release of The Canyons (2013). 

Poster: Although often thought a twentieth century form, the poster is an ancient medium and definitionally it now differs from a broadsheet in that it seeks to convey a message with the use of image rather than text.  Additionally, when text does appear on a poster (and most do include some), especially in the larger formats, it’s often in a stylized form or a typeface which is obviously “artistic”.  The poster is a practical example of the adage “a picture is worth a thousand words” and there have been some memorable eras in posters as graphic art in the twentieth century assumed a previously denied respectability.  In part this was due to the new movements in art (futurism, orphism, cubism etc) being ideally suited to the poster's traditional rectangular aspect but the finest in the genre were probably those in the traditions of art deco, pop art and psychedelia.  Posters, although two-dimensional and static, remain popular appear to have weathered the onset of digital (and may even have benefited from the technology) and it seems likely AI (artificial intelligence) will also be adapted.

Circular: A circular is a document periodically distributed to a targeted, defined audience.  There is no one definition of what a circular looks like, it may be brief or long and come in a variety of (usually smallish) sizes but its core purpose tends to be  the dissemination of informational deemed to be of interest to the audience (or, at least, that in which it’s thought they should be interested).  The classic circulars are now those used for institutional communication (churches great users of the concept).

Victoria’s Secrets catalogue which, on the internet, works as a kind of combination of advertising copy and interactive database.

Catalogue: Catalogues have a long history in modern commerce and the model used by Amazon and such is exactly the same as the old “mail order catalogues” which in the nineteenth century the Americans perfected as a means of distributing goods (via the US Mail) over vast distances.  What has changed is the immediacy; while something ordered through Amazon can land on one’s porch within 24 hours, goods ordered from a mail-order catalogue might not be seen for weeks.  Still, the principle remains the same.  A catalogue is understood as a list of products and that may be as simple as pages of text or accompanied by lavish and tempting illustrations.

Brochure: A brochure is a “puff-piece” and a kind of advertising pamphlet.  A brochure may focus on a single product, a number of products or a manufacturer’s entire range.  Accordingly, a brochure may be a single page or a longer document which is distinguished from a catalogue only in the level of detail tending to be greater.

1961 Ford Galaxie Starliner (left) & 1962 Galaxie with “distinguished hardtop styling” (aka “boxtop”, right)

There are even “fake brochures”.  The aerodynamic qualities the 1960-1961 Ford Galaxie Starliner, possessed by virtue of its gently sloping rear roof-line, generated both speed and stability on the NASCAR (National Association of Stock Car Auto Racing) ovals; that made it a successful race-car but in the showrooms, after some early enthusiasm, sales dropped so it was replaced in 1962 with an implementation of the “formal” style which had been so well-received when used on the Thunderbird.  As the marketing department predicted (or, more correctly, worked out from the results of their focus-group sessions), what they called “distinguished hardtop styling” proved more commercially palatable but while customers may have been seduced, the physics of fluid dynamics didn’t change and the “buffeting” induced at speeds above 140 mph (225 km/h) limited performance, adversely affected straight-line stability (especially when in close proximity to other cars); it also increased fuel consumption, in distance racing especially, something as significant as weight, speed and power.  What the “distinguished hardtop styling” had done was make the Galaxie less competitive on the circuits, the loss of up to 3 mph (5 km/h) in top speed the difference being winning and losing; putting on the lipstick had produced a pig.

Beware of imitations: Images from Ford's 1962 Galaxie Starlift “brochure” which didn't fool the NASCAR scrutineers. 

Quickly to regain the lost aerodynamic advantage, Ford fabricated a handful of detachable fibreglass hard-tops which could be “bolted on”, essentially transforming a Galaxie convertible back into something as slippery (and even a little lighter) as the previous Starliner.  Having no intention of incurring the expense of designing and engineering them to an acceptable consumer standard (which they knew few anyway would buy) Ford simply gave the hand-made plastic roof the name “Starlift”, allocated a part-number and even mocked-up a brochure for NASCAR's officials to read.  Although on paper it appeared a FADC (factory-authorized dealer accessory) like any other (floor-mats, mud flaps etc), an inspection of the device revealed it was obviously phoney, the rear passenger glass on each side not fitting the sloping C-pillar, demanding the use of a pair of tacked-on plastic fillers to close the gap and it was obvious the thing wasn’t close to being waterproof.  Although prepared to turn a blind eye when it suited them, NASCAR thought all this beyond the pale and outlawed the scam.

Triumph Stag magazine advertising: Although conforming to the general specifications of a “flyer” (one page, single side printing, single purpose theme), magazine advertising tended to use the style and techniques of brochures, some would classify this as a “brochure” because of the shared design language.  Because of constraints of space, such advertising usually didn’t contain the wealth of technical details which typically were included in catalogues.

Political campaign flyers: Physical copies printed for crooked Hillary Clinton’s (b 1947; US secretary of state 2009-2013) campaign in the New Hampshire Primary seeking the Democratic Party’s nomination for the 2008 US presidential election (left) and a digital template for those supporting Donald Trump (b 1946; POTUS 2017-2021 and since 2025) in the 2024 US presidential election.  Crooked Hillary’s flyer was distributed by her campaign team; the Trump material was hosted by various Republican-aligned PACs (political action committees).

Flyer, handbill & leaflet: Whether in form or content a flyer, handbill or leaflet differ really doesn’t matter and the three terms are used interchangeably, the choice a function of local practice.  All three imply something small, cheap and “handed-out” (often in the literal sense of someone standing on a street-corner) for some limited, specific purpose (such as a new sushi bar opening around the corner).  The small leaflets came to be known as flyers (the original term in late 1880s US use was “fly-sheet”) on the notion of “made to be scattered around” (ie, the image of stuff “flying around”).  Prior to “flyer” catching on, such papers were called “hand-bills”, that term based on “billboards” (large, poster sized displays) so a handbill was “a bill conveniently held in the hand”.

Vorticism

Vorticism (pronounced vawr-tuh-siz-uhm)

A short-lived movement in the British avant-garde, nurtured by Wyndham Lewis, which climaxed in a London exhibition in 1915 before being absorbed.

1914: The construct was vortic + -ism.  The Latin vortic was the stem of vortex, (genitive vorticis), an archaic from of vertex (an eddy of water, wind, or flame; whirlpool; whirlwind whirl, top, crown, peak, summit), from vertō (to turn around, turn about) from vertere (to turn), from the primitive Indo-European wer (to turn; bend).  The –ism suffix is from the Ancient Greek ισμός (ismós) & -isma noun suffixes, often directly, sometimes through the Latin –ismus & isma (from where English picked up ize) and sometimes through the French –isme or the German –ismus, all ultimately from the Ancient Greek (where it tended more specifically to express a finished act or thing done).  It appeared in loanwords from Greek, where it was used to form abstract nouns of action, state, condition or doctrine from verbs and on this model, was used as a productive suffix in the formation of nouns denoting action or practice, state or condition, principles, doctrines, a usage or characteristic, devotion or adherence (criticism; barbarism; Darwinism; despotism; plagiarism; realism; witticism etc).  Vorticism is a noun, vorticist is a noun & adjective and vorticistic is an adjective; the noun plural was vorticists,  The forms vorticistically & vortical seem never to have come into use.

Hieratic head of Ezra Pound (1914), by Henri Gaudier-Brzeska (1891-1915).

The name Vorticism was said to have been coined in 1914 by the poet Ezra Pound (1885–1972) years before fascism and madness possessed his soul.  Pound had already used the word "vortex" to describe the effect modernist poetry was having on intellectual thought in Europe and he used the word not in the somewhat vague sense it often assumed when used figuratively to suggest swirling turbulence but rather as a mathematician or meteorologist might: an energy which gathers from the surrounding chaos what’s around, imparts to it a geometrical form which, intensifying as it goes, arrives at a single point.  Pound’s coining of the name is generally accepted but some historians claim the name was chosen by the Italian futurist Umberto Boccioni (1882-1916) who claimed all creative art could emanate only from a vortex of emotions.

Blast Magazine, July 1915.

Vorticism flourished only briefly between 1912-1915 as an overly aggressive reaction to what was held to be an excessive attachment to and veneration for delicacy and beauty in art and literature, preferring to celebrate the tools of modernity, the violence and energy of machines.  In painting and sculpture the angles were sharp and the lines bold, colors displayed in juxtaposition to emphasize the starkness of their difference and there was a reverence for geometric form and repetition.  The movement in 1914 published its own magazine: Blast: the Review of the Great English Vortex which was more manifesto than critique, a London-based attempt to gather together the artists and writers of the avant‐garde in one coherent movement.  It wanted the shock of the new.

Composition (1913), by Wyndham Lewis (1882-1957).

The idea was an art which reflected the strains of the vortices of a modern life in what was increasingly a machine age.  Thus, although it remains a footnote in the history of modern art, the label Vorticism refers to a political and sociological point rather than a distinct style such as contemporaries like Cubism or Futurism.  The timing was of course unfortunate and the outbreak of World War I (1914-1918) robbed Vorticism of much of its initial energy; the exhibition eventually staged in London’s Doré Gallery in 1915 remained a one-off and, like much of the pre-1914 world, Vorticism didn’t survive the World War.

Dance Hall Scene (circa 1913), by CRW Nevinson (1889-1946).

Being unappreciated at the time, most of the paintings of the vorticists were lost but retrospectives have been assembled from what remains and the still extant photographic record and there’s now a better understanding of the legacy and the influence on art deco, dada, surrealism, pop art, indeed, just about any abstract form.  Graphic art too benefited from the techniques, the sense of line and color identifiable in agitprop, twentieth century advertising and, most practically, the “dazzle” camouflage used by admiralties in both world wars as a form of disguise for ships.

Juan Garrido, a graphic designer based in Caracas, Venezuela, created the display typeface Vorticism in 2013.  Reflecting the cultural and linguistic influences, while there are a number of typefaces called futurism (or some variation) and some based on the word "vortex", Mr Garrido's "Vorticism" is uniquely named.

Lindsay Lohan in the Vorticism typeface.

Ezra Pound (1919), by Wyndham Lewis.

Even in 1912, Vorticism’s use of bold, abstract, and geometric forms (often depicting movement and mechanical apparatuses) wasn’t new but the movement had an energy which attracted those wanting to create imagery which marked a dramatic break from the representational forms which then were still dominant early in the ear which would come to be known as the dawn of modernity.  In that sense, Vorticism is understood as one of a number of movements embracing a new aesthetic reflecting the dynamism and energy of the modern world.  That as a distinct entity Vorticism didn’t endure was in a way an indication of success rather than failure because its motifs and techniques were co-opted to serve as foundational aspects of many movements in modern art, the abstract and geometric forms underpinning Futurism and Constructivism as well as becoming a staple of commercial graphic art and advertising.  Perhaps the most obvious influence was the artistic legitimization of the integration of text into images, a practice borrowed from commerce and a notable signature of Dada and Surrealism.  The use of text as a visual element challenged traditional boundaries between different art forms, a tension which enabled Pop art to create was in some ways a novel ecosystem.  However, those same motifs have been used also as something illustrative of the destructive tendencies of the speed and spread of mechanical and industrial reality which the vorticists championed and Precisionism & Bauhaus celebrated, at least in a sanitized and idealized way which hid the essential ugliness below.

Futurism

Futurism (pronounced fyoo-chuh-riz-uhm)

(1) A movement in avant-garde art, developed originally by a group of Italian artists in 1909 in which forms (derived often from the then novel cubism) were used to represent rapid movement and dynamic motion  (sometimes with initial capital letter)

(2) A style of art, literature, music, etc and a theory of art and life in which violence, power, speed, mechanization or machines, and hostility to the past or to traditional forms of expression were advocated or portrayed (often with initial capital letter).

(3) As futurology, a quasi-discipline practiced by (often self-described) futurologists who attempt to predict future events, movements, technologies etc.

(4) In the theology of Judaism, the Jewish expectation of the messiah in the future rather than recognizing him in the presence of Christ.

(5) In the theology of Christianity, eschatological interpretations associating some Biblical prophecies with future events yet to be fulfilled, including the Second Coming.

1909: From the Italian futurismo (literally "futurism" and dating from circa 1909), the construct being futur(e) + -ism.  Future was from the Middle English future & futur, from the Old French futur, (that which is to come; the time ahead) from the Latin futūrus, (going to be; yet to be) which (as a noun) was the irregular suppletive future participle of esse (to be) from the primitive Indo-European bheue (to be, exist; grow).  It was cognate with the Old English bēo (I become, I will be, I am) and displaced the native Old English tōweard and the Middle English afterhede (future (literally “afterhood”) in the given sense.  The technical use in grammar (of tense) dates from the 1520s.  The –ism suffix was from the Ancient Greek ισμός (ismós) & -isma noun suffixes, often directly, sometimes through the Latin –ismus & isma (from where English picked up ize) and sometimes through the French –isme or the German –ismus, all ultimately from the Ancient Greek (where it tended more specifically to express a finished act or thing done).  It appeared in loanwords from Greek, where it was used to form abstract nouns of action, state, condition or doctrine from verbs and on this model, was used as a productive suffix in the formation of nouns denoting action or practice, state or condition, principles, doctrines, a usage or characteristic, devotion or adherence (criticism; barbarism; Darwinism; despotism; plagiarism; realism; witticism etc).  Futurism, futurology, & futurology are nouns, futurist is a noun & adjective and futuristic is an adjective; the noun plural is futurisms.

Lindsay Lohan in Maison Martin Margiela (b 1957) Futuristic Eyewear.

As a descriptor of the movement in art and literature, futurism (as the Italian futurismo) was adopted in 1909 by the Italian poet Filippo Tommaso Marinetti (1876-1944) and the first reference to futurist (a practitioner in the field of futurism) dates from 1911 although the word had been used as early as 1842 in Protestant theology in the sense of “one who holds that nearly the whole of the Book of Revelations refers principally to events yet to come”.  The secular world did being to use futurist to describe "one who has (positive) feelings about the future" in 1846 but for the remainder of the century, use was apparently rare.  The (now probably extinct) noun futurity was from the early seventeenth century.  The noun futurology was introduced by Aldous Huxley (1894-1963) in his book Science, Liberty and Peace (1946) and has (for better or worse), created a minor industry of (often self-described) futurologists.  In theology, the adjective futuristic came into use in 1856 with reference to prophecy but use soon faded.  In concert with futurism, by 1915 it referred in art to “avant-garde; ultra-modern” while by 1921 it was separated from the exclusive attachment to art and meant also “pertaining to the future, predicted to be in the future”, the use in this context spiking rapidly after World War II (1939-1945) when technological developments in fields such as ballistics, jet aircraft, space exploration, electronics, nuclear physics etc stimulated interest in such progress.

Untouched: Crooked Hillary Clinton (b 1947; US secretary of state 2009-2013) & Bill Clinton (b 1946; US president 1993-2001) with cattle, 92^nd Annual Hopkinton State Fair, Contoocook, New Hampshire, September 2007.

Futures, a financial instrument used in the trade of currencies and commodities appeared first in 1880; they allow (1) speculators to bet on price movements and (2) producers and sellers to hedge against price movements and in both cases profits (and losses) can be booked against movement up or down.  Futures trading can be lucrative but is also risky, those who win gaining from those who lose and those in the markets are usually professionals.  The story behind crooked Hillary Clinton's extraordinary profits in cattle futures (not a field in which she’d previously (or has subsequently) displayed interest or expertise) while “serving” as First Lady of Arkansas ((1979–1981 & 1983–1992) remains murky but it can certainly be said that for an apparently “amateur” dabbling in a market played usually by experienced professionals, she was remarkably successful and while perhaps there was some luck involved, her trading record was such it’s a wonder she didn’t take it up as a career.  While many analysts have, based on what documents are available, commented on crooked Hillary’s somewhat improbable (and apparently sometime “irregular”) foray into cattle futures, there was never an “official governmental investigation” by an independent authority and no thus adverse findings have ever been published.  

The Arrival (1913), oil on canvas by Christopher Richard Wynne Nevinson (1889-1946), Tate Gallery.

Given what would unfold over during the twentieth century, it’s probably difficult to appreciate quite how optimistic was the Western world in the years leading up to the World War I (1914-1918).  Such had been the rapidity of the discovery of novelties and of progress in so many fields that expectations of the future were high and, beginning in Italy, futurism was a movement devoted to displaying the energy, dynamism and power of machines and the vitality and change they were bringing to society.  It’s also often forgotten that when the first futurist exhibition was staged in Paris in 1912, the critical establishment was unimpressed, the elaborate imagery with its opulence of color offending their sense of refinement, now so attuned to the sparseness of the cubists.

The Hospital Train (1915), oil on canvas by Gino Severini (1883-1966), Stedelijk Museum.

Futurism had debuted with some impact, the Paris newspaper Le Figaro in 1909 publishing the manifesto by Italian poet Filippo Tommaso Marinetti. Marinetti which dismissed all that was old and celebrated change, originality, and innovation in culture and society, something which should be depicted in art, music and literature. Marinetti exalted in the speed, power of new technologies which were disrupting society, automobiles, aeroplanes and other clattering machines.  Whether he found beauty in the machines or the violence and conflict they delivered was something he left his readers to decide and there were those seduced by both but his stated goal was the repudiation of traditional values and the destruction of cultural institutions such as museums and libraries.  Whether this was intended as a revolutionary roadmap or just a provocation to inspire anger and controversy is something historians have debated.  Assessment of Marinetti as a poet has always been colored by his reputation as a proto-fascist and some treat as "fake mysticism" his claim his "visions" of the future and the path to follow to get there came to him in the moment of a violent car crash. 

Futurismo: Uomo Nuovo (New Man, 1918), drawing by Mario Sironi (1885-1961).

As a technique, the futurist artists borrowed much from the cubists, deploying the same fragmented and intersecting plane surfaces and outlines to render a number of simultaneous, overlaid views of an object but whereas the cubists tended to still life, portraiture and other, usually static, studies of the human form, the futurists worshiped movement, their overlays a device to depict rhythmic spatial repetitions of an object’s outlines during movement.  People did appear in futurist works but usually they weren’t the focal point, instead appearing only in relation to some speeding or noisy machine.  Some of the most prolific of the futurist artists were killed in World War I and as a political movement it didn’t survive the conflict, the industrial war dulling the public appetite for the cult of the machine.  However, the influence of the compositional techniques continued in the 1920s and contributed to art deco which, in more elegant form, would integrate the new world of machines and mass-production into motifs still in use today.

Motociclista (Motorcyclist, circa 1924), oil on canvas by Mario Sironi.

By the early twentieth century when the Futurism movement emerged, machines and mechanism were already hundreds of years old (indeed the precursor devices pre-date Christ) but what changed was the new generations of machines had become sexy (at least in the eyes of men), associated as they were with something beyond mere functionalism: speed and style.  While planes, trains & automobiles all attracted the futurists, the motorcycle was a much-favored motif because it possessed an intimacy beyond other forms of transportation in that, literally it was more an extension of the human body, the rider at speed conforming to the shape of the structure fashioned for aerodynamic efficiency with hands and feet all directly attached to the vital controls: machine as extension of man.

The Modern Boy No. 100, Vol 4, Week Ending 4 January, 1930.

The Modern Boy (1928-1939) was, as the name implies, a British magazine targeted at males aged 12-18 and the content reflected the state of mind in the society of the inter-war years, the 1930s a curious decade of progress, regression, hope and despair.  Although what filled much of the pages (guns, military conquest and other exploits, fast cars and motorcycles, stuff the British were doing in other peoples’ countries) would today see the editors cancelled or visited by one of the many organs of the British state concerned with the suppression of such things), it was what readers (presumably with the acquiescence of their parents) wanted.  Best remembered of the authors whose works appeared in The Modern Boy was Captain W.E. Johns (1893–1968), a World War I RFC (Royal Flying Corps) pilot who created the fictional air-adventurer Biggles.  The first Biggles tale appeared in 1928 in Popular Flying magazine (released also as Popular Aviation and still in publication as Flying) and his stories are still sometimes re-printed (although with the blatant racism edited out).  The first Biggles story had a very modern-sounding title: The White Fokker.  The Modern Boy was a successful weekly which in 1988 was re-launched as Modern Boy, the reason for the change not known although dropping superfluous words (and much else) was a feature of modernism.  In October 1939, a few weeks after the outbreak of World War II, publication ceased, Modern Boy like many titles a victim of restrictions by the Board of Trade on the supply of paper for civilian use.

Jockey Club Innovation Tower, Hong Kong (2013) by Zaha Hadid (1950-2016).

If the characteristics of futurism in art were identifiable (though not always admired), in architecture, it can be hard to tell where modernism ends and futurism begins.  Aesthetics aside, the core purpose of modernism was of course its utilitarian value and that did tend to dictate the austerity, straight lines and crisp geometry that evolved into mid-century minimalism so modernism, in its pure form, should probably be thought of as a style without an ulterior motive.  Futurist architecture however carried the agenda which in its earliest days borrowed from the futurist artists in that it was an assault on the past but later moved on and in the twenty-first century, the futurist architects seem now to be interested above all in the possibilities offered by advances in structural engineering, functionality sacrificed if need be just to demonstrate that something new can be done.  That's doubtless of great interest at awards dinners where architects give prizes to each other for this and that but has produced an international consensus that it's better to draw something new than something elegant.  The critique is that while modernism once offered “less is more”, with neo-futurist architecture it's now “less is bore”.  Art deco and mid-century modernism have aged well and it will be interesting to see how history judges the neo-futurists.

Novecento

Novecento (pronounced no-vee-chen-toh)

(1) In Italian, nine hundred (900).

(2) In Italian the “twentieth century (1900s)”, the term used in the modern way to define the century as 1900-1999 rather than the strictly correct 1901-2000.

(3) As Novecento Italiano (literally the “Italian 1900s”), the Italian artistic movement founded in Milan in 1922 with the aim of representing the fascism of Benito Mussolini (1883-1945; Duce (leader) & prime-minister of Italy 1922-1943) in artistic form.

An Italian word which translates literally as nine-hundred (900), the construct being nove (nine) +‎ cento (hundred).  Nove was from the Latin novem, from noven (contaminated by decem, the original form preserved in nōnus), from the Proto-Italic nowem, from the primitive Indo-European hnéwn̥, the cognates including the Sanskrit नवन् (navan), the Ancient Greek ἐννέα (ennéa), the Gothic niun and the Old English nigon (which became the English nine).  Cento was from the Latin centum, from the Proto-Italic kentom, from the primitive Indo-European ḱm̥tóm, the formal cognates including the Sanskrit शत (śata), the Old Church Slavonic съто (sŭto) and the Old English hund (from which English, with an appended suffix, gained “hundred”. In Italian, the adjective novecentistico (feminine novecentistica, masculine plural novecentistici, feminine plural novecentistiche) is used generally of “twentieth century art” while “Novecento Italiano” was specifically of the movement (1922-1943) associated with Italian fascism.  However, “novecentistico” is sometimes used casually in the sense of “modern art”.  Novecento is a noun and novecentesco & novecentistico are adjectives.

Mussolini, Italian fascism and the Novecento Italiano 

In Italy and beyond, the curious coming to power in 1922 of Benito Mussolini (an event less dramatic than the Duce’s subsequent “March on Rome” propaganda would suggest) triggered many events and Adolf Hitler (1889-1945; Führer (leader) and German head of government 1933-1945 & head of state 1934-1945) always acknowleded the debt the Nazi state owed because "Mussolini was the one who showed us it could be done").  One of the more enduring Italian footnotes of the epoch was the Novecento Italiano, opportunistically announced as having been “formed” in Milan in 1922 (although some “members” at the time appear not to have been aware they’d "joined".  What attracted the movement’s founders was the what Mussolini called “la visione fascista” (“the Fascist vision” and sometimes translated as “the Fascist platform” (la piattaforma fascista)) although, as the years went by, most seemed to conclude Mussolini dealt more in concepts than plans (even the so-called "corporate state" was never really "corporatized").  The Duce had expressed his disgust at the decadence of the modern Italian people, believing they had been seduced by French ways into “elevating cooking to the status of high art”, declaring he would never allow Italy to descend to the level of France, a country ruined by “alcohol, syphilis and journalism”.  His vision extended also to reviving national vigour with “the beneficial hygiene of war”, something which worked only until his army was confronted by forces with more firepower than the brave but out-gunned (and out-gassed) Abyssinian (Ethiopian) tribesman.  Mussolini was harking back to the glories of the Roman Empire which has once stretched from “Hadrian’s Wall to the first cataract of the Nile, from Parthia to the Pillars of Hercules” and while so much of fascism was fake and bluster, the Duce genuinely was intoxicated at the notion he might be a “new Roman Emperor”.

Paesaggio urbano (Urban Landscape, circa 1924), oil on paper mounted on board by Mario Sironi.  Despite his latter day reputation, not all Sironi's representations of streets and buildings were gloomy, cold scenes but the ones now most popular seem to be; they must suit the twenty-first century zeitgeist.  Sironi was a devoted and leading Futurist and traces of that really never left his works; his most compelling technique was to exclude the human element from his urban scenes or deliberately have the figures dwarfed by the built environment.  The supremacy of the state over the individual was a core component of fascism and although as a motif it isn't apparent in all of the Novecento Italiano's output, it's a recurrent theme in Sironi's works. 

It was a vision which appealed to a certain sort of artist, one with a mind full of the grandeur of Italy's classical artistic heritage and the possibilities offered by science and the techniques of modernity, something seen as an authentic continuation of the works of Antiquity and the Renaissance whereas other threads in modern art, like the Futurism which had come to dominate avant-garde Italian art, were derided as “the work of skilled draftsmen”.  Futurism had also been disruptive and Italy had suffered more from the effects of World War I (1914-1918) that its status as a nominal victor might have been expected and like Mussolini, one of the Novecento Italiano’s key themes was a “return to order”, presumably the cultural analogue of “making the trains run on time”.  Again reflecting the post-Renaissance “construction” of a certain “idea” of the perfection of things in the ancient world, the movement sought a “return” to the Classical values of harmony, clarity, and stability.  They were pursuing a myth which remains to some persuasive, even today.

Lindsay Lohan as the Novecento Italiano might have depicted her: Lindsay (2019) by Sam McKinniss (b 1985), from a reference photograph taken 22 July 2012, leaving the Chateau Marmont, West Hollywood, Los Angeles.

The most obvious influence on the movement was a return to the imagery associated with Antiquity (albeit with many of the exemplars from later artists), with mythological or historical subjects, emphasizing form and balance, a deliberate rejection of the abstraction and dynamism of Cubism, Vorticism or Futurism.  Instead, a figurative and realist prevailed, an attempt deliberately to place the movement as the inheritor of Italy’s artistic heritage.  The movement was founded by a number of prominent figures but remains most associated with art collector, critic & journalist Margherita Sarfatti (1880–1961).  That focus is probably unfair to others but signora Sarfatti also wrote advertising copy for the Partito Nazionale Fascista (the PNF, the National Fascist Party) and perhaps more significantly, was also Mussolini’s mistress, a form of administrative horizontal integration not unfamiliar to the Duce.  Prominent members of the movement included Mario Sironi (1885-1961), known for his monumental and often sombre depictions of urban landscapes and political figures, Achille Funi (1890-1972) who focused on classical subjects with modern interpretations and Felice Casorati (1883-1963), in many ways the most interesting of the movement because few were more accomplished in the technique of fusing elements of modernism with a sharp focus on form and structure; the (not always complimentary) phrase “technical ecstasy” might have been invented to critique his output.  The most comprehensive collection of the movement’s works is displayed in Rome’s La Galleria Nazionale d’Arte Moderna e Contemporanea (National Gallery of Modern and Contemporary Art).

Donna al caffè (Woman in the Café, 1931), oil on canvas by Antonio Donghi (1897-1963). The subject matter (a lone woman at a café table) was familiar in European art but the artists of the Novecento Italiano anticipated the later technique of "photographic clarity", achieved with the air of stillness, reminiscent of the precision with which Renaissance portraits were staged though without their sumptuous detailing.  As well as the movement's focus on clarity, order, and balance, there was a new interest in depicting "ordinary" urban citizens in scenes of a detached, almost serene realism.  In the work of the Novecento Italiano, woman tended to be represented as what the fascist state would have liked their citizens to be.

The comparisons with “Nazi art” are sometimes made but because art was a topic of little interest to Mussolini (who preferred the Autostrada (the world’s first motorways (freeways)), tanks and battleships, never in Italy as there anything so so dictatorial and the funding was spread to ensure the widest support for the regime.  That was a contrast with Hitler who to his dying day never ceased to think of himself as “an artist” and assumed the role of the Third Reich’s chief critic and censor, meaning there was a recognizably political theme to the art of the period.  Interestingly, while artists in the Reich increasingly “worked towards the Führer” and dutifully churned out what they knew would be “regime approved”, more than one memoir from his contemporaries recorded how little interest he took in them, responding with delight only to stuff like landscapes or portraiture he thought works of genuine beauty.  Really, there were probably fewer than a couple of dozen “Nazi” paintings or sculptures; it was just that hundreds of artists produced them thousands of times.

Dafne (1934), oil on plywood by Felice Casorati.  Casorati’s work often featured mythological subjects but, unlike many, he surrounded them with simplified forms, drawing attention to his sense of focus, precise structure and clarity.  Here, Daphne (in Greek mythology transformed into a laurel, the tree sacred to Apollo), is rendered in a figurative, geometric style with flat, muted colors, the work, while obviously modernist, owing a debt to classical traditions, Mannerism and hinting even at the Italian Primitives.

So the movement was neither monolithic nor “political” in the way things were done in the Third Reich and certainly nothing like the even more severe regime which prevailed in comrade Stalin’s (1878-1953; Soviet leader 1924-1953) Soviet Union but it was supported to some extent by the Fascist state and while that association proved helpful, even before the tide of World War II (1939-1945) turned against Italy, as early as the mid-1930s the historic moment of Novecento Italiano had already passed as the world responded to the latest “shock of the new”, the language of surrealism and other adventures in abstraction capturing the imagination.  When in 1943 Italian Fascism “burst like a bubble” and Mussolini was removed from power, the movement was dissolved.  However, artistically, the legacy was real in that it did foster a dialogue between modernism and tradition in European art and ensured the Italian state during the inter-war years became involved in the commissioning of monumental and representational public art, beginning a tradition which continues to this day.