Bubble

Bubble (pronounced buhb-uhl)

(1) A spherical globule of gas (or vacuum) contained in a liquid or solid.

(2) Anything that lacks firmness, substance, or permanence; an illusion or delusion.

(3) An inflated speculation, especially if fraudulent.

(4) The act or sound of bubbling.

(5) A spherical or nearly spherical canopy or shelter; dome.

(6) To form, produce, or release bubbles; effervesce.

(7) To flow or spout with a gurgling noise; gurgle.

(8) To speak, move, issue forth, or exist in a lively, sparkling manner; exude cheer.

(9) To seethe or stir, as with excitement; to boil.

(10) To cheat; deceive; swindle (archaic).

(11) To cry (archaic Scots).

(12) A type of skirt.

(13) In infection control management, a system of physical isolation in which un-infected sub-sets population are protected by restricting their exposure to others.

1350-1400: From the Middle English noun bobel which may have been from the Middle Dutch bubbel & bobbel and/or the Low German bubbel (bubble) and Middle Low German verb bubbele, all thought to be of echoic origin.  The related forms include the Swedish bubbla (bubble), the Danish boble (bubble) and the Dutch bobble.  The use to describe markets, inflated in value by speculation widely beyond any relationship to their intrinsic value, dates from the South Sea Bubble (a classic example of stock-price speculation) which began circa 1711 and collapsed in 1720.  In response to the collapse, the UK parliament passed The Bubble Act (1720), which required anyone seeking to float a joint-stock company to first secure a royal charter; interestingly, the act was supported by the South Sea Company before its failure.  Ever since cryptocurrencies emerged, analysts have been describing them as a bubble which will burst and while that has happened with hundreds of coins (the exchange collapses are something different), the industry thus far has continued with only with occasional periods of inflation and deflation; this makes cryptocurrencies highly volatile meaning there is much scope for profit and much risk of loss, the extent to which they're subject to insider trading an manipulation has been debated but only as a matter of degree.  Bubble & bubbling are nouns & verbs, bubbler is a noun, bubbled is a verb, bubbly is a noun & adjective, bubbleless & bubblelike are adjectives and bubblingly is an adverb; the noun plural is bubbles.

Tulips.  The collective noun police in the seventeenth century missed an opportunity in not declaring that henceforth the standard use would be: "a bubble of tulips".

However, although the South Sea affair was the first use of “bubble” to describe such a market condition, it wasn’t the first instance of a bubble, the most infamous of which was the Dutch tulpenmanie (tulip mania) which bounced during the 1630s, contract prices for some bulbs of the recently introduced and wildly fashionable flower reaching extraordinarily high levels, the values accelerating from 1634 until a sudden collapse in 1637.  Apparently just a thing explained by a classic supply and demand curve, the tulip bubble burst with the first big harvest which demonstrated the bulbs and flowers were really quite common and easy to grow.  In history, there would previously have been many bubbles but it wasn’t until the economies and financial systems of early-modern Europe were operating that the technical conditions existed for them to manifest in the form and to the extent we now understand.  Interestingly, for something often regarded as the proto-speculative asset bubble and a landmark in economic history, twentieth-century revisionist historians have suggested it was more a behavioral phenomenon than anything with any great influence on the operation of financial markets or the real economy, the “economic golden age” of the Dutch Republic apparently continuing (mostly) unaffected for almost a century after the bottom fell out of the tulip market.  The figurative uses have been created or emerged as required, the first reference pre-dating the tulip affair, the usual motion being andything lacking a desired firmness, substance, or permanence; the first recorded used was in the 1590s but it was likely long established in oral use.  The soap-bubble dates from 1800, bubble-shell is from 1847, bubble-gum was introduced in 1935 and bubble-bath appears first to have be sold in 1937.  The slang noun variation “bubbly” was first noted in 1920, an invention of US English to describe a happy, talkative young lady.

Replica of Supermarine Spitfire Mark XVI TE288, Harewood Airport, Christchurch, New Zealand.

The term "bubble top" (also briefly as "bubble-top") came into use in the 1940s after advances in materials and manufacturing techniques allowed the cockpit canopies of aircraft to be made using large Perspex moldings.  The concept had been around for decades but it was the combination of modern plastics and the demands of wartime which made possible the mass-production of large moldings.  The designers called them "bubble canopies" but pilots preferred the snappier "bubbletop".  Spitfire TE288 was built in May 1945 at Vickers Armstrong's Castle Bromwich factory but, with the end of hostilities in Europe it was only briefly in service, mostly in a training role.  Gifted in 1964 to the Canterbury branch of the Brevet Club, it was mounted on a plinth as a memorial outside the club's building but by 1984 had become so valuable it was moved to the RNZAF (Royal New Zealand Air Force) museum at Wigram.  During restoration, molds were taken and a fibreglass replica was constructed to be placed on the plinth.  Optimized for the low-altitude performance needed to counter the threat of the German V1 “Doodlebugs” (an early cruise missile), the Spitfire Mk XVI was a variant of the Mark IX and powered by the Packard-built Rolls-Royce Merlin 266 engine rated 1,720 HP (horsepower).  Entering production in October 1944, 1,054 were built and as well as serving as interceptors, they were used in the ground attack role, notably against the sites from which the V2 missiles (an early ballistic missile and the first major step on the path to ICBMs (inter-continental ballistic missile) and the big rockets used by the US in the Apollo programme) were launched.  The bubble canopy afforded outstanding visibility while the clipped wingtips improved responsiveness (notably the superior roll-rate) while sacrificing some performance above 15,000 feet (4,500 metres) but by then the demands of aerial combat had shifted lower in the sky.

1961 Pontiac Ventura Sports Coupe (Bubble Top).

The term (as bubble top) later was applied to cars with rooflines in a shape which recalled the use in aviation although the structures were of conventional metal & glass.  The classic examples were the full-sized two-door hardtops produced by GM's (General Motors) Chevrolet and Pontiac divisions in 1960-1962, the 1961 models the most collectable.  The 1961 Pontiac Ventura Sports Coupe (a sub-model of the Catalina) pictured is fitted with Pontiac's much admired 8-Lug wheels, their exposed centres actually the brake drum to which the rim (in the true sense of the word) directly was bolted.  Introduced for 1960, the design was a fortuitous conjunction of fashion & function because as well as looking good, the heat dissipation qualities were outstanding, addressing one of the problems which plagued drum brakes.  Unfortunately, the design was not compatible with (outboard) disc brakes and as their fitment increased, sales of the option (circa US$125) fell and in 1968 production of the 8-Lug ceased.  

The word "bubble" spiked shortly after the start of the Covid-19 pandemic.  Over time, use has expanded to encompass large-scale operations like touring sporting teams and even the geographical spaces used for the 2022 Beijing Winter Olympics but the original meaning was more modest: small groups based on close friends, an extended family or co-workers.  These small bubbles weren't supposed to be too elastic and operated in conjunction with other limits imposed in various jurisdictions; a bubble might consist of a dozen people but a local authority might limit gatherings to ten in the one physical space so two could miss out, depending on the details in the local rules.  The way most governments handled the pandemic was a bit muddled but in such events, as in most wars, much is a muddle.  Bubble thus began as an an unofficial term used to describe the cluster of people beyond one's household with whom one felt comfortable in an age of what was believed a highly infectious virus.  Bubbles were however a means of risk-reduction, not a form of quarantine.  In a bubble, risk still exist, most obviously because some may belong to more than one bubble, contact thus having a multiplier effect, the greater the number of interactions, the greater the odds of infection so staying home and limiting physical contact with others remained preferable, the next best thing to an imposed quarantine.  The more rigorously administered bubbles used for events like the Olympics are essentially exercises in perimeter control, a defined "clean" area, entry into which is restricted to those tested and found uninfected.  At the scale of something like an Olympic games, it's a massive undertaking to secure the edges but, given sufficient resource allocation can be done although it's probably misleading to speak of such an operation as as a "bubble".  Done with the static-spaces of Olympic venues, they're really quarantine-zones.  Bubble more correctly describes touring sporting teams which move as isolated bubbles often through unregulated space.

The Bubble Skirt

A type of short skirt with a balloon style silhouette, the bubble dress (more accurately described as a bubble skirt because that’s the bit to which the description applies) is characterized by a voluminous skirt with the hem folded back on itself to create a “bubble” effect at the hemline.  Within the industry, it was initially called a tulip skirt, apparently because of an at least vague resemblance to the flower but the public preferred bubble.  It shouldn’t be confused with the modern tulip skirt and the tulip-bubble thing is just a linguistic coincidence; there’s no link with the Dutch tulipmania of the 1630s.  Stylistically, the bubble design is a borrowing from the nineteenth century bouffant gown which featured a silhouette made of a wide, full skirt resembling a hoop skirt, sometimes with a hoop or petticoat beneath to provide structural support.  While bouffant gowns could be tea (mid-calf) or floor length, bubble skirts tend to truncate the look well above the knee; while calf-length creations are seen in collects, they're rare on the high street.  Perhaps with a little more geometric accuracy, the design is known also as the “puffball” and, in an allusion to oriental imagery, the “harem” skirt.  Fashion designer Christian Lacroix (b 1951) became fond of the look and a variation included in his debut collection was dubbed le pouf but, in English, the idea of the “poof skirt” never caught on although it was used by furniture makers.

Lindsay Lohan in Catherine Malandrino silk pintuck dress with bubble skirt, LG Scarlet HDTV Launch Party, Pacific Design Center, Los Angeles, April 2008.

It must have been a memorable sight in the still austere post-war world, a sheath dress made voluminous with layers of organza or tulle, the result a cocoon-like dress with which Pierre Cardin (1922-2022) and Hubert de Givenchy (1927-2018) experimented in 1954 and 1958, respectively. A year later, Yves Saint Laurent (1936-2008) for Dior added the combination of a dropped waist dress and bubble skirt; post-modernism had arrived.  For dressmakers, bubble fashion presented a structural challenge and mass-production became economically feasible only because of advances in material engineering, newly available plastics able to be molded in a way that made possible the unique inner construction and iconic drape of the fabric.  For that effect to work, bubble skirts must be made with a soft, pliable fabric and the catwalk originals were constructed from silk, as are many of the high end articles available today but mass-market copies are usually rendered from cotton, polyester knits, satin or taffeta.

The bubble in the 1950s by Pierre Cardin (left), Givenchy (centre) & Dior (right).  Strikingly, while fashions can change, the preferred models remain much the same.

The bubble skirt was never a staple of the shows in the sense that it would be missing from annual or seasonal collections, sometimes for a decade or more and sales were never high, hardly surprising given it was not often a flattering look for women above a certain age (perhaps anyone aged over eight or nine).  Deconstructing the style hints at why: a hemline which loops around and comes back up (created sometimes by including a tighter bottom half with the bulk of additional material above), it formed a shape not dissimilar to a pillow midway through losing its stuffing.  For that reason, models caution the look works best when combined with a sleek, fitted top to emphasize the slimness of the waistline, cinched if necessary with a tie or belt of some sort to delineate when one thing starts and the other finishes.  The bubble needs to be the feature too, avoiding details or accessories which might otherwise distract; if one appears to be wearing a partially un-stuffed pillow, the point needs to be made it’s being done on purpose and the obvious way that's achieved is to ensure it's the focus piece.  Really, tempting though it may seem in the catalogue, it's a style for experts in a narrow BMI (body mass index) range.

US model Karlie Kloss (b 1992), Met Gala 2026, Metropolitan Museum of Art, New York City, May 2026 (left) and a single, long-stemmed white tulip (right).  The event's “dress code” for 2026 was “fashion is art” though at the Met Gala it's more “suggested theme” than enforced code and designers long have interpreted things liberally.  That liberality sometimes has assumed such a level of abstraction that Met Gala outfits have defied attempts to see a link with the code but in a white, tulipesque bubble dress, Ms Kloss looked artistic enough to be thought commendably on-theme.

TikTok and Instagram influencer Ella Cervetto (b 2000) in Oh Polly Jessamy (an off-shoulder layered bubble hem corset mini dress) in True Red (available also in Ivory), Sydney, Australia, November 2024.

On the catwalks however, again seemingly every decade or so, the bubble returns, the industry relying on the short attention span of consumers of pop culture inducing a collective amnesia which allows many resuscitations in tailoring to seem vaguely original or at least a novel variation on the theme.  Still, if ever a good case could be made for a take on a whimsical 1950s creation to re-appear, it was the staging of the first shows of the 2020-2021 post-pandemic world and the houses responded, Louis Vuitton, Erdem, Simone Rocha and JW Anderson all with billowy offerings; even seen was an improbably exuberant flourish of volume from Burberry.  What appeared on the post-Covid catwalk seemed less disciplined than the post-war originals, the precise constraints of intricately stitched tulle forsaken to encourage rather more swish and flow, the look romantic rather than decadent.  Generally the reception was polite but for those who hoped for a more adventurous interpretation, history suggests the bubble will be back in a dozen-odd years.

Strapless, pale-pink bubble gown (Look 53) from Balenciaga's Spring/Summer 2026 collection, Paris Fashion Week, October 2025.

By using a structural bubble hem, the gown illustrates how a light-weight fabric can be made to emulate a selective rigidity.  The fashion critics said the oversized glasses were there as an evocation of futurism but the skinnytokers (said to be “the acceptable pro ana”) call it the “bug-eye look” and recommend them because the exaggerated size of the frames and lens creates the visual illusion of making the face appear thinner.  Most catwalk models are of course anyway splendidly slender but skinnytok's skinnysplainers would suggest they’d look good even on them; in such matters, the skinnytokers are the world's foremost experts.  The double-faced fabric was neo gazar (the original gazar a silk organza with a plain weave created by the house in 1957-1958), co-developed by Balenciaga and the textile company Lorma, incorporating a soft silk & wool lamiset weft.  The advantages neo gazar offers are said to be a capacity to maintain a shape without the same extent of internal framework, while being easier to work with than original, more rigid, silk gazar.

Although Look 53 may be a classic case study of the disconnect between what appears on catwalks in headline collections and stuff actually sold, that’s not a criticism because such pieces must be assessed on the basis of fulfilling their intended purpose and that this creation admirably did.  Pierpaolo Piccioli’s (b 1967) first collection for the house (after a long stint at Valentino) was much anticipated by critics, most of whom appear to have been impressed, noting the designer’s mastery handling of the distinctive “house codes” Balenciaga has over the decades made signatures.  So everybody liked the clothes but whether the show notes were of much help is uncertain, notably the text: “The meaning of Balenciaga is a methodology.  The process of creation as ideology, as identity, an expression of humanity and human invention.”  The collection deserved to be judged on its merits but what to make of the show notes?  It was grammatically coherent English and so laden with words and phrases with recognizable semantic associations that, in a strictly linguistic sense, the passage couldn’t be devoid of meaning but what would be concluded by those not students of textual deconstruction?  It was of course a delight for those students because it was an exemplar of what in literary theory is called “semantic inflation” (or “floating signifiers”), abstract nouns arranged in a way that might be used by sentences saying something profound while yielding no precise meaning.  Structurally, what each phrase did was substitute a metaphorical association for a concrete predication; nothing could be proved or falsified.

Walmart Mission and Vision Statement: No background in literary deconstruction required.

Just about every process of course has a “method” with “methodology” used just as a “fancy” way of making what seems an obvious point and while the process of creation certainly can be an expression of an ideology, something more specific in the text may have helped.  After all, what people create is by definition “an expression of humanity and human invention”, that applying equally to bubble dresses, hamburgers and nuclear weapons.  Still, while not as succinct a statement as something like E=mc², the show notes were not useless because earnest students of marketing effortlessly would identify the ritualistic, atmospheric prose as part of the discourse of luxury branding which needs to convey characteristics such as “edginess”, “avant-garde sensibility”, “intellectual seriousness” and a certain distance from the vulgar business of selling cheap clothes to the working class shopping at places like Walmart.  Between themselves, in expressions, gestures, clothing and more, the rich often communicate in intricate or elaborate codes not obvious to others.  Positioning the company in the cultural & economic milieu of those used to abstractions, Balenciaga would be assured the folk who buy their garments could (unlike the literalists at price-tag-focused Walmart), interpret connotative meaning despite the absence of denotative precision, the trick being to read not what is said but what is meant.  Indeed, so impressed might some of them have been by the show notes they may even have “sampled” chunks of the text for their next mission statement because it’s hard to improve on: “Recollection rather than tribute, shadows of Balenciaga’s architectonic shapes are embedded in the actuality of today—bold and disruptive volumes applied to clothes that define our modern wardrobe.  A vocabulary of contemporaneity, entirely transformed through approach.”

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 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”.

Scum

Scum (pronounced skuhm)

(1) A film or layer of foul or extraneous matter that forms on the surface of a liquid as a result of natural processes such as the greenish film of algae and similar vegetation on the surface of a stagnant pond.

(2) A layer of impure matter that forms on the surface of a liquid as the result of boiling or fermentation.

(3) As disparaging slang, a person though low, worthless, or evil (often as “scumbag” or “scumbucket”.

(4) Such persons collectively (often as “scum of the earth”).

(5) An alternative name for scoria, the slag or dross that remains after the smelting of metal from an ore.

1200–1250: From the Middle English scume, derived from the Middle Dutch schūme (foam, froth) cognate with German schaum, ultimately of Germanic origin, drawn from the Old High German scūm and Old French escume.  In Old Norse word was skum, thought derived from the primitive root (s)keu (to cover, conceal).  By the early fourteen century, the word scummer (shallow ladle for removing scum) had emerged in Middle Dutch, a borrowing from the Proto-Germanic skuma, the sense deteriorated from "thin layer atop liquid" to "film of dirt," then just "dirt" and from this use is derived the modern skim.  The meaning "lowest class of humanity" is from the 1580s; the familiar phrase “scum of the earth” from 1712.  In modern use, the English is scum, the French écume, the Spanish escuma, the Italian schiuma and the Dutch schuim.  Scum is a noun & verb, scumbag, scumbaggery, scumbagginess & scumbucket are nouns, and scumlike, scummy & scumbaggy are adjectives; the noun plural is scums.

Rendezvous: New Zealand-born cartoonist David Low's (1891-1963) famous take on the 1939 German-Soviet Nonaggression Pact.

The document usually is called the Nazi-Soviet Pact or Molotov-Ribbentrop Pact because it was signed by comrade Vyacheslav Molotov (1890–1986; Soviet foreign minister 1939-1949 & 1953-1956) and Joachim von Ribbentrop (1893–1946; Nazi foreign minister 1938-1945).  To illustrate the pact's cynical nature, Low depicted Adolf Hitler (1889-1945; Führer (leader) and German head of government 1933-1945 & head of state 1934-1945, left) exchanging artificial pleasantries with comrade Stalin (1878-1953; Soviet leader 1924-1953, right) both knowing it was only a matter of time before their nations would be at war.  Although Low at the time couldn't have known it, comrade Stalin (1878-1953; Soviet leader 1924-1953) was not unaware of public opinion and when presented with the pact's draft text, decided the rather flowery preamble extoling German-Soviet friendship was just too absurd, telling the visiting delegation that "...after years of pouring buckets of shit over each-other...", it'd be more convincing were the document to be as formal as possible.  Sensational as news of the pact was in 1939, what became more notorious still was the appended "secret protocol" which defined the line of delineation by which Poland would be "carved-up" between Germany and the USSR after the German invasion.  Because of geography and demographic reality, the line on the map was remarkably close to the Curzon Line, first proposed in 1919 by Lord Curzon (1859–1925; Viceroy of India 1899-1905 & UK Foreign Secretary 1919-1924) as the border between Soviet Russia and a reconstituted Poland.

Cautiously, comrade Stalin waited a couple of weeks to ensure the German victory was secure before sending the Red Army over the border, an act the Poles would remember as "a stab in the back".  The defense counsel at the first Nuremberg Trial (1945-1946) obtained a copy of the secret protocol and attempted to have it introduced as evidence but the judges denied the motion, the compromise being it could be referred to but the contents could not be discussed.  The irony of two Soviet judges dealing with the charges of a conspiracy to wage aggressive war (Count 1) and waging aggressive war (Count 2) when knowledge of the secret protocol (a conspiracy to invade Poland) was afoot attracted much comment.  One unmoved by the perception of cynicism was comrade Stalin for whom all politics was realpolitik.  At the Yalta Conference in February 1945, during the difficult negotiations over Polish borders, Molotov habitually would refer to “the Curzon Line” and the UK foreign secretary, Anthony Eden (1897–1977; thrice UK foreign secretary & prime minister 1955-1957), in a not untypically bitchy barb, observed the more common practice was to call it “the Molotov-Ribbentrop line”.  “Call it whatever you like” replied Stalin, “we still think it's fair and just”.  Rarely did comrade Stalin much care to conceal the nature of the regime he crafted in his own image.      

 

The Society for Cutting Up Men: The S.C.U.M. Manifesto

S.C.U.M. Manifesto (post shooting, 1968 paperback Edition).

Although celebrated in popular culture as the summer of love, not everyone shared the hippie vibe in 1967.  The S.C.U.M. Manifesto was a radical feminist position paper by Valerie Solanas (1936-1988), self-published in 1967 with a commercial print-run a year later.  Although lacking robust theoretical underpinnings and criticized widely within the movement, it remains both feminism’s purest and most uncompromising work and an enduring landmark in the history of anarchist publishing.  In the abstract, S.C.U.M. suggested little more than the parlous state of the word being the fault of men, it was the task of women to repair the damage and this could be undertaken only if men were exterminated from planet Earth.  The internal logic was perfect.

As well as the Society for Cutting Up Men, Acronym Finder’s list of the use of SCUM as an acronym includes (1) Subculture Urban Marketing, (2) Santa Clara United Methodist, (3) Sensitive Caring Urban Male (though being one of those wouldn’t save them and they’re as likely (after ordering their Venti Iced Caramel Macchiato with almond milk and an extra shot of espresso) as a (4) Self-Centered Urban Male to get Solanas’ “six-inch blade” between the ribs), (5) Southern California Unified Malacologists (malacology is the study of molluscs), (6) South Coast United Motorcyclist and (7) Socialist Cover-Up Media (how Fox News and those in the MAGA (Make America Great Again) cult think of the “fake news media).

The use of Scum as an acronym for Society for Cutting Up Men existed in printed form from 1967 (though not in the manifesto’s text) although Solanas later denied the connection, adding that S.C.U.M. never existed as an organization and was just “…a literary device”.  The latter does appear true, S.C.U.M. never having a structure or membership, operating more as Solanas’ catchy marketing label for her views; dubbing it a literary device might seem pretentious but, given her world-view, descending to the mercantile would have felt grubby.  That said, when selling the original manifesto, women were charged US$1, men US$2.  While perhaps not as elegant an opening passage as a Jean-Jacques Rousseau (1712–1778) might have penned, Solanas’ words were certainly succinct.  "Life in this society being, at best, an utter bore and no aspect of society being at all relevant to women, there remains to civic-minded, responsible, thrill-seeking females only to overthrow the government, eliminate the money system, institute complete automation and eliminate the male sex.”  Ominously, “If S.C.U.M. ever strikes” she added, “it will be in the dark with a six-inch blade.”  No ambiguity there, men would know what to expect.

On set, 1967, Andy Warhol (1928-1987) & Nico (1938-1988).

Author and work were still little-known outside anarchist circles when, on 3 June 1968, Solanas attempted to murder pop-artist Andy Warhol, firing three shots, one finding the target.  The year 1968 was in the US a time of violence and tumult but amid it all, the celebrity connection and the bizarre circumstances ensured this one crime would attract widespread coverage.  Valerie Solanas with her two guns had entered Mr Warhol’s sixth-floor office at 33 Union Square West convinced he was intent on stealing the manuscript of the play Up Your Ass she’d repeatedly tried to persuade him to produce.  Warhol and his staff had reviewed the work and decided it simply wasn’t very good (Warhol giving the the back-handed compliment of it being "well-typed") but because he’d “misplaced” the manuscript (it was later discovered in a trunk) Solanas concluded that was just a trick and he was going to steal what she thought of as her brilliant play, claiming it as her own.  Although she’d for some time hovered around the fringes of the Warhol “Factory”, she seems not to have had much success as an advocate.  Her S.C.U.M. Manifesto envisioned a world without men which was at the time heady stuff with a certain mid-1960s appeal but Warhol also declined her offer to become a member of the Scum’s “Men’s Auxiliary” (a group for men sufficiently sympathetic to Scum’s aims to begin “working diligently to eliminate themselves.”)  As offers go, it really wasn't compelling.

New York Daily News, 4 June 1968.

Not best pleased by the headline, “Actress Shoots Andy Warhol”, Solanas demanded a retraction claiming that she was "a writer, not an actress."  The paper had based the headline on her appearance in Warhol's films I, a Man (1967) and Bike Boy (1967).  Warhol later admitted he'd cast her in I, a Man (for which she received a US$25 fee) in the hope she'd stop nagging him about the play she'd written.  She never complained about anything else the press wrote about her but apparently the label "actress" was beyond the pale.

Solanas’ state of mind about the fate of her intellectual property can be explained by it being no secret Warhol was inclined to “use” (the words “borrow”, “appropriate” “steal” also often used but “sample” was not yet a thing) and rebrand it all as “his art”.  For weeks leading up to the attempt on his life, repeatedly she’d called his office with first requests and then demands about her manuscript, culminating with threats at which point Warhol stopped taking her calls; the next call she made was in person and she shot him and an art gallery owner with who he was discussing an exhibition (he (as collateral damage) received minor injuries); Warhol was declared dead but paramedics arrived to stabilize him.  Calmly, Solanas left the building and several hours later, approached a policeman in Times Square, handed over her two guns and told him: “He had too much control over my life.”  Unsurprisingly, a judge ordered a psychiatric evaluation and she received a diagnosis of paranoid schizophrenia but despite this, she was found competent to stand trial and pleaded guilty to “reckless assault with intent to harm”; sentenced to three years incarceration (including time served) in the Matteawan Hospital for the Criminally Insane (1892-1977); she was released late in 1971.  Solanas never renounced the S.C.U.M. manifesto nor lost faith in its capacity to change the world but her her mental health continued to decline and reports indicate she became increasingly paranoid and unstable. She spent her last years in a single-occupancy welfare hotel in San Francisco, where, alone, she died in 1988, the official cause of death listed as "pneumonia".  

  

A (fake) montage of Lindsay Lohan as Andy Warhol (1928–1987) might have rendered.  Ms Lohan was not yet 12 months old when Warhol died (the start of her modeling career still two years off) but had he lived another two decades he'd almost certainly have painted her.

Ms Solanas' infamy lasted beyond fifteen minutes and one unintended consequence of her act was the S.C.U.M. Manifesto finally finding a commercial publisher, thus becoming what is publishing is known as succès de scandale (a work which owes its success or very existence to some notoriety or scandalous element).  In certain feminist and anarchist circles she remains a cult figure although, it takes some intellectual gymnastics to trace a lineal path from her manifesto to the work of even the more radical of the later-wave feminists such as Andrea Dworkin (1946-2005), Susan Brownmiller (b 1935) or Catharine MacKinnon (b 1946).  Solanas to this day still is usually described as a “feminist” or “radical feminist” but, given the implication of the manifesto, it would seem more accurate to label her a misandrist (one who exhibits a hatred of or a prejudice against men), a world view which attracts many because, to be fair, there are any number of reasons to hate men.  Although one suspects among women the "all men are bastards" school of thought is ancient, the noun "misandry" was a late nineteenth century formation, the construct being mis- (in the sense of “hatred”) +‎ -andry (men), by analogy with the more commonly used misogyny (hatred of or a prejudice against women); the inspiration was the Ancient Greek μισανδρία (misandría), the construct being μισέω (miséō) (hate) + ἀνήρ (anḗr) (man).

Cause and effect: The (attempted) murder weapon (Beretta M1935 automatic in .32ACP, left) and Warhol's post-operative torso (right).

Warhol required surgery to his spleen, stomach, liver, esophagus and lungs; the damage he suffered to a range of internal organs not uncommon among those shot at close range; the bullet ricocheted off a rib, accounting for the lateral trajectory.  Although the Beretta M1935 automatic (in .32ACP) she used is not regarded as a “big calibre” (the .32 listed by most as a “small bore”), a single shot from one, especially at close-range, can be lethal and an wound from even a smaller load (like the .22 she was also carrying) can be fatal.  In the context of handguns, a “big calibre” load usually is defined as one with a diameter of .40 inches (10mm) or larger and of those there are many including .44, .45 & .50 although “magnum” versions of smaller bore ammunition (.22, .357 etc) can match many larger loads in “stopping power”.  Interviewed later, Warhol reflected: “Before I was shot [June, 1968], I always thought that I was more half-there than all-there - I always suspected that I was watching TV instead of living life. People sometimes say that the way things happen in the movies is unreal, but actually it’s the way things happen to you in life that’s unreal. The movies make emotions look so strong and real, whereas when things really do happen to you, it’s like watching television - you don’t feel anything. Right when I was being shot and ever since, I knew that I was watching television. The channels switch, but it’s all television.”

Gun (1982), synthetic polymer paint and silkscreen ink on canvas by Andy Warhol.

Artistically, the shooting had consequences.  Warhol became more guarded, abandoning projects like filmmaking which required so much contact with people and stopping the production of controversial art which might attract more murderous types and focusing on business, in 1969 founding what in 1969 became Interview magazine.  Although there had in his previous output been evidence of an interest in death and violence, after the shooting, often he would visited the theme of death, painting a series of skulls and one of guns, a weapon with which he now had an intensely personal connection.  He was certainly not unaware what happened that day in June 1968 was a turning point in his life, some twenty years later noting in his diary: “I said that I wasn’t creative since I was shot, because after that I stopped seeing creepy people.”