Crowded Times
“Crowded Times” is the title of an exhibition of posters currently running at the Hungarian National Museum (until 25th August). The works chosen all come from the museum’s extensive collection and span the period from 1896, the year of the Magyar Millennium (when Hungary celebrated 1000 years of existence), to the fall of the Berlin Wall in 1989. The exhibition's scope, in other words, is the birth and burgeoning of the consumer age, the heyday of the hoardings, when goods became mass-produced and more widely available, when services were allocated to all by a welfare state, and when information promoting each was disseminated by posters and placards, run off the printing presses in identical batches and plastered up on street corners or at bus stops, beamed from cinema and TV screens, invading the lives of everyone and creating a shared vocabulary of brand names, slogans and catch phrases. The poster becomes at once the mouthpiece of big business, the tannoy of the nanny state and a herald of the good life.
Posters, obviously, are designed to deliver loud, clear messages and this instantly enjoyable exhibition gets away with relatively few wall texts. The material is organised in three sections: consumer goods and services; leisure and entertainment; politics. The very first posters are pieces of domestic propaganda, celebrating national achievement and boasting of productivity. The posters from the Communist years do much the same (with the difference that in c. 1900, Budapest was second only to Minneapolis in the output of its mills, whereas half a century later the heroic worker is shown wielding a hammer that looks technologically Neanderthal). The posters in the first section include numerous advertisements for shops and products: some of the brands are still familiar (Dreher beer), others were done to death by nationalisation after WWII or privatisation after 1989. There are “Buy Hungarian” campaigns—often making a virtue of necessity, as in the case of the aluminium ads, extolling a material that was domestically produced in an age when imports were low. In almost every case, the division between advertising and propaganda is finely blurred. The posters are trying to tempt us (“Buy powdered egg—it never goes off!”) but also trying to control our behaviour and our thoughts (“Clear up trash to control flies!” “Down with the monarchy!”).
Some of the most amusing posters are those in the section on public health campaigns. A muscle-bound youth takes a bracing shower because cleanliness is the route to health (1939; illustrated above). A young man caught in the glare of the red light is sternly warned that “Penicillin can cure the clap—but watch out! You’re still at risk of syphilis!” (1949).
The poster is a democratic art form. In a way it is the contemporary era’s equivalent of the church altarpiece, a backdrop that is free for all to see and that we can’t help having to look at. Subtly, inevitably, it informs our attitudes and creates a collective conscious. Let’s not fool ourselves that ours is a non-religious age. A priestly class still governs us with their shibboleths and the promise is still elysian rewards if we do as we are told and misery if we don’t:
“Who may not be a Trade Union Member? He who exhibits anti-democratic behaviour, who lives an immoral life, who exhorts his co-workers to underproduce…” (Hungarian propaganda poster of 1948);
“Know ye not that the unrighteous shall not inherit the kingdom of God? Nor thieves, nor the covetous, nor drunkards, nor revilers, nor extortioners…” (St Paul's first Letter to the Corinthians).
We might scoff at these visions of the ideal and at the preaching, but after an elapse of time, on seeing those familiar images again, they provide a fund of bittersweet nostalgia. Visitors to this exhibition react with touching delight at the sight of so many once-familiar things, like being reunited with long-lost friends. I felt much the same when I saw the ad for the revolving cylinder washing machine made by Hajdu. I had one in my very first Budapest flat.
- "Washday is child's play!"
In fact, what comes across very strongly across this entire, absorbing show, is how little in human nature and human behaviour has changed. Advertisers still target harassed housewives (convenience foods, miracle white goods), children (sweets and fizzy drinks) and the vain and aspirational (glamorous clothes that will turn heads, home furnishings that will impress the neighbours). Governments—despite overtourism—still try to mass-sell their capital cities using all the same old baited lines. The Fishermen’s Bastion and cruises up the Danube are as strong selling points for Budapest today as they were four or five decades ago.
The final room has a video loop of mass demonstrations, rallies and vigils, projected on a screen split into three separate strips to give a jerky image that perfectly imitates the scrapbook, snapshot nature of human memory. Ranged along one wall is a chronological series of political posters, beginning with Mihály Bíró’s powerful anti-war image of 1912. There is pro-Communist propaganda, pro-Horthy propaganda and an anti-Soviet poster which interestingly has no known artist, no printing house and no date.
Many of these posters are also superlative works of art. The curator has very properly credited every poster to its artist (where known) and at the end of the show there are brief biographies of some of them. Géza Faragó (1877–1928), who studied in Paris and worked for a couple of years with Mucha; Mihály Bíró (1886–1948), artist of the labour movement; Tibor Pólya, Imre Földes and others.
We may never see their like again. The conclusion of the exhibition is that the great age of the poster is over, not only because digital technology addresses us in different ways but because it has fragmented us, hiving us off into our own little circumscribed Snapchat groups and Facebook echo chambers. And yet... On leaving the museum and plunging into the Metro, I came face to face with a visual admonishment: “Never drink drive!” It was made in 2018 with the support of the FIA (Fédération Internationale de l'Automobile). Identical in spirit to “Alcohol is dead—don’t let it come back to life!”, a message (featured in this show) from 1919.
- "Never drink drive."
If you're in Budapest this summer, make time for this exhibition. It's a fascinating exposition of behavioural psychology (as well as being good fun).
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Hungarian pioneer of hand-sanitisation
How many of us today, while methodically washing our hands in the hope of staving off Covid-19, think of Ignác Semmelweis? How many of us have even heard of him? Semmelweis (1818–65) is not widely known around the world but he is a familiar name in Hungary. Budapest's medical school is named after him and he has gone down in history as the ‘saviour of mothers’ because his pioneering methods saved many women and infants from death by puerperal fever. Semmelweis’ theories were revolutionary for his time. And now, his insistence on the importance of disinfection to halt the spread of contagion has been brought once again under the spotlight as we are once again reminded of its importance. Semmelweis was ahead of the curve in his grasp of the importance of hand-washing: his hunch was borne out by significant decreases in the rate of mortality on obstetric wards under his supervision. Despite this, his idea was rejected by the established medical community, who were offended by the suggestion that a patient's death could be imputed to the medical staff's personal hygiene. What made things more difficult for Semmelweis was the fact that he was a practitioner, not a scientist. His theory could be explained as a hunch that seemed to work but he had detected nothing through a microscope that could furnish scientific explanation and proof. He never gained the reputation he deserved during his lifetime. In fact he suffered some kind of mental and emotional breakdown and began lashing out in print at the ignorance and obstinacy of the medical fraternity. In the end he was transferred to an asylum in Vienna, a move supported by his wife, who was no longer able to cope with his tantrums. He died very shortly after his admission, perhaps as a result of ill-treatment.
Semmelweis’s former home in Budapest is now a museum of the history of medicine (described in full in Blue Guide Budapest). His theory, of course, is fully recognised today. Named after him is the phenomenon known as the Semmelweis reflex, the human tendency to reject or ridicule new ideas if they fly in the face of accepted convention.
‘The Global Eye’, running at the Biblioteca Medicea Laurenziana in Florence until the end of May, is an exhibition devoted to the collection of Dutch, Spanish and Portuguese maps purchased by Cosimo III on his second journey to Holland in 1667–9 (before becoming grand-duke). A conference in November 2019, organised by the Dutch Institute in Florence, illustrated the close ties between the Dutch Republic and Cosimo III, who took a great interest in cross-cultural issues. The 82 maps (a selection of which are on view, accompanied by remarkable digital supports) represent many areas of the known world including parts of Japan, Africa, and even a unique plan dated around 1660 of ‘New Amsterdam’, when still part of the Dutch colony that a few years later was renamed New York, when the British took over. The maps were kept for a hundred years at the Villa di Castello on the outskirts of Florence, seat of the Accademia della Crusca (Cosimo III was an academician of the Crusca and their first dictionary, published in 1691, was dedicated to him in its 3rd edition). The villa itself is not generally open to the public but its garden is one of the most important of all those attached to Medici villas in the surroundings of Florence (and is fully described in Blue Guide Florence). The maps were moved for safety to the Biblioteca Laurenziana in 1921; this is the first time they have been fully studied and a catalogue raisonné provided. Visiting this fascinating small exhibition also gives you the chance to see (off the cloister of San Lorenzo) Michelangelo’s reading room with its famous vestibule, one of the most extraordinary architectural works in Florence.
by Alta Macadam, author of Blue Guide Florence.
‘The Global Eye’, running at the Biblioteca Medicea Laurenziana in Florence until the end of May, is an exhibition devoted to the collection of Dutch, Spanish and Portuguese maps purchased by Cosimo III on his second journey to Holland in 1667–9 (before becoming grand-duke). A conference in November 2019, organised by the Dutch Institute in Florence, illustrated the close ties between the Dutch Republic and Cosimo III, who took a great interest in cross-cultural issues. The 82 maps (a selection of which are on view, accompanied by remarkable digital supports) represent many areas of the known world including parts of Japan, Africa, and even a unique plan dated around 1660 of ‘New Amsterdam’, when still part of the Dutch colony that a few years later was renamed New York, when the British took over. The maps were kept for a hundred years at the Villa di Castello on the outskirts of Florence, seat of the Accademia della Crusca (Cosimo III was an academician of the Crusca and their first dictionary, published in 1691, was dedicated to him in its 3rd edition). The villa itself is not generally open to the public but its garden is one of the most important of all those attached to Medici villas in the surroundings of Florence (and is fully described in Blue Guide Florence). The maps were moved for safety to the Biblioteca Laurenziana in 1921; this is the first time they have been fully studied and a catalogue raisonné provided. Visiting this fascinating small exhibition also gives you the chance to see (off the cloister of San Lorenzo) Michelangelo’s reading room with its famous vestibule, one of the most extraordinary architectural works in Florence.
by Alta Macadam, author of Blue Guide Florence.
‘The Global Eye’, running at the Biblioteca Medicea Laurenziana in Florence until the end of May, is an exhibition devoted to the collection of Dutch, Spanish and Portuguese maps purchased by Cosimo III on his second journey to Holland in 1667–9 (before becoming grand-duke). A conference in November 2019, organised by the Dutch Institute in Florence, illustrated the close ties between the Dutch Republic and Cosimo III, who took a great interest in cross-cultural issues. The 82 maps (a selection of which are on view, accompanied by remarkable digital supports) represent many areas of the known world including parts of Japan, Africa, and even a unique plan dated around 1660 of ‘New Amsterdam’, when still part of the Dutch colony that a few years later was renamed New York, when the British took over. The maps were kept for a hundred years at the Villa di Castello on the outskirts of Florence, seat of the Accademia della Crusca (Cosimo III was an academician of the Crusca and their first dictionary, published in 1691, was dedicated to him in its 3rd edition). The villa itself is not generally open to the public but its garden is one of the most important of all those attached to Medici villas in the surroundings of Florence (and is fully described in Blue Guide Florence). The maps were moved for safety to the Biblioteca Laurenziana in 1921; this is the first time they have been fully studied and a catalogue raisonné provided. Visiting this fascinating small exhibition also gives you the chance to see (off the cloister of San Lorenzo) Michelangelo’s reading room with its famous vestibule, one of the most extraordinary architectural works in Florence.
by Alta Macadam, author of Blue Guide Florence.
‘The Global Eye’, running at the Biblioteca Medicea Laurenziana in Florence until the end of May, is an exhibition devoted to the collection of Dutch, Spanish and Portuguese maps purchased by Cosimo III on his second journey to Holland in 1667–9 (before becoming grand-duke). A conference in November 2019, organised by the Dutch Institute in Florence, illustrated the close ties between the Dutch Republic and Cosimo III, who took a great interest in cross-cultural issues. The 82 maps (a selection of which are on view, accompanied by remarkable digital supports) represent many areas of the known world including parts of Japan, Africa, and even a unique plan dated around 1660 of ‘New Amsterdam’, when still part of the Dutch colony that a few years later was renamed New York, when the British took over. The maps were kept for a hundred years at the Villa di Castello on the outskirts of Florence, seat of the Accademia della Crusca (Cosimo III was an academician of the Crusca and their first dictionary, published in 1691, was dedicated to him in its 3rd edition). The villa itself is not generally open to the public but its garden is one of the most important of all those attached to Medici villas in the surroundings of Florence (and is fully described in Blue Guide Florence). The maps were moved for safety to the Biblioteca Laurenziana in 1921; this is the first time they have been fully studied and a catalogue raisonné provided. Visiting this fascinating small exhibition also gives you the chance to see (off the cloister of San Lorenzo) Michelangelo’s reading room with its famous vestibule, one of the most extraordinary architectural works in Florence.
by Alta Macadam, author of Blue Guide Florence.
With the closure today of the museums and monuments in all of Italy, those of us who visit them also for work are left wondering how such a thing could have happened in our lifetime. We suddenly find ourselves facing a drastic shortage of culture: no libraries, no theatre, no cinema. However, the very direct explanation by Prime Minister Conte late last night made it all too clear how necessary such measures have become in a country where the dreaded Coronavirus is suddenly holding us all hostage. There is no doubt that Italy has trusted leaders in Conte and President Mattarella, and the country’s medical profession are displaying all their dedication and efficiency. There is an evident preparedness in those in places of responsibility and a feeling of teamwork and pulling together in times of emergency. Millions of other Italians have merely been asked to stay at home for the time being. A measure which seems eminently sensible and which should not be a great sacrifice. Who knows how this forced restriction might even foster closer family relationships and make the homes themselves more comfortable. My garden will certainly enjoy greater attention. And with all the benefits of the internet, no one need feel cut off. There is even hope that the closure of museums and monuments will give those great institutions a chance for practicalities impossible when they are open all the time—even if only some radical cleaning, but also perhaps some reorganisation—an almost welcome pause to ‘stand back’ and contemplate themselves and their ‘mission’. I look of course on the rosy side of things, the side for those fortunate enough to have families and homes, but there is a very ugly side of this ‘shut down’, such as the situation in the overcrowded prisons, or that of people cut off from their families who are in hospitals or nursing homes, and the extremely dire economic consequences. This situation is making us all wonder about how we should live our lives in the future, about how long we can expect to enjoy ‘normal’ life in our global world.
For my involvement in the Blue Guides to Italy (Blue Guide Rome has just been published) it means I cannot set off for Venice and the Veneto for work on a volume coming up for revision: a restriction which has been imposed on me for the very first time by circumstances beyond my control (the only other time this happened to me was when I had to cut short a trip for Blue Guide Northern Italy when I was staying in Trieste the day of the terrible earthquake which hit the Friuli in 1976).
We can but hope the virus will soon be dominated with the help of everyone round the world and that we will soon return to a life as we know it, if greatly sobered by what has happened to us all.
Alta Macadam. Florence, 10th March 2020
With the closure today of the museums and monuments in all of Italy, those of us who visit them also for work are left wondering how such a thing could have happened in our lifetime. We suddenly find ourselves facing a drastic shortage of culture: no libraries, no theatre, no cinema. However, the very direct explanation by Prime Minister Conte late last night made it all too clear how necessary such measures have become in a country where the dreaded Coronavirus is suddenly holding us all hostage. There is no doubt that Italy has trusted leaders in Conte and President Mattarella, and the country’s medical profession are displaying all their dedication and efficiency. There is an evident preparedness in those in places of responsibility and a feeling of teamwork and pulling together in times of emergency. Millions of other Italians have merely been asked to stay at home for the time being. A measure which seems eminently sensible and which should not be a great sacrifice. Who knows how this forced restriction might even foster closer family relationships and make the homes themselves more comfortable. My garden will certainly enjoy greater attention. And with all the benefits of the internet, no one need feel cut off. There is even hope that the closure of museums and monuments will give those great institutions a chance for practicalities impossible when they are open all the time—even if only some radical cleaning, but also perhaps some reorganisation—an almost welcome pause to ‘stand back’ and contemplate themselves and their ‘mission’. I look of course on the rosy side of things, the side for those fortunate enough to have families and homes, but there is a very ugly side of this ‘shut down’, such as the situation in the overcrowded prisons, or that of people cut off from their families who are in hospitals or nursing homes, and the extremely dire economic consequences. This situation is making us all wonder about how we should live our lives in the future, about how long we can expect to enjoy ‘normal’ life in our global world.
For my involvement in the Blue Guides to Italy (Blue Guide Rome has just been published) it means I cannot set off for Venice and the Veneto for work on a volume coming up for revision: a restriction which has been imposed on me for the very first time by circumstances beyond my control (the only other time this happened to me was when I had to cut short a trip for Blue Guide Northern Italy when I was staying in Trieste the day of the terrible earthquake which hit the Friuli in 1976).
We can but hope the virus will soon be dominated with the help of everyone round the world and that we will soon return to a life as we know it, if greatly sobered by what has happened to us all.
Alta Macadam. Florence, 10th March 2020
With the closure today of the museums and monuments in all of Italy, those of us who visit them also for work are left wondering how such a thing could have happened in our lifetime. We suddenly find ourselves facing a drastic shortage of culture: no libraries, no theatre, no cinema. However, the very direct explanation by Prime Minister Conte late last night made it all too clear how necessary such measures have become in a country where the dreaded Coronavirus is suddenly holding us all hostage. There is no doubt that Italy has trusted leaders in Conte and President Mattarella, and the country’s medical profession are displaying all their dedication and efficiency. There is an evident preparedness in those in places of responsibility and a feeling of teamwork and pulling together in times of emergency. Millions of other Italians have merely been asked to stay at home for the time being. A measure which seems eminently sensible and which should not be a great sacrifice. Who knows how this forced restriction might even foster closer family relationships and make the homes themselves more comfortable. My garden will certainly enjoy greater attention. And with all the benefits of the internet, no one need feel cut off. There is even hope that the closure of museums and monuments will give those great institutions a chance for practicalities impossible when they are open all the time—even if only some radical cleaning, but also perhaps some reorganisation—an almost welcome pause to ‘stand back’ and contemplate themselves and their ‘mission’. I look of course on the rosy side of things, the side for those fortunate enough to have families and homes, but there is a very ugly side of this ‘shut down’, such as the situation in the overcrowded prisons, or that of people cut off from their families who are in hospitals or nursing homes, and the extremely dire economic consequences. This situation is making us all wonder about how we should live our lives in the future, about how long we can expect to enjoy ‘normal’ life in our global world. For my involvement in the Blue Guides to Italy (Blue Guide Rome has just been published) it means I cannot set off for Venice and the Veneto for work on a volume coming up for revision: a restriction which has been imposed on me for the very first time by circumstances beyond my control (the only other time this happened to me was when I had to cut short a trip for Blue Guide Northern Italy when I was staying in Trieste the day of the terrible earthquake which hit the Friuli in 1976). We can but hope the virus will soon be dominated with the help of everyone round the world and that we will soon return to a life as we know it, if greatly sobered by what has happened to us all. Alta Macadam. Florence, 10th March 2020
With the closure today of the museums and monuments in all of Italy, those of us who visit them also for work are left wondering how such a thing could have happened in our lifetime. We suddenly find ourselves facing a drastic shortage of culture: no libraries, no theatre, no cinema. However, the very direct explanation by Prime Minister Conte late last night made it all too clear how necessary such measures have become in a country where the dreaded Coronavirus is suddenly holding us all hostage. There is no doubt that Italy has trusted leaders in Conte and President Mattarella, and the country’s medical profession are displaying all their dedication and efficiency. There is an evident preparedness in those in places of responsibility and a feeling of teamwork and pulling together in times of emergency. Millions of other Italians have merely been asked to stay at home for the time being. A measure which seems eminently sensible and which should not be a great sacrifice. Who knows how this forced restriction might even foster closer family relationships and make the homes themselves more comfortable. My garden will certainly enjoy greater attention. And with all the benefits of the internet, no one need feel cut off. There is even hope that the closure of museums and monuments will give those great institutions a chance for practicalities impossible when they are open all the time—even if only some radical cleaning, but also perhaps some reorganisation—an almost welcome pause to ‘stand back’ and contemplate themselves and their ‘mission’. I look of course on the rosy side of things, the side for those fortunate enough to have families and homes, but there is a very ugly side of this ‘shut down’, such as the situation in the overcrowded prisons, or that of people cut off from their families who are in hospitals or nursing homes, and the extremely dire economic consequences. This situation is making us all wonder about how we should live our lives in the future, about how long we can expect to enjoy ‘normal’ life in our global world. For my involvement in the Blue Guides to Italy ("Blue Guide Rome" has just been published) it means I cannot set off for Venice and the Veneto for work on a volume coming up for revision: a restriction which has been imposed on me for the very first time by circumstances beyond my control (the only other time this happened to me was when I had to cut short a trip for "Blue Guide Northern Italy" when I was staying in Trieste the day of the terrible earthquake which hit the Friuli in 1976). We can but hope the virus will soon be dominated with the help of everyone round the world and that we will soon return to a life as we know it, if greatly sobered by what has happened to us all. Alta Macadam. Florence, 10th March 2020
With the closure today of the museums and monuments in all of Italy, those of us who visit them also for work are left wondering how such a thing could have happened in our lifetime. We suddenly find ourselves facing a drastic shortage of culture: no libraries, no theatre, no cinema. However, the very direct explanation by Prime Minister Conte late last night made it all too clear how necessary such measures have become in a country where the dreaded Coronavirus is suddenly holding us all hostage. There is no doubt that Italy has trusted leaders in Conte and President Mattarella, and the country’s medical profession are displaying all their dedication and efficiency. There is an evident preparedness in those in places of responsibility and a feeling of teamwork and pulling together in times of emergency. Millions of other Italians have merely been asked to stay at home for the time being. A measure which seems eminently sensible and which should not be a great sacrifice. Who knows how this forced restriction might even foster closer family relationships and make the homes themselves more comfortable. My garden will certainly enjoy greater attention. And with all the benefits of the internet, no one need feel cut off. There is even hope that the closure of museums and monuments will give those great institutions a chance for practicalities impossible when they are open all the time—even if only some radical cleaning, but also perhaps some reorganisation—an almost welcome pause to ‘stand back’ and contemplate themselves and their ‘mission’. I look of course on the rosy side of things, the side for those fortunate enough to have families and homes, but there is a very ugly side of this ‘shut down’, such as the situation in the overcrowded prisons, or that of people cut off from their families who are in hospitals or nursing homes, and the extremely dire economic consequences. This situation is making us all wonder about how we should live our lives in the future, about how long we can expect to enjoy ‘normal’ life in our global world. For my involvement in the Blue Guides to Italy ("Blue Guide Rome" has just been published) it means I cannot set off for Venice and the Veneto for work on a volume coming up for revision: a restriction which has been imposed on me for the very first time by circumstances beyond my control (the only other time this happened to me was when I had to cut short a trip for "Blue Guide Northern Italy" when I was staying in Trieste the day of the terrible earthquake which hit the Friuli in 1976). We can but hope the virus will soon be dominated with the help of everyone round the world and that we will soon return to a life as we know it, if greatly sobered by what has happened to us all. Alta Macadam. Florence, 10th March 2020
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