|Sydney Morning Herald, 27 October, 1917.|
"In 1914 almost one quarter of the earth's surface was British. When that same empire and its allies went to war in 1914 against the Central Powers, history's first global conflict was inevitable…It is the social and cultural reactions within these distant, often overlooked, societies now thrust into the mainstream of modern industrial conflict, which is the focus of this conference." Source: conference website.
The conference programme (draft) has recently been released and it looks fantastic. You can also read my abstract below.
Anzac for Sale: The Gallipoli Campaign in Consumer Culture, 1915-1921
The cultural impact of the Great War in Australia is most often examined in the shadow of the Anzac Legend, a powerful national mythology rooted in ideas of Imperial militarism and masculinity. While scholarship is commonly conceptualised around monuments and commemoration my own research examines Anzac in consumer culture. As Michael Billig has theorised, ‘every day’ representations of the nation may be banal but they are certainly not benign. After the Gallipoli Landing on 25 April 1915, the word ‘Anzac’ came to represent a set of aspirational values and attributes. Tea, soap, toys, soft drinks and other goods branded with the word ‘Anzac’ flooded the market, and businesses, such as hotels and cafes, were renamed to include it. Consequently in 1916, the federal government issued regulations restricting the use of the word. These regulations were enacted barely twelve months after the landing and only four months after the evacuation. This paper will consider what motivated Australians to use the word ‘Anzac’ for commercial purposes and why authorities moved so quickly to stop its use. It will argue that consumer culture offers an unexamined site of contest from which to examine the personal and collective impact of the Great War.