Book contents
- Frontmatter
- Contents
- Preface
- List of abbreviations
- 1 Après mot, le déluge: the ego as symptom
- 2 The ego, the nation, and degeneration
- 3 Joyce the egoist
- 4 The esthetic paradoxes of egoism: from negoism to the theoretic
- 5 Theory's slice of life
- 6 The egoist vs. the king
- 7 The conquest of Paris
- 8 Joyce's transitional revolution
- 9 Hospitality and sodomy
- 10 Hospitality in the capital city
- 11 Joyce's late Modernism and the birth of the genetic reader
- 12 Stewardship, Parnellism, and egotism
- Notes
- Bibliography
- Index
3 - Joyce the egoist
Published online by Cambridge University Press: 22 September 2009
- Frontmatter
- Contents
- Preface
- List of abbreviations
- 1 Après mot, le déluge: the ego as symptom
- 2 The ego, the nation, and degeneration
- 3 Joyce the egoist
- 4 The esthetic paradoxes of egoism: from negoism to the theoretic
- 5 Theory's slice of life
- 6 The egoist vs. the king
- 7 The conquest of Paris
- 8 Joyce's transitional revolution
- 9 Hospitality and sodomy
- 10 Hospitality in the capital city
- 11 Joyce's late Modernism and the birth of the genetic reader
- 12 Stewardship, Parnellism, and egotism
- Notes
- Bibliography
- Index
Summary
I began the last chapter with the historical “coincidence” that saw a convergence between Joyce's youthful egoistic anarchism and the creation of the review called The Egoist. Another coincidence was replayed more recently when a French magazine that had been similarly baptized Egoïste was requested to sell its name to Chanel – so as to launch a new line of after-shaves and perfumes for men called “Egoïste.” While the magazine known as The New Freewoman was renamed The Egoist in 1914 – Dora Marsden's decision to rechristen her own magazine was announced in December 1913 – the name Egoïste was bought from Nicole Wisniak, who had started it as a fancy fashion magazine in 1977. In 1990 Wisniak sold the name to Karl Lagerfeld for Chanel (the sum of the transaction was not disclosed); he then launched the very successful after-shave brand. This has not prevented Egoïste from continuing its publication. It is rather bewildering to witness how the same pattern has been repeated. In each case, a bright young woman starts a magazine and then sells the name or even the contents as well to what can be described as a male multinational (even if Chanel was founded by a woman).
I still remember the first advertising campaign when Chanel launched Egoïste in 1990.
- Type
- Chapter
- Information
- James Joyce and the Politics of Egoism , pp. 43 - 69Publisher: Cambridge University PressPrint publication year: 2001