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Review
"Sacred Gifts, Profane Pleasures shows how the exchange between alien civilizations prefigured a revolution in taste that was both genuinely global and largely independent of the power dynamics of colonialism. . . . Norton creatively uses a wide range of sources, from Mayan artwork to early modern medical manuals to Inquisition records, to show how two frequently consumed substances were integrated into European consciousness and diet."―Gabriel Paquette, Times Literary Supplement, 27 March 2009"Sacred Gifts, Profane Pleasures, Marcy Norton's excellent new book, is proof that, in the right hands, even a seemingly narrow study can provide significant insight. Her history of tobacco and chocolate tells us much about those commodities and the broader intersection of culture, consumption and statecraft."―James Robertson, The Times of London"Rarely does religious history figure as prominently in a study of commodity culture as it does in Marcy Norton's Sacred Gifts, Profane Pleasures. The very title points to the central paradox at the heart of this book: tobacco and chocolate were used in Amerindian societies for primarily religious purposes before their contact with the Spanish and other European empires, but over the three centuries following first contact between the old world and the new, tobacco and chocolate came to be commodities that could be consumed as secularized luxury products. Norton's deeply researched and insightful work offers a salutary reminder that the Spanish and Portuguese empires were the first to encounter and assimilate exotic commodities such as tobacco and chocolate into their consumption repertoires."―Brian Cowan, Journal of American History, September 2009"Three days after setting foot on the island of Guanahani, Christopher Columbus noticed that the natives seemed to hold certain dried leaves in high esteem. A few days later his shipmates reported that men and women walked about with a 'smoking tube' to take in a fragrant aroma they were apparently fond of. Another exotic New World commodity was rather more dramatically introduced by the conqueror Bernal DÃaz del Castillo, who was present at the famous dinner in the still intact Aztec capital TenochtitlÃn in 1519, where 'beautiful and clean' women served Moctezuma and his entourage 'fifty large jars of foaming cacao.' The rest, as Marcy Norton shows in her superior and fascinating book, is history. Although framed within a clear understanding of political economy, Norton's study is fundamentally concerned with the cultural dimensions of her commodities. The book seeks to explain why tobacco and chocolate, shunned by Europeans for most of the first century following Columbus's landfall, subsequently became so enthusiastically accepted. Few other writers have probed so deeply and gracefully into the cultural explanations for consumption in Latin America and the world; and no one, I believe, has employed such a range of archival evidence, a most impressive bibliography in several languages, and adroitly chosen ancient images and illustrations. Finally, Norton presents her exhaustive argument (without exhausting the reader) in lucid and polished prose."―Arnold Bauer, American Historical Review, June 2009"In documenting the reception of chocolate and tobacco among Europeans, Norton gives particular emphasis to the social nature of consumption. Both products were intimately tied with indigenous rituals, although tobacco came to be viewed in a more negative light as diabolically inspired, while chocolate, the drink of indigenous lords, was associated with the emerging image of the noble savage. And it was through social interactions that Europeans acquired these cultural practices, notwithstanding their pagan connotations."―Jeffrey M. Pilcher, The Americas, July 2009"Norton eloquently describes the 'contact zones' in the New World where chocolate was consumed, as in marriage celebrations, village markets, and in religious establishments, while also discussing the sixteenth-century worries about persistent Indian idolatry or religious backsliding from conversion that set the scene for theological directives against European use of tobacco and chocolate. She is on still firmer ground in assigning to early Spanish-native encounters the origin of what was to become a lasting trope among Europeans: tobacco's association with barbarism, chocolate's with effete civilization, and both with diabolism. The most interesting and sharply drawn parts of the study, in fact, deal with the sensual mythology and medical appreciations of these New World products―with the history of European perceptions of them, in other words. . . . The book realizes its broad ambition to portray the European romance with tobacco and chocolate both in the New World and the Old, and to do it in an eloquent and sophisticated way."―Eric Van Young, International History Review, December 2009 "What does it really mean to consume tobacco or chocolate? The question should be central to recent historians' interest in consumption and the world of goods. Yet most of us attempt to answer by describing how or why an item was consumed. If it is a psychoactive substance like tobacco or chocolate, the answer will often dwell on its biological effects. Marcy Norton, in this ambitious and impressive book, also tries to locate these goods in the conceptual frameworks of the cultures that consumed them. Her history of tobacco and chocolate in the Atlantic world, from the Spanish encounter through the seventeenth century, provides a fascinating model of how historians can look at and listen to consumption."―Tom Brennan, Journal of Social History"Chocolate and tobacco will never taste the same. Smokers and chocoholics will understand themselves better, thanks to Marcy Norton's book, not as victims of their own addictions or indulgences, but as part of a vast, fascinating, and world-shaping episode of the history of cultural exchange."―Felipe Fernández-Armesto, Tufts University, author of Pathfinders: A Global History of Exploration"Marcy Norton's fascinating, beautifully illustrated, and deeply researched book traces the history of chocolate and tobacco as each crossed the Atlantic in the early modern era. Sacred Gifts, Profane Pleasures draws on a rich and varied array of sources, including artwork, shipping registers, religious treatises, medical manuals, Inquisition records, and poetry. Norton delineates how Iberians emulated and adapted American habits as they sought to fit tobacco and chocolate into their religious worldviews, medical practices, habits of sociability, and economic systems. This original and pathbreaking work deserves a wide readership."―Alison Games, Georgetown University, author of The Web of Empire: British Cosmopolitans in an Age of Expansion, 1560–1660"In Mesoamerica, tobacco was consumed as a paste to apply on the body, as an alkaloid to chew with lime, as a powder to sniff, or as a cigarette to smoke. Chocolate was originally consumed mostly by elites, mixed with corn flour, spices and honey. Marcy Norton deftly shows in Sacred Gifts, Profane Pleasures that European colonizers eventually embraced these patterns of consumption. Norton puts Spain at the center of the narrative on the early modern consumer revolution. She succeeds brilliantly in showing how tobacco and chocolate were consumed in Mesoamerica prior to the European arrival and how the Spaniards and their descendants sought to cleanse these two staples of their pagan, demonic associations."―Jorge Cañizares-Esguerra, Alice Drysdale Sheffield Professor of History, University of Texas at Austin, author of Puritan Conquistadors
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Product details
Paperback: 352 pages
Publisher: Cornell University Press (January 5, 2010)
Language: English
ISBN-10: 0801476321
ISBN-13: 978-0801476327
Product Dimensions:
6.1 x 0.9 x 9.2 inches
Shipping Weight: 1.1 pounds (View shipping rates and policies)
Average Customer Review:
4.2 out of 5 stars
7 customer reviews
Amazon Best Sellers Rank:
#249,715 in Books (See Top 100 in Books)
Tobacco and Chocolate have become ubiquitous in global capitalist society to the point that they have taken on an almost ahistorical nature. Many of us may associate the smell of tobacco smoke with a particular family member or the taste of chocolate with childhood mischief. Marcy Norton shatters this subconscious ahistoricism with her book Sacred Gifts, Profane Pleasures: A History of Tobacco and Chocolate in the Atlantic World, in which she traces the early path that led to the global hegemony of Chocolate and Tobacco, what she calls "the first commodity fetishes of the modern world" (12).The beginning of Sacred Gifts examines how chocolate was a key commodity for Mesoamerican elites in the precolumbian era but most of the book focuses on the contradictory trajectory that tobacco and chocolate acquired in European eyes. From the time of the conquest when the commodities were viewed as diabolic vestiges of a savage civilization to by the 17th century becoming a fundamental part of European life for both settlers in the Americas and those in Europe. The path that these commodities took over this roughly 300 year period illustrates an often overlooked part of the conquest, the way that Europeans appropriated not only indigenous goods but also customs while trying to present themselves as distinctly European and superior to the inhabitants of the newly "discovered" world across the Atlantic.However, the book goes beyond simply looking at the way that Europeans adapted tobacco and chocolate to their culture but also the social context that surrounded the use of the commodities from the prehispanic period onwards. Norton begins by examining the spiritual connection that chocolate and tobacco had with MesoAmerican cultures, the interesting ways that both were tied to the sensory and that chocolate, in particular, came to serve as a surrogate for blood in the literal sense, in the case of Nahua prescriptions of chocolate for blood loss, but also the way that it was tied to the familiar and the construction of gender. The book then goes on to examine how the commodities were perceived as novelties among Europeans and in some cases were tied to survival in a hostile middle ground where neither Indigenous people or Europeans were in complete control of their lives. For example, she mentions the case of Francisco MartÃn who during the early conquest of what is now Venezuela who in near-death experience encountered and assimilated to the Pemeno indigenous community, using tobacco extensively as a shaman and sharing it with fellow Europeans when he returned to European society.Sacred Gifts illustrates how the conception of Tobacco and Chocolate as novelties of a strange New World, thus relegated to the Europeans who choose to interact with that world, did not last while in the initial period after the conquest. The commodities would slowly penetrate the European Metropoli first through medical literature written by Creole doctors then it found its way into the administration through a trinity of the state, empire, and the Portuguese New Christian diaspora. Norton shows how this unlikely trinity was responsible for solidifying Spanish state power and bringing tobacco into the European market under a Spanish monopoly to ensure the hegemony of the Spanish state in the tobacco trade something. The metropli's need for centralization led to an increase in the power of the Spanish state and an increasing ability to control the political economy of its colonies.The next part of the book examines some of the debates around the health effects of Tobacco with the humoral system and the ability of tobacco to purge cold humors dominating those debates. From there the book goes on to examine the complex ways that Tobacco and chocolate undermined the sanctity of Iberian Catholicism. Tobacco presented a unique regulation problem for the church because of its popularity among the clergy generating debate about whether it was sacrilegious for them to use it. However, its ability to subvert traditional religious values may have lied with its inadvertent promotion of relativism, with the new exotic, American, and unchristian goods leading their users to delve into other practices which could question the church's monopoly on truth (255). In the epilogue Norton briefly examines the way that Chocolate and Tobacco were diffused outside of Europe, displaying the ways that other parts of the "old world" were more receptive to the effects of tobacco and less prejudice to its origins. Tobacco smoking actually influenced the way that other goods like Marijuana and Opium would be consumed in Asia. This section may prove to be helpful to further research the way that the effects of the conquest of the Americas would reverberate throughout what is today the rest of the third world and that the so-called Columbian exchange would not be limited to Europe and the Americas.Since the industrial age chocolate and tobacco have become very different from their original form, at least outside of Mexico and Central America where it is still a popular liquid in the form of Champurrado. With Chocolate transforming into a mass-produced candy bar and tobacco gaining the most popularity in high nicotine and additive filled cigarettes. However, both have become a fundamental part of globalized capitalist culture. For this reason, Norton's book is a must-read for scholars of food, early modern political economy, and even those studying public health. Various chapters of the book could be used for upper-level undergraduate classes on early Latin American history, culinary History, and European history. It is a good resource to understanding how Tobacco, Chocolate, and other so-called vices have been regulated in the past, the effects that the conquest of the New World had on European culture and early capitalism, as well as the growth of the Spanish empire. The way that chocolate and tobacco still dominate our world and prove to be lasting ways of socialization help to ensure the relevance of Norton's groundbreaking study.
Really interesting to see the history of how tobacco and chocolate came about. Interesting to see how groups have demonized others for using various 'drugs.' It does give a better understanding how addictive tobacco and chocolate can be.
The author documents very carefully the history of these two substances from their cultivation and use in Central America to their spread to Europe and throughout the world. She emphasizes that Europe (the Spanish conquistadors etc.) certainly influenced (and changed) the ways of the Central American Indians but they in turn also greatly influenced the Europeans, more than most people today seem to understand.
Not a big fan of the way its written, a bit boring.
This book is really interesting. I had to read it for class and I really enjoyed it. I would recommend it to anyone who loves witchcraft.
Norton's well-researched, beautifully illustrated monograph treats an intriguing subject: how Native Americans used tobacco and chocolate before European contact, how and what Europeans learned about these substances, how tobacco and chocolate were introduced to Europe, and what cultural valences tobacco and chocolate shed, gained, or kept in the process. Norton argues that tobacco and chocolate arrived in Europe with strong connotations from their social and religious uses in the Americas, and that Europeans' knowledge of indigenous uses of these substances influenced how they were used in Europe. I found Norton's argument partly but not fully convincing. While she clearly demonstrates that early Spanish colonizers learned about Native American uses of tobacco and chocolate, and that traditional uses of tobacco and chocolate persisted in indigenous communities long after European contact, it seems that by the time these substances were well-established in Europe (which didn't really happen until the seventeenth century), their connection to traditional American uses was pretty tenuous. Norton's theoretical framework strikes me as heavy-handed, and some of her assertions as a little overblown. (My favorite line, apropos early modern Spain: "A day without chocolate came to be viewed as one of great suffering" (p. 195).) To my mind, Sacred Gifts doesn't quite live up to its excellent reviews. Still, it's an important work on the history of tobacco and chocolate; if you have a serious interest in the worldwide diffusion of those substances, don't miss it.
Quick delivery and exactly what I needed.
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Desember 24, 2012
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