Inspired by James
Lilek's 'Institute
of Official Cheer', I hereby present an artefact from a more recent
time and place - an anonymous little book I picked up for ten pence in a
basement bookshop. It is from Britain in 1983, not a famous year.
If you were a bit of a rake in 1983 and you wanted a fast car, you bought
an Alfa Romeo Alfasud, for £6,240 (a year or two later it would rust
to bits and you would buy one of those German motors). You lived in a house
which cost on average £29,993. You might have considered voting for
the exciting new SDP. As it turned out the Conservative Party won 42% of
the vote, a landslide to match that of the Labour Party in 2001. Terry Wogan
was doing Blankety Blank and he had a chat show, too; Blind Date
and Eastenders did not yet exist.
'Hi-Tech Homes' isn't at all famous, and I only bought it for the sake of
nostalgia. I had never heard of it before. The image on the left and the
headline above constitute the frontispiece of the book. The font above was
a favourite of Peter Saville, designer for New Order and Joy Division,
and is a 1983 equivalant of the old Space 1999-style 'computer font',
or the 70s-tastic 'Eurostile', a glimpse of which sparks memories of prefabricated
concrete shopping centres and orange plastic chairs.
This isn't supposed to be a right old laugh at how stupid and short-sighed
people were in 1983; most of the gadgets and ideas in the book are still
around today, although nobody now gets excited about microwave ovens. In
terms of fashion, and speaking from personal experience, the popular memory
of shoulder-pads, big hair, and New Romantic eyeshadow is dead wrong; some
people might have looked like that, but not outside London, and not during
the day. And they were vastly outnumbered by the metallers, who have been
largely erased from history.
One thing that irrevocably distances 'Hi-Tech Homes' from the present day
is the earnestness of it all. There isn't any irony and some of the articles
are wordy and written by specialists. The modern equivalent of 'Hi-Tech
Homes' would be something like Wired magazine, filled with pictures
of the latest mobile phones, with as little text as possible.
It's easy to mock people from the past, and their blind faith in technology,
and their idea that because something was new, it was good. But we still
live in that era; whereas in 1983 people wasted their money on pop music,
today people waste their money on downloadable ring-tones.
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