Term of Award
Master of Arts in English (M.A.)
Document Type and Release Option
Thesis (open access)
Department of Literature and Philosophy
Committee Member 1
Committee Member 2
Privileging a historicist approach, this document explores the presence of consumer culture, particularly advertising, in James Joyce's seminal modernist novel, Ulysses (1922). It interrogates Joyce's awareness of how a broad upswing in Ireland's post-Famine economy precipitated advertising-intensive consumerism in both rural and urban Ireland. Foci include the late-nineteenth century transition in agriculture from arable farming to cattle-growing (grazier pastoralism), which, spurring economic growth, facilitated the emergence of a strong farmer rural bourgeoisie. The thesis considers how Ulysses inscribes and critiques that relatively affluent coterie's expenditures on domestic cultural tourism, as well as hygiene-related products, whose presence on the Irish scene was complicated by a British discourse on imperial cleanliness. Building a substantive critical context, the thesis also presents a comparative analysis of advertising in Ulysses and a novel it directly influenced, Virginia Woolf's Mrs. Dalloway (1925).
Ratcliff, Mindy Jo, "All the Beef to the Heels Were in: Advertising and Plenty in Joyce's Ulysses" (2009). Electronic Theses & Dissertations. 175.