The exact origin of abracadabra is unknown but what is known is, before its modern usage by stage magicians, it was used as a real magical incantation. The earliest documented instance is the 2nd century medical text Liber Medicinalis by Serenus Sammonicus. As physician to the the Roman emperor Caracalla, Sammonicus prescribed wearing an amulet with the word abracadabra written on it to cure malaria.
A 13th century version of the 2nd century medical text Liber Medicinalis by Serenus Sammonicus showing abracadabra written in triangular form.
Abracadabra’s use in healing magic may have to do with its possible etymologies. One possibility is that it comes from the Hebrew “ebrah k’dabri” or “I will create as I speak”. Or it may have come from “Abraxas” the mystical word/god from the Gnostic belief system. One language it’s not from is Aramaic (which the internet likes to say it is). Often quoted as coming from “Abra Kadabra” meaning “May the thing be destroyed”, this false Aramaic etymology became a popular internet “factoid” because J.K. Rowling used it as the basis for her “Avada Kedavra” spell in the Harry Potter series (a spell that does not cure malaria … or anything else).
Abracadabra became a popular protective magical word to cure a variety of ills. One application was to write abracadabra out 11 times but each time removing the new last letter, forming a triangle pointing down. This could be written on parchment and worn around the neck, or carved into a pendant of some kind, but the idea was the same – you used the word to summon protective spirits. As you worked your way down, abracadabra would disappear and hopefully so would your illness.
In a metal pendant or written on parchment, abracadabra in triangular form was said to have protective / healing powers.
From Real Magic to Stage “Magic”
Over the millennia, as our scientific knowledge grew, we learned more about medicine and our belief in magic diminished. In general we no longer rely on magic to cure/protect us from the unknown. Our scientific understanding of the world leaves little room for magic; in a similar way to how we no longer have sea monsters on our maps. Magic went from being a highly-regarded area of study, to fun entertaining tricks illusions with rabbits in hats, decks of cards, sleight of hand, magic wands, etc. Similarly, abracadabra went from being a real magic word to being a performative word for stage magicians.
Added info: In A Journal of the Plague Year, Daniel Defoe mentions that some citizens of London, so desperate for relief from the plague in 1665, took to writing abracadabra in the triangle design on the doors of their homes. The Victorians took to the triangular abracadabra pendant as Western esotericism became popular. Today you can still find abracadabra pendants, should you want a little extra magical protection from the viruses of today.
The concept of in-groups and out-groups that shapes Japanese culture at all levels.
Uchi & soto is the Japanese cultural concept that people can be (and are) sorted into one of two groups: your in-group (uchi) or your out-group (soto). Is the person you are interacting with part of your inner-circle? Based on which group someone is in dictates how you should behave.
Uchi (内) means “inside” – it’s the familiar, the home, the groups you belong to. Soto (外) means “outside” – it’s the unknown, strangers, foreigners, the groups you aren’t a part of. People in your family, your coworkers, can be thought of as part of your inner circle, your uchi. Non-family members however, or your boss, can be considered soto. To add more complexity, these categorizations are fluid. While your boss is ordinarily considered soto, if the two of you are meeting with a customer then you’re unified in representing the company and so your manager is now considered uchi while the customer is soto. When you get back to the office however your manager goes back to being soto.
Shifting categories
People are constantly moving between social circles based on the situation, creating a shifting web of relationships. The status of who you are interacting with, whether they are uchi or soto, influences how you behave. Soto people are shown respect and honor. This is done using keigo (“respectful language”), sometimes gifts are given, and as you honor soto people you humble yourself and members of your uchi. Foreign tourists are very much soto and as such will probably receive very polite honorable treatment.
To some degree however this honoring comes with tatemae (建前, “a façade”). A person’s true feelings, their honne (本音) is reserved only for members of their uchi. So a tourist may receive great service but really getting to know people can be difficult.
We can see uchi & soto played out in architecture as well. Traditional home design has a wall surrounding the property. These walls serve more as mental barriers than physical ones. The walls form a line of demarcation between the uchi and the soto. Where the uchi and soto meet in the house is the genkan which is the entryway where you remove your outside shoes before putting on your inside slippers – physical separations to match the mental separations.
Nobita from Japan explains the concept of uchi & soto.
The term “thug” comes from India and centuries of murderous highway thieves.
The word “thug”, used in the common parlance to describe “a violent or brutish criminal or bully”, comes from the medieval highwaymen of India. Thugs were organized professional criminals. Posing as innocent travelers, thugs would gain the confidence of wealthy people traveling the same roads, sometimes traveling with them for a few days. Then, when the time was right, the thugs would strangle their victims, rob them, and dispose of their bodies. While thugs used a variety of methods for murder, their preferred method of strangulation may have been from a loophole in 16th century Mughal law which specified that a murderer would only be sentenced to death if he/she had shed blood.
Thugs about to strangle an unsuspecting victim.
Colonial Thug Life
Over the centuries thugs murdered & robbed tens of thousands of people. They gained international infamy with the British colonization of India. As the British encountered the thugs, stories of these scandalous criminals made it back home to England. The thug problem was even used in part to justify the colonization of India as the British would be “helping to save the natives from themselves”.
In the early 19th century the British began to break-up, prosecute, and eradicate the thugs. The Thuggee and Dacoity Department was formed in 1830 as a division of the East India Company to address the thug problem – hunting down thousands of thugs. By the late 19th century thugs had largely disappeared from daily life.
The “Cult of Kali”
In the west, thugs were often portrayed as members of a cult to the goddess Kali, murdering and robbing in her honor. It was even said that strangulation in particular was part of a divine mandate. In recent years however there has been increasing doubt as to the legitimacy of these religious claims. Modern thinking is that it’s unlikely these criminals were members of some wide-spread murderous death cult and more likely that the British were using these ideas to further their own agenda.
In portraying what were in actuality informal networks of criminals as a horrifying death cult the British could denigrate, delegitimize, and criminalize indigenous peoples. Over time “thug” became a term used to dismissively denigrate people of all kinds, but especially people of color. By the 1990s, in a reclaiming of the word, “thug” became a fixture of hip-hop especially through Tupac Shakur (who had “thug life” tattooed across his stomach). Today the word “thug” appears in either the lyrics or the artist name, of over 4,800 songs.
Added info: This association with Kali was the inspiration for the thuggee cult members in Indiana Jones and the Temple of Doom. Also, Kali is often portrayed with her tongue out, which served as inspiration for the Rolling Stones logo. Further, in Sympathy For The Devil, the lyric “And I laid traps for the troubadors / Who get killed before they reach Bombay” is believed to be a reference to thugs murdering Tibetan musicians on the road to Bombay.
The metal hand sign is from an Italian gesture to ward off the evil eye.
Famed singer Ronnie James Dio is considered one of the greatest heavy metal vocalists having fronted a host of legendary bands – Rainbow, Dio, and Black Sabbath. In 1979 when he was replacing Ozzy Osbourne in Black Sabbath he wanted to set himself apart from his predecessor. Ozzy would flash the peace sign during concerts and Dio wanted to do something different. He thought back to a hand gesture his Italian grandmother would use to ward off the “malocchio” or “the evil eye.” From this Dio began to flash the “mano cornuto” or the “horned hand” gesture.
Mano Cornuto
The mano cornuto is related to the Italian cornicello charm of a single horn that looks a bit like a chili pepper. They’re both used as protection against the evil eye. The hand gesture has the index and pinky fingers extended and may have evolved from the idea that the two extended fingers are “poking the eyes” of the person giving you the evil eye.
Because Dio was using the sign as the vocalist for Black Sabbath, he helped popularize the gesture in heavy metal culture. Soon other musicians, as well as fans, began to make the same gesture and today it’s used all over pop culture. Dio never claimed to have invented the sign but he certainly did more to make it a part of heavy metal than anyone else.
Added info: Gene Simmons of KISS, never one to pass up an opportunity to shamelessly profit off of something, filed an application to trademark a strikingly similar hand sign. In 2017 he tried to trademark the metal hand sign but with the thumb extended instead of tucked in. What Simmons claimed was his also happens to be the sign for “I love you” in American Sign Language. He later withdrew his application but not before Ronnie James Dio’s widow, Wendy Dio, said of Simmons“To try to make money off of something like this is disgusting. It belongs to everyone; it doesn’t belong to anyone. It’s a public domain; it shouldn’t be trademarked.”
Dio explains the Italian origin of the metal horns.
As one of the oldest ideograms in the world, the cross represented a lot of things long before it represented Christianity. Now it represents all of that and more.
Before the cross was associated with Christianity, it had a long history with ancient cultures around the world. The symmetrical intersection of two lines is a pretty simple idea, plus it’s easy to draw/carve on almost any surface. As such it’s understandable that different people at different times have each created their own cross symbols – an early example of multiple discovery, or maybe the collective unconscious.
While designs & purposes vary from culture to culture there are reoccurring themes. For pre-Columbian cultures of North America the four points of a cross are frequently used to represent the four cardinal directions, the four seasons, the four winds, and/or the four primary forces of nature. The Greek cross corresponded to the four fixed signs of the zodiac (Leo, Taurus, Scorpio, Aquarius). In a similar interest with the number four, European alchemists would later use the cross as one of the symbols for the four platonic elements.
In the Chinese language the cross is a sign for “perfection” as well as the character for “ten”. Interestingly, in Roman numerals a cross turned 45 degrees (an X) is also the sign for ten, but in Chinese the X sign was an early symbol for the number “five”. The X symbol in Egyptian hieroglyphics meant divide, count, and break into parts. Speaking of math, the cross as mathematical “plus” sign came much later around the 14th century and the “x” for multiplication came around the 17th century.
An assortment of pre-Christian cross designs from around the world.
If we expand our definition of a cross and make some simple alterations we get even more results. The Inca have the Chakana, a stepped cross symbol representing different levels of existence. Turned 45 degrees the stepped X symbol Aban is the Ghanaian Adinka symbol for “castle” as well as “strength”.
A cross in a circle ⊕, such as the Solar Cross (wheel cross, Odin’s cross), has been used by people for thousands of years around the world (and recently by white supremacists). It can represent the sun, a solar deity (such as the weather/solar god Baal of the Middle East or Shamash in Babylon), the wheel of a sun gods’ chariot, in China it represented thunder/power, it’s the mon of the Shimazu clan in Japan, etc. A cross amulet for a sun god made of four triangle shapes (like the Cross Pattée ᛭) can be seen in the 9th century BCE stela of the Assyrian King Shamshi-Adad V. A cross with slight bars on the ends is the ancient Chinese sign for a wū ☩, a shaman or sorcerer. Add a rounded shape to the top of a cross and you have the Egyptian hieroglyph Ankh ☥. Finally, one of the most famous (and later infamous) altered crosses is the swastika which has a very extensive history by cultures around the world long before its use in the 20th century.
Christianity Before The Cross
The cross gained a new meaning after the crucifixion of Jesus … but not immediately afterwards. To start, it’s unclear what kind of cross Jesus was crucified on. It could have been a pole, it could have been shaped like a capital “T”, or it could have been the lower case “†” shape we are familiar with. Regardless of cross shape, as a way to avoid persecution, early Christians used a variety of other symbols to secretly represent Jesus before they used the cross. The Ichthys (the “Jesus fish”), the peacock, the pelican, the dove, an anchor, as well as the letters Alpha & Omega were all early Christian images containing hidden meaning symbolizing Jesus.
It wasn’t until 300 years after Jesus that the cross became a widespread symbol of Christianity. Constantine, the 4th century Roman emperor, not only stopped the Roman persecution of Christians but also became the first Roman emperor to convert to Christianity. Supposedly he had a vision of a symbol in the sky followed by Jesus telling him to make that symbol the symbol of God, that it would protect him from his enemies. From this Constantine ordered all of the shields and banners to feature this new design.
Four early Christian symbols used in secret to avoid persecution.
Exactly what this symbol supposedly was however is debated. Some say it was a cross but others say it was the staurogram. The staurogram is a ligature combining the Greek letters “T” and “P” to form ⳨ which was an abbreviated way of writing “stauros” or “cross” – it also looks a bit like a person crucified on a cross. Still another possibility was the symbol Chi Rho, a ligature of the Greek letters “X” and “P” forming ⳩, a shortening of the title “Christ”. Also, the early Christian interest in ligatures goes one further with the IX monogram ligature, which is an overlapping of the Greek letters “I” and “X” as a shortened form of the name Jesus Christ.
Ultimately, whatever sign Constantine supposedly saw, the Chi Rho became the symbol used by the Roman military. As the Roman empire spread it took Christianity and the symbols of Christianity along with it. It’s thought that over time the assorted early Christian symbols morphed/simplified into the cross we associate with Christianity today.
Cross Diversity
Like the diversity of pre-Christian crosses, we now find ourselves with a plethora of Christian cross designs – lots of styles for lots of reasons. Early church theology made use of the cross as a teaching tool which helped generate alternate designs. The four points of a cross could now represent the four evangelists. The Papal Cross has three horizontal bars instead of the traditional one, symbolizing the Pope’s rank. The Triumphal Cross / Globus cruciger, a cross placed at the top of an orb, is used to show Christ’s reign over the world (which is a popular symbol in art).
As Christianity spread to new regions the church (and the cross) would adapt to the local cultures. Early Christians took the Egyptian Ankh, changed the teardrop-shaped loop to a circle, and it became the Crux Ansata or “cross with a handle”. The Celtic Cross was created in the Gaelic speaking areas of the British Isles as a combination of the local Druidic solar/lunar beliefs (the circle) with the Christian cross. Similar to many Celtic crosses, the Ethiopian Cross also features a latticework design but is even more elaborate. The Ethiopians use the woven pattern to represent everlasting life.
European heraldry also generated a variety of new crosses especially during the medieval Crusades. The Jerusalem Cross is one cross with four other smaller crosses in the four quadrants. It was the coat of arms for the Kingdom of Jerusalem after the Holy Land was conquered by the crusaders in the 13th century. The five crosses can represent the five wounds of Christ, or the four evangelists & Jesus, etc. This cross variant found its way into the heraldry of the crusaders as well as the current day national flag of Georgia. Christian cross variants were incorporated into European family crests, military groups, and national symbols. Today a cross can be found in at least 29 national flags not including flags with the southern cross constellation or all of the countries (other than the United Kingdom) whose flag features the Union Jack (which is a design of three crosses overlapping).
Added info: The ritual of making the sign of the cross with one’s hand goes back to the 2nd century treatise Apostolic Tradition.
Also, while similar, a cross and a crucifix are different. A crucifix has the body of Jesus on a cross and became a symbol of the Catholic and Orthodox churches starting around the 6th century. A cross is the object Jesus was crucified on but without Christ’s body on it. Protestant religions tend to use empty cross designs for their symbols.
Twelve cross designs from around the world used to represent different things.
The recreations of Andy Warhol’s work that started officially & amicably, but are now unauthorized copies of copies.
Andy Warhol worked in a variety of mediums throughout his career, but his most famous works are his silkscreen prints. His prints of Marilyn Monroe, Campbell’s Soup cans, Mao Zedong, Elvis and others changed pop culture and today sell for millions of dollars. While he produced some of these works himself he eventually created The Factory, his aptly titled Manhattan studio where an assortment of interesting characters would produce his prints for him. Like a Pop art orchestra Warhol served as the conductor, directing his assistants as they played their parts in making his art.
The 1967 collection of prints made by the Factory are referred to as the “Factory Additions” and are authentic Warhols. Authenticity begins to get murkier in 1970 when Warhol started a collaboration with two anonymous Belgian artists. Andy Warhol’s use of repetition in his art was part of a larger criticism & statement about consumerism, pop culture celebrity, and disposable mass produced goods. He took this to a new level when he gave the negatives & the color codes for several of his most famous prints to these new Belgian partners so they could start printing his work. These prints would be new editions of the work his Factory had already done for him. These secondary prints became known as the Sunday B. Morning prints.
Flowers, Mao, and Marilyn are all Warhol works that Sunday B. Morning creates prints of.
A copy of a copy?
What started as an amicable collaboration ended with Warhol regretting the decision and the 1970 prints were labeled “unauthorized”. The Sunday B. Morning duo produced 250 prints of several Warhol works which, while not exactly by Warhol, were produced from his own negatives to his specifications so they became valuable pieces in the art market. Warhol’s lack of direct involvement broadly categorizes this work into what is referred to as “After Warhol.” Despite his disapproval, when Warhol would encounter one of these prints he would sometimes sign the back with “This is not by me. Andy Warhol” which only added to the value.
To add to the confusion another series of prints were created by Sunday B. Morning in 1985. Then, after Warhol died in 1987, a company (rather than the original duo) calling themselves Sunday B. Morning have been continuously producing prints. After the original 1970 series the silkscreens used to make the prints were locked away and the current Sunday B. Morning prints are copies of the 1970 prints … which were, in a way, copies of the original Factory Addition prints.
Black or Blue: Which one am I looking at?
Discerning an original Warhol Factory Addition print, from a 1970 Sunday B. Morning, from a later day Sunday B. Morning, from a forgery can be difficult. An original Warhol is almost guaranteed to be in a museum or the home of a wealthy collector so it’s unlikely you’ll find one on eBay. His original prints were frequently signed by him in various ways on the back (interestingly, his earlier 1950s work was also signed with his name, but was sometimes written by his mom Julia Warhola).
Following the original Factory series, the second series of this work (the initial series by Sunday B. Morning in 1970) have a black ink stamp on the back that says “published by Sunday B. Morning”. These prints have a second black ink stamp that says “fill in your own signature”, which is where Warhol would sometimes semi-ironically sign that the print was not by him.
The third series from 1985 have a rubber stamp signature of Andy Warhol’s name on the back, which became known as the European Artist’s Proof Editions. Finally the modern day prints are stamped on the back with “fill in your own signature” and “published by Sunday B. Morning” but in blue ink, and are referred to as the Blue Ink series.
Two samples of the stamps found on the back of the Sunday B. Morning Blue Ink later day series of prints.
Assigning monetary value to any of these depends on a lot of factors, but basically the original 1967 Warhol Factory Addition prints are the most valuable (into the hundreds of thousands of dollars) and the later day Sunday B. Morning Blue Ink prints are the least valuable (worth a few hundred dollars). Of the Sunday B. Morning prints, the 1970 series is the most respected and the most highly valued.
Every baseball used by every major league team is coated in mud from the Delaware River.
One of the problems with brand new baseballs is that their clean surface makes them slippery to handle, especially for pitchers. Following the 1920 death of Cleveland Indian Ray Chapman by an accidental pitch to the head, Major League Baseball created rule 3.01c requiring umpires to “remove the gloss” from baseballs before the game, to help improve the pitcher’s grip. Teams tried a variety of methods but had mixed results. Enter Lena Blackburne.
Born in 1886 Pennsylvania, Russell “Lena” Blackburne was a baseball player, coach, and manager. In the 1930s while he was the third-base coach for the Philadelphia Athletics an umpire complained to him about this grip problem and how there wasn’t a good solution. Blackburne went in search of a material that could be applied to new baseballs and he found the answer in mud.
Lena Blackburne, inventor of baseball rubbing mud.Baseballs after they have been treated with Lena Blackburne Baseball Rubbing Mud.
Lena Blackburne Baseball Rubbing Mud
Blackburne collected mud from the Delaware River near Palmyra, New Jersey (coincidentally, close to where he lived). The exact location is a guarded secret. He took this mud to the Athletics clubhouse and they tried it on baseballs. It didn’t soften the surface of the ball, it didn’t discolor the leather too darkly, it didn’t smell, it provided grip, and the umpires approved.
Lena Blackburne began to sell this mud to teams around the American League – he refused to sell to the National League teams as he was ardent supporter of the American League. After his death in 1968 the Lena Blackburne Baseball Rubbing Mud company began to sell to the National League and today every team in Major League Baseball uses the product on every baseball.
With some buckets and a shovel Jim Bintliff collects mud from the Delaware River to be packaged as baseball rubbing mud.
A literal interpretation of the Bible has some people handling venomous snakes as a testament of their faith.
Snake handling is the fairly obscure religious practice of holding a venomous snake / snakes as a testament of your faith in God. It stems from a literal interpretation of various Bible verses including Mark 16:18 where Jesus tells the disciples that the true believers “… will pick up snakes with their hands; and when they drink deadly poison, it will not hurt them at all; they will place their hands on sick people, and they will get well.” Practitioners of snake handling feel the Bible is inerrant and should be read plainly so, when it says you will pick up snakes, you pick up snakes.
The practice began in the early 1900s – exactly who started the practice of snake handling is debatable. One of its earliest proponents was George Hensley of Tennessee. He later created the Church of God with Signs Following, a Pentecostal Holiness church that spread around southern Appalachian states. Not every service features snake handling, but there is a box of snakes by the altar for when someone is feeling especially energized by the Lord. Signs Following churches don’t just limit their demonstrations of faith, their signs of expression, to handling snakes. Some members will also handle fire while others may drink poison such as strychnine.
Pastor Andrew Hamblin handling a snake at the Tabernacle Church of God, who later was raided by authorities for handling venomous snakes.
Once Bitten
Perhaps not surprisingly, people handling snakes sometimes die by snake bite. You might get by one or two times handling a snake safely without incident, but the more times you shake around a snake the probability of getting bit gets higher. Initially some outsiders felt there must be a trick as to why the snakes weren’t biting people: the snakes were milked before hand, or they were sedated in some way, etc. Believers said it was the work of God, but then deaths started to make the news.
The 1945 death of Lewis Ford as a result of handling snakes in the Dolley Pond Church of God with Signs Following put snake handling in newspapers around the country. During his memorial service six snakes were placed in the casket, including the one that killed him. The national spotlight on this fairly bizarre rural practice stopped the popular spread of these churches. Membership began to decline partially due to poor public relations, but also due to members dying … of snake bites.
Snake handling expert, and University of Tennessee at Chattanooga psychology professor, Ralph Hood estimates that almost 100 people have died in the last 100 years as a result of snake handling. Some churches will call an ambulance if you get bit and you then have the option of choosing medical assistance or riding it out. The bites are interpreted as God’s will. As such it was God’s will that Pastor George Hensley die by snake bite – same with Pastor Jamie Coots and then years later his son Pastor Cody Coots. There are only around 100 snake handling churches left.
Added info: Besides all of the obvious problems with this practice an additional concern is the treatment of the snakes. Inspections of these churches have found malnourished and sick snakes. In 2013 Tennessee authorities raided the church of Pastor Andrew Hamblin, confiscating 53 mistreated ill snakes. There are a host of laws in different states that ban the handling of venomous snakes but local officials tend to not prosecute offenders.
A CNN piece on snake handling and Pastor Andrew Hamblin.
Following through on all of Mark 16:18, Signs Following church members also sometimes drink poison.
Early adopters of Parisian fashion helped make smallpox inoculations popular.
Inoculation is when you purposefully give someone an “antigenic substance” (a substance that triggers an immune response) to generate antibodies and help develop immunity to a particular disease. Around 1500 CE the Chinese developed a practice of inhaling a powder made from ground up smallpox crusts. By ingesting a less harmful version of the disease their immune systems could learn to fight the real thing. The Ethiopians and the Turks had a similar but different practice. They would make a small incision in the arm and place a piece of smallpox pustule inside, with the same goal of triggering an immune response and hopefully developing immunity.
Lady Mary Wortley Montagu of England saw the Turkish method while her husband was ambassador to the Ottoman Empire. She brought the technique to Western Europe and had her daughter inoculated in 1721. Despite evidence of success, westerners were skeptical of smallpox inoculations. When the Turkish procedure was done incorrectly the patient could get full-blown smallpox which has a fatality rate around 30% (or higher in children). Inoculations were an especially difficult sell in France, until smallpox killed King Louis XV and 10 of his courtiers in 1774.
Elaborate gravity defying pouf hair styles were all the rage in 18th century France.
Inoculation Hairdo
After the death of Louis XV, a nineteen year old Louis XVI was suddenly very motivated to get inoculated (additionally encouraged by his wife, Marie Antoinette, who had previously been inoculated back home in Austria). Soon others in the French royal court chose to follow suit. The royal court getting inoculated helped make the procedure more acceptable but what really helped was Mary Antoinette’s hair.
To celebrate the king’s inoculation Antoinette had a special gravity-defying pouf hair style constructed, the pouf à l’inoculation. The inoculation pouf featured a rising sun representing the king, an olive tree representing peace, and the rod of asclepius representing medicine. Soon other women wanted the same trendy hair style as the queen, and as the pouf à l’inoculation became popular around Paris so too did smallpox inoculations. An inoculation is a fairly invisible procedure but a spectacular hair style was a walking billboard celebrating that you had been successfully inoculated.
Early Adopters
In his 1962 book Diffusion of Innovations, Dr. Everett Rogers theorizes how and why innovative ideas/products are adopted (or rejected). After the initial stage where innovators introduce a new product, the early adopters evaluate if it’s worthwhile. Sometimes called “lighthouse customers”, early adopters serve as messengers & guides, communicating the values of a new product to others. While members of each stage of the innovation adoption lifecycle require their own marketing strategy, a key to the early majority adopting a new product is the approval of the early adopters. Once early adopters give the thumbs up, the early majority accept the new product and success is all but inevitable.
The work of Dr. Everett Rogers theorized how new ideas & products are adopted (or rejected) by society. Without the approval of Early Adopters the majority will never accept it.
The queen’s hairstyle influenced the royal courtiers, who influenced the bourgeoisie, who in turn influenced the population at large. Smallpox inoculation was an unknown, scary, and seemingly counter-intuitive procedure, but it was made fashionable (desirable even) through early adopters celebrating it. By making medicine a cool status symbol people everywhere wanted it.
Added info: While it’s fairly well known that Mary Antoinette never said“Let them eat cake”, and that “cake” in this case meant a form of bread, she was still unfairly vilified. Overall she seems to have been a decent queen (as monarchs go), but she did live a wildly extravagant lifestyle which certainly made her seem detached from the struggles of the common people.
Munich’s strong beer season began as a work-around to Lenten fasting.
During the Lenten season leading up to Easter, the German monks of the Neudeck ob der Au Monastery would fast. While they were forbidden from eating solid food they were allowed to drink beer. “Liquid bread wouldn’t break the fast” was the idea – but they didn’t drink just any beer. The monks created the nutritionally-rich, and high in alcohol, doppelbock Salvator beer for the Lenten season. First brewed in 1629, the beer’s name of Salvator comes from “Sankt Vater”, or “Saint Father”, essentially meaning “Holy Father beer.” This beer was not only the start of the Paulaner Brewery but it was also the origin of Starkbierzeit, or “strong beer season.”
Strong Beer Season
Not as big or as well known as Oktoberfest, Starkbierzeit is the multi-week strong beer festival of Munich. While Oktoberfest beers have an alcohol content around 6%, all of the Starkbierzeit beers have a minimum alcohol volume of 7.5%. In the lead up to Easter, breweries around Munich release special high-alcohol beers for the season and host parties in beer halls. There’s music, dancing, people dressed in traditional tracht – it’s like a Lenten smaller-scale decentralized Oktoberfest … fueled by high-alcohol beer.
