Who was Josiah Wedgwood?

Josiah Wedgwood was pivotal in the industrialization of European pottery. In addition to chemical innovations with glazes, he is credited with creating marketing campaigns that continue today (i.e buy one get one free, money back guarantees etc) (Flanders 2009).

Wedgwood’s innovation and business savvy allowed him to become one of the wealthiest entrepreneurs of the 18th century. His innovations in industrial ceramic production allowed him to create inexpensive products that mimicked his higher quality products, securing a strong customer base within the upper and emerging middle class (McKendrick 1982, 105). His company still exists today.

Image Detail: Portrait of Josiah Wedgwood. (Source)

The idea of removing Britain’s involvement in the slave trade was pushed by a notable abolitionist group formed in 1787 called The Society for Effecting the Abolition of the Slave Trade. Their mission was to spread awareness to the greater public about the atrocities of the transatlantic slave trade and lobby for a new law that would abolish it across British colonies. (Jeremy Norman’s History of Information, n.d.). Josiah Wedgwood was involved in the society as a member. During his time affiliated with them, he was commissioned to manufacture an emblem that was meant to reflect the values of the abolitionist group (Katz-Hyman, 2008). 

The Society recruited sculptors Henry Webber to illustrate the design for the seal and William Hackwood to prepare the medallion for mass-production in Wedgwood’s ceramics factory. (Guyatt 2000). The medallion utilized Wedgwood’s revolutionary black jasper glaze to colour the figure  against a white ceramic background. 

Though incredibly dark and questionable, the imagery and materiality of the medallion was used to give weight to the inhumane practices of the slave trade. These abolitionist medallions were objects that could be worn and exchanged, eventually becoming fashionable accessories that signalled intellectual openness and modern thinking. It became a popular symbol for the British movement against slavery. The potent imagery was appropriated by other entrepreneurial minded individuals at the time who saw the potential of reproducing the image onto other personal objects including pendants, bracelets, shoe buckles, hair pins, etc. (Katz-Hyman 2008). No longer bound to a ceramic object, the image was reproduced endlessly in metal, glass, and fabric. The mass reproduction of this motif holds many contradictions.

“I am persuaded that the medallion might have an effect equal to that of the best written pamphlet in procuring favor for those oppressed people.”

- Benjamin Franklin, after receiving a shipment of the medallions from Wedgwood. (Source)

Why are we focusing on Wedgwood?

Wedgwood is an important figure to examine within the context of this project.  It is impossible to reveal the intentions behind the production of the medallion. However, for us, his innovations in marketing, the mass-production of anti-slavery objects and the subsequent commodification of its image speaks to the  difficult ways in which images of Black suffering can be desirable and profitable for non-Black people, regardless of their intention. 

Some had [the medallion] inlaid in gold on the lid of their snuff-boxes. Of the ladies, several wore them in bracelets, and others had them fitted up in an ornamental manner as pins for their hair.”

-Thomas Clarkson, History of the Abolition of the Slave Trade (London, 1808), Volume II 191-92 (Source)

How does this apply today?

Our research led us to explore to the ways in which Black knowledge and labor are absorbed into capitalist systems. Material objects created for Black liberation movements often become commodified and co-opted. We don’t need to look further than the contemporary Black Lives Matter movement.

Anyone can get a pin, a flag, a t-shirt, or banner with the words “Black Lives Matter” on it. You can even change your profile picture to a black square. “Black Lives Matter” is a statement of truth and lived reality for many. But for others, it is an opportunity to align economic interests with shifting public opinions. As Black women, we have experienced the harm of entities promoting promoting diversity, equity and inclusion, but their rhetoric doesn’t translate into better treatment of Black people.

Abolition takes collective effort; piece by piece, we will de-construct to re-construct a new world where our lives (and the lives of those before us) do not just matter, but are honoured.

Conversation with Curator Crystal Mowry in Deanna Bowen’s exhibition, Black Drones in the Hive at the Image Center.

RESEARCH QUESTIONS:

  • What ideologies influenced the formal decisions of the design?

  • What influences our perception of this imagery today?

  • Does the ideology held within the medallion continue today? 

  • What are the implications of designing political messages for mass production?

  • What connections can be drawn between this history of marketing and this history of allyship? Does marketing and allyship go hand in hand?

  • For which particular markets and demographics was the original medallion marketed to? Why did manufacturers target them in particular? Is there a continued pattern regarding who is most susceptible to this kind of marketing?

  • What is the quantifiable number of profits made from anti-slavery products and did this money ever go towards endeavours related to the abolition of the slave trade?

  • How has addressing or acknowledging Black suffering been used to market institutions/brands/?

References

Columbia Metropolitan Magazine. 2022. Blue and White - Columbia Metropolitan Magazine. [online] Available at: <https://columbiametro.com/article/blue-and-white/> [Accessed 27 August 2022].

Flanders, Judith. 2009. “They Broke It.” New York Times, January 9, 2009. https://www.nytimes.com/2009/01/10/opinion/10flanders.html?_r=2

Guyatt, Mary. 2000. “The Wedgwood Slave Medallion: Values in Eighteenth-Century Design.” Journal of Design History. 13 (2): 93-105. https://academic.oup.com/jdh/article-abstract/13/2/93/341328?redirectedFrom=fulltext

Hunt, T., 2021. Josiah Wedgwood & Anti-Slavery: How The Radical Potter Had An Activist Streak | HistoryExtra. [online] Historyextra.com. Available at: <https://www.historyextra.com/period/georgian/josiah-wedgwood-english-pottery-potter/> [Accessed 27 August 2022].

Jeremy Norman’s History of Information. n.d. “Foundation of the Society for Effecting the Abolition of the Slave Trade.” Accessed July 1st, 2022. https://www.historyofinformation.com/detail.php?id=3700

Katz-Hyman, Martha. 2008. “Doing Good While Doing Well: The Decision to Manufacture Products that Supported the Abolition of the Slave Trade and Slavery in Great Britain.” Slavery and Abolition, 29 (2): 219-231. https://doi.org/10.1080/01440390802027871

Lagowski, J., 1980. Josiah Wedgewood, An Early Industrial Chemist. Journal of Chemical Education, 57(7), p.465.

McKendrick, Neil. 1982. “Josiah Wedgwood and the Commercialization of the Potteries.” In The Birth of a Consumer Society: The commercialization of Eighteenth-century England, edited by Neil McKendrick, John Brewer, J.J. Plumb, 105. Indiana University Press.