Benjamin_Franklin__Self-Invention_and_Public_Image

Benjamin Franklin: Self-Invention and Public Image Benjamin Franklin’s Autobiography explores his process of self-invention. In his autobiography, Franklin details his efforts to carve a path through life using personal discipline and dedication. However, throughout his writing one can see that while Franklin develops a set of goals and characteristics to achieve affluence and success, he also concerns himself with building a public image as a vehicle for fulfilling his goals. Franklin strives to cultivate an outward appearance that exudes intellect, commitment, and potential by establishing himself as a modest and virtuous individual to his peers and the public. With consistent modesty, strong work ethic, and committed temperance Franklin accumulates the confidence of the public in himself as a printer. Ultimately, Franklin believes that by appealing to his public audience he can use the favorable reputation as a means to obtain wealth and fame. Franklin’s attention to his audience was evident in adolescence when he devised his style of argumentation to create a modest image. The humility serves as a way to appeal to his audience, the opponents in a debate. In particular, Franklin avoided fierce contradictions and phrases of certainty but rather adopted the style of a “humble Enquirer and Doubter” (240). Primarily, Franklin wanted to maintain a façade of “modest Diffidence” when arguing with his peers (241). The desire to establish humility shows Franklin’s concern in building a favorable image. By avoiding “abrupt contradiction and positive Argumentation,” Franklin convinced others while remaining in an agreeable light. He asserted that although a person may have firm beliefs, the forceful expression of one’s opinions may often create opposition rather than overcome it (241). With a humble manner of expression, Franklin found it to his advantage in that he could draw “People even of superior Knowledge into Concessions the Consequences of which they did not foresee,” but at the same time maintain a humble and respectful demeanor (240). Franklin’s methods of argumentation illustrates a desire to participate in intellectual disputes but also appeal to his peers who are his audience in a debate. Furthermore, Franklin aspired not only to develop a modest image, but to maintain it by remaining alert to other people’s criticism of his character. Later in Franklin’s life, a Quaker criticized Franklin for his “pride” which showed itself “frequently in Conversation,” Franklin immediately sought to correct this flaw through his method of modest diffidence. He even added “Humility” to the list in his little book of virtues (291). He forbade “all direct Contradiction to the Sentiments of others, and all positive Assertion of my own” (291). Consequently, his meticulous self-correction brought him a “readier Reception and less Contradiction” (291). Franklin’s insistence on his modesty brought him respect and confidence of his peers, but more importantly, he gained the respect of personages of high stature. Several governors esteemed Franklin’s company. For example, Governor Burnet of New York treated Franklin with “great Civility” and had long conversations with him. Franklin’s focus on his modest image is a primary reason for the respect he gained from governors, which brought him a considerable degree of fame. The esteem Franklin gained from associating with governors and others in high stations provided Franklin an avenue to renown. Moreover, Franklin’s practice of modest diffidence also relates to other methods he used to maintain an auspicious appearance. Similar to placating a rival opponent during debate with expressions of humility, he also used temperance and industry to establish the image of a commendable individual to another group of audience, his customers. Franklin used his temperance to develop a favorable appearance of a worker with astonishing self-restraint. At first, Franklin’s temperance was only for self-betterment, a strategy he had developed to obtain more time for study. For instance, an early initiative of temperance was Franklin’s approach to his diet. Coming from a family that valued more on what was discussed at the dinner table rather than what was on it, Franklin fostered a habit of vegetarianism. A light “repast” consisting mainly of biscuits or bread everyday allowed Franklin a clearer mind and more time for which he could read and improve his education (240). Franklin suppressed the innate desire of gluttony to better his education and became a more efficient worker. Similarly, at a press in London, Franklin was the only employee who drank water while all the workmen were “great Guzzlers of Beer (259).” Franklin avoided the luxuries of alcohol as well as socializing with fellow workers to remain accomplished in his tasks; he carried “a large Form of Types in each hand” while the other workers “carried but one in both Hands (259). Franklin’s temperance in this case as well, was due to his personal ambition as a disciplined individual dedicated to his job. However, Franklin eventually incorporated his virtue of temperance into his public image to gain confidence of the public audience in his printing career. When Franklin opened his own Stationer’s Shop, he took care “not only to be in Reality Industrious and frugal, but to avoid all Appearances of the contrary” (273). Franklin’s thoughts in this quote shows the importance of not only having a personal regimen of temperance and discipline but also the necessity of advertising an icon of industry and frugality. The reason for the necessity lies in Franklin’s purpose: to attract as many customers as possible. To do so, he must build a reputation that has the confidence of people. By dressing modestly, avoiding “Places of idle Diversion,” and even pushing a wheelbarrow carrying his purchased goods through the streets, Franklin clearly shows his focus in shaping his public appearance (273). He may have proved to himself that he is an able and accomplished man ready to support a precarious business, but he also has to prove to the people that he is an “industrious young Man,” capable of providing efficient service. After all, it is the customer’s judgment that will decide the fate of the shop’s success. As a result of Franklin’s endeavor to create a favorable image, Franklin soon had “Merchants who imported Stationary” solicit his custom and people to support him with books (273). He went on “swimmingly,” because his favorable reputation brought him business. Along with Franklin’s temperance is also a profound work ethic that attracts the notice of Franklin’s neighbors. As Franklin progressed in life, his attention to his public image became increasingly evident. In Franklin’s times, printing was not seen as a very profitable profession. For instance, Franklin discovered that a printer’s business is “generally thought [to be] a poor one” during his consideration of marriage to Ms. Read. Thus, he has to establish the public’s confidence in himself in order to avoid bankruptcy (275). In hand with modesty and virtue, Franklin used the work ethic that he developed in life to present himself as a extraordinary printer with boundless potential. Franklin established a character of tenacious determination and made the public see Franklin as a man of industry. In his autobiography, Franklin includes an anecdote about staying up late past his already meager hours of sleep when, due to an accident, two of his pages “were reduc’d to Pie” (270). He let his readers know that his “Industry” was “visible to [his] Neighbors who began to give [them] Character and Credit” (270). In this case, Franklin appealed to his neighbors with his persona of potential and capability. Franklin was often noticed by prominent individuals such as Doctor Baird who describes Franklin to be “superior to anything [he] ever saw of the kind” (270). The doctor’s vote of confidence “struck the rest” and Franklin “soon after had Offers” from merchants to supply his business with stationary. Franklin’s image proved to be extremely beneficial to his business. The attempt to impress his audience with his work ethic gave Franklin an edge to improve his nascent printing shop. On one side, Franklin had the solicitation of merchants and customers to increase his profit. On the other, the votes of confidence from prominent individuals such as Doctor Baird further improved Franklin’s reputation and thus increased the public’s confidence in Franklin. Franklin explicitly attributes his success in life to his disciplined and dedicated endeavors. But upon careful examination, one can see that it is the image he cultivated among the influential members of society as well as his customers that provided him the avenue to affluence. While his hard work and education brought him a wide intellectual capacity, a more virtuous life, and a more productive habit, his keen focus on his outward appearance and the presentation of his life as a humble yet industrious citizen ultimately allowed Franklin to satisfy his personal ambitions. With hard work alone, Franklin’s nascent business might not have survived against the doubt of the people, but by putting his actions out there and demonstrating to the public his aptitude, humility, and self restraint, Franklin appealed to the public’s sense of an able man making way in the world through personal endeavors.