Chapter 4 unpacks the conundrum faced by Restoration acting companies. Audiences wanted new works, spectacle, and theatrical innovation, but the unforeseen consequences of the duopoly hobbled the ability of the companies to respond nimbly to changing conditions. Strapped for money and shackled by the costs of maintaining their expensive, high-tech playhouses, the acting companies were hard pressed to keep up with rival entertainments and products now enticing Londoners. Coffeehouses, spas, pleasure gardens, dance recitals, and music concerts all offered convenience, variety, and value for money. Goods in expanded bourses also tempted consumers. The theatre largely responded to the new world of goods and pastimes through allusion and imitation, oftentimes to brilliant results. Intermedial exchange between the worlds of music and theatre resulted in the gorgeous dramatic operas still staged today. The new consumerism featured in the sparkling, witty comedies spoofing the London elite. Nonetheless, allusiveness could not rival actual experiences and commodities, which often could be had for less money and greater convenience than an afternoon at the playhouse.

The growth of consumption in the eighteenth century helped produce new cultural practices associated with the Enlightenment. Books were a special sort of consumer good. Their proliferation and variety encouraged multiple modes of reading that changed the relationship not only between reader and text but between self and society. While novels invited “intensive reading” and encouraged the belief in an inner emotional world, books, newspapers, and ephemeral literature stimulated “extensive reading” and the formation of a vibrant public sphere. Although the public sphere was not as bourgeois, rational, and oppositional as Jürgen Habermas claimed, the circulation of print did broaden and intensify public discussion of reformist projects. Consumption also shaped Enlightenment sociability. The material environments of Enlightenment sites of sociability facilitated socio-intellectual interaction. Men and women ate meals at salons, sipped coffee at cafés, and sported new fashions in public gardens, giving rise to robust conversational publics. Such polite sociability softened social hierarchies insofar as it created a broad cultural elite among the nobility and certain professional groups, but it also created new forms of exclusion on the basis of wealth and property. Although plebeian sociability sometimes intersected with that of elites, it often unfolded in the separate arenas of the tavern, street, and marketplace. Gender, too, remained a vector of exclusion, though wealthier women devised ways to participate in salons and attend public gatherings.

This chapter presents the overall shape of the phenomenon, situating urban food cultivation against the backdrop of rural agriculture for urban provisioning which characterised the majority, though not the totality, of Italian agronomics. Examples from Lucca point to key issues in urban food cultivation: urban topography, relations between neighbours, and relations between landholders and larger institutions such as churches. In small, densely populated cities such as Lucca, as well as in larger cities, we can see tightly controlled cultivated spaces within the walls. Archaeobotanical evidence is providing new information about what was grown, where, and how much. Here I use it to demonstrate the radically changed cerealiculture in Italy for the fifth to seventh centuries, and then analyse in detail the floral remains of two urban gardens, one from ninth-century Rome and one from tenth- to eleventh-century Ferrara. These case studies reveal the wide range of foodstuffs cultivated in cities and the prevalence of polyculture, when growers planted many different food crops with varying harvest cycles for household consumption rather than single crops for market production.