Joan Didion on Martha Stewart’s Mystique

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Joan Didion on Martha Stewart’s Mystique
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From 2000: “The dreams and the fears into which Martha Stewart taps are not of ‘feminine’ domesticity but of female power,” Joan Didion writes, “of the woman who sits down at the table with the men and, still in her apron, walks away with the chips.”

Site!” is just that, unofficial, “not affiliated with Martha Stewart, her agents, Martha Stewart Living Omnimedia, LLC or any other Martha Stewart Enterprises,” its fairly lighthearted approach to its subject’s protean competence should in no way be construed as disloyalty to Martha’s objectives, which are, as the prospectus prepared for Martha Stewart Living Omnimedia’s initial public offering last October explained, “to provide our original ‘how-to’ content and information to as many...

This is a billion-dollar company the only real product of which, in other words, is Martha Stewart herself, an unusual business condition acknowledged in the prospectus prepared for Martha Stewart Living Omnimedia’s strikingly successful October I.P.O. “Our business would be adversely affected if: Martha Stewart’s public image or reputation were to be tarnished,” the “Risk Factors” section of the prospectus read in part.

Other divined faults include idealizing her early family life , embellishing “everything” , omitting a key ingredient when a rival preteen caterer asked for her chocolate-cake recipe , telling readers ofthat she had as a young girl “sought to discover the key to good literature” even though “a close friend” reported that she had “passionately devoured” the Nancy Drew and Cherry Ames novels , misspelling “villainous” in a review of William Makepeace Thackeray’s “Vanity Fair” for the Nutley High...

What there is instead is “Martha,” full focus, establishing “personal communication” with the viewer or reader, showing, telling, leading, teaching, “loving it” when the simplest possible shaken-in-a-jar vinaigrette emulsifies right there onscreen. She presents herself not as an authority but as the friend who has “figured it out,” the enterprising if occasionally manic neighbor who will waste no opportunity to share an educational footnote.

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