Here are five brief studies of people who made heavy use of clichés: Francesca da Rimini, Madame Bovary, Adolf Eichmann, W.H. Auden, and Don Gately from David Foster Wallace’s novel Infinite Jest. I offer these portraits to explore the moral pitfalls of cliché and to investigate how our postmodern situation differs from the medieval, Romantic, and high-modern contexts of the first four examples. I end with the suggestion that in our time, the desire to shun cliché can also be a moral hazard.
In the days of moveable type, printers cast common phrases as single units of type to save laying them out one letter at a time. In France, typesetters called those units clichés. When we assign a phrase to a word processor’s keyboard command because we use it frequently, that is a modern version of the original printer’s cliché.
There is nothing wrong with repeating functional phrases: “To whom it may concern”; “On the other hand.” We skim over these formulas without cost. But the word “cliché” now has a pejorative sense, implying a fault in writing. A cliché is an expression that has been used so often that it has lost its impact. Using a recycled phrase can undermine the aesthetic value of a work. It can also be a moral failure, if the writer or speaker uses it to avoid a serious issue or problem.
Francesca da Rimini
Francesca is a favorite character from Dante’s Inferno, represented countless times in Romantic and modern literature and art. A particularly famous example is Rodin’s sculpture of “The Kiss,” which shows Francesca embracing her lover Paolo. In Romantic versions, she is depicted as a heroine who suffers because her authentic and natural impulse to love outside of her marriage is forbidden by artificial and conventional rules. As a character in his own book, Dante is so moved by her plight that he faints.
But Dante (the author) put her in hell. A careful reading of her two short speeches reveals, first, that she talks entirely in quotations or summaries of previous writing about love, and, second, that all of her references contain errors. Indeed, Barbara Vinken has claimed that every quote by a damned soul in the whole Inferno is in error.
For example, Francesca says (in my translation)
When we read that ‘the desired
Smile then was kissed by the ardent lover,’
he who ‘can never be torn away’ kissed
me, all atremble. A Gallehaut was the author
of that book, and seductive was his fancy.
On that day, we read no farther.
(Inf., v, 130-136)
Francesca is quoting here from the French prose romance Lancelot. But in the known versions of the roman, Lancelot never initiates the kiss. He is bashful and passive to the point of foolishness, and Queen Guinevere makes all the advances. Yet the ardent lover in Francesca’s quotation is male. She has confused this text with other episodes from the courtly love tradition, such as the one in which Tristan kisses Iseult while they play chess together. The details of the Lancelot story fade in her mind, to be replaced with a generic formula: damsel taken by ardent knight. Perhaps this is because she wants to shift the blame from Guinivere (the woman) to Lancelot (the man). Or perhaps it is because she reads literature as a set of clichés.
A cliché is that it is portable and recyclable—a ready-made scenario or sentiment that shows up in many contexts. When we employ clichés, we often commit what Alfred North Whitehead called the “fallacy of misplaced concreteness.” This is the fallacy of taking something specific that belongs in one context and applying it elsewhere. Francesca treats the love scene between Lancelot and Guinivere that way, and to do so, she must ignore its peculiarities.
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