You could say Oscar Wilde invented the viral meme.
Aphorisms such as “Some cause happiness wherever they go; others whenever they go” and “Be yourself; everyone else is already taken” made him a household name in the late-1800s, back when quotes were traded in cocktail conversation and newspaper columns instead of via tweet and TikTok content. Wilde has only become more iconic since his death 1900, and it speaks volumes that his pithy witticisms continued to be shared on social media feeds today.
Before he became the 19th-century version of a celebrity influencer, however, the author of canonical classics “The Importance of Being Earnest” and “The Picture of Dorian Gray“ was an art critic and eccentric known more for his flamboyant fashion sense than his literary prowess. It wasn’t until the 27 year-old Brit embarked on a tour of North America in 1882 — traveling by train to more than 140 cities that year — did he secure a perennial place in the zeitgeist.
People clamored to hear the floppy-haired, silver-tongued Wilde lecture across the country — including a stop in Savannah, where he spoke to a packed house on July 5, 1882, at the historic Savannah Theatre on Chippewa Square. But how did this unknown young writer attract such clout? Like any smart flack, he sent out a hype man to schedule interviews and create a buzz about the “genius” coming to town, then presented himself decked out in satin and black velvet in the manner of a superstar.
“He basically was the first person to figure out how to become famous for being famous,” says Dr. Elizabeth “Beth” Howells, chair of the Department of English at Georgia Southern University, pointing to Wilde’s prescient mastery of the power of self-promotion.
“This is the first time you see someone’s personality as currency.”
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Today’s influencers could learn a thing or two from Oscar Wilde
Howells will present her own compelling lecture about Wilde’s tour — particularly his time in Savannah — on Nov. 13, on the same stage Wilde himself captivated an audience 140 years ago. The talk is a continuation of the Moveable Feast lecture series first established by Armstrong Atlantic University in 2013.
Accompanied by a wealth of visual material of the time, Howells lays out Wilde’s PR strategy as he aims to strike a chord between scholar and socialite, academic and bon vivant.
“With every stop he was working on his material, trying to find his voice, constructing his persona,” she says of the Oxford-educated Wilde.
“You can see how his celebrity was built upon itself.”
Howells’ previous research on women writers of the 19th century, the mechanisms of publishing, and the role of rhetoric led to Wilde’s American year and his sensational night in Savannah, where he stayed at a long-gone hotel on Congress Street. She notes that his visit is particularly relevant for an incident the night before that made the national newspapers: On his way from Atlanta, the burgeoning celebrity bought train tickets for himself and his Black porter. When informed that his porter would not be allowed in the sleeping berth and must ride in a different car, Wilde protested, acquiescing only after being told he would be fined and physically attacked if he didn’t.
It wasn’t the first or last time Wilde was excoriated in the media for his views on racial equality as well as his obvious and unapologetic homosexuality. In addition to being perhaps the first celebrity influencer, he may have also been the first to succumb to cancel culture.
Accused by a professional nemesis in 1895 of sodomy and seducing young men, Wilde tried to counter the narrative by launching a libel suit that occupied the newspapers for months. But after two trials and a prison stint related to his sexual proclivities, the once-heralded author, speaker and playwright was snubbed by society, and died in poverty.
But his works remained in the public consciousness, and his plays and poetry continue to be performed and published, lasting evidence of the cultural impact first initiated on his self-aggrandizing American tour. While the majority of today’s social media influencers will be forgotten as the next meme floods our feeds, Oscar Wilde and his relatable content carry on.
“He endures as a celebrity icon for his rebelliousness and his wit,” says Howells of his lasting legacy, paraphrasing autobiographer Matthew Sturgis:
“He also makes for a great coffee mug.”
If You Go >>
What: “The Art & Craft of Celebrity: Oscar Wilde in Savannah” with Dr. Beth Howells
When: 6 p.m., Nov. 13
Where: The Historic Savannah Theatre, 222 Bull St.
Info:calendar.georgiasouthern.edu/event/marketing_moveable_feast
