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In contemporary American public culture, the legacy of the consumer revolution of the 1960s is unmistakable. Today, there are few things more beloved of our masses than the figure of the cultural rebel, the defiant individualist resisting the mandates of the machine civilization. Whether he is an athlete decked out in a mowhawk and multiple-pierced ears, a policeman who plays by his own rules, an actor on a motorcycle, a soldier of fortune with explosive bow and arrow, or a rock star in leather jacket and sunglasses, the rebel has become the paramount cliché of our popular entertainment, and the pre-eminent symbol of the system he is supposed to be subverting. In advertising especially, he rules supreme

Friday
Jul 18, 2025

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About Isaac Bickerstaff Esq

Isaac Bickerstaff Esq

Isaac Bickerstaff Esq

Isaac Bickerstaff Esq was a pseudonym used by Jonathan Swift as part of a hoax to predict the death of then famous Almanac - maker, astrologer, and quack John Partridge.

“All Fools Day” (now known as April Fools Day which falls on the 1st of April) was Swift’s favorite of holidays and he often used this day to aim his satirically biting wit at non-believers in an attempt to “make sin and folly bleed.” Disgruntled by Partridge’s sarcastic attack about the “infallible Church” written in his 1708 issue of Merlinus Almanac, Swift projected carefully 3 letters and one Eulogy as an elaborate plan to “predict” Partridge’s “infallible death” to be revealed on April 1st, All Fools Day.

The first of the three letters, Predictions for the Year 1708, published in January of 1708, predicts, among other things, the death of Partridge by a “raging fever.” The second letter, The Accomplishment of the First of Mr. Bickerstaff’s Predictions, published in March of 1708, Swift writes not as Bickerstaff but as a “man employed in the Revenue” where he “confirms” the imaginary Bickerstaff’s prediction. To accompany The Accomplishments Swift also publishes a Eulogy for Partridge in which, typical of Swift’s satire, he blames not only Partridge, but those who purchase the Almanacs as well:

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