Making and Becoming ‘New (Wo)Men’
Baťa produced affordable shoes and new (wo)men.
Rationalisation, Subjectivation, and Materiality in the Industrial Town of Zlín and Bat´a Company, 1920–1950
After World War I, the Czechoslovak shoe company built a rationalised factory and brought forward a social experiment: Unskilled workers were to become efficient and loyal employees, leading a life completely different from that of their compatriots.
But who was qualified to work for Baťa? How were the people trained? And how did the company measure their efficiency? The research project enquires into these and several other questions of human differentiation. It analyses how the attempt to form efficient employees created a society of its own, sharply marked off from the surrounding area, strictly supervised and highly disciplined.
As a social experiment, Baťa stands for the family resemblance of utopian social engineering in the first half of the 20th century. Zlín became a modernist company town, renowned around the world. The company’s social engineering continued throughout Czechoslovakia’s political crisis and the German occupation and eventually came to influence state socialism.