divimg alt="" src="http://hits.guardian.co.uk/b/ss/guardiangu-feeds/1/H.15.1/30491?ns=guardianpageName=Comment+is+free%3A+In+this+recession%2C+we+want+comfort+culture+to+go+with+our+comfort+foodch=Comment+is+freec3=The+Guardianc4=Recession+%28UK%29%2CEconomic+growth+and+recession+US%2CCredit+crunch+%28Business%29%2CTesco+%28Business%29%2CSupermarkets+%28business%29%2CRetail+industry+%28Business%29%2CFilm%2CStage%2CCulture+section%2CBusinessc5=Credit+Crunch%2CNot+commercially+useful%2CBusiness+Markets%2CTheatrec6=Jonathan+Freedlandc7=2008_12_03c8=1127725c9=articlec10=GUc11=Comment+is+freec12=blogc13=c14=Comment+is+freeh2=GU%2FComment+is+free%2Fblog%2FComment+is+free" width="1" height="1" //divpMan cannot live by bread alone - he also needs some shepherd's pie and a dollop of rice pudding. That, at least, is the word from Tesco, reporting an extraordinary surge in sales of comfort food. As we feel the first chill of the recession, and as American economists declare that the downturn in the United States began a full year ago, making the current slump already longer than the average recession since the second world war, the supermarket chain has noticed a run on its cosiest products./ppSales of lamb hotpot are up 615% on this time last year, while beef casserole and dumplings have leapt by 279%. Deep-filled pies are selling at more than double the usual rate, as is cheesecake. Hot cakes are selling like hot cakes. /ppCould that be down to the wintry weather rather than the frozen economy? No. Tesco saw the boom in reassuring ready meals and cosy grub during the period from May to October. This isn't about staying warm, says the store, along with other retailers who've noticed a similar pattern on their shelves. It's about Britons cheering themselves up, padding their tummies as they tighten their belts. And notice the dishes in demand: traditional British fare, as if we're fleeing scary global economic forces, seeking refuge in the familiar smells of mum's kitchen and school dinners./ppSo much for what we're putting into our stomachs as the economy plunges downward, with most forecasters expecting the thud to come once the fleeting lift of Christmas is over. What will happen to our other appetites, those located not in our mouths but between our ears? What is the brainfood we'll be seeking out as times get tougher? Put simply, what's likely to be the culture of this recession?/ppNot so different from the food, as it happens. While Waitrose reports an 80% increase in sales of loaf cakes, ITV is cheering a rise in the television equivalent: viewing figures for I'm A Celebrity are up on last year. The X Factor and Strictly Come Dancing are doing a roaring trade too. And what has just become Britain's fastest-ever selling DVD? Mamma Mia!./ppThink of it as comfort culture to accompany the comfort food. We want to be eased through the freeze, and Ant and Dec can be relied on to do that just as effectively as a slice of steak and kidney pie./ppOf course, this habit has a long history. Cinema audiences developed the desire to be transported into mindless escapism, watching Busby Berkeley's synchronised swimmers make pretty shapes in the depths of the Great Depression. Fred Astaire and Ginger Rogers made their top-hatted and ballgowned debut in 1933, the same year unemployment in the US hit 25%. If today's audiences are blocking out all thoughts of the credit crunch in favour of watching Meryl Streep play the Dancing Queen on a sun-kissed Greek island where the skies are permanently blue, they are doing no more than honouring a tradition started by their grandparents. /ppBut it's not all mindless. Brucie and Cheryl Cole are far from the only cultural providers experiencing a boom during the bust. In a declining newspaper market, the Financial Times and the Guardian both saw their sales rise as the financial crisis hit. (The number crunchers on the Guardian's website have seen big increases - led by serious news, with massive leaps in interest in business stories.) Richard Reeves, director of the thinktank Demos, says he has spotted three different people reading JK Galbraith's The Great Crash on his morning train to work. "People want more entertainment," he says, "but they also want more enlightenment."/ppIt seems we either want to escape the current turmoil or understand it. The latter might not always mean digesting dense economic tracts. Nicholas Hytner, artistic director of the National Theatre, has noticed the spectacular response the musical Billy Elliot has just received on Broadway. A tale of declining industry, hardship and the threat of joblessness, "It acknowledges pain, individual achievement in overcoming that pain and collective solidarity in the face of it," Hytner told me yesterday, suggesting that Billy Elliot had come at just the right moment for New York theatregoers. He has no plans to stage either a feelgood musical at the National - there will be no "sugar rush of escapism" - or an instant play about the recession. That kind of second-guessing of the audience never works, he says./ppStill, artworks that offer neither escapism nor explanation might struggle in the great freeze. There will surely be a diminished appetite for miserable stories that don't even offer the consolation of enhanced understanding of the upheaval. I'm told there were an unusually high number of empty seats at the Oxford Playhouse when the touring production of Liberty, set in the France of 1793, arrived this autumn. Apparently people weren't in the mood to spend an evening contemplating Robespierre's Terror. (Users of guardian.co.uk were similarly reluctant to wallow in the details of the Baby P case.)/ppTwo big movies were released last week: Four Christmases, a light comedy with Reese Witherspoon, went straight to number one. Trailing behind it was The Changeling, Angelina Jolie's grim tale of a mother's search for a missing child. Similarly, it will be fascinating to see if the publishing subgenre known as "misery lit" continues to enjoy its past dominance of the bestsellers list. Right now, the hardback non-fiction top 10 is entirely made up of the comfort food of celebrity biography, topped by Dawn French's Dear Fatty - surely the literary equivalent of a sticky toffee pudding./ppThere are other clues to the cultural future besides the twin paths marked escape or understand. Price is one. Just as local pizzerias are holding up while posh restaurants expect to struggle, so culture that comes cheap has better prospects for survival. Sky subscriptions and DVD sales are so far weathering the recession. When you're counting the pennies, a ready meal and a film on the telly suddenly looks like a good bet./ppParadoxically, that could tilt the landscape towards high culture. If government subsidies get cut, many in the arts predict it will be smaller, grassroots projects that feel the knife: they're easier to slice than the heavy-hitting opera companies and art galleries. And while commercial theatre might take a pounding, the major subsidised institutions will still be left standing. /ppBut what if things get really severe? Reading could make a comeback, predicts John Carey, former Merton Professor of English at Oxford. In the 1930s, he says, some of the poorest turned to books for diversion. "Reading is astoundingly cheap," he says. "Libraries must be the cheapest form of entertainment possible." Classics were especially popular: they were inexpensive and available. "Social histories of the time are full of references to Dickens," says Carey./ppStill, the biggest cultural impact of the recession may be unseen for decades to come. Hytner notes that the great plays of the depression era - by Arthur Miller or Clifford Odets - came years later. It is the children of the slump, those witnessing their parents losing their jobs or businesses, who we should be watching. The seed of their future work is being planted right now. /ppa href="mailto:freedland@guardian.co.uk"br /freedland@guardian.co.uk/a/pdiv style="float: left; margin-right: 10px; margin-bottom: 10px;"ullia href="http://www.guardian.co.uk/business/recession"Recession/a/lilia href="http://www.guardian.co.uk/business/useconomicgrowth"US economic growth and recession/a/lilia href="http://www.guardian.co.uk/business/creditcrunch"Credit crunch/a/lilia href="http://www.guardian.co.uk/business/tesco"Tesco/a/lilia href="http://www.guardian.co.uk/business/supermarkets"Supermarkets/a/lilia href="http://www.guardian.co.uk/business/retail"Retail industry/a/li/ul/diva href="http://www.guardian.co.uk"guardian.co.uk/a copy; Guardian News Media Limited 2008 | Use of this content is subject to our a href="http://users.guardian.co.uk/help/article/0,,933909,00.html"Terms Conditions/a | a href="http://www.guardian.co.uk/webfeeds/1,,1309488,00.html"More Feeds/a pa href="http://feedads.googleadservices.com/~at/YJLdrZRupLEbqAyvMC8RCxJtgGk/a"img src="http://feedads.googleadservices.com/~at/YJLdrZRupLEbqAyvMC8RCxJtgGk/i" border="0" ismap="true"/img/a/p