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PR!: A Social History of Spin PDF

499 Pages·1996·22.504 MB·English
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Social of A HISTORY S P I N Stuart Ewen B BOOKS A Memlwr of tlw Perseus Books Group Social of A HISTORY S P I N Stuart Ewen B BOOKS A Memlwr of tlw Perseus Books Group For Paul and Sam La piu divina delle poesie e quella, amico, che c'insegna amare! -Rodolfo, in Giacomo Puccini, La Boheme (Libretto by G. Giacosa & L. Illica) Copyright © 1996 by Basic Books, A Member of the Perseus Books Group All rights reserved. Printed in the United States of America. No part of this book may be used or reproduced in any manner whatsoever without written permission, except in the case of brief quotations embodied in critical articles and reviews. For information, address Basic Books, 10 East 53rd Street, New York, NY 10022-5299. Designed by Laura Lindgren Library of Congress Cataloging-in-Publication Data Ewen, Stuart. PR! :a social history of spin I Stuart Ewen.-1st ed. p. em. Includes bibliographical references and index. ISBN 0-465-06168-0 (cloth) ISBN 0-465-06179-6 (paper) 1. Public relations 2. Public relations-United States. I. Title. HM263.E849 1996 659.2-dc20 96-2243 01 +!Him 10 9 a 1 6 5 For Paul and Sam La piu divina delle poesie e quella, amico, che c'insegna amare! -Rodolfo, in Giacomo Puccini, La Boheme (Libretto by G. Giacosa & L. Illica) Copyright © 1996 by Basic Books, A Member of the Perseus Books Group All rights reserved. Printed in the United States of America. No part of this book may be used or reproduced in any manner whatsoever without written permission, except in the case of brief quotations embodied in critical articles and reviews. For information, address Basic Books, 10 East 53rd Street, New York, NY 10022-5299. Designed by Laura Lindgren Library of Congress Cataloging-in-Publication Data Ewen, Stuart. PR! :a social history of spin I Stuart Ewen.-1st ed. p. em. Includes bibliographical references and index. ISBN 0-465-06168-0 (cloth) ISBN 0-465-06179-6 (paper) 1. Public relations 2. Public relations-United States. I. Title. HM263.E849 1996 659.2-dc20 96-2243 01 +!Him 10 9 a 1 6 5 CONTENTS (fred its VIH PART 1 . Stagecraft and Truth in an Age of Public Relations 1 Visiting Edward Bernays 3 2 Dealing in Reality: Protocols of Persuasion 19 PART 2. "The Crowd Is in the Saddle": Progressive Politics and the Rise of Public Relations 3 Truth Happens: An Age of Publicity Begins 39 4 Controlling Chaos 60 5 "Educate the Public!" 82 6 House of Truth 102 PART 3. Changing Rhetorics of Persuasion 7 Social Psychology and the Quest for the Public Mind 131 8 Unseen Engineers: Biography of an Idea 146 9 Modern Pipelines of Persuasion 17 4 10 Optical Illusions 191 PART 4. Battles for the ''American Way" 11 Silver Chains and Friendly Giants 215 12 The Greater Good 233 13 The New Deal and the Publicity of Social Enterprise 24 7 14 Money Talks: The Publicity of Private Enterprise 288 PART 5. Commercializing the Cosmos 15 Public Ultimatums 339 16 Engineering Consensus 373 Coda: The Public and Its Problems: Some Notes for the New Millennium 399 Notes 415 Bibliography 449 Index 471 CONTENTS (fred its VIH PART 1 . Stagecraft and Truth in an Age of Public Relations 1 Visiting Edward Bernays 3 2 Dealing in Reality: Protocols of Persuasion 19 PART 2. "The Crowd Is in the Saddle": Progressive Politics and the Rise of Public Relations 3 Truth Happens: An Age of Publicity Begins 39 4 Controlling Chaos 60 5 "Educate the Public!" 82 6 House of Truth 102 PART 3. Changing Rhetorics of Persuasion 7 Social Psychology and the Quest for the Public Mind 131 8 Unseen Engineers: Biography of an Idea 146 9 Modern Pipelines of Persuasion 17 4 10 Optical Illusions 191 PART 4. Battles for the ''American Way" 11 Silver Chains and Friendly Giants 215 12 The Greater Good 233 13 The New Deal and the Publicity of Social Enterprise 24 7 14 Money Talks: The Publicity of Private Enterprise 288 PART 5. Commercializing the Cosmos 15 Public Ultimatums 339 16 Engineering Consensus 373 Coda: The Public and Its Problems: Some Notes for the New Millennium 399 Notes 415 Bibliography 449 Index 471 CREDITS ix CREDITS currently librarian at the Carnegie Fbundation-escorted me on many explorations through the stacks of the Watson business library at Columbia University. At the AT&T Archive, Sheldon Hocheiser was an invaluable tour guide. Pamela Wonsek, my friend and col league at the Wexler Library at Hunter College, also took a special interest in my project. The National Association of Manufacturers' Over the course of a century-justly or not-the terms PR and willingness to open its historical archives to me added a rich dimen public relations have become widely accepted shorthand for sub sion to the history told in Part IV of this book. terfuge and deception. Between the lines of any book about the rise of In each research venue, I benefited also from the efforts of grad public relations, then, exist unavoidable issues of honesty. uate research assistants. Steve Duncombe and Andy Mattson were, This having been said, I feel compelled to testifY that the pres on many occasions, my travel companions on visits to libraries and ence of one individual's name on the title page of this book is-as is archives. At times they scouted things out for me on their own. Their often the situation with books and other such creations-somewhat marvelous efforts and their sensitive noses for good historical evi misleading. Creative work is invariably sustained by vital collabora dence landed me a considerable cargo of material. tions and in the case of this book this has been especially true. With Other students at Hunter College and the City University of New ' this in mind, and to correct any such misconceptions, I embrace the York (CUNY) Graduate School made significant contributions to my chance to acknowledge those people whose forbearance and friendship research and my thinking. Among them, Michelle Matthews, Susan have allowed me to write the book you are about to read. Dessel, Lee Greller, Danielle Schwartz, Micki McGee, and William First among my collaborators is Elizabeth Ewen. Fbr about thirty Tally deserve special mention. So, too, does Mark Pennings, my vis years, Liz has scrutinized nearly every word I have written for publi iting doctoral student from the University of Melbourne. cation. She has helped me to understand when I am communicating As the book moved toward production, Janet I.1eMoal and Nic effectively, when I am not. Her ideas and insights have informed Sands were welcome comrades and editorial assistants. Their out mine. She has been my most discerning editor and audience. Her standing efforts made space for me to turn my attention toward prodigious capacity to read-to reflect critically on what she is teaching and other school-related responsibilities, secure that my reading-have helped me to become a writer. To take a phrase from manuscript was in able and conscientious hands. Janet's contribution the novelist Richard Powers, this "book is the dance card of ideas we to the visual dimension of this book was additionally helpful. shared in the foyer of our joint life." I want to recognize the meaningful contribution of students who Unlike Liz, some of my collaborators are doubtless unaware of the enrolled in my CULT [u re] of Publicity course, taught at Hunter College contributions they have made to this book. Much of my research, for between 1993 and 1995. When I first began teaching the class, I was example, was done fairly anonymously at the New York Public Library; feeling a bit lost. I had not yet found my voice as far as the book's sub the Wexler Library of Hunter College; the libraries at Princeton and ject matter was concerned. The 120 or so students who took the class Columbia universities; the AT&T Corporate Archive at Warren, New during that period-through their critical listening, their thoughtful Jersey; and at the NAM Archive at the Hagley Museum and Library in interventions, and their humane patience-helped me to find my way. Wilmington, Delaware. In each case, these libraries and their staffs '1\vo members of the Hunter College administration-I.1aura by providing their customary services-helped me enormously. 8truminglwr Schor and Car·Ios Ilor1,as-have been, ovt~t· a period of In certain instances, however, librarians or archivists went beyond yeat·s, Ullspm·ing i11 tJwit· support of' tJw inquiry that has led to this the eall of duty, taking a special interest in this project. Ron Sexton- hook. At a 1110111011t wlw11 IIIIUI.Y puhlh~ higluw edtwatioll "leadm·s" sub- CREDITS ix CREDITS currently librarian at the Carnegie Fbundation-escorted me on many explorations through the stacks of the Watson business library at Columbia University. At the AT&T Archive, Sheldon Hocheiser was an invaluable tour guide. Pamela Wonsek, my friend and col league at the Wexler Library at Hunter College, also took a special interest in my project. The National Association of Manufacturers' Over the course of a century-justly or not-the terms PR and willingness to open its historical archives to me added a rich dimen public relations have become widely accepted shorthand for sub sion to the history told in Part IV of this book. terfuge and deception. Between the lines of any book about the rise of In each research venue, I benefited also from the efforts of grad public relations, then, exist unavoidable issues of honesty. uate research assistants. Steve Duncombe and Andy Mattson were, This having been said, I feel compelled to testifY that the pres on many occasions, my travel companions on visits to libraries and ence of one individual's name on the title page of this book is-as is archives. At times they scouted things out for me on their own. Their often the situation with books and other such creations-somewhat marvelous efforts and their sensitive noses for good historical evi misleading. Creative work is invariably sustained by vital collabora dence landed me a considerable cargo of material. tions and in the case of this book this has been especially true. With Other students at Hunter College and the City University of New ' this in mind, and to correct any such misconceptions, I embrace the York (CUNY) Graduate School made significant contributions to my chance to acknowledge those people whose forbearance and friendship research and my thinking. Among them, Michelle Matthews, Susan have allowed me to write the book you are about to read. Dessel, Lee Greller, Danielle Schwartz, Micki McGee, and William First among my collaborators is Elizabeth Ewen. Fbr about thirty Tally deserve special mention. So, too, does Mark Pennings, my vis years, Liz has scrutinized nearly every word I have written for publi iting doctoral student from the University of Melbourne. cation. She has helped me to understand when I am communicating As the book moved toward production, Janet I.1eMoal and Nic effectively, when I am not. Her ideas and insights have informed Sands were welcome comrades and editorial assistants. Their out mine. She has been my most discerning editor and audience. Her standing efforts made space for me to turn my attention toward prodigious capacity to read-to reflect critically on what she is teaching and other school-related responsibilities, secure that my reading-have helped me to become a writer. To take a phrase from manuscript was in able and conscientious hands. Janet's contribution the novelist Richard Powers, this "book is the dance card of ideas we to the visual dimension of this book was additionally helpful. shared in the foyer of our joint life." I want to recognize the meaningful contribution of students who Unlike Liz, some of my collaborators are doubtless unaware of the enrolled in my CULT [u re] of Publicity course, taught at Hunter College contributions they have made to this book. Much of my research, for between 1993 and 1995. When I first began teaching the class, I was example, was done fairly anonymously at the New York Public Library; feeling a bit lost. I had not yet found my voice as far as the book's sub the Wexler Library of Hunter College; the libraries at Princeton and ject matter was concerned. The 120 or so students who took the class Columbia universities; the AT&T Corporate Archive at Warren, New during that period-through their critical listening, their thoughtful Jersey; and at the NAM Archive at the Hagley Museum and Library in interventions, and their humane patience-helped me to find my way. Wilmington, Delaware. In each case, these libraries and their staffs '1\vo members of the Hunter College administration-I.1aura by providing their customary services-helped me enormously. 8truminglwr Schor and Car·Ios Ilor1,as-have been, ovt~t· a period of In certain instances, however, librarians or archivists went beyond yeat·s, Ullspm·ing i11 tJwit· support of' tJw inquiry that has led to this the eall of duty, taking a special interest in this project. Ron Sexton- hook. At a 1110111011t wlw11 IIIIUI.Y puhlh~ higluw edtwatioll "leadm·s" sub- CREDITS xi I X CREDITS ~--~-~-il!ililillliilllillllllliillillllil- serviently pay tribute to a prevailing philosophy of money, their con He offered a compelling example of the ways in which some in the tinued encouragement of intellectual investigation demands special field of public relations earnestly sought to make large corporations more accountable to the needs of ordinary Americans. Given many of recognition. I also want to thank colleagues at Trent University in Ontario my own penchants and predispositions, this was a dimension I needed and at the Gottlieb Duttweiler Institut in Zurich, who provided me to learn something about. Chester Burger was also a gracious host with pleasant opportunities to try out pieces of this book at early and informative guide. His insider's knowledge of the rise of media Consultancy was enormously useful to me. Shelley and Barry Spector, stages in their development. Alongside such distinctly human support, my ability to conduct two present-day professionals, provided me with important visual necessary research was also supported by a two-year PSC-CUNY materials and sound advice. Interviews with Eugene Secunda and funding grant from the PSC-CUNY. This money helped to under Philip Lesly were also useful. write a number of pivotal research trips. It also paid for the tran I would love to have been able to acknowledge Leone Baxter here. Her furtive efforts to squelch federally insured health care legislation scription of taped interviews. A number of leading actors in public relations history provided in the late 1940s, for example, deserve some explanation from her me with extended face-to-face or telephone interviews. Some, as you own point of view. Her refusal to grant an interview has left empty will see, appear directly in the pages that follow. All those who spoke spaces in the history that follows. with me, however, augmented my understanding of the subject. Among the interviewees, Edward L. Bernays-the PR pioneer whose Contact and discussions with many friends were powerful nourish career dated back to the years preceding World War !-stands out. ment for mind and soul. Serafina Bathrick, Phineas Baxandall, Ros Though approaching 100 years of age when we got together, his sharp Baxandall, Paul Breines, Steve Brier, Phyllis Ewen, Ferdinando Fasce, wit and indefatigable spirit animated me. The interest that he took in Linda Gordon, Allen Hunter, Julie Kaye, Andrando del Mondo, Gail this project and his willingness to correspond with me about it were Pellett, Marc Perry, Roz Petchesky, Chuck Reich, Sheila Rowbotham, precious beyond words. Though Bernays and I saw the world very dif Anthony Saridakis, Herb Schiller, Harry and Elaine Scott, Stephan ferently, I am unhappy that he did not live to see this book-and his Van Dam, and Joel Zucker have all been there for me. My parents Scotty and Sol Ewen read and discussed pieces of this book with me, role in it-in print. Other interviewees also merit recognition as contributors to this to my considerable benefit. At critical junctures, Rita Meed helped work. My neighbor Richard Weiner was an essential guide from early on. guide me through spells of confusion. The folks at the All State Cafe His broad experience in the field of PR, as well as his associations with routinely provided Liz and me with an agreeable place to chill. many in the profession, provided me with numerous important leads. More than thirty years ago, my teacher and friend George Mosse Leo Bogart's abiding goodwill-and firsthand knowledge of Stan introduced me to some ideas that have flowered within this book, par dard Oil's PR activities during the late 1940s-supplied me with fertile ticularly in Parts 2 and 3. Though we see each other only on rare directions for my inquiry. Conversations I've had with him over the past occasions, ongoing connection to him and his ideas has been very few years have helped me repeatedly. My dear friend, Julius C. C. Edel important to me. stein, provided personal recollections of Franklin D. Roosevelt's White As ever, my soul mates at the Massachusetts Institute for a New House and of the important place of public relations within it. I cannot History (MINH), in Truro, rate special recognition. Fbr over twenty overstate my debt to him, and to Nancy Edelstein as well. Our regular five years tlwy hav<~ pt'Ovided me with an unbroken circle of friendship dinners together provided good company and much food for thought. and a<lvieP. In my visit to his home in Connecticut, W Howard Chase was a I must. also •~xt.nrul el'<~dit to my louhrt,irnn assoeiate Al'chin Bishop, charming host and informative chronicler of public relations histm·y. who U.H m·nn.tivt~ dir·m~t.or· of Billhom·dH of tlw F'ut.m·•~ hu.s OIH~<~ u.gain

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Most books are stored in the elastic cloud where traffic is expensive. For this reason, we have a limit on daily download.