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CHAPTER III
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THE INTERACTION OF PUBLIC OPINION WITH THE FORCES THAT HELP TO MAKE IT
The public and the press, or for that matter, the public and any force that modifies public opinion, interact. Action and interaction are continually going on between the forces projected out to the public and the public itself. The public relations counsel must understand this fact in its broadest and most detailed1 implications. He must understand not only what these various forces are, but he must be able to evaluate their relative powers with fair accuracy. Let us consider again the case of a newspaper, as representative of other mediums of communication.
“We print,” says the New York Times, “all the news that’s fit to print.” Immediately the question arises (as Elmer Davis, the historian of the Times tells us that it did when the motto was first adopted) what news is fit to print? By what standard is the editorial decision reached which includes one kind of news and excludes another kind? The Times itself has not been, in its long
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 and conspicuously2 successful career, entirely3 free from difficulties on this point.
Thus in “The History of The New York Times,” Mr. Davis feels the need for justifying4 the extent to which that paper featured Theodore Tilton’s action against the Rev5. Henry Ward6 Beecher for alienation7 of Mrs. Tilton’s affections and his conduct with her. Mr. Davis says (pages 124-125): “No doubt a good many readers of the Times thought that the paper was giving an undue8 amount of space to this chronicle of sin and suffering. Those complaints come in often enough even in these days from readers who appreciate the paper’s general reluctance9 to display news of this sort, and wonder why a good general rule should occasionally be violated. But there was a reason in the Beecher case, as there has usually been a reason in similar affairs since. Dr. Beecher was one of the most prominent clergymen in the country; there was a natural curiosity as to whether he was practicing what he preached. One of the counsel at the trial declared that ‘all Christendom was hanging on its outcome.’ Full reporting of its course was not a mere10 pandering11 to vulgar curiosity, but a recognition of the value of the case as news.”
The simple fact that such a slogan can exist and be accepted is for our purpose an important point. Somewhere there must be a standard to
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 which the editors of the Times can conform, as well as a large clientele of constant readers to whom that standard is satisfactory. “Fit” must be defined by the editors of the Times in a way which meets with the approval of enough persons to enable the paper to maintain its reading public. As soon, however, as the definition is attempted, difficulties arise.
Professor W. G. Bleyer, in an article in his book on journalism12, first stresses the importance of completeness in the news columns of a paper, then goes on to say that “the only important limitations to completeness are those imposed by the commonly accepted ideas of decency13 embodied14 in the words, ‘All the news that’s fit to print’ and by the rights of privacy. Carefully edited newspapers discriminate16 between what the public is entitled to know and what an individual has a right to keep private.”
On the other hand, when Professor Bleyer attempts to define what news is fit to print and what the public is entitled to know, he discusses generalizations17 capable of wide and frequently inconsistent interpretation18. “News,” says he, “is anything timely which is significant to newspaper readers in their relations to the community, the state and the nation.”
Who is to determine what is significant and what is not? Who is to decide which of the individual’s
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 relations to the community are safeguarded by his right of privacy and which are not? Such a definition tells us nothing more definite than does the slogan which it attempts to define. We must look further for a standard by which these definitions are applied19. There must be a consensus20 of public opinion on which the newspaper falls back for its standards.
The truth is that while it appears to be forming the public opinion on fundamental matters, the press is often conforming to it.
It is the office of the public relations counsel to determine the interaction between the public, and the press and the other mediums affecting public opinion. It is as important to conform to the standards of the organ which projects ideas as it is to present to this organ such ideas as will conform to the fundamental understanding and appreciation21 of the public to which they are ultimately to appeal. There is as much truth in the proposition that the public leads institutions as in the contrary proposition that the institutions lead the public.
As an illustration of the manner in which newspapers are inclined to accept the judgments22 of their readers in presenting material to them, we have this anecdote23 which Rollo Ogden tells in the Atlantic Monthly for July, 1906, about a
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 letter which Wendell Phillips wished to have published in a Boston paper.
“The editor read it over, and said, ‘Mr. Phillips, that is a very good and interesting letter, and I shall be glad to publish it; but I wish you would consent to strike out the last paragraph.’
“‘Why,’ said Phillips, ‘that paragraph is the precise thing for which I wrote the whole letter. Without that it would be pointless.’
“‘Oh, I see that,’ replied the editor; ‘and what you say is perfectly24 true! I fully15 agree with it all myself. Yet it is one of those things which it will not do to say publicly. However, if you insist upon it, I will publish it as it stands.’
“It was published the next morning, and along with it a short editorial reference to it, saying that a letter from Mr. Phillips would be found in another column, and that it was extraordinary that so keen a mind as his should have fallen into the palpable absurdity25 contained in the last paragraph.”
Recognition of this fact comes from a number of different sources. H. L. Mencken recognizes that the public runs the press as much as the press runs the public.
“The primary aim of all of them,” says Mr. Mencken,8 “not less when they play the secular26
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 Iokanaan than when they play the mere newsmonger, was to please the crowd, and to give a good show; and the way they set about giving that good show was by first selecting a deserving victim, and then putting him magnificently to the torture.
“This was their method when they were performing for their own profit only, when their one motive27 was to make the public read their paper; but it was still their motive when they were battling bravely and unselfishly for the public good, and so discharging the highest duty of their profession.”
There are interesting, if somewhat obscure, examples of the complementary working of various forces. In the field of the motion pictures, for example, the producers, the actors and the press, in their support, have continually waged a battle against censorship. Undoubtedly28 censorship of the motion pictures is in its practical workings an economic and artistic29 handicap. Censorship, however, will continue in spite of the producers as long as there is a willingness on the part of the public to accept this censorship. The public, on the whole, has refused to join the fight against censorship, because there is a more or less articulate belief that children, if not women, should be protected from seeing shocking sights, such as murders visibly enacted30, the taking of
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 drugs, immoralities and other acts which might offend or suggest harmful imitation.
“Damaged Goods,” before its presentation to America in 1913, was analyzed31 by the public relations counsel, who helped to produce the play. He recognized that unless that part of the public sentiment which believed in education and truth could be lifted from that part of public opinion which condemned32 the mentioning of sex matters, “Damaged Goods” would fail. The producers, therefore, did not try to educate the public by presenting this play as such, but allowed group leaders and groups interested in education to come to the support of Brieux’s drama and, in a sense, to sponsor the production.
Proof that the public and the institutions that make public opinion interact is shown in instances in which books were stifled33 because of popular disapproval34 at one time and then brought forward by popular demand at a later time when public opinion had altered. Religious and very early scientific works are among such books.
A more recent instance is the announcement made by Judge, a weekly magazine, that it would support the fight for light wine and beer. Judge took this stand because it believed in the principle of personal freedom and also because it deemed that public sentiment was in favor of light wine and beer as a substitute for absolute
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 prohibition. Judge believed its stand would please its readers.
Presumably writing of newspaper morality, Mr. Mencken, in his article just quoted, finds at the end of it that he has “written of popular morality very copiously35, and of newspaper morality very little.
“But,” says Mr. Mencken, “as I have said before, the one is the other. The newspaper must adapt its pleading to its clients’ moral limitation just as the trial lawyer also must adapt his pleading to the jury’s limitations. Neither may like the job, but both must face it to gain the larger end.”
Writing on the other hand from the point of view of the man who feels that the public taste requires no justification36, Ralph Pulitzer nevertheless agrees with Mr. Mencken that the opinion of the press is set by the public; and he justifies37 “muckraking”9 by finding it neither “extraordinary nor culpable38 that people and press should be more interested in the polemical than in the platitudinous39; in blame than in painting the lily; in attack than in sending laudatory40 coals to Newcastle.”
Even Mr. Leupp10 concludes that “whatever
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 we may say of the modern press on its less commendable41 side, we are bound to admit that newspapers, like governments, fairly reflect the people they serve. Charles Dudley Warner once went so far as to say that no matter how objectionable the character of a paper may be, it is always a trifle better than the patrons on whom it relies for its support.”
Similarly, from an unusually wide experience on a paper as highly considered, perhaps, as any in America, Rollo Ogden claims this give and take between the public and the press is vital to a just conception of American journalism.
“The editor does not nonchalantly project his thoughts into the void. He listens for the echo of his words. His relation to his supporters is not unlike Gladstone’s definition of the intimate connection between the orator42 and his audience. As the speaker gets from his hearers in mist what he gives back in shower, so the newspaper receives from the public as well as gives to it. Too often it gets as dust what it gives back as mud; but that does not alter the relation. Action and reaction are all the while going on between the press and its patrons. Hence it follows that the responsibility for the more crying evils of journalism must be divided.”11
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The same interaction goes on in connection with all the other forces that mould public opinion. The preacher upholds the ideals of society. He leads his flock whither they indicate a willingness to be led. Ibsen creates a revolution when society is ripe for it. The public responds to finer music and better motion pictures and demands improvements. “Give the people what they want” is only half sound. What they want and what they get are fused by some mysterious alchemy. The press, the lecturer, the screen and the public lead and are led by each other.

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1 detailed xuNzms     
adj.详细的,详尽的,极注意细节的,完全的
参考例句:
  • He had made a detailed study of the terrain.他对地形作了缜密的研究。
  • A detailed list of our publications is available on request.我们的出版物有一份详细的目录备索。
2 conspicuously 3vczqb     
ad.明显地,惹人注目地
参考例句:
  • France remained a conspicuously uneasy country. 法国依然是个明显不太平的国家。
  • She figured conspicuously in the public debate on the issue. 她在该问题的公开辩论中很引人注目。
3 entirely entirely     
ad.全部地,完整地;完全地,彻底地
参考例句:
  • The fire was entirely caused by their neglect of duty. 那场火灾完全是由于他们失职而引起的。
  • His life was entirely given up to the educational work. 他的一生统统献给了教育工作。
4 justifying 5347bd663b20240e91345e662973de7a     
证明…有理( justify的现在分词 ); 为…辩护; 对…作出解释; 为…辩解(或辩护)
参考例句:
  • He admitted it without justifying it. 他不加辩解地承认这个想法。
  • The fellow-travellers'service usually consisted of justifying all the tergiversations of Soviet intenal and foreign policy. 同路人的服务通常包括对苏联国内外政策中一切互相矛盾之处进行辩护。
5 rev njvzwS     
v.发动机旋转,加快速度
参考例句:
  • It's his job to rev up the audience before the show starts.他要负责在表演开始前鼓动观众的热情。
  • Don't rev the engine so hard.别让发动机转得太快。
6 ward LhbwY     
n.守卫,监护,病房,行政区,由监护人或法院保护的人(尤指儿童);vt.守护,躲开
参考例句:
  • The hospital has a medical ward and a surgical ward.这家医院有内科病房和外科病房。
  • During the evening picnic,I'll carry a torch to ward off the bugs.傍晚野餐时,我要点根火把,抵挡蚊虫。
7 alienation JfYyS     
n.疏远;离间;异化
参考例句:
  • The new policy resulted in the alienation of many voters.新政策导致许多选民疏远了。
  • As almost every conceivable contact between human beings gets automated,the alienation index goes up.随着人与人之间几乎一切能想到的接触方式的自动化,感情疏远指数在不断上升。
8 undue Vf8z6V     
adj.过分的;不适当的;未到期的
参考例句:
  • Don't treat the matter with undue haste.不要过急地处理此事。
  • It would be wise not to give undue importance to his criticisms.最好不要过分看重他的批评。
9 reluctance 8VRx8     
n.厌恶,讨厌,勉强,不情愿
参考例句:
  • The police released Andrew with reluctance.警方勉强把安德鲁放走了。
  • He showed the greatest reluctance to make a reply.他表示很不愿意答复。
10 mere rC1xE     
adj.纯粹的;仅仅,只不过
参考例句:
  • That is a mere repetition of what you said before.那不过是重复了你以前讲的话。
  • It's a mere waste of time waiting any longer.再等下去纯粹是浪费时间。
11 pandering f8a2144ed84822189ec46f4a9f381cf6     
v.迎合(他人的低级趣味或淫欲)( pander的现在分词 );纵容某人;迁就某事物
参考例句:
  • This magazine is criticized for pandering to the vulgar taste of some readers. 这家杂志因迎合某些读者的低级趣味而遭到批评。 来自辞典例句
  • We're four points up there; we don't need to get hit for pandering. 我们在那儿领先四个百分点;我们不必为了迎合一些选民而遭受批评。 来自电影对白
12 journalism kpZzu8     
n.新闻工作,报业
参考例句:
  • He's a teacher but he does some journalism on the side.他是教师,可还兼职做一些新闻工作。
  • He had an aptitude for journalism.他有从事新闻工作的才能。
13 decency Jxzxs     
n.体面,得体,合宜,正派,庄重
参考例句:
  • His sense of decency and fair play made him refuse the offer.他的正直感和公平竞争意识使他拒绝了这一提议。
  • Your behaviour is an affront to public decency.你的行为有伤风化。
14 embodied 12aaccf12ed540b26a8c02d23d463865     
v.表现( embody的过去式和过去分词 );象征;包括;包含
参考例句:
  • a politician who embodied the hopes of black youth 代表黑人青年希望的政治家
  • The heroic deeds of him embodied the glorious tradition of the troops. 他的英雄事迹体现了军队的光荣传统。 来自《简明英汉词典》
15 fully Gfuzd     
adv.完全地,全部地,彻底地;充分地
参考例句:
  • The doctor asked me to breathe in,then to breathe out fully.医生让我先吸气,然后全部呼出。
  • They soon became fully integrated into the local community.他们很快就完全融入了当地人的圈子。
16 discriminate NuhxX     
v.区别,辨别,区分;有区别地对待
参考例句:
  • You must learn to discriminate between facts and opinions.你必须学会把事实和看法区分出来。
  • They can discriminate hundreds of colours.他们能分辨上百种颜色。
17 generalizations 6a32b82d344d5f1487aee703a39bb639     
一般化( generalization的名词复数 ); 普通化; 归纳; 概论
参考例句:
  • But Pearlson cautions that the findings are simply generalizations. 但是波尔森提醒人们,这些发现是简单的综合资料。 来自英汉非文学 - 生命科学 - 大脑与疾病
  • They were of great service in correcting my jejune generalizations. 他们纠正了我不成熟的泛泛之论,帮了我大忙。
18 interpretation P5jxQ     
n.解释,说明,描述;艺术处理
参考例句:
  • His statement admits of one interpretation only.他的话只有一种解释。
  • Analysis and interpretation is a very personal thing.分析与说明是个很主观的事情。
19 applied Tz2zXA     
adj.应用的;v.应用,适用
参考例句:
  • She plans to take a course in applied linguistics.她打算学习应用语言学课程。
  • This cream is best applied to the face at night.这种乳霜最好晚上擦脸用。
20 consensus epMzA     
n.(意见等的)一致,一致同意,共识
参考例句:
  • Can we reach a consensus on this issue?我们能在这个问题上取得一致意见吗?
  • What is the consensus of opinion at the afternoon meeting?下午会议上一致的意见是什么?
21 appreciation Pv9zs     
n.评价;欣赏;感谢;领会,理解;价格上涨
参考例句:
  • I would like to express my appreciation and thanks to you all.我想对你们所有人表达我的感激和谢意。
  • I'll be sending them a donation in appreciation of their help.我将送给他们一笔捐款以感谢他们的帮助。
22 judgments 2a483d435ecb48acb69a6f4c4dd1a836     
判断( judgment的名词复数 ); 鉴定; 评价; 审判
参考例句:
  • A peculiar austerity marked his judgments of modern life. 他对现代生活的批评带着一种特殊的苛刻。
  • He is swift with his judgments. 他判断迅速。
23 anecdote 7wRzd     
n.轶事,趣闻,短故事
参考例句:
  • He departed from the text to tell an anecdote.他偏离课文讲起了一则轶事。
  • It had never been more than a family anecdote.那不过是个家庭趣谈罢了。
24 perfectly 8Mzxb     
adv.完美地,无可非议地,彻底地
参考例句:
  • The witnesses were each perfectly certain of what they said.证人们个个对自己所说的话十分肯定。
  • Everything that we're doing is all perfectly above board.我们做的每件事情都是光明正大的。
25 absurdity dIQyU     
n.荒谬,愚蠢;谬论
参考例句:
  • The proposal borders upon the absurdity.这提议近乎荒谬。
  • The absurdity of the situation made everyone laugh.情况的荒谬可笑使每个人都笑了。
26 secular GZmxM     
n.牧师,凡人;adj.世俗的,现世的,不朽的
参考例句:
  • We live in an increasingly secular society.我们生活在一个日益非宗教的社会。
  • Britain is a plural society in which the secular predominates.英国是个世俗主导的多元社会。
27 motive GFzxz     
n.动机,目的;adv.发动的,运动的
参考例句:
  • The police could not find a motive for the murder.警察不能找到谋杀的动机。
  • He had some motive in telling this fable.他讲这寓言故事是有用意的。
28 undoubtedly Mfjz6l     
adv.确实地,无疑地
参考例句:
  • It is undoubtedly she who has said that.这话明明是她说的。
  • He is undoubtedly the pride of China.毫无疑问他是中国的骄傲。
29 artistic IeWyG     
adj.艺术(家)的,美术(家)的;善于艺术创作的
参考例句:
  • The picture on this screen is a good artistic work.这屏风上的画是件很好的艺术品。
  • These artistic handicrafts are very popular with foreign friends.外国朋友很喜欢这些美术工艺品。
30 enacted b0a10ad8fca50ba4217bccb35bc0f2a1     
制定(法律),通过(法案)( enact的过去式和过去分词 )
参考例句:
  • legislation enacted by parliament 由议会通过的法律
  • Outside in the little lobby another scene was begin enacted. 外面的小休息室里又是另一番景象。 来自英汉文学 - 嘉莉妹妹
31 analyzed 483f1acae53789fbee273a644fdcda80     
v.分析( analyze的过去式和过去分词 );分解;解释;对…进行心理分析
参考例句:
  • The doctors analyzed the blood sample for anemia. 医生们分析了贫血的血样。 来自《简明英汉词典》
  • The young man did not analyze the process of his captivation and enrapturement, for love to him was a mystery and could not be analyzed. 这年轻人没有分析自己蛊惑著迷的过程,因为对他来说,爱是个不可分析的迷。 来自《简明英汉词典》
32 condemned condemned     
adj. 被责难的, 被宣告有罪的 动词condemn的过去式和过去分词
参考例句:
  • He condemned the hypocrisy of those politicians who do one thing and say another. 他谴责了那些说一套做一套的政客的虚伪。
  • The policy has been condemned as a regressive step. 这项政策被认为是一种倒退而受到谴责。
33 stifled 20d6c5b702a525920b7425fe94ea26a5     
(使)窒息, (使)窒闷( stifle的过去式和过去分词 ); 镇压,遏制; 堵
参考例句:
  • The gas stifled them. 煤气使他们窒息。
  • The rebellion was stifled. 叛乱被镇压了。
34 disapproval VuTx4     
n.反对,不赞成
参考例句:
  • The teacher made an outward show of disapproval.老师表面上表示不同意。
  • They shouted their disapproval.他们喊叫表示反对。
35 copiously a83463ec1381cb4f29886a1393e10c9c     
adv.丰富地,充裕地
参考例句:
  • She leant forward and vomited copiously on the floor. 她向前一俯,哇的一声吐了一地。 来自英汉文学
  • This well-organized, unified course copiously illustrated, amply cross-referenced, and fully indexed. 这条组织完善,统一的课程丰富地被说明,丰富地被相互参照和充分地被标注。 来自互联网
36 justification x32xQ     
n.正当的理由;辩解的理由
参考例句:
  • There's no justification for dividing the company into smaller units. 没有理由把公司划分成小单位。
  • In the young there is a justification for this feeling. 在年轻人中有这种感觉是有理由的。
37 justifies a94dbe8858a25f287b5ae1b8ef4bf2d2     
证明…有理( justify的第三人称单数 ); 为…辩护; 对…作出解释; 为…辩解(或辩护)
参考例句:
  • Their frequency of use both justifies and requires the memorization. 频繁的使用需要记忆,也促进了记忆。 来自About Face 3交互设计精髓
  • In my judgement the present end justifies the means. 照我的意见,只要目的正当,手段是可以不计较的。
38 culpable CnXzn     
adj.有罪的,该受谴责的
参考例句:
  • The judge found the man culpable.法官认为那个人有罪。
  • Their decision to do nothing makes them culpable.他们不采取任何行动的决定使他们难辞其咎。
39 platitudinous OO3xu     
adj.平凡的,陈腐的
参考例句:
  • The whole speech was platitudinous nonsense. 整篇讲话都是陈谷子烂芝麻。 来自互联网
  • What troubles me most about this is not the workshop or platitudinous questionnaire the DNA bit. 我最感到苦恼的还不是研讨班,也不是这种陈腐的问卷调查,而是机构DNA这码事。 来自互联网
40 laudatory HkPyI     
adj.赞扬的
参考例句:
  • Now,when Carrie heard Drouet's laudatory opinion of her dramatic ability,her body tingled with satisfaction.听到杜洛埃这么称道自己的演戏才能,她心满意足精神振奋。
  • Her teaching evaluations are among the most laudatory in this department.她的教学评估在本系是居最受颂扬者之中。
41 commendable LXXyw     
adj.值得称赞的
参考例句:
  • The government's action here is highly commendable.政府这样的行动值得高度赞扬。
  • Such carping is not commendable.这样吹毛求疵真不大好。
42 orator hJwxv     
n.演说者,演讲者,雄辩家
参考例句:
  • He was so eloquent that he cut down the finest orator.他能言善辩,胜过最好的演说家。
  • The orator gestured vigorously while speaking.这位演讲者讲话时用力地做手势。


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