Public opinion; Public relations; Publicity; Social psychology
“This was their method when they were performing for their own profit
only, when their one motive 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.
Undoubtedly censorship of the motion pictures is in its practical
workings an economic and artistic 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
enacted, the taking of drugs, immoralities and other acts which might
offend or suggest harmful imitation.
“Damaged Goods,” before its presentation to America in 1913, was
analyzed 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 condemned 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 stifled because of
popular disapproval 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
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 copiously, 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.”
Public-domain text, read in full here on John Shaqi.
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