Public opinion; Public relations; Publicity; Social psychology
Commenting on this aspect of the situation, Mr. Lippmann discusses
this very example of the broker, John Smith, and his hypothetical
bankruptcy. “That overt act,” says Mr. Lippmann,[40] “‘uncovers’ the
news about Smith. Whether the news will be followed up or not is
another matter. The point is that before a series of events become news
they have usually to make themselves noticeable in some more or less
overt act. Generally, too, in a crudely overt act. Smith’s friends may
have known for years that he was taking risks, rumors may even have
reached the financial editor if Smith’s friends were talkative. But
apart from the fact that none of this could be published because it
would be libel, there is in these rumors nothing definite on which
to peg a story. Something definite must occur that has unmistakable
form. It may be the act of going into bankruptcy, it may be a fire,
a collision, an assault, a riot, an arrest, a denunciation, the
introduction of a bill, a speech, a vote, a meeting, the expressed
opinion of a well-known citizen, an editorial in a newspaper, a sale, a
wage-schedule, a price change, the proposal to build a bridge.... There
must be a manifestation. The course of events must assume a certain
definable shape, and until it is in a phase where some aspect is an
accomplished fact, news does not separate itself from the ocean of
possible truth.”
From the point of view of the practical journalist, Mr. Irwin has
applied this observation to the making of the news of the day. He
says:[41] “I state a platitude when I say that government by the people
is the essence of democracy. In theory, the people watch and know;
when, in the process of social and industrial evolution, they see a
new evil becoming important, they found institutions to regulate it
or laws to repress it. They cannot watch without light, know without
teachers. The newspaper, or some force like it, must daily inform them
of things which are shocking and unpleasant in order that democracy,
in its slow, wobbling motion upward, may perceive and correct. It is
good for us to know that John Smith, made crazy by drink, came home and
killed his wife. Startled and shocked, but interested, we may follow
the case of John Smith, see that justice in his case is not delayed by
his pull with Tammany. Perhaps, when there are enough cases of John
Smith, we shall look into the first causes and restrain the groggeries
that made him momentarily mad or the industrial oppression that made
him permanently an undernourished, overnerved defective. It is good to
know that John Jones, a clerk, forged a check and went to jail. For not
only shall we watch justice in his case, but some day we shall watch
also the fraudulent race-track gambling that tempted him to theft. If
every day we read of those crimes which grow from the misery of New
York’s East Side and Chicago’s Levee, some day democracy may get at the
ultimate causes for overwork, underfeeding, tenement crowding.
Public-domain text, read in full here on John Shaqi.
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