We have to add only one important point. Some startling results have surely been gained by another method. The same sensitiveness which makes Beulah able to receive signs which others do not notice, evidently makes her able to catch words spoken in a low voice within a certain distance, while she is not consciously giving her attention to them. She picks up bits of conversation which she overhears and which settle in her subconscious mind, until they later come to her consciousness in a way for which she cannot account. All were startled when at the end of our first day together I took a bill in my closed hand and asked her what I had there, and she at once replied a “ten-dollar bill,” while they all agreed that the child had never seen a ten-dollar bill before. This result surprised the minister and the judge greatly, and only later did I remember that I had whispered to the judge in the next room, with the door open, that I should ask her to tell the figures on a ten-dollar bill. In the same way the greatest sensation must be explained, which the experiments before my arrival yielded. The New York lady who came with the minister's family and others to the house was overwhelmed when Beulah spelled her name, which, as the affidavit said, was not known to any one else present. This affidavit was as a matter of course given according to the best knowledge of all concerned. Yet when later I came to Warren, one of the participants who told me the incident strengthened it by adding that he was the more surprised when the child spelled the name correctly with a K at the end, as he had understood that it was spelled with a T. In other words, some of those present did know the name, and the lady had evidently either been introduced or addressed by some one, and this had slipped from their minds because Beulah was not in the room. But she was probably in the other room and caught it in her subconscious mind. At her first début before the minister, too, by her same abnormal sensitiveness she probably heard when he told the mother that he had a glass of honey in his pocket. In short, the two actions of her subconscious mind, or of her brain, always go together, her noticing of family signs from her mother and sister and her catching of spoken words from strangers, both under conditions under which ordinary persons would neither see nor hear them. We have therefore nothing mysterious, nothing supernatural before us, but an extremely interesting case of an abnormal mental development, and this unusual power working in a mind which is entirely naïve and sincere.
How long will this naïveté and sincerity last? This is no psychological, but a social problem. Since the newspapers have taken hold of the case, every mail brings heaps of letters from all corners of the country. Some of them bring invitations to give performances, but they are not the most dangerous ones. Most of the letters urge the child to use her mysterious, supernatural powers for trivial or pathetic ends in the interest of the writers. Sometimes she is to locate a lost trunk, or a mislaid pocketbook; sometimes she is to prophesy whether a voyage will go smoothly or whether a business venture will succeed; sometimes she is to read in her mind where a runaway child may be found; and almost always money promises are connected with such requests. The mother, who has not much education but who is a splendid, right-minded country woman with the very best intentions for the true good of her children, has ignored all this silly invasion. She showed me a whole teacupful of two-cent stamps for replies which she had collected from Beulah's correspondence. But I ask again, how long will it last? If Beulah closes her eyes and some chance letters come to her mind, and she forms a word from them and sends it as a reply to the anxious mother who is seeking her child, she will soon discover that it is easy to gather money in a world which wants to be deceived. She is followed by the most tempting invitations to live in metropolitan houses where sensational experiments can be performed with her. The naïve mother is still impressed when a New York woman applies the well-known tricks and assures her that the child reminds her so much of her own little dead niece that she ought to come to her New York house. It is a pity how the community forces sensationalism, commercialism, and finally humbug and fraud on a naïve little country girl who ought to be left alone with her pet lamb in her mother's kitchen. Her gift is extremely interesting to the psychologist, and if it is not misused by those who try to pump spiritualistic superstitions into her little mind or to force automatic writing on her it will be harmless and no cause for hysteric developments. But surely her art is entirely useless for any practical purpose. She cannot know anything which others do not know beforehand. Clairvoyant powers or prophetic gifts are not hers, and above all her mind-reading is a natural process. The edifice of science will not be shaken by the powers of my little Rhode Island friend.
Yet the most important part is not the fate of the individual child, but the behaviour of this nation-wide public which chases her into the swamps of fraud. No one can decide and settle whether the party of superstition forms the majority or the minority. If all the silent voters were sincere, they probably would carry the vote for telepathy. But in any case, such a party exists, and it does not care in the least that scientific investigations clear up a case which threatens to bring our world of thought into chaotic disorder. A world of mental trickery and mystery, a world which by its very principle could never be understood, is to them instinctively more welcome than a world of scientific order. There cannot be a more fundamental contrast between men who are to form a social unit than this radical difference of attitude toward the world of experience. Compared with this deepest split in the community, all its other social questions seem temporary and superficial.
V
THE MIND OF THE JURYMAN
Every lawyer knows some good stories about some wild juries he has known, which made him shiver and doubt whether a dozen laymen ever can see a legal point. But every newspaper reader, too, remembers an abundance of cases in which the decision of the jury startled him by its absurdity. Who does not recall sensational acquittals in which sympathy for the defendant or prejudice against the plaintiff carried away the feelings of the twelve good men and true? For them are the unwritten laws, for them the mingling of justice with race hatreds or with gallantry. And even in the heart of New York a judge recently said to a chauffeur who had killed a child and had been acquitted: “Now go and get drunk again; then this jury will allow you to run over as many children as you like.”
Yet whatever the temperament of the jury and its legal insight, we may sharply separate its ideas of deserved punishment from that far more important aspect of its function, the weighing of evidence. The juries may be whimsical in their decisions, they may be lenient in their acquittals or over-rigid in their verdicts of guilty, but that is quite in keeping with the democratic spirit of the institution. The Teutonic nations did not want the abstract law of the scholarly judges; they want the pulse-beat of life throbbing in the court decisions, and what may be a wilful ignoring of the law of the jurists may be a heartfelt expression of the popular sentiment. Better to have some statutes riddled by the illogical verdicts than legal decisions severed from the sense of justice which is living in the soul of the nation. But while a rush into prejudice or a hasty overriding of law may draw attention to some exceptional verdicts, in the overwhelming mass of jury decisions nothing is aimed at but a real clearing up of the facts. The evidence is submitted, and while the lawyers may have wrangled as to what is evidence and what is not, and while they may have tried, by their presentation of the witnesses on their own side and by their cross-examinations, to throw light on some parts of the evidence and shadow on some others, the jurymen are simply to seek the truth when all the evidence has been submitted. And mostly they do not forget that they will live up to their duty best the more they suppress in their own hearts the question whether they like or dislike the truth that comes to light. Whoever weighs the social significance of the jury system ought not to be guided by the few stray cases in which the emotional response obscures the truth, but all praise and blame and every scrutiny of the institution ought to be confined essentially to the ability of the jurymen to live up to their chief responsibility, the sober finding of the true facts.
It cannot be denied that much criticism has been directed against the whole jury system in America as well as in Europe by legal scholars as well as by laymen on account of the prevailing doubt whether the traditional form is really furthering the clearing up of the hidden truth. Where the evidence is so perfectly clear that every one by himself feels from the start exactly like all the others, the coöperation of the twelve men cannot do any harm, but it cannot do any particular good either. Such cases do not demand the special interest of the social reformer. His doubts and fears come up only when difference of opinion exists, and the discussion and the repeated votes overcome the divergence of opinion. The skeptics claim that the system as such may easily be instrumental for suppressing the truth and bringing the erroneous opinion to victory. In earlier times a frequent objection was that lack of higher education made men unfit to weigh correctly the facts in a complicated situation. But this kind of arguing has been given up for a long while. The famous French lawyer who, whenever he had a weak case, made use of his right to challenge jurymen by systematically excluding all persons of higher education, certainly blundered in this respect, according to the views of to-day. Those best informed within and without the legal science agree that the verdicts of straightforward people with public-school education are in the long run neither better nor worse than those of men with college schooling or professional training. A jury of artisans and farmers understands and looks into a mass of neutral material as well as a jury of bankers and doctors, or at least its final verdict has an equal chance to hit the truth.
But the critics say that it is not the lack of general or logical training of the single individual which obstructs the path of justice. The trouble lies rather in the mutual influence of the twelve men. The more persons work together, the less, they say, every single man can reach his highest level. They become a mass with mass consciousness, a kind of crowd in which each one becomes oversuggestible. Each one thinks less reliably, less intelligently, and less impartially than he would by himself alone. We know how men in a crowd do indeed lose some of the best features of their individuality. A crowd may be thrown into a panic, may rush into any foolish, violent action, may lynch and plunder, or a crowd may be stirred to a pitch of enthusiasm, may be roused to heroic deeds or to wonderful generosity, but whether the outcome be wretched or splendid, in any case it is the product of persons who have been entirely changed. In the midst of the panic or in the midst of the heroic enthusiasm no one has kept his own characteristic mental features. The individual no longer judges for himself; he is carried away, his own heart reverberates with the feelings of the whole crowd. The mass consciousness is not an adding up, a mere summation, of the individual minds, but the creation of something entirely new. Such a crowd may be pushed into any paths, chance leaders may use or misuse its increased suggestibility for any ends. No one can foresee whether this heaping up of men will bring good or bad results. Certainly the individual level of the crowd will always be below the level of its best members. And is not a jury necessarily such a group with a mass consciousness of its own? Every individual is melted into the total, has lost his independent power of judging, and becomes influenced through his heightened suggestibility and social feeling by any chance pressure which may push toward error as often as toward truth.
But if such arguments are brought into play, it is evident that it is no longer a legal question, but a psychological one. The psychologist alone deals scientifically with the problem of mutual mental influence and with the reënforcing or awakening of mental energies by social coöperation. He should accordingly investigate the question with his own methods and deal with it from the standpoint of the scientist. This means he is not simply to form an opinion from general vague impressions and to talk about it as about a question of politics, where any man may have his personal idea or fancy, but to discover the facts by definite experiments. The modern student of mental life is accustomed to the methods of the laboratory. He wants to see exact figures by which the essential facts come into sharp relief. But let us understand clearly what such an experiment means. When the psychologist goes to work in his laboratory, his aim is to study those thoughts and emotions and feelings and deeds which move our social world. But his aim is not simply to imitate or to repeat the social scenes of the community. He must simplify them and bring them down to the most elementary situations, in which only the characteristic mental actions are left. Is this not the way in which the experimenters proceed in every field? The physicist or the chemist does not study the great events as they occur in nature on a large scale and with bewildering complexity of conditions, but he brings down every special fact which interests him to a neat, miniature copy on his laboratory table. There he mixes a few chemical solutions in his retorts and his test-tubes, or produces the rays or sparks or currents with his subtle laboratory instruments, and he feels sure that whatever he finds there must hold true everywhere in the gigantic universe. If the waters move in a certain way in the little tank on his table, he knows that they must move according to the same laws in the midst of the ocean. In this spirit the psychologist arranges his experiments too. He does not carry them on in the turmoil of social life, but prepares artificial situations in which the persons will show the laws of mental behaviour. An experiment on memory or attention or imagination or feeling may bring out in a few minutes mental facts which the ordinary observer would discover only if he were to watch the behaviour and life attitudes of the man for years. Everything depends upon the degree with which the characteristic mental states are brought into play under experimental conditions. The great advantage of the experimental method is, here as everywhere, that everything can be varied and changed at will and that the conditions and the effects can be exactly measured.
If we apply these principles to the question of the jury, the task is clear. We want to find out whether the coöperation, the discussion, and the repeated voting of a number of individuals are helping or hindering them in the effort to judge correctly upon a complex situation. We must therefore artificially create a situation which brings into action the judgment, the discussion, and the vote, but if we are loyal to the idea of experimenting we must keep the experiment free from all those features of a real jury deliberation which have nothing to do with the mental action itself. Moreover, it is evident that the situations to be judged must allow a definite knowledge as to the objective truth. The experimenter must know which verdict of his voters corresponds to the real facts. Secondly, the situation must be difficult in order that a real doubt may prevail. If all the voters were on one side from the start, no discussion would be needed. Thirdly, it must be a rather complex situation in order that the judgment may be influenced by a number of motives. Only in this case will it be possible for the discussion to point out factors which the other party may have overlooked, thus giving a chance for changes of mind. All these demands must be fulfilled if the experiment is really to picture the jury function. But it would be utterly superfluous and would make the exact measurement impossible if the material on which the judgment is to be based were of the same kind of which the evidence in the courtroom is composed. The trial by jury in an actual criminal case may involve many picturesque and interesting details, but the mental act of judging is no different when the most trivial objects are chosen.
I settled on the following simple device: I used sheets of dark gray cardboard. On each were pasted white paper dots of different form and in an irregular order. Each card had between ninety-two and a hundred and eight such white dots of different sizes. The task was to compare the number of spots on one card with the number of spots on another. Perhaps I held up a card with a hundred and four dots above, and below one with ninety-eight. Then the subjects of the experiment had to decide whether the upper card had more dots or fewer dots or an equal number compared with the lower one. I made the first set of experiments with eighteen Harvard students. I took more than the twelve men who form a jury in order to reënforce the possible effect, but did not wish to exceed the number greatly, so that the character of the discussion might be similar to that in a jury. A much larger number would have made the discussion too formal or too unruly. The eighteen men sat around a long table and were first allowed to look for half a minute at the two big cards, each forming his judgment independently. Then at a signal every one had to write down whether the number of dots on the upper card was larger, equal, or smaller. Immediately after that they had to indicate by a show of hands how many had voted for each of the three possibilities. After that a discussion began. Indeed, the two cards offered plenty of points for earnest and vivid discussion. During the exchange of opinion in which those who had voted larger tried to convince the party of the smaller, and vice versa, they were always able to look at the cards and to refer to them, pointing to the various parts. One showed how the distances on the one card appeared larger, and another pointed out how the spots were clustered in a certain region, a third how the dots were smaller in some parts, a fourth spoke about the optical illusions, a fifth about certain impressions resulting from the narrowness of the margin, and a sixth about the effect of certain irregularities in the distribution. In short, very different aspects were considered and very different factors emphasized. The discussion was sometimes quite excited, three or four men speaking at the same time. After exactly five minutes of talking the vote was repeated, again at first being written and then being taken by show of hands. A second five minutes' exchange of opinion followed with a new effort to convince the dissenters. After this period the third and last vote was taken. This experiment was carried out with a variety of cards with smaller or larger difference of numbers, but the difference always enough to allow an uncertainty of judgment. Here, indeed, we had repeated all the essential conditions of the jury vote and discussion, and the mental state was characteristically similar to that of the jurymen.
The very full accounts which the participants in the experiment wrote down the following day indicated clearly that we had a true imitation of the mental process in spite of the striking simplicity of our conditions. One man, for instance, described his inner experience as follows: “I think the experiment involves factors quite comparable to those that determine the verdict of a jury. The cards with their spots are the evidence pro and con which each juryman has before him to interpret. Each person's decision on the number is his interpretation of the situation. The arguments, too, seem quite comparable to the arguments of the jury. Both consist in pointing out factors of the situation that have been overlooked and in showing how different interpretations may be possible.” Another man writes: “In the experiment it seemed that one man judged by one criterion and another by another, such as distribution, size of spots, vacant spaces, or counting along one edge. Discussion often brought immediate attention to other criterions than those he used in his first judgment, and these often outweighed the original. Similarly, different jurymen would base their opinion on different aspects of the case, and discussion would tend to draw their attention to other aspects. The experiment also illustrated the relative weight given to the opinion of different fellow-jurymen. I found that the statements of a few of the older men who have had more extensive psychological experience weighed more with me than those of the others. Suggestion did not seem to be much of a factor. A man is rather on his mettle, and ready to defend his original impression, until he finds that it is hopeless.” Again, another writes: “To me the experiment seemed fairly comparable to the real situation. As in an actual trial, the full truth was not available, but certain evidence was presented to all for interpretation. As to the nature of the discussion itself, I think there was the same mingling of suggestion and real argument that is to be found in a jury discussion.” Another says: “The discussion influenced me by suggesting other methods of analysis. For instance, comparison of the amount of open space in two cards, comparison of the number of dots along the edges, estimation in diagonal lines, were methods mentioned in the discussion which I used in forming my own judgments. It does not seem to me that in my own case direct suggestion had any appreciable effect. I was conscious of a tendency toward contrasuggestibility. There was a half submerged feeling that it would be good sport to stick it out for the losing side. The lack of any unusual amount of suggestion and the presence of the influences of analysis and detailed comparison seem to me to show that the tests were in fact fairly comparable to situations in a jury room.” To be sure, there were a few who were strongly impressed by the evident differences between the rich material of an actual trial and the meagre content of our tests: there the actions of living men, here the space relations of little spots. But they evidently did not sufficiently realize that the forming of such number judgments was not at all a question of mere perception; that on the contrary many considerations were involved; most men felt the similarity from the start.
What were the results of this first group of experiments? Our interest must evidently be centred on the question of how many judgments were correct at the first vote before any discussion and any show of hands were influencing the minds of the men, and how many were correct at the last vote after the two periods of discussion and after taking cognizance of the two preceding votes. If I sum up all the results, the outcome is that 52 per cent. of the first votes were correct and 78 per cent. of the final votes were correct. The discussion of the successive votes had therefore led to an improvement of 26 per cent. of all votes. Or, as the correct votes were at first 52 per cent., their number is increased by one half. May we not say that this demonstrates in exact figures that the confidence in the jury system is justified? And may it not be added that, in view of the widespread prejudices, the result is almost surprising? Here we had men of high intelligence who were completely able to take account of every possible aspect of the situation. They had time to do so, they had training to do so, and every foregoing experiment ought to have stimulated them to do so in the following ones. Yet their judgment was right in only 52 per cent. of the cases until they heard the opinions of the others and saw how they voted. The mere seeing of the vote, however, cannot have been decisive, because 48 per cent., that is, practically half of the votes, were at first incorrect. The wrong votes might have had as much suggestive influence on those who voted rightly as the right votes on those on the wrong side. If, nevertheless, the change was so strongly in the right direction, the result must clearly have come from the discussion.
But I am not at the end of my story. I made exactly the same experiments also with a class of advanced female university students. When I started, my aim was not to examine the differences of men and women, but only to have ampler material, and I confined my work to students in psychological classes, because I was anxious to get the best possible scientific analysis of the inner experiences. I had no prejudice in favour of or against women as members of the jury, any more than my experiments were guided by a desire to defend or to attack the jury system. I was only anxious to clear up the facts. The women students had exactly the same opportunities for seeing the cards and the votes and for exchanging opinions. The discussions, while carried on for the same length of time, were on the whole less animated. There was less desire to convince and more restraint, but the record, which was taken in shorthand, showed nearly the same variety of arguments which the men had brought forward. Everything agreed exactly with the experiments with the men, and the only difference was in the results. The first vote of all experiments with the women showed a slightly smaller number of right judgments. The women had 45 per cent. correct judgments, as against the 52 per cent. of the men. I should not put any emphasis on this difference. It may be said that the men had more training in scientific observations and the task was therefore slightly easier for them than for most of the women. I should say that, all taken together, men and women showed an equal ability in immediate judgment, as with both groups about half of the first judgments were correct. The fact that with the men 2 per cent. more, with the women 5 per cent. less, than half were right would not mean much. But the situation is entirely different with the second figure. We saw that for the men the discussion secured an increase from 52 per cent. to 78 per cent.; with the women the increase is not a single per cent. The first votes were 45 per cent. right, and the last votes were 45 per cent. right. In other words, they had not learned anything from discussion.
It would not be quite correct if we were to draw from that the conclusion that the women did not change their minds at all. If we examine the number of cases in which in the course of the first, second, and third votes in any of the experiments some change occurred, we find changes in 40 per cent. of all judgments of the men and 19 per cent. of all judgments of the women. This does not mean that a change in a particular case necessarily made the last vote different from the first; we not seldom had a case where, for instance, the first vote was larger, the second equal, and the third again larger. And as a matter of course, where a change between the first and the last occurred, it was not always a change in the right direction. Moreover, it must not be forgotten that the votes always covered three possibilities, and not only two. It was therefore possible for the first vote to be wrong, and then for a change to occur to another wrong vote. The 19 per cent. changes in the decisions of the women contained accordingly as many cases in which right was turned into wrong as in which wrong was turned into right, while with the men the changes to the right had an overweight of 26 per cent. The self-analysis of the women indicated clearly the reason for their mental stubbornness. They heard the arguments, but they were so fully under the autosuggestion of their first decision that they fancied that they had known all that before, and that they had discounted the arguments of their opponents in the first vote. The cobbler has to stick to his last; the psychologist has to be satisfied with analyzing the mental processes, but it is not his concern to mingle in politics. He must leave it to others to decide whether it will really be a gain if the jury box is filled with individuals whose minds are unable to profit from discussion and who return to their first idea, however much is argued from the other side. It is evident that this tendency of the female mind must be advantageous for many social purposes. The woman remains loyal to her instinctive opinion. Hence we have no right to say that the one type of mind is in general better than the other. We may say only that they are different, and that this difference makes the men fit and the women unfit for the particular task which society requires from the jurymen.
Practical experience seems to affirm this experimental result on many sides. The public of the east is still too little aware of this new and yet powerful influence in the far west, where the jury box is accessible to women. There is no need to point to extreme cases. Any average trial may illustrate the situation. I have before me the reports of the latest murder trial at Seattle, the case of Peter Miller. The case was unusual only in that the defendant had been studying criminal law during his incarceration in jail, and addressed the jury himself on his own behalf in an argument that is said to have lasted nine hours. The jury was out quite a long time. Eleven were for acquittal, one woman was against it. The next day the papers brought out long interviews with her in which she explained the situation. She characterized her general standing in this way: “I am a dressmaker, and go out every day, six days in the week. I read the classified ads and glance at the headlines, but I don't have much time to waste on anything else.” But her attitude in the jury room was very similar. She says: “I was sure of my opinion. I didn't try to change anybody else's opinion. I just kept my own. They argued a good deal and asked me if the fact that eleven of twelve had been convinced by the same evidence of Peter Miller's innocence didn't shake my faith in my own judgment. Well, it didn't. We were out twenty-four hours. I borrowed a pair of knitting needles from one of the jurors, and I sat there and knitted most of the time.” The State of Washington will now have to have a new trial, as the jury could not agree. There will probably still be many hung juries because some dressmaker borrows a pair of knitting needles from one of the jurors, knits most of the time, and lets the others argue, as she is sure of her own opinion. The naïve epigram of this model juror, “I didn't try to change anybody else's opinion; I just kept my own,” illuminates the whole situation. This is no contrast to the popular idea that woman easily changes her mind. She changes it, but others cannot change it.
In order to make quite sure that the discussion and not the seeing of the vote is responsible for the marked improvement in the case of men, I carried on some further experiments in which the voting alone was involved. To bring this mental process to strongest expression, I went far beyond the small circle which was needed for the informal exchange of opinion, and operated instead with my large class of psychological students in Harvard. I have there four hundred and sixty students, and accordingly had to use much larger cards with large dots. I showed to them any two cards twice. There was an interval of twenty seconds between the first and the second exposures, and each time they looked at the cards for three seconds. In one half of the experiments that interval was not filled at all; in the other half a quick show of hands was arranged so that every one could see how many on the first impression judged the upper card as having more or an equal number or fewer dots than the lower. After the second exposure every one had to write down his final result. The pairs of cards which were exposed when the show of hands was made were the same as those which were shown without any one knowing how the other men judged. We calculated the results on the basis of four hundred reports. They showed that the total number of right judgments in the cases without showing hands was 60 per cent. correct; in those with show of hands about 65 per cent. A hundred and twenty men had turned from the right to the wrong—that is, had more incorrect judgments when they saw how the other men voted than when they were left to themselves.
It is true that those who turned from worse to better by seeing the vote of the others were in a slight majority, bringing the total vote 5 per cent. upward, but this difference is so small that it could just as well be explained by the mere fact that this act of public voting reënforced the attention and improved a little the total vote through this stimulation of the social consciousness. It is not surprising that the mere seeing of the votes in such cases has such a small effect, incomparable with that of a real discussion in which new vistas are opened, inasmuch as in 40 per cent. of the cases the majority was evidently on the wrong side from the start. Those who are swept away by the majority would therefore in 40 per cent. of the cases be carried to the wrong side. I went still further and examined by psychological methods the degree of suggestibility of those four hundred participants in the experiment, and the results showed that the fifty most suggestible men profited from the seeing of the vote of the majority no more than the fifty least suggestible ones. In both cases there was an increase of about 5 per cent. correct judgments. I drew also from this the conclusion that the show of hands was ineffective as a direct influence toward correctness, and that it had only the slight indirect value of forcing the men to concentrate their attention better on those cards. All results, therefore, point in the same direction: it is really the argument which brings a coöperating group nearer to the truth, and not the seeing how the other men vote. Hence the psychologist has every reason to be satisfied with the jury system as long as the women are kept out of it.
VI
EFFICIENCY ON THE FARM
We city people who are feeding on city-made public opinion forget that we are in the minority, and that the interests of the fifty millions of the rural population are fundamental for the welfare of the whole nation. Moreover, the life of the city itself is most intimately intertwined with the work on the farm; banking and railroading, industrial enterprises and commercial life, are dependent upon the farmers' credit and the farmers' prosperity. The nation is beginning to understand that it would be a calamity indeed if the tempting attractiveness of the city should drain off still more the human material from the village and from the field. The cry “back to the land” goes through the whole world, and this means more than a camping tour in the holidays and some magazine numbers of Country Life in America by the fireplace. Its meaning ought to be that every nation which wants to remain healthy and strong must take care that the obvious advantages of metropolitan life are balanced by the joys and gains of the villager who lacks the shop windows and the exciting turmoil.
Certainly the devices of the city inventor, the telephone and the motor car and a thousand other gifts of the last generation, have overcome much of the loneliness, and the persistent efforts of the states to secure better roads and better schools in the country have enriched and multiplied the values of rural life. Yet the most direct aid is, after all, that which increases the efficiency of farming itself. In this respect, too, we feel the rapid progress throughout the country. The improvements in method which the scientific efforts of all nations have secured are eagerly distributed to the remotest corners. The agents of the governmental Bureau of Agriculture, the agricultural county demonstrators, the rapidly spreading agricultural schools, take care that the farmer's “commonsense” with its backwardness and narrowness be replaced by an insight which results from scientific experiment and exact calculation. Agricultural science, based on physics and chemistry, on botany and zoölogy, has made wonderful strides during the last few decades. It must be confessed that the self-complaisance of the farmer and the power of tradition have offered not a little resistance to the practical application of the knowledge which the agricultural experiments establish, and the blending of the well-known conservative attitude of the farmer with a certain carelessness and deficiency in education has kept the production of the American farm still far below the yielding power which the present status of knowledge would allow. Other nations, more trained in hard labour and painstaking economy and accustomed to most careful rotation of crops, obtain a much richer harvest from the acre, even where the nature of the soil is poor. But the longing of the farmer for the best methods is rapidly growing, too, and in many a state he shows a splendid eagerness to try new ways, to develop new plans, and to progress with the advance of science.
In such an age it seems fair to ask whether the circle of sciences which are made contributory to the efficiency of the agriculturist has been drawn large enough. It is, of course, most important for every farmer to know the soil and whatever may grow on it and feed on it. All the new discoveries as to the power of phosphates to increase the crop or as to the part which protozoa play in the inhibition of fertility, or the influence of parasites on the enemies of the crops and the numberless naturalistic details of this type, are certainly most important. Yet does it not look as if in all the operations which the worker on the land has to perform everything is carefully considered by science, and only the chief thing left out, the worker and his work? He is earnestly advised as to every detail in the order of nature: he learns by what chemical substances to improve the soil, what seeds are to be used, and when they are to be planted, what breeds of animals to raise and how to feed them. But no scientific interest has thrown light on his own activity in planting the seed and gathering the harvest, in picking the fruit and caring for the stock.
No doubt, the agent of some trust has recommended to him the newest machines; but their help still belongs, after all, to the part of outer nature. They are physical apparatus, and even if the farmer uses nowadays dynamite to loosen the soil, all this new-fashioned power yet remains scientific usage of the knowledge of nature. But behind all this physical and chemical material in which and through which the farmer and his men are working stand the farmer himself with his intelligence, and his men themselves with their lack of intelligence. This human factor, this bundle of ideas and volitions and feelings and judgments, must ultimately be the centre of the whole process. There is no machine which can do its best if it is wrongly used, no tool which can be effective if it is not set to work by an industrious will. The human mind has to keep in motion that whole great mechanism of farm life. It is the farmer's foresight and insight which plough and plant and fill the barns. For a long while the average farmer thought about nature, too, that he could know all he needed, if he applied his homemade knowledge. That time has passed, and even he relies on the meteorology telegram of the scientific bureaus rather than on the weather rules of his grandfather. But when it comes to the mental processes which enter into the agricultural work, he would think it queer to consult science. He would not even be aware that there is anything to know. The soil and the seed and even the plough and the harvester are objects about which you can learn. But the attention with which the man is to do his work, the memory, the perception, the ideas which make themselves felt, the emotions and the will which control the whole work, would never be objects about which he would seek new knowledge; they are no problems for him, they are taken for granted.
Yet we have to-day a full-fledged science which does deal with these mental processes. Psychology speaks about real things as much as chemistry, and the laws of mental life may be relied on now more safely than the laws of meteorology. It seems unnatural that those who have the interests of agriculture at heart should turn the attention of the farmer exclusively to the results of the material sciences and ignore completely the thorough, scientific interest in the processes of the mind. To be sure, until recently we had the same shortcoming in industrial enterprises of the factories. Manufacturer and workingman looked as if hypnotized at the machines, forgetting that those wheels of steel were not the only working powers under the factory roof. A tremendous effort was devoted to the study and improvement of the industrial apparatus and of the raw material, while the mental fitness and the mental method of the army of workingmen was dealt with unscientifically and high-handedly. But within the last few years the attention of the industrial world has been seriously turned to the matter-of-course fact that the workman's mind is more important than the machine and the material, if the highest economic output is to be secured. The great movement for scientific management, however much or little its original plans may survive, has certainly once for all convinced the world that the study of the man and his functions ought to be the chief interest of the market, even in our electrical age; and the more modest movement for vocational guidance has emphasized this personal factor from sociological motives. At last the psychologists themselves approached the problem of the worker in the factory, began to examine his individual fitness for his work, and to devise tests in order to select quickly those whose inborn mental capacity makes them particularly adjusted to special lines of work. Above all, they examined the methods by which the individual learned and got his training in the technical activities, they began to determine the exact conditions which secured the greatest amount of the best possible work with the greatest saving of human energy. All this is certainly still at its beginning, but even if the solutions of the problems are still insufficient, the problems themselves will not again be lost sight of. The most obvious acknowledgment of the importance of these demands lies in the fact that already the quack advice of pseudo-psychologists is offered from many sides. The up-to-date manufacturer knows, even if he is not interested in the social duties involved, that the mere economic interest demands a much more serious study of the workingman's mind than any one thought of ten years ago.
This change must finally come into the agricultural circles. The consequences of the usual, or rather invariable neglect, are felt less in agriculture than in industry, because the work is so much more scattered. The harmful effects of poor adjustment and improper training must be noticed more easily where many thousands are crowded together within the walls of the same mill. But it would be an illusion to fancy that the damage and the loss of efficiency are therefore less in the open field than in the narrow factory. On the contrary, the conditions favour the workshop. There everybody stands under constant supervision, and what is still more important, always has the chance for imitation. Every improvement, almost every new trick and every new hand movement which succeeds with one, is taken up by his neighbour and spreads over the establishment. The principle of farm work is isolation. One hardly knows what another is doing, and where several do coöperate, they are generally engaged in different functions. Even where the farmhands work in large groups, the attitude is much less that of team work than of a mere summation of individual workers. In the country as a whole the man who works on the farm has to gather his experience for himself, has to secure every advance for himself, and has to miss the benefit which the social atmosphere of industrial work everywhere furnishes.
It would be utterly misleading to think that the long history of mankind's agricultural pursuits ought to have been sufficient to bring together the necessary experience. The analysis of the vocational activities has given every evidence that even the oldest functions are performed in an impractical, inefficient way. The students of scientific management have demonstrated how the work of the mason, as old as civilization itself, is carried on every day in every land with methods which can be improved at once, as soon as a scientific study of the motions themselves is started. It could hardly be otherwise, and the principle might be illustrated by any chance case. If a girl were left to herself to learn typewriting, the best way would seem to her to be to pick out the letters with her two forefingers. She would slowly seek the right key for each letter and press it down. In this way she would be in the pleasant position of producing a little letter after only half an hour of trial. As soon as she has succeeded with such a first half page, she will see only the one goal of increasing the rapidity and accuracy, and by hard training she will indeed gain steadily in speed and correctness, and after a year she will write rather quickly. Yet she will never succeed in reaching the ideal proficiency. In order to attain the highest point, she ought to have started with an entirely different method. She ought to have begun at once to use all her fingers, and, moreover, to use them without looking at the keyboard. If she had started with this difficult method she would never have succeeded in writing a letter the first day. It would have taken weeks to reach that achievement which the simpler method yields almost at once. But in plodding along on this harder road she would finally outdistance the competitor with the commonsense method and would finally gain the highest degree of efficiency. This is exactly the situation everywhere. Commonsense always grasps for those methods which quickly lead to a modest success, but which can never lead to maximum achievement. On the other hand, up to the days of modern experimental psychology the interest was not focussed on the mental operations involved in industrial life as such. Everything was left to commonsense, and therefore it is not surprising that the farmhand like the workingman in the mill has never hit upon the one method which is best, as all his instincts and natural tendencies had to lead him to the second or third best method, since these alone give immediate results.
A highly educated man who spent his youth in a corn-raising community reports to me the following psychological observation: However industrious all the boys of the village were, one of them was always able to husk about a half as much more corn than any one else. He seemed to have an unusual talent for handling so many more ears than any one of his rivals could manage. Once my friend had a chance to inquire of the man with the marvellous skill how he succeeded in outdoing them so completely, and then he learned that no talent was involved, but a simple psychological device, almost a trick. The worker who husks the ear is naturally accustomed to make his hand and finger movements while his eyes are fixed on them. As soon as one ear is husked, the attention turns to the next, the eyes look around and find the one which best offers itself to be handled next. When the mind, under the control of the eyes, has made its choice, the mental impulse is given to the arms, and the hands take hold of it. Yet it is evident that these manipulations can be carried on just as well without the constant supervision of the eyes. The eye is needed only to find the corn and to direct the impulse of the hands toward picking it up. But the eye is no longer necessary for the detailed movements in husking. Hence it must be possible to perform that act of vision and that choice of the second ear while the hands are still working on the first. The initial stage of the work on the second ear then overlaps the final stages of the work with the first, and this must mean a considerable saving of time.
This was exactly the scheme on which that marvel of the village had struck. He had forced on himself this artificial breaking of the attention, and had trained himself to have his eyes performing their work independent of the activity of the hands. My friend assures me that as soon as he had heard of the trick, there was no difficulty in his imitating it, and immediately the number of ears which he was able to husk in a given time was increased by 30 per cent. The mere immediate instinct would always keep the eye movement and the hand movements coupled together. A certain artificial effort is necessary to overcome this natural coördination. But if this secret scheme had been known to all the boys in the village, ten would have been able to perform what fifteen did. Of course this is an utterly trivial incident, and where my friend husked corn in his boyhood days, to-day probably the cornharvester is doing it more quickly anyhow. But as long as real scientific effort has not been applied toward examining the details, we have to rely on such occasional observations in order at first to establish the principle. Every one knows that just such illustrations might as well be taken from the picking of berries, in which the natural method is probably an absurd waste of energy, and yet which in itself seems so insignificant that up to present days no scientific efforts have been made to find out the ideal methods.
Similar accidental observations are suggested by the well-known experiments with shovelling carried on in the interest of industry, where the shovelling of coal and of pig iron demanded a careful investigation into the best conditions for using the shovel. It was found that it is an unreasonable waste of energy to use the same size and form of tool for lifting the heavy and the light material. With the same size of shovel the iron will make such a heavy load that the energies are exhausted, and the coal will give such a light load that the energies are not sufficiently made use of. It became necessary to determine the ideal load with which the greatest amount of work with the slightest fatigue could be performed, and that demanded a much larger shovel for the light than for the heavy substance. Exactly this situation repeats itself with the spade of the farmer. The conditions are somewhat different, but the principle must be the same. Of course the farmer may use spades of different sizes, but he is far from bringing the product of spade surface and weight to a definite equation. Sometimes he wastes his energies and sometimes he exhausts them. But it is not only a question of the size of shovel or spade. The whole position of the body, the position of the hands, the direction of the attention, the rhythm of the movement, the pauses between the successive actions, the optical judgment as to the place where the spade ought to cut the ground, the distribution of energy, the respiration, and many similar parts of the total psychophysical process demand exact analysis if the greatest efficiency is to be reached. Everybody knows what an amount of attention the golf player has to give to every detail of his movement, and yet it would be easier to discover by haphazard methods the best way to handle the golf stick than to use the spade to the best effect.
On the other hand, the better method is not at all necessarily the more difficult one. More effort is needed at the beginning to acquire an exactly adjusted scheme of movement, but as soon as the well-organized activity has become habitual, it will realize itself with less inner interference. For the educated it is no harder to speak correct grammar than to speak slang, and it is no more difficult to write orthographically than to indulge in chaotic spelling, just as in every field it is no harder to show good manners than to behave rudely. If the sciences of digging and chopping, of reaping and raking, of weeding and mowing, of spraying and feeding, are all postulates of the future, each can transform the chance methods into exact ones, and that means into truly efficient ones, only when every element has been brought under the scrutiny of the psychological laboratory. We must measure the time in hundredths of a second, must study the psychophysical conditions of every movement, where not trees are cut or hay raked, but where the tools move systems of levers which record graphically the exact amount and character of every partial effect. The one problem of the distribution of work and rest alone is of such tremendous importance for the agricultural work that a real scientific study of the details might lead to just as much saving as the introduction of new machinery. The farmhand, who would never think of wasting his money, wastes his energies by contracting big muscles, where a better economized system of movement would allow him to reach the same result through the contraction of smaller muscles, which involves much less energy and much less fatigue. The loss by wrong bending and wrong coördination of movement may be greater than by bad weather.
Yet commonsense can never be sufficient to find the right motor will impulses. The ideal distribution of pauses is extremely different from merely stopping the work when a state of overfatigue has been reached. Even general scientific rules could not be the last word. Subtle psychological tests would have to be devised by which the plan for alternation between work and rest could be carefully adjusted to the individual needs of every rural worker. The mere sensation of fatigue may be entirely misleading. It must be brought into definite relations to temperature, moistness, character of the work, training, and other factors. On the other hand, the absence of fatigue feeling would be in itself no indication that the limit of safety has not been passed, and yet the work itself must suffer when objective overfatigue of the system has begun. At the right moment a short interruption may secure again the complete conditions for successful work. If that moment has passed, an exhaustion may result which can no longer be repaired by a short rest. Any wrong method of performing these simple activities, that is, any method which is not based on exact scientific analysis, wastes the energies of the workingman, and by that the economic means of the farm owner, and indirectly the economic resources of the whole nation. In the Harvard Psychological Laboratory we are at present engaged in the investigation of such an apparently trivial function as sewing by hand. The finger which guides the needle is attached to a system of levers which write an exact graphic record of every stitch on a revolving drum. And the deeper we enter into this study the more we discover that such a movement, of which every seamstress and every girl who makes her clothes feels that she knows everything, contains an abundance of important features of which we do not as yet know anything. With the same scientific exactitude the laboratory must investigate the milking, or the making of butter, the feeding of the cattle and the picking of the fruit, the use of the scythe and the axe, the pruning and the husking. The mere fact that every one, even with the least skill, is able to carry out such movements with some result, does not in the least guarantee that any one carries them out to-day with the best result possible.
The governmental experiment station ought to establish regular psychological laboratories, in which the mental processes involved in the farmer's activity would be examined with the same loyalty to modern science with which the chemical questions of the soil or the biological questions of the parasites are furthered. Only such investigations could give the right cues also to the manufacturers of farming implements. At present the machines are constructed with the single purpose of greatest physical usefulness, and the farmer who uses them has to adjust himself to them. The only human factor which enters into the construction so far has been a certain desire for comfort and ease of handling. But as soon as the mental facts involved are really examined, they ought to become decisive for the details of the machine. The handle which controls the lever, and every other part, must be placed so that the will finds the smallest possible resistance, so that one psychical impulse prepares the way for the next, and then a maximum of activity can be reached with the smallest possible psychophysical energy. Such a psychological department of the agricultural station could be expanded, and study not only the mental conditions of farming, but examine also the psychological factors which belong indirectly to the sphere of agricultural work. It may examine the mental effects which the various products of the farm stir up in the customers. The feelings and emotions, the volitions and ideas which are suggested by the vegetables and fruits, the animals and the flowers, are not without importance for the success in the market. The psychology of colour and taste, of smell and touch and form, may be useful knowledge for the scientific farmer, and even his methods of packing and preparing for the market, of displaying and advertising, may be greatly improved by contact with applied psychology.
At least one of the psychological side problems demands especial attention, the mental life of the animals. Animal psychology is no longer made up of hunting stories and queer observations on ants and wasps, and gossip about pet cats and dogs and canary birds. It has become an exact science, which is housed in the psychological laboratories of the universities. And with this change the centre of interest has shifted, too. The mind of the animals is not studied in order to satisfy our zoölogical interest, but really to serve an understanding of the mental functions. It was therefore appropriate to introduce those methods which had been tested in human psychology. In our Harvard Psychological Laboratory, in which a whole floor of the building is devoted exclusively to animal experiments under specialists, single functions like memory or attention or emotion are tested in earthworms or turtles or pigeons or monkeys, and the results are no less accurate than those of subtlest human work. But this experimental animal psychology has so far served theoretical interests only. It stands where human psychology stood before the contact with pedagogy, medicine, law, commerce, and industry suggested particular formulations of the experiments. Such contact with the needs of practical life ought to be secured now for animal psychology. The farmer who has to do with cows and swine and sheep, with dogs and horses, with chickens and geese, with pigeons and bees, ought to have an immediate interest to seek this contact. But his concern ought to go still further. He has to fight the animals that threaten his harvest.
The farmer himself knows quite well how important the psychical behaviour of the animals is for his success. He knows how the milk of the cows is influenced by emotional excitement, and how the handling of horses demands an understanding of their mental dispositions and temperaments. Sometimes he even works already with primitive psychological methods. He makes use of the mental instinct which draws insects to the light when he attracts the dangerous moths with light at night in order to destroy them. Ultimately all the traps and nets with which the enemies of the crop are caught are schemes for which psychotechnical calculations are decisive. The means for breaking the horses, down to the whip and the spur and the blinders, are after all the tools of applied psychology. The manufacturer is already beginning to supply the farmer with some practical psychology: dogs which despise the ordinary dog biscuits, seem quite satisfied with the same cheap foods when they are manufactured in the form of bones. The dog first plays with them and then eats them. There is no reason why everything should be left to mere tradition and chance in a field in which the methods are sufficiently developed to give exact practical results, as soon as distinct practical questions are raised. There would be no difficulty in measuring the reaction times of the horses in thousandths of a second for optical and acoustical and tactual impressions, or in studying the influence of artificial colour effects on the various insects in the service of agriculture.
Especial importance may be attached to those investigations in animal psychology which trace the inheritance of individual characteristics. The laboratory psychologist studies, for instance, the laws according to which qualities like savageness and tameness are distributed in the succeeding generations. He studies the proportions of those traits in hundreds of mice, which are especially fit for the experiment on account of their quick multiplication. But this may lead immediately to important results for the farmers with reference to mental traits in breeding animals. It would be misleading if it were denied that all this is a programme to-day and not a realization, a promise and not a fulfilment. The field is practically still uncultivated. But in a time in which the nation is anxious to economize the national resources, which were too long wasted, and in which the need of helping the farmer and of intensifying the values of rural life is felt so generally, it would be reckless to ignore a promise the fulfilment of which seems so near. To be sure, the farmers cultivated their fields through thousands of years without chemistry, just as they do their daily work to-day without psychology, but nobody doubts that the introduction of scientific chemistry into farming has brought the most valuable help to the national, and to the world economy. The time seems really ripe for experimental psychology to play the same rôle for the benefit of mankind, which in the future as in the past will always be prosperous only when the farmer succeeds.
VII
SOCIAL SINS IN ADVERTISING
There is one industry in the world which may be called, more than any other, a socializing factor in our modern life. The industry of advertising binds men together and tightly knits the members of society into one compact mass. Every one in the big market-place of civilization has his demands and has some supply. But in order to link supply and demand, the offering must be known. The industry which overcomes the isolation of man with his wishes and with his wares lays the real foundation of the social structure. It is not surprising that it has taken gigantic dimensions and that uncounted millions are turning the wheels of the advertising factory. The influence and civilizing power of the means of propaganda go far beyond the help in the direct exchange of goods. The advertiser makes the modern newspaper and magazine possible. These mightiest agencies of public opinion and intellectual culture are supported, and their technical perfection secured, by those who pay their business tax in the form of advertisements.
Under these circumstances it would appear natural to have just as much interest and energy and incessant thought devoted to this very great and significant industry as to any branch of manufacturing. But the opposite is true. Armies of engineers and of scientifically trained workers have put half a century of scholarly research and experimental investigation into the perfecting of the physical and chemical industries. The most thorough study is devoted to the raw material and to the machines, to the functions of the workingman and to everything which improves the mechanical output. In striking contrast to this, the gigantic industry of advertising is to-day still controlled essentially by an amateurish impressionism, by a so-called commonsense, which is nothing but the uncritical following of a well-worn path. Surely there is an abundance of clever advertisement writers at work, and great establishments make some careful tests before they throw their millions of circulars before the public. Yet even their so-called tests have in no way scientific character. They are simply based on watching the success in practical life, and the success is gained by instinct. Commonsense tells even the most superficial advertiser that a large announcement will pay more than a small one, an advertisement in a paper with a large circulation more than in a paper with a few subscribers, one with a humorous or emotional or exciting text more than one with a tiresome and stale text. He also knows that the cover page in a magazine is worth more than the inner pages, that a picture draws attention, that a repeated insertion helps better than a lonely one. Yet even a score of such rules would not remove the scheme of advertising from the commonplaces of the trade. They still would not show any trace of the fact that the methods of exact measurement and of laboratory research can be applied to such problems of human society.
Advertising is an appeal to the attention, to the memory, to the feeling, to the impulses of the reader. Every printed line of advertisement is thus a lever which is constructed to put some mental mechanism in motion. The science of the mental machinery is psychology, which works on principles with the exact methods of the experiment. It seems unprogressive, indeed, if just this one industry neglects the help which experimental science may furnish. A few slight beginnings, to be sure, have been made, but not by the men of affairs, whose practical interests are involved. They have been made by psychologists who in these days of carrying psychology into practical life have pushed the laboratory method into the field of advertising.
The beginnings indicated at once that much which is sanctioned by the traditions of economic life will have to be fundamentally revised. Psychologists, for instance, examined the memory value of the different parts of the page. Little booklets were arranged in which words were placed in the four quarter pages. The advertiser is accustomed patiently to pay an equal amount for his quarter page, whether it is on the left half or the right, on the lower or on the upper part of the page. The experiment demonstrated that the words on the upper right-hand quarter had about twice the memory value of those on the lower left. The advertiser who is accustomed to spend for his insertion on the lower left the same sum as for that on the upper right throws half his expenditure away. He reaches only half of the customers, or takes only half a grasp of those whom he reaches. This case, which can be easily demonstrated by careful experiments, is typical of the tremendous waste which goes on in the budget of the advertising community. And yet the advertiser would not like to act like the poet who sings his song not caring whose heart he will stir.
As long as the psychologist is only aware of an inexcusable waste of means by lack of careful research into the psychological reactions of the reader, he may leave the matter to the business circles which have to suffer by their carelessness. But this economic wrong may coincide with cultural values in other fields, and the social significance of the problem may thus become accentuated. A problem of this double import, economic and cultural at the same time, to-day faces publishers, advertisers, and readers. It is of recent origin, but it has grown so rapidly and taken such important dimensions that at present it overshadows all other debatable questions in the realm of propaganda. The movement to which we refer is the innovation of mixing reading matter and advertisements on the same page. In the good old times a monthly magazine like McClure's or the American or the Metropolitan or the Cosmopolitan showed an arrangement which allowed a double interpretation. One interpretation, the idealistic one, was that the magazine consisted of articles and stories in solid unity, which formed the bulk of the issue. In front of this content, and after it, pages with advertisements were attached. The other interpretation, which suggested itself to the less ambitious reader, was that the magazine consisted of a heap of entertaining advertisement pages, between which the reading matter was sandwiched. But in any case there was nowhere mutual interference. The articles stood alone, and the automobiles, crackers, cameras, and other wares stood alone, too. All this has been completely changed in the last two or three years. With a few remarkable exceptions like the Atlantic Monthly, the World's Work, and the Century, the overwhelming majority of the monthly and weekly papers have gone over to a system by which the tail of the stories and articles winds itself through the advertisement pages, and all the advertising sheets are riddled by stray pieces of reading matter. The immediate purpose is of course evident. If the last dramatic part of the story suddenly stops on page 15 and is continued on page 76, between the announcements of breakfast food and a new garter, the publisher, or rather the advertiser, hopes, and the publisher does not dare to contradict, that some of the emotional interest and excitement will flow over from the loving pair to the advertised articles. The innocent reader is skilfully to be guided into the advertiser's paradise.
We claimed that here the economic innovation, whether profitable or not, has its cultural significance. The sociologists who have thought seriously about the American type of civilization have practically agreed in the conviction that the shortcoming of the American mind lies in its lack of desire for harmony and unity. It is an æsthetic deficiency which counts not only where art and artificial beauty are in question, but shows still more in the practical surroundings and the forms of life. The nation which is and always has been controlled by strong idealistic moral impulses takes small care of the æsthetic ideals. The large expenditures for external beautification must not deceive. Just as the theatre is to the American essentially entertainment and amusement and fashion, but least of all a life need for great art, so on the whole background of daily life a thousand motives show themselves more effectively than the longing for inner unity and beautiful fitness. The masses who waste their incomes for beautiful clothes, not because they are beautiful, but because they are demanded by the fashion, patiently tolerate the dirt in the streets, the crowding of cars, the chewing of gum, the vulgar slang in speech, and shirt-sleeve manners. But this undeveloped state of the sense of inner harmony has effects far beyond the mere outer appearances. The hysterical excitement in politics, the traditional indifference to corruption and crime up to the point where they become intolerable, the bewildering mixture of highest desire for education and cheapest faith in superstitions and mysticism and quacks, all must result from a social mind in which the æsthetic demand for harmony and proportion is insufficiently developed. The one great need of the land is a systematic cultivation of this æsthetic spirit of unity. It cannot be forced on the millions by any sudden and radical procedures. The steady, cumulating influences of the whole atmosphere of civic life must lead to a slow but persistent change. Fortunately, many such helpful agencies are at work. Not only the systematic moulding of the child's mind by art instruction, and of the citizen's mind by beautiful public buildings, but a thousand features of the day aid in bringing charm and melody to the average man.
Seen from this point of view the new fashion in the makeup of the periodical literature is a barbaric and inexcusable interference with the process of æsthetic education. A page on which advertisements and reading matter are mixed is a mess which irritates and hurts a mind of fine æsthetic sensitiveness, but which in the uncultivated mind must ruin any budding desire for subtler harmony. The noises of the street, with all the whistles of the factories and the horns of the motor cars, are bad enough, and the antinoise crusade is quite in order. Yet the destructive influence of those chaotic sounds is far weaker than the shrillness and restlessness of these modern specimens of so-called literature. The mind is tossed up and down and is torn hither and thither, following now a column of text while the advertisements are pushing in from both sides, and then reading the latest advertisement while the serious text is drawing the attention. It is the quantity which counts. The popular magazines which circulate in a million copies and reach two or three million minds are the loudest preachers of this sermon of bewilderment and scramble. A consciousness on which these tumultuous pages hammer day by day must lose the subtler sense of proportionate harmony and must develop an instinctive desire for harshness and crudeness and chaos. To overcome this riot of the printing press is thus a truly cultural task, and yet it is evident that the mere appeal to the cultural instinct will not change anything as long as the publisher and, above all, the advertiser, are convinced that they would have to sacrifice their personal profit in the interest of æsthetic education. If an end is to be hoped for, it can be expected only if it is discovered that the calculation of profit is erroneous, too. But this is after all a question of naked facts, and only the scientific examination can decide.