Gregory Wallace Bush - Lord of attention: Gerald Stanley Lee & the crowd metaphor in industrializing America
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Lord of attention: Gerald Stanley Lee & the crowd metaphor in industrializing America
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Gerald Stanley Lee & The Crowd Metaphor In Industrializing America
Gregory W. Bush
Page iv
Copyright 1991 by The University of Massachusetts Press All rights reserved Printed in the United States of America LC 90-37499 ISBN 0-87023-724-1
Designed by Edith Kearney
Set in Linotron Sabon by Keystone Typesetting, Inc.
Printed and bound by Thomson-Shore, Inc.
Library of Congress Cataloging-in-Publication Data
Bush, Gregory Wallace. Lord of attention : Gerald Stanley Lee and the crowd metaphor in industrializing America / Gregory W. Bush. p. cm. Includes bibliographical references and index. ISBN 0-87023-724-1 (alk. paper) 1. AdvertisingUnited StatesHistory. 2. Lee, Gerald Stanley, 1862-1944. 1. Title. HF5813.U6B85 1991 659.1'0973'09041dc20 90-37499 CIP
British Library Cataloguing in Publication data are available.
All photographs are from the Forbes Library, Northampton, Massachusetts, and are used with permission.
Page v
To Carolina and my parents, William and Margaret Bush, ... for your patience and impatience
Page vii
Contents
Acknowledgments
ix
Chronology
xiii
Introduction Advertising and the Contours of a Preaching Mentality
3
One The Crowd Metaphor in Industrializing America
8
Two The Lost Frontier of a Puritan Parson
31
Three "Parson of the World": Prophecy and Disdain from the Pulpit to the Print Medium
48
Page viii
Four Psychic Currents: Gerald Lee and the Progressive-Era Vision of a Beautiful Crowd
64
Five3 "Redeemer of Wealth": Business Evangelism and the Search for Heroic Leaders, 1900-1916
90
Six Righteous Crowds and Moving-Picture Minds: Managing Public Opinion during the Progressive Era
113
Seven "The Soul of Advertising is the Soul of America": The Final Years of Gerald Stanley Lee (1914-1942)
145
Conclusion Democracy and the Age of Attention Engineering
173
Notes
177
Index
217
Page ix
Acknowledgments
A scholar seldom receives tangible rewards. A quick comment here or there may be the only encouragement one gets about the project one has worked on for years. Thus it is a great pleasure not only to see the completion of this book but also to have the space to express my appreciation to some of the individuals who, in many different ways, helped me produce it.
My parents have not always understood why scholarship is such a slow and laborious process, but their support of my work has been strong and consistent and reflects a trust in me, for which I thank them very much.
My wife, Carolina, read several drafts of this book and became convinced that our scholarly interests were not in the same field. Nonetheless, through difficult times she worked hard to help me complete this-and assumed a disproportionate share of the time it takes to raise a child. Thank you.
Gerald Stanley Lee was originally going to be the focus of only one chapter in a book of portraits of men who wrote about crowds from 1830 to 1940. John O'Connor of the New Jersey Institute of Technology is largely responsible for suggesting that I concentrate entirely on Lee. John read much of this book and improved it significantly. His long-standing friendship, his creativity, and his overall support and encouragement are deeply appreciated.
James Shenton of Columbia University, my dissertation adviser, slogged through an amazing amount of barely readable material in the early stages of this work and survived. Others on the Columbia faculty whom I also want to thank are Eric Foner, Ann Douglas,
Page x
Walter Metzger, Joseph Ridgely, and Robert McCaughey. Thanks also to Leo Ribuffo and Bernard Mergen of George Washington University, both of whom whetted my appetite for American studies in the early 1970s.
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