Post by Jennifer Hyland Wang, Independent Scholar

This is the seventh post in our “Honoring Hilmes” series, celebrating the career and legacy of Michele Hilmes on the occasion of her retirement. 

At the beginning of Radio Voices (1997), Michele Hilmes defended her study of radio to a field which had ignored it; studies of the programming, practices, and cultural traditions of radio, had “become the ‘repressed’ of television studies, occupying a position similar to that of the silent film era in film studies twenty years ago” (xv). To understand television’s role in American life, she argued, scholars must study radio. In her groundbreaking work, Hilmes brought American radio to life, revised contemporary media scholarship, and resurrected radio studies as a viable and valuable academic enterprise. For me, though, that was not her most significant contribution to broadcast history. In this field-defining text, she devoted chapters to daytime radio and the many women who operated in and around broadcasting. If studying radio is the repressed of television studies, then surely studying daytime radio – denigrated by contemporaries and snubbed by most academics – is to study the repressed of the repressed. Before Michele Hilmes, precious few scholars looked at radio, much less at how gender shaped American broadcasting. Few took seriously the sound of women’s voices wafting through the daytime ether. Except for Michele Hilmes. This, in my mind, was a more radical act, cementing her place in feminist media history.

Mary Margaret McBride, aka “Martha Deane.”

Hilmes re-centered the role gender played in broadcasting history and challenged her peers to try to make sense of broadcasting without it. In her books and published articles on the radio, television, and film industries, Hilmes listened to the whispers of the women who shaped American media and the spaces, places, and times when those voices were silenced. Whether writing about female DXers, soap opera writers, or daytime audiences, Hilmes pointed academics to a gaping hole in our understanding of how American broadcasting functioned. She told the story of how radio broadcasting used gendered identities to inform basic industrial practices and define the relationship between advertisers, audiences, and broadcasters. Hilmes delineated the profound and dynamic ways in which gender shaped broadcasting history and how gendered hierarchies were embedded in broadcasting’s DNA. Not only was American broadcasting shaped by gender, she argued, radio produced gendered representations and discourses that sometimes replicated, sometimes challenged, and often confounded those terms. No one had spoken with such clarity and insight on the critical role of gender in the origin of American broadcasting or on the continued relevance of gender in understanding the media’s operations.

Yet, Michele Hilmes’ work collecting, mentoring, and cultivating female scholars is as profound a contribution to the field of media studies as her own innovative scholarship. To explain, I need to tell a story. I was one of Michele’s many advisees in graduate school. I fell in love with radio and history in her classes, even as I yearned for a family. The difficulties I faced merging motherhood and academia were present from the very start of my academic training. I wrote my dissertation under Michele’s steady guidance as I raised two young children. I birthed my third baby the same morning I was scheduled to defend my dissertation. One week post-partum, bloated and sleep-deprived, I nursed my baby, walked into a room and defended my dissertation, and came out in time to nurse my young son again. At that moment, the messy, tangled terrain on which many female academics live their lives – the chaotic juxtaposition of breast feeding and intellectual inquiry, the labor that gives forth a new life and the labor that completes a long fought-for Ph.D., of sleep deprivation so severe that answers to basic questions eluded me at my defense at the moment that I was expected to stand toe-to-toe with my academic betters – was never more absurd, more lived, or more real.

I have no unusual strength, no special superpower that allowed me to finish my degree while knee-deep in diapers, snot, and sippy cups. Completing graduate school was a much longer process than I, and certainly Michele, had ever imagined. What I did have was an advisor who had been there, someone who had balanced motherhood and academia, and had not just survived, but thrived. She had walked the walk, raising a delightful child while negotiating the demands of a dual career family. She was a proud mother and a productive and pioneering scholar. She showed me, and many others, that a balance – albeit tenuous, dynamic, and fraught – between family and career was possible, if it was negotiated on your own terms. She never judged our choices – to stay home with young children or to seek a tenure-track position, to pursue a traditional career in academia or one outside the ivory tower. Her feminism was pragmatic. She would ask about our personal dreams and professional aspirations and then helped us each fashion an academic career that resembled no one else’s. There was not one path, not one way to be an academic, and not one way to be a mother. No matter my choices, Michele Hilmes remained a steadfast presence in my life, encouraging me to marry my ambition as an academic with my duties as a mother in whatever convoluted way I could. It wasn’t a question of whether I, or any other female academic, could have it all. It was a question, she believed, of how much we could have on our plates at any given time, a process that was negotiated and renegotiated in increments, sometimes minute by minute, hour by hour, and day by day.

In a recent podcast to celebrate Michele’s retirement, I listened to the many women who have graduated from UW-Madison’s Media and Cultural Studies program under Michele’s watch, or who had found encouragement from Michele in their early research, who wanted to speak about Michele’s profound influence on their academic life. Michele guided women like Cynthia Meyers, Lisa Parks, Elana Levine, Allison McCracken, Clare Bratten, Eleanor Patterson, Kit Hughes, Norma Coates, Megan Sapnar Ankerson, and Aniko Bodroghkozy and myself, among many others, through graduate school, dissertations, and workplaces.  In her academic work, Michele Hilmes unearthed the voices of historical women who experimented with broadcasting in the medium’s earliest days and broadcast them for all to hear.  Through her tenure at UW, she encouraged dozens of women to find their own voices in and around academia, multiplying the women trained to recognize the profound influence of gender in the formation and operation of broadcasting. It is this marriage – her media scholarship and her mentorship of female graduate students – that is a lasting and profound contribution to the field.

Sociologist and public opinion researcher Hadley Cantril.

“One may picture, too, the sudden shifting of the attention…” – H.G. Wells, War of the Worlds (1898)

Hadley Cantril, Educational Radio, and The Princeton Radio Research Project

What was the effect of The Mercury Theatre on the Air’s 1938 “War of the Worlds” (WOTW) broadcast on Communication and Media Studies? Besides being one of the seminal works of Mass Media history, WOTW turns out to be the subject of the first major commissioned analysis of audience reception that helped to legitimate the reliability of public policy research. The name of that influential study was The Invasion from Mars: A Study in the Psychology of Panic, written by Hadley Cantril and first published by Princeton University Press in 1940. How Cantril’s book came to be commissioned is almost as central to the history of media research as the program itself.

The back story actually begins with the problems faced by educational broadcasters in the 1930s, the forerunner to public broadcasting in the U.S. Before 1934 there was a robust experiment in public pedagogy run out of universities and school districts, but the Communications Act of 1934 privatized the use of radio so extensively that only about two-dozen stations remained. One of the reasons this happened was because there was no evidence that educational radio was in fact educational. But after 1934, FCC commissioners E.O. Sykes and Anning Prall were interested in classroom extension services via radio, if research could show that educational technology was a viable use of frequency allocations.

In 1935 the FCC formed an exploratory commission with the Office of Education to examine this question, called the Federal Radio Education Committee (FREC). Princeton psychologist Hadley Cantril was designated by the FREC to supervise a special study on audience reception. He obtained funds from the Rockefeller Foundation and received support from William Paley of CBS through the appointment of a young CBS researcher named Frank Stanton. Cantril also recruited a young Austrian immigrant named Paul Lazarsfeld, and his wife Herta Herzog, completing the core of what became known as the Princeton Radio Research Project (PRP).

Between 1936 and 1939 the trio of Cantril, Lazarsfeld, and Stanton streamlined the methods of “media effects” research, which notably became the primary approach taken by Mass Communication departments after WWII. Lazarsfeld has received many accolades for his methodological contributions, and deservedly so, but it seems to have been forgotten that it was Hadley Cantril who directed the project. And not only was he the director, but he innovated the first model of effects research as early as 1936 by combining the survey research methods of the commercial networks with social psychology. The synthesis of these two methods permitted researchers to account for trends in social opinion with a very high degree of accuracy. Further, results were reproducible even in disparate studies. The key to their success came from the capacity of the “technique,” as Cantril called it, to divide and subdivide demographic characteristics of listeners into specified social profiles.

Though first developed to evaluate the effectiveness of educational broadcasting, the PRP began to turn their attention to the question of how radio aesthetics influenced social opinion. They found that if slight adjustments were made to content, that patterns of reception would palpably change among different demographic groups. Further, listeners had developed tacit anticipation about how they should respond to the ordering of content in a broadcast.

Excerpt from Hadley Cantril’s personal letters.

October 31, 1938

The day after the “War of the Worlds” broadcast, a request came from Frank Stanton’s employer – the Columbia Broadcast System (CBS) – for an opportunity to test their new “technique.” Cantril wrote in one personal letter: “when the broadcast of October 30 occurred, with its responses in mass hysteria over a wide area, the Princeton researchers recognized that here was a perfect opportunity for their inquiry.” On the Wednesday following the broadcast two field workers began the first Mass Communications research canvass—in Orange, New Jersey. They visited the homes of 30 persons who were known to have listened to the broadcast, while other researchers began to tabulate statistics from other sites.

Interviewees reported that they had not been listening very closely, but disruptions to the familiarity of the broadcast in the form of news flashes made them so terrified that they forgot what they had heard just a few minutes before. The play purported to present an invasion by armed beings from Mars, but only four of 30 listeners actually had understood this storyline. Four thought the invasion was by animal monsters, another four thought it was a natural catastrophe, eight thought that it was an attack by the Germans, and one Jewish woman had interpreted the broadcast as an uprising against the Jews.

When asked what made it so realistic, the overwhelming response was that the program’s introduction of well-known government officials and prominent scientists was persuasive. And more so the technical features of the broadcast, its appearance as an interruption of a dance program, the shifting of the news flashes from place to place, the gasping voice of the announcer, his muffled scream when he was about to break down, all contributed powerfully to the illusion. One woman reported that she saw people literally running down the street screaming. Another reported that her town was immediately deserted. However, these instances were often exaggerated.

Title page from first printing of The Invasion from Mars.

The “Effects” of WOTW upon Presumptions and Practices of Media

As Jefferson Pooley and Michael Socolow have written, Cantril found that there were only a small percentage of “panic” responses to the program, significantly lower than popular folklore has led us to believe. So why is WOTW such a key text for Mass Media history?

The important outcome, as far as the researchers themselves were concerned, was that for the first time a statistically notable sampling of receptions to a media event had been measured. The PRP was able to paint a realistic and thorough picture of the types of responses that occurred, including sub-divided categories of which demographic groups responded in what way.

Among famous legacies of the study: WOTW accidentally indicated just how powerful Mass Media might be as a tool for propaganda. With the aid of Harold Lasswell and Gilbert Seldes, the PRP began to develop propaganda research by the early 1940s. Another less known outcome is that Frank Stanton realized that the demographic analysis he helped to invent could predict likely audience reception in advance, instead of measuring responses after broadcast. Whenever we talk about broad audience appeal or “niche audiences,” we are in part talking about Stanton’s post-PRP/WOTW research and development legacy.

This is the seventh post in our ongoing series in partnership with Sounding Out!, From Mercury to Mars: Orson Welles on Radio after 75 Years. A special thanks to everyone who participated in the #WOTW75 collective listening experiment on October 30th. Stay tuned for more blog posts in the From Mercury to Mars series during December and January.

Miss any of the previous posts in the series? Click here for links to all of the earlier entries.

The answer, I believe, lies partly in the qualities of Corwin’s work, partly in the vagaries of broadcast history.  As with many other innovators in the field of radio production, as well as in radio research, the propagandistic fervor of World War II swept Corwin up into its too-hot embrace (to reference Mr. McLuhan) and led the emerging art of radio feature production into a too-close alliance with god and country and self-righteous patriotism.  Corwin’s two best-remembered works are We Hold These Truths, the nation-wide broadcast carried by all three networks on the brink of war (December 15, 1941), and On a Note of Triumph, his 1945 paen to Allied victory. Both are virtuoso examples of Corwin’s “kaleidosonic” technique (thank you Neil Verma), swooping from omniscent narrator to scenes of battle to church choirs to folksongs to dramatic dialogues to set speeches, underscored with bombastic music and pushing us to ever greater heights of patriotic self-congratulation with a now embarrassing lack of irony or restraint.  Corwin was anything but cool.

Another problem is that Corwin’s reputation, boosted by government-sponsored programs during the war, has eclipsed the larger tradition of US feature production, much better understood and perpetuated in Britain and Europe.  The radio feature represented the most creative aspect of sonic innovation in radio for decades, firmly established in the BBC where a Features Department nurtured the careers of  producers like D. G. Bridson, Marjorie Banks, Nesta Pain, Charles Parker, and Ewan McCall.  Corwin worked with some of these artists during the war, and his series An American in England, produced with the help of Edward R. Murrow and his CBS news team, with original scores by Benjamin Britten, remains among his best work, in my opinion.

Now that we have entered a “second golden age” of the radio feature, with work such as Ira Glass’s This American Life, the sound experiments of Jad Adumrad and Robert Krulwich’s Radiolab, and organizations like the Third Coast International Audio Festival bringing it all together, perhaps Corwin can be remembered again for what he contributed to sound form and style.  A few new books seem to indicate this:  Michael Keith and Mary Ann Watson’s publication of Corwin’s diary from his epic post-war work One World Flight, Matthew Ehrlich’s Radio Utopia on the post-war radio documentary, and Neil Verma’s forthcoming Theater of the Mind.  Norman Corwin lived just long enough to see this period emerging.  I hope it made up for the decades of neglect.