A Social Investigation

New Zealand Listener, Volume 32, Issue 809, 28 January 1955, Page 10

A Social Investigation

THE COMMUNICATION OF IDEAS, by T. Cauter and J. S. Downham; Chatto and Windus, English price 25/-.

(Reviewed by

J.D.

McD.

HE title claims too much. When one puts the book down one asks as to the purpose for which it was written. Sufficient re-readings indicate that it is a preliminary study for an investigation of advertising. In the course of the study, however, many important things emerge which dignify the investigation. While it is not strictly "a study of contemporary influences on urban life," it is yet very importantfor its techniques especially. Those who have read the results of a survey of Hawera will be able to compare that with a full scale, amply reported, simi-" lar attempt. Any organisation contemplating social research based on sampling ignores it at peril. The average reader, however, is in no position to judge techniques. What then did the investigation set out to examine, and what came of it in the end? The channels of communication examined were largely th6se of leisure time activity: radio, reading, hobbies, clubs, politics, religion, sports, holidays and "the pictures." Communication through work, rumour, or back fence gossip was not considered at all, in spite of the readiness with which experience vouches for such being widespread. It was found that most people spend time listening to the radio, reading newspapers and magazines, but the young tend to indulge more in dances and games. Clubs are obviously more important in Britain than they appear to be here, reflecting the more urban way of life; but games such as tennis and golf have a pronounced class aura in Britain. Most folk who listen to the tadio use it as background while they do something else, but the only hobby to team readily with television is knitting. Football pools are the chief sporting interest, but no details are given as to winning systems. It all looks very trite. It would be, too, but for the "Index of Communication" developed by the authors. This is a device, admittedly imperfect, to measure to what degree the person concerned is exposed to means of communication. The authors took, in each case, the number of social activities in which there was participation and then considered the frequency of these. The addition of number and frequency gives the Index. I thought that the authors

at one time toyed with the idea that frequency meant depth of interest. If they did, it was somewhat half-heart-edly. A reader will notice that the Index says nothing of the effectiveness of the means of communication. nor does it indicate whether or not what was come municated was worth the effort. These are major weaknesses. Indeed, the Index could amount to a measure of busybodyness, if I may coin a word to add to the jargon of the book. Nevertheless, the Index will bear development and may prove a most useful sociological device. It is a pity that it is here tied to a sterile investigation inte the criteria of social class. There is a most amusing (unintentional, otf course) sidelight on prestige chattels. Arrange in prestige order, car, refrigerator, washing machine, cake mixer, dormer windows! A substantial portion of the book is devoted to this form of intellectual constipation until we find, on page 271, that it-doesn’t matter, anyway. The book is a record of a singularly exacting survey. The techniques are impeccable, lucidly explained and most beautifully adapted to the purposes they are to serve. Moreover, an examination of means of communication is itself a most laudable object and the lack of it has handicapped much research. I wouldn’t be surprised, though, if the reader is more taken with the wealth of incidental information about Derby, where the survey was undertaken. At the end one really knows the place.