Page:American Journal of Sociology Volume 15.djvu/65

 PUBLIC OPINION 51

too long if they are not to lose their influence in their very attempt to retain it. Every paper has its clientele, who "swear by it" as the colloquialism goes.^® The editor gives his paper a distinct character; it is Republican, Democratic, or Independent; radical or conservative, pessimistic or idealistic. These qualities attract readers of like temperamental tendencies. Any new ques- tion is therefore likely to be viewed by editor and reader from the same angle of observation, and usually the former is not at a loss to know what the latter will think about any new occurrence and free to develop his argument according to the well-known principles and tendencies of his journal. Notwithstanding all his limitations, the newspaper-editor wields a power in the mold- ing of public opinion greater than anyone else except perhaps statesmen of the highest rank. There is really not very much exaggeration in Mr. Stead's opinion ^® that

Any man with the instinct of government in him and a wide general interest in all departments of the state, will find — unless of course he can rise to be prime minister, or next to prime minister — much more scope for his ambition in the chair of a first-class journal than at the desk of a second- or third-rate cabinet minister.

The editor's tenure is more secure than the statesman's and his power is exercised at the critical moment when there is some chance of changing or shaping the drift of public thought — not after public opinion has crystallized upon the question.

These three functions of weathercock, narrator, and advocate are performed by every newspaper ; in some, one predominates, in some, another. There is much difference of opinion as to the question whether the newspaper is a good reflector of public opinion. A writer in the American Journal of Sociology ^^ takes the view that newspapers make and mar political fortunes; create great men out of next to nothing and destroy reputations of real leaders ; decide questions of peace and war ; overawe and coerce politicians, rulers, and courts. Commenting on news is done by editors without any reserve. They know no authority.

" Tarde, op. cit„ pp. 18-21.

"V. S. Yarros, "The Press and Public Opinion," American Journal of Soci- ology, Vol. V, pp. 372 ff.
 * "Government by Journalism," Contemporary Review, Vol. XLIX, p. 665.