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606 In any attempt to understand the nature of public opinion and its relation to social control, it is important to investigate first of all the agencies and devices which have come into practical use in the effort to control, enlighten, and exploit it.

The first and the most important of these is the press, that is the daily newspaper and other forms of current literature including books classed as current.

After the newspaper, the bureaus of research which are now springing up in all the large cities are the most interesting and the most promising devices for using publicity as a means of control.

The fruits of these investigations do not reach the public directly, but are disseminated through the medium of the press, the pulpit, and other sources of popular enlightenment.

In addition to these there are the educational campaigns in the interest of better health conditions, the child-welfare exhibits, and the numerous "social advertising" devices which are now employed, sometimes upon the initiative of private societies, sometimes upon that of popular magazines or newspapers, in order to educate the public and enlist the masses of the people in the movement for the improvement of conditions of community life.

The newspaper is the great medium of communication within the city, and it is on the basis of the information which it supplies that public opinion rests. The first function which a newspaper supplies is that which was formerly performed by the village gossip.

In spite, however, of the industry with which newspapers pursue facts of personal intelligence and human interest, they cannot compete with the village gossips as a means of social control. For one thing, the newspaper maintains some reservations not recognized by gossip, in the matters of personal intelligence. For example, until they run for office or commit some other overt act that brings them before the public conspicuously, the private life of individual men or women is a subject that is for the newspaper taboo. It is not so with gossip, partly because in a small community no individual is so obscure that his private affairs escape observation and discussion; partly because the field