Before Roosevelt was inaugurated for his second term, the national "revival," in which he and Bryan and other preachers of civic virtue had played the speaking parts, was sweeping over the country. The menace of the trusts was seen and exaggerated as railways, corporations, and labor availed themselves of the means of coöperation. The connection between the great financial interests and politics was believed to be dangerous to public welfare. All the mechanical reforms for the recovery of government by the people, that had been originated between 1889 and 1897, were revived once more, and there was added to confidence in them a widespread belief in the existence of a malevolent, plundering class.
It was not enough that the trust movement should be explained as an unavoidable development from modern communication. It was believed to constitute more than an economic evolution. The public was prone to place an ethical responsibility upon an individual or groups of individuals, and there came a series of revelations or exposures that appeared, in part, to fix the blame. All the old uprisings against boss-rule were revivified, and capitalistic control was placed upon the Index.
Miss Ida M. Tarbell, an historical student who had gained an audience through popular and discriminating lives of Napoleon and Lincoln, published a history of the Standard Oil Company in McClure's Magazine during 1903. She showed conclusively the connection between transportation and monopoly in the oil industry, revealing the mastery of the tools of transportation, by rebates, by control of tank cars, or by pipe lines, that had enabled John D. Rockefeller to establish his great trust. She showed also the unlovely methods of competition, long common to all business, but magnified by their use in the hands of a monopoly to establish itself. "What we are witnessing," wrote Washington Gladden a little later, "is a new apocalypse, an uncovering of the iniquity of the land.... We have found that no society can march hellward faster than a democracy under the banner of unbridled individualism."
Three years before Miss Tarbell displayed the tendency of the trusts, President Hadley, of Yale, had suggested that social ostracism, or social stigma, might be made an efficient tool for reform. Other writers used the tool. Lincoln Steffens, in a series of articles on "The Shame of the Cities," exposed the connection between graft and politics. Thomas Lawson, with spectacular exaggeration, laid the troubles of society at the feet of "Frenzied Finance." Collier's Weekly undertook to reveal the worthlessness and fraud in the trade in patent medicines. Many of the exposers encroached upon the fields of fiction in their work, while books of avowed fiction exploited the conditions they portrayed. Coniston, by Winston Churchill, was based upon the control of a State by a railroad boss. Upton Sinclair wrote The Jungle to expose the meat-packers.
A new journalism aided and was aided by the zeal to expose and the greed of the public for literature of exposure. In the later nineties city journalism was reorganized under the influence of the "yellow" papers, and sensational news was made a profitable commodity as never before. The range of the daily paper was, however, limited by a few hundred miles, and its influence could not become national. A new periodical literature, resembling the old literary monthlies, but using many timely and journalistic articles, sprang into life and gained national circulation and influence. S.S. McClure was one of its pioneers. Everybody's, the Cosmopolitan, Munsey's, the American, and weeklies like Collier's, the Outlook, and the Independent were among the journals that helped to spread the conclusions and advocate reforms. Besides these a horde of imitators fattened for a time upon exposure.
Journalism had a large part in directing the American revival, and private investigators furnished many of the facts. Public suits marked an attempt to act upon the facts and remedy them. In Missouri Joseph W. Folk conducted a series of prosecutions against grafters in St. Louis that elevated him in a few months to the head of his party and the governorship of his State. The Bureau of Corporations, attached to the new Department of Commerce and Labor in 1903, made a series of reports the most notable of which showed that the charges against the Standard Oil Company for extorting rebates, and against the meat-packers for unsanitary conditions, were founded upon fact.
The most notable public exposure of indiscretion and wrongdoing in high finance occurred in New York. Here, during 1905, a quarrel over the management of the Equitable Life Insurance Company led to a legislative investigation by a so-called Armstrong Committee. One of the attorneys employed by the committee, Charles E. Hughes, soon became the spirit of the examination. One by one he called insurance officers to the witness stand, and drew from their reluctant lips the story of their relation to banking, to speculative finance, and to politics. He revealed the existence of a group among the bankers not unlike a money trust. He proved that for at least three national campaigns the insurance companies, like other corporations, had given heavy subsidies to the campaign funds, sometimes of both but always of the Republican party.
Whenever an investigator rose above the level and established his reputation for honesty and competence, the aroused public seized upon him for use in politics. In September, 1906, the Democrats of New York nominated the most successful of the sensational journalists, Hearst, for governor. On the same day the Republican Convention, in which no delegate had been instructed for him, nominated Hughes as governor of New York, because public opinion in the party would take no other candidate. Hughes was elected in 1906 and again in 1908, in spite of the hostility of Republican party leaders. His administrations were prophetic of the new spirit that was entering politics.
Many of the problems raised by the investigations were old and presented only a need for an honest enforcement of the law against law-breakers. Others were simple and prescribed their own methods of treatment. The evil of corporation contributions to campaign funds was met in 1907 by a law forbidding national banks to contribute to any election, or any corporations to contribute to a presidential or congressional election. In 1906 the gift of free railroad passes upon interstate railroads was prohibited by law. The presidential candidates in 1908 pledged themselves to publicity in the matter of contributions, while the complaints of poverty-stricken campaign managers in 1908 and 1912 indicated that the laws were generally obeyed. Still other problems raised large questions of scientific investigation and legislation.
The reaction from the carelessness revealed by the investigation of the meat-packers stimulated a pure-food movement that had had its advocates for many years. With the concentration of food manufacture and the increase in the consumption of "package products," the consumer had given up the preparation of his own food and thrown himself upon the dealer. The numerous domestic industries typical of the American family in 1880 had been sorted out. The sewing had gone to the sweat shop and the factory, the baking had gone to the public baker, the laundry was going, the killing and preservation of meat and the preparation of canned vegetables and fruits were nearly gone. Population followed the industries to work in the factories. Country life lost much of its variety and interest, while the congested masses in the cities were made dependent for their health and strength upon private initiative. Rigorous bills for the inspection of meats at the slaughter houses, and for the proper labeling of manufactured foods and medicines, were carried through Congress in 1906 on the strength of the popular revulsion against the manufacturers. Hereafter the Department of Agriculture stood between the people and their food. James Wilson, of Iowa, had been Secretary since 1897 and remained in the office until 1913. He and his subordinates, notably Dr. Harvey Wiley, in charge of the pure-food work, administered the law amid the proddings of consumers and the protests of manufacturers. With much complaint, but with little difficulty because of the consolidation of control, business adjusted itself to the new requirements and labels in the next few years.