Towards the Great Peace

by Ralph Adams Cram

When the twentieth century opened, that industrialism which had begun just a century before, had, with its various collateral developments, financial, educational, journalistic, etc., become not only the greatest force in society, but as well a thing operating on the largest scale that man had ever essayed: beside it the Roman Empire was parochial.

The result of this institution, conceived on such imperial lines, was, in the field we are now considering, the total destruction of the sense of the holiness of labour and of joy in work. It extended far beyond the limits of pure industrialism; it moulded and controlled society in all its forms, destroying ideals old as history, reversing values, confusing issues and wrecking man's powers of judgment. Until the war it seemed irresistible, now its weakness and the fallacy of its assumptions are revealed, but it has become so absolutely a part of our life, indeed of our nature, that we are unable to estimate it by any sound standards of judgment, and even when we approximate this we cannot think in other terms when we try to devise our schemes of redemption. Even the socialist and the Bolshevik think in imperial terms when they try to compass the ending of imperialism.

Under this supreme system, as I see it, the two essential things I have spoken of cannot be restored, nor could they maintain themselves if, by some miracle, they were once re-established. The indictment cannot be closed here. The actual condition that has developed from industrialism presents certain factors that are not consonant with sane, wholesome and Christian living. Not only has the unit of human scale in human society been done away with, not only have the sense of the nobility of work and joy in the doing been exterminated, but, as well, certain absolutely false principles and methods have been adopted which are not susceptible of reform but only of abolition.

Of some of these I have spoken already; the alarming drift towards cities, until now in the United States more than one-half the population is urban; the segregation of industries in certain cities and regions; the minute division of labour and intensive specialization; the abnormal growth of a true proletariat or non-land-holding class; the flooding of the country by cheap labour drawn from the most backward communities and from peoples of low race-value. Out of this has arisen a bitter class conflict and the ominous beginnings of a perilous class consciousness, with actual warfare joined in several countries, and threatened in all others where industrial civilization is prevalent. With this has grown up an artificially stimulated covetousness for a thousand futile luxuries, and a standard of living that presupposes a thousand non-essentials as basic necessities. Production for profit, not use, excess production due to machinery, efficient organization, and surplus of labour, together with the necessity for marketing the product at a profit, have produced a state of things where at least one-half the available labour in the country is engaged in the production and sale of articles which are not necessary to physical, intellectual or spiritual life, while of the remainder, hardly more than a half is employed in production, the others are devoting themselves to distribution and to the war of competition through advertising and the capturing of trade by ingenious and capable salesmen. It is a significant fact that two of the greatest industries in the United States are the making of automobiles and moving pictures.

It is probably true to say that of the potential labour in the United States, about one-fourth is producing those things which are physically, intellectually and spiritually necessary; the remaining three-fourths are essentially non-producers: they must, however, be housed, fed, clothed, and amused, and the cost of this support is added to the cost of the necessities of life. The reason for the present high cost of living lies possibly here.

Lest I be misunderstood, let me say here that under the head of necessities of life I do not mean a new model automobile each year, moving pictures, mechanical substitutes for music or any other art, and the thousand catch-trade devices that appear each year for the purpose of filching business from another or establishing a new desire in the already over-crowded imaginations of an over-stimulated populace. Particularly do I not mean advertising in any sense in which it is now understood and practised. If, as I believe to be the case, production for profit, rather than for use, the reversal of the ancient doctrine that the demand must produce the supply, in favour of the doctrine that the supply must foster the demand, is the foundation of our economic error and our industrial ills, then it follows that advertising as it is now carried on by billboards, circulars and newspapers, by drummers, solicitors and consular agents, falls in the same condemnation, for except by its offices the system could not have succeeded or continue to function. It is bad in itself as the support and strength of a bad institution, but its guilt does not stop here. So plausible is it, so essential to the very existence of the contemporary régime, so knit up with all the commonest affairs of life, so powerful in its organization and broad in its operations, it has poisoned, and continues to poison, the minds of men so that the headlong process of losing all sense of comparative values is accelerated, while every instinctive effort at recovery and readjustment is nullified. How far this process has gone may be illustrated by two instances. It is only a few months ago that a most respected clergyman publicly declared that missionaries were the greatest and most efficient asset to trade because they were unofficial commercial agents who opened up new and savage countries to Western commerce through advertising commodities of which the natives had never heard, and arousing in them a sense of acquisitiveness that meant more wealth and business for trade and manufacture, which should support foreign missions on this ground at least. More recently the head of an advertising concern in New York is reported to have said: "It is principally through advertising that we have arrived at the high degree of civilization which this age enjoys, for advertising has taught us the use of books and how to furnish our homes with the thousand and one comforts that add so materially to our physical and intellectual well-being. The future of the world depends on advertising. Advertising is the salvation of civilization, for civilization cannot outlive advertising a century."

It is tempting to linger over such a delectable morsel as this, for even if it is only the absurd and irresponsible output of one poor, foolish man, it does express more or less what industrial civilization holds to be true, though few would avow their faith so whole-heartedly. The statement was made as propaganda, and propaganda is merely advertising in its most insidious and dangerous form. The thing revealed its possibilities during the war, but the black discredit that was then very justly attached to it could not prevail against its manifest potency, and it is now universally used after the most comprehensive and frequently unscrupulous fashion, with results that can only be perilous in the extreme. The type and calibre of mind that has now been released from long bondage, and by weight of numbers is now fast taking over the direction of affairs, is curiously subservient to the written word, and lacking a true sense of comparative values, without effective leadership either secular or religious, is easily swayed by every wind of doctrine. The forces of evil that are ever in conflict with the forces of right are notoriously ingenious in making the worse appear the better cause, and with every desire for illumination and for following the right way, the multitude, whether educated or illiterate, fall into the falsehoods of others' imaginings. Money, efficiency, an acquired knowledge of mob psychology, the printing press and the mail service acting in alliance, and directed by fanatical or cynical energy, form a force of enormous potency that is now being used effectively throughout society. It is irresponsible, anonymous and pervasive. Through its operation the last barriers are broken down between the leadership of character and the leadership of craft, while all formal distinctions between the valuable and the valueless are swept away.

I have spoken at some length of this particular element in the present condition of things, because in both its aspects, as the support of our present industrial and economic system and as the efficient moulder of a fluid and unstable public opinion, it is perhaps the strongest and most subtle force of which we must take account.

With a system so prevalent as imperial industry, so knit up with every phase of life and thought, and so determining a factor in all our concepts, united as it is with two such invincible allies as advertising and propaganda, it is inconceivable that it should be overthrown by any human force from without. Holding it to be essentially wrong, it seems to me providential that it is already showing signs of falling by its own weight. Production of commodities has far exceeded production of the means of payment, and society is now running on promises to pay, on paper obligations, on anticipations of future production and sale, on credit, in a word. The war has enormously magnified this condition until an enforced liquidation would mean bankruptcy for all the nations of the earth, while the production of utilities is decreasing in proportion to the production of luxuries, labour is exacting increasing pay for decreasing hours of work and quality of output, and the enormous financial structure, elaborately and ingeniously built up through several generations, is in grave danger of immediate catastrophe. The whole world is in the position of an insolvent debtor who is so deeply involved that his creditors cannot afford to let him go into bankruptcy, and so keep him out of the Poor Debtor's Court by doling out support from day to day. Confidence is the only thing that keeps matters going; what happens when this is lost is now being demonstrated in many parts of Europe. The optimist claims that increased production, coupled with enforced economy, will produce a satisfactory solution, but there is no evidence that labour, now having the whip-hand, will give up its present advantage sufficiently to make this possible; even if it did, payment must be in the form of exchange or else in further promises to pay, while the capacity of the world for consumption is limited somewhere, though thus far "big business" has failed to recognize this fact. At present the interest charges on debts, both public and private, have reached a point where they come near to consuming all possible profits even from a highly accelerated rate of production. Altogether it is reasonable to assume that the present financial-industrial system is near its term for reasons inherent in itself, let alone the possibility of a further extension of the drastic and completely effective measures of destruction that are characteristics of Bolshevism and its blood-brothers.

Assuming that this is so, two questions arise: what is to take the place of imperial industry, and how is this substitution to be brought about?