Mass Observation’s Study of Dance Music, Jazz and Popular Song, 1938-42

1. Mass Observation’s Study of Dance Music, Jazz and Popular Song, 1938-42 Sowing the Seeds of Cultural Studies? Dan Laughey

2. Some themes of the study • Opinion formation/social function of the press • Music as propaganda • Role of BBC • Cultural gatekeeping (jazz, swing) and infiltration of American music/dance styles • Music-based fan and youth cultures (rhythm clubs, gig clubs, nightclubs)

3. Gracie Fields – press and public • Our observation on the reactions of people to the press campaign against Gracie Fields started on the 8th August. There was extensive interest in the subject, almost everyone having an opinion. On that date we found people almost unanimously on her side. Criticisms, if any, were directed against Monty Banks, who was held to be responsible. Some people felt quite strongly about it: ‘I think it’s disgusting. Think of all she has done – the thousands of pounds she has given to charity, and all the pleasures she gives to people. I’m no capitalist, but I do think she’s earned her money, don’t you?’ Some people criticized the press campaign: ‘Well I don’t see what’s wrong. After all, she couldn’t stop here, her husband being an Italian. I don’t see it – hounding around like this. Always after someone, aren’t they, the papers?’

4. Fields – opinion change • But further observations on the 9th August showed a very different attitude. This is strange, because the report of the questions in the House was on the 7th, further news was published on the 8th in some papers, but there was practically no reference to her on the morning of the 9th. It seems that it takes a day or two for opinions to be formed on such questions. On the 9th antagonistic remarks were more frequent than ones supporting her: ‘We’d be in a hole if everybody started taking their money out of the country – especially if they were all as rich as her.’ ‘Serves her right. I think she’s behaved abominably.’ The effect of the [press] campaign was very noticeable in some replies: ‘Well, she says that it’s all wrong what the papers say about her, but it looks rather funny to me. I never did like the idea of her marrying that “dago” much, and then she goes to Hollywood while a lot of other people are stopping here.’

5. Analysis – Fields versus the press • The most puzzling thing about the reactions to the press campaign against Gracie Fields was the marked change in attitude between the 8th and 9th. The most likely explanation appears to be that the reports of the questions in the House were not read until the evening of the 7th, that the whole matter was discussed on the 8th (when interest was certainly high), and that the result was a change in attitude which became apparent on the 9th. […] Such campaigns undoubtedly produce unsettling effects in the public mind; in this case the harm done to different reactions of the community probably varied. In future criticisms of the press only the early feelings are likely to be remembered, and the prestige of the press might suffer; in any later trouble with leaders, figureheads, or prominent people the later part of the reaction might be remembered, and the prestige of the leadership would suffer.

6. Leonard Feather – cultural gatekeeper • In 1935 I threw in my job and went to America to get a first-hand knowledge of swing. I came back and continued writing and gradually built up a connection. Letters? Yes, I get lots of them. People asking who played what record in 1912. I write in Radio Times, the Melody Maker, do series broadcasts for the BBC and have done broadcasts for the IBC. I have also done broadcasts for American stations, when over there, and organised jam sessions.

7. Feather’s secretary • Yes, we are doing fairly well. The sale of American records and magazines is fairly good now, and nearly back to normal. At the start people thought it would go wallop, but it hasn’t and I get lots of enquiries here for Downbeat, Swing and other magazines. He’s carrying on in New York. As you know, we are not allowed to send money out of the country to buy records and magazines. But Leonard is over there with a liberal supply of funds, and we are thus able to get things over. Quite a lot of requests are coming in for records. Some say that they want to go on getting them and ask me to send them to their homes. Some beg us to keep up the flow of records. We are still selling records at pre-war prices. They will probably have to go up a little later, but we are keeping the price down. We reckon that the fans will have less money probably and are content as long as we clear a slight profit.