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it CQNTEP‘E" ANALYSE

TREE-$38 FOR THE DEGREE 0? M. A.

MICHIGAN STATE UNEVEF“ZTY
LUCIA {éARiNG
195‘.

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by Lucia Karina

ficly cf nbstract
This is a CGntcbt unalysis study of the image of the
ngrTCLn busians mun whicl is gregcnted in bio rTTT10~1

I ': f! ‘ ..- ‘ .3 .T."- ’v‘ '. "1 . r‘; ‘ ‘ r 2:- r\ ! "r-v‘ 1 .-- \ .sy‘r‘. f .‘
urtTCleu on buULLUofi mag 13 lTVQ and deunQCfi mu hulfidbo
.,

 

ETe theoretical fuungnticns o; the stud; Trc laid in
a cornbrative LLalysis of ima as cf the udTTLTTT mTr gro-

‘-

eccncmic C series

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and of these imLQCS fLLLi in ga;ular litcrLture.
The three rug in lirzaTa-T-s di:scu;;;w-.2d LrL those of the

W

lf-mLie an, .hiCT LCLPS a chTe resembance to DTvid

W3, ‘_ , .I ., T' ('2' . T 1 . ”HT .z‘h'q _‘ ., ‘ ., ”n
uTanqu L Lhfl:F*JlPUCL¢Q tire, Cue r0 hex DarLu or uLTchk—

To

ulcua budjnuus man, LAT Cue TngTun GLUU“-&ircctfii CJLe
which is similar in rany reaiucts to hhyte's OPT ni Lticn
than.

The “Cad; as: in us an im; a L5 a act of wxiCCan '5-
LLges Lbout the eccnc*; :ic role, LurSUnLI life and cerLcter

of the buaincss man. Tue 13L e is further defined as

(0

L TL; selective, thTC is, The creator of the imL a con-
structs the imLye o.t of m Jfimfwfl selected in accorjnnce

with same SLC of valuL s anu Cur CL CL rL'zcr than by Chance

Lucie kurino

Noreovcr, it is argued, the magazines Egzg and Eeuewook
do symbolize certain values, namely, those which the business
men themselves, by and l rge, publicly grofeee.

The study eeeke to demonstrate that this value system
upgroximetee most clo.ely the values emb0iied in the image
of the self-nude mun.

Hence, the basic hypothesis of the study ie that the
netemuguzine image of the business man will otrese individ-
ual action and initiative. The composition and churaoter of
peer groupe such as business eeeociutee by union the other-
directed business mun nets hi3 goele and standards will.be
vaguely defined, if present at all, in the imuge.

The cantent analysis was based on biographies of
business men gubliehed in gigg durin; the years 1323, 135b,
1945, and 1955 and those published in heweweeh in lEJfig
1945, and 1955. Leeulte of a reliability cueoh are also
inclujcd in the study.

The image of the business men in zigg and fieueeeek was
not explicitly drawn in the languege of the imugo of the
self-made men or in the language of any of the other images
discussed. However, the data seem to supgort the main hy-
pothesis of the study insofar as a greeter numoer of state-
ments ref r to the business man himself, his peretnul
characteristics and rise in the business world through his
own efforts than to the port gleyed by business ouuociutee,

friends and family in ehnping his velues and career pattern.

 

 

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{'1‘ VA. A‘L l:“‘];. x’\‘~l":.l«Y‘-;I‘.Jf
By

Lucia Ecrino

l

n TSQQIJ

Submitted to
flichigan Qtate University
in partial fulfillment of the requirements
for the degree of

‘ . ‘.‘77¢ : I Ill. '
I;;LI-L;.J.§‘L C4! 1345‘»)

College of Communication Arts

 

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‘x , .“ .t 4' . f .‘ I:’ .‘~
1"u\Jo.aL'3'v 1‘ “moo-J‘Qd - ;"-‘ J~ «J

The author wisrea ta express tganzs and oggrcciaticn

to Dr. iaul Beutschvann whose sq; caticnu and advice helped
irretsurubly in the prepgration of this thesis and to
wilbur ޢwscn, a student in the Bogartment of Jcciclogy,

who performed the religbility checn.

ii

TABLE; CB \IJL‘LUA‘uL K.)

'11
a:

Pen
rfim

ACKLHIJDGLiETJ...,...............

yfirw

Llsr c3 rautno . . . . . . . . . . .’. . . . . . . . 1v

IRFFCUUVTILL o o a o o o o o o o o o o o 0 o o 0 O o 1'
CPLAI TL}:- I o o o o 0 o o o o o o a o o o I 0 o O 0 o 0 O 6
A. Ncrporate Dominance

B. “no Protestant nthic
C. LOpular Images
D. The Mass Circulation Magnzine

CHArl,ER II 0 O I O ' O O O O O O I C O O O O I C O O O 60

A. The COda

B. Reliability
C. Results

D. Conclusions

’rer4A A o o o o o o o o o o o o o o o o o o o O O 95
Coding Instructions

MEI-3;- 3:”, B O O O O O O O O O O I O I O O O O C O C O 100
The Code

BIBLIQJTJLLHI o a o o o o o o o o o c c o ,0 O 0 o o o 106

iii

Table
1- A;_30f5UbJeCtSooooococoo-o

2. Birthplace of Subjects . . . . . . . .
5. Subjects' fiduCutional Level . . . . . .
4. Career lattern . . . . . . . . . . . .
5.’ Rel ability Results for Categories 5-20
0. fiedien Age of subjects . . . . . . . .

7. Numbers and lercentafies of Owners
and owner-X'lallgAgel-‘S o o c o o o o o o

8. Correlation of Category “wphasis . . .

iv

INId'DUCTICN

'.—-~. —_

x
'\

The purpose of this thesis is to investigate, through

use of Centent analysis, the imsge of the American business

I
|

man presented by Time and Eeusweeh magazines. (

 

‘ . . . , . i
An image may be briefly defined as a description of

the personality characteristics and the social and ecohomic
_ R

roles of the business man and of the interrelation of these
factors. A }

host of the images 01 the business men uhich hove wre-

dominated in American thought have been ime es of the

owner-manager type of business leader.

uhether he was the "good" self-made man or the "unscru-

pulous" robber baron, the owner-mane er was the sole osner
and overseer of his enterprise and, therefore, his own
boss. He was not dependent on others for his rise in the

business world. his chances of achieving success lay in

his oun ability to tur; ideas and products into cash. Kore-

over, as he was occupied with musing goods or exrloiting
ideas or inventions, he did not feel the need ts cultivate
the good opinions of others or to try to live up to their
expectations of shat a business man sheuli be.

The econOnic doctrine of the invisible hund assured

him that the greatest good for the society would result

1

2

from each individual’s pursuit of his own self-interest.‘

The Protestant Ethic, which provided the moral Justification

1
for this doctrine, advised the cultivation of personal qual-

ities, rather than the favorable Opinions of others, as

K A.

necessary to success. l\

:3 \‘

hus Harriet Beecher Stowe wrote of some fircminent
men of her own day that their success was due thithe'fact
that, from early life, they had cultivated the dualities

§ ‘ 2 i“ .
of "frugality, strict temperance, self reliance and in-

domitable industry."l fig %

The success of the corporation executive, houever,
is said to depend not so much on these kindsidf quhlities

as on his ability to know what his superiors want him to

3

be and to live up to their expectations. TheiexecutiVe

manages a business which is owned by others; he must be}
concerned with what others think of him because his ‘9;

x 'Y ‘
authority is delegated to him by others, not vested in hint

' \

\

by virtue of his ownership of the business.

Cut of the discussions of the nature of advancement {3

.¢

in the administrative hierarchy of a corporation, the ‘ \

f \
locus of authority in the corporation and the nature of I

the executive decision making process has come a new image

of the business man.

The executive, outwardly at least, must be a "good ghy."'

L A... A

lharriet Beecher Stowe, [an of gur Tire (Hartford, ,
Connecticut: Hartford lublishi g Obigcnj, l8o8) p. vii.fl

 

l
\ .

‘0-..

 

 

 

. . .He wust not cnly ecce;t central, he rust
accegt it as if he lihefi it. ta :ust smile hhen
he is transferred to a {lace or a Jet tnct isn't
the Job or ;l&"e he hagycns to want. he :utt
appear to enjoy listening aymiuthcticallj to
goints of vicw Let his can. 93 must be 1853
'90a1 centarcj' and more '6” layme cantered.’

It i; not emanah that Le worn hurQ; h: must be
a good fellow to boot.1

The Jugtiflcation for this business role has been called

Q

tno Social cthic. It puts heavy StPESS on the cesirability
of cooperation and particiyction in group activities and on
the cultivation of the s ills of ellcitimg cocycrative
effort.

The main guestlon to be exglored in this study is:
what image or imagts of the bcgincas man will be present*d
by the magazines to be analyzefi?

The main hygothcsis act fortu in th’ ctudy is that the
image will approximate more closely an owner-munugcr than
an executive tjge.

The line of urgunent for this hypothesis as develoked
in the following pagea is, first of all, thgt bJSanSS
leaders of today tend to cast themselves in the image of
tha owner-manager when eXLlainlng tneir activities or
"selling" free enterpriae to the Lublic in Sgite of tge
fact of the predominantly corporate nature of lcrge
business enterprises.

The newsmagazine, insofar as one of its tendenclea

is to defend business class interests, might be expected to

 

~ (rganization Egg (Garden city:

1'". no "byte. '1 S’— ..
) [(7) L3. l'f’Qo

L
Baubleduy Anchor. 1';

.p..

\-0<~.-.

 

 

4

present the image of the business man which the busine"si
man seemingly finds it in his interest to project. i
Secondly, the function of these magazines, as of the\
mass media in general, as transmitters of cultural valubs;j
so we to point to the presentation of the business man in ‘i
traditional terms as a hard working, hard driving indigid— a
uni who rises to the top on the strength of his own msrits,
R
often in Spite of handles;s such as ,ovorty, lack of edu-

i
ontion or business setoscis. For, according to the cuitural
legend of social mobility, there is room at the tap for

I

everyone who is willing to work. ivory man should be a

3‘.
x
1.‘

king in his dreams and not allow temporary failures toil

lower his ascirations. i
This thesis is divided into two charters. Chapteryl
consists of four sections. section A will offer a brief

discussion of the mayor reasons for the dominance of tho

large corporation and for the rise to business loadership
of the corporation executivc. Section B will describe

the images of tho economic roles of tne owner-manogsr and
the hired executive and the theoretical bases for those
images. section C will deal with images of the business
man from pOpular literature and the idoolo,icsl founda-
tions of these images and then will point out similarities
and differences between these images and their sources and
the economic role images of the business man and their
theoretical foundations. Section D will discuss the part

playod by the mass circulation mafinzine in presenting the

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images of the busin.ss men eith particular "eference to
Tire and howsncck.

Chapter II consists of four sectiens. section A will

J

discuss the code em lcyod in the c ntent Lhaidbib of Time

i:

 

and figesseck. section V will gresent the results of the
reliability check on the data used. section 0 will present
the results of the OlmlyfiiB and section a will offer con-

ed on the results.

(I)

clusions and discussion be

Cit-3.44 i a {i I
A. Corporate Dorinance

As a prelude to the examination of the images of the
Other-manager and the hired executive, it will be helgful
to spell out the relative 1cautions and im,ortance of he
large coricration and the owner—managed firm in the gresent-
day business structure. .

If the large corporation were a minor feature of the
present-daj economy, the cor,cration executive wouli be a
ainor figure among musiness hen. His gersoraiitj and his
outlook on his work coulu offer no eiiective challenge tn
the traditional ,icture of the buSiness man as built up
thrcugu conomic tneor,, regular legends, ethical sanctions,
and the words and deeds of business leaders as described
in the mass media.

But if the executive is the dominant flmure in today's
business world, his ascendancy regrenents a change in the
business leader type and hence a challenge to the tradi-
tional images of the business leader.

The imgcrtahce of the ccr,orate sector of the economy
must be viewed in the context of the totel business io;u-
lation.

From the standpoint of nurbcrs of firms, the business

6

poyulation is domin ted by small, ndividuolly owned firms.
Cwnor-munnged firms titn loos *zon four employees encn co:-
prised nearly four-fiftiis of th three and one-half million
firms in operation in 1947.1

Tne total number of firms has inc cased relative to
the pegulation. At the turn of the century there were
roughly 21 firms ger l, 00 persons in the United States.
dy 1950 the nuroLr had risen to about 23 per thousand. Thus
the growth in the Humour of businesses has more than kept
taco with pogulntion growth.

The cor; crate form of bus noes or Ln znti n reiae to
prom 'nonce after tn; Civil N~r. Irior to 1850 this form
was used mainly by those enterprises affected with a public
interest such as banks, ins ance com: anion, can; 15, and
turnpikes. Textiles offered the only example of cor;orete
or nnization in ma.n facturing. 5

From apgroximately 1870 to 1910, the numbtr of corgor-
utions grew ragidly. Banking, insurance and public utilities
continued to be organized corgorstely along with the newly
developed railroad industry.4

since the enrly 1900' a cor; -crsto groth has b on onlJ

#— AA

1U.S. Bogartnon of commerce, durvcy of Current Eueineos
(Akril 1355) p. 100

0.3. Be ertnont of Commerce, Lurvoy of Our ent Business
(January 19%?) p. 11.

5A. A. Berle and G. C. henna, The Todc-rn Gcr;orttiannnd
Lgivete Progortx (flew York: The flochillnrs $0., IQJJ) p. 10.

“Ibid., p. 15.

7

pepulation is dominated by small, individually owned firms.
Owner-managed firms tith lass tzun four emplogces coon co:-
priscd nearly four-fifths of the three aui one-half million
firms in ogcrazion in 19%7.l

The total number of firms has increased relative to
the regulation. fit the turn of the century there were
roughly 21 firms ger 1, 00 persons in the United States.
By 1950 the numogr had risen to about £5 per thousand. Thus
the growth in the rumour of busincsucs has more than kept
yace with pogulation grouth.2

The corgoretc form of business organization rose to
prominence after the Civil War. Prior to 1850 this form'
was used mainly by those enterprises affected with a public
interest such as banks, insurance ccmganics, canals, and
turnpikes. Textiles offered the only example of cor;orate
orjanization in manufacturing.5

From approximately 1870 to 1910, the nurbcr of corgoro
utions grew rapidly. Banking, insurance and public utilities
continued to be organized coryorately along with the newly
developed railroad industry.4

since the early 1900's corporate growtu has bnen only

1U.S. Bogartron of Commerce, ourvcy of Current Bus mess
(Agril 1995) p. 16.

20.3. De-artmont of Commerce, aurvey of Current Business
(January 1949 p. 11.

5A. A. berle and G. C. Keane, The todo.n Corgorction and
lrivate EFOQQPEX (flew York: The Nachilldn 60., 199;) p. 10.

 

“Ibid.. p. 15.

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8

slightly higher than the rate of growth for the rest of the
business regulation. The progortion of corioretione in-
creased from about 9 ,ercent of the business population in
1910 to about 15 percent in 1955.1

It has been said that had it not been for the great
increase in the number of smell service establiSnments, the
corioration would dominate in’terme of numbers much more
than it actually does.2

The ingortance of the corporation does not lie in the
number of firms that are corgoretely organized. The cor-
poreticne are important because they account for a share of
assets, employment, and output which is distroportionete to
their numbers.

In 1909 the 100 largest industrial corporations had
aggregate nose 5 of 8.2 billion dollars. In 1948 the largest
160 bed aggregate assets of 49 billion dollars.5

In 1951, 561 large corioretione had total assets of 72
billion dollars. This is almost as greet es the 7b billion
accounted for by the three million smell unincorzoreted firms

4
and smell corgoretione.

 

l

.,. ,, U.;. Lepnrtuont of Co merce, Jurvoy of Current busineoo
(April 19>>> p. 14.

LU.3. Depertnent of Commerce, curve; of Currert busineae
(march 1944) p. 12.

__A__‘

A. D. H. Legion, Rig Entertrise in u Corgetitive
(gushington, 0.0.: Tue oroohinbe lnotitute, lypej

4 h -‘ 1 ‘- no t .
U.o. Department of oO'merce, cu egg of current dueinee
v, _ ' . f- \ l
baylmAJPold.

9

In 1899 the Census reported that no.7 percent of all
manufactured products were being made by corporetions.l
In 1947, 115 large corgoretions alone accounted for 40 per-
cent of total manufacturing output.2

In 1929, #8.9 percent of the total value added by
manufacture was accounted for DJ corporations with plural
units, or 11.6 percent of the total manufacturing firms
operated from a central office. These firms also employed
47.6 percent of manufacturing wage workers.5

In 1947, plural unit firms, 12.9 percent of the total
number of firms in the country, accounted for 57.d percent
of value added by manuiecture and for 58.5 percent of
manufacturing wage workers.4

Another important factor in the dominance of the cor-
poration has been its role in technological deveIOpment.
Once the restonsibility of the individual entre,reneur,
invention and innovation have increes ngly been ta} :en over
by the research departments of corporations and other large-
scale organizations.

As oohumpeter saJs, technological progress is~becoming

the function of trained specialists who work on essigned

 

1A. A. Berle and E. C. Beans, The End ern Corgcrcticn
and Private irOLerty (:\.eu York: The nacmillan do., lysz p. 14.

m2

 

Qtntistical ehgtrnot of the United Jtst es, lQEj, p. 791.

3A. L. Bernheim, h. J. Fields, et el., Big business,
Its Greath and Its ilece, (New York: The Twentieth Century
:unul, ljj7) p. )0.

a. D. H. nuplen, Big LntCTcFl o— in a ocmgctitive
Economz (The hroonings inStlcqu,wI/)Wj p. afij.

 

 

.,"_,

projscta. boon mic innovation bchLLL deparsanalizcd and
automatizcd. Lurcaa and cc ittcc work re lace indivigual
action.l

Large scale industriLl reLLchn plays an irrthLnt
part in technological duvclogmcnt. inc lLrge comkany
possesses the nececsL J 3 ysical econLr.-ic and huan re—
sources for research QLJ is able to tLLc t' e 210ng—tcr
Iinancial risks invclvea.

The Rational Col; 39 i w" utian ha.s observed that 10

ercent of small L|nuchtur"ra with 1633 tLLn SOu erfllo 385
P

each have reLechh programs but that nearly 35 percent of

the manufacturers with over 5, COO or wyc :3 each have such

programa.
In 1347, for manufacturing concerns with $0 or more

”x"

employees eLch, there acre 51,C 23 cor ozations Ln3 LL,C<E
non-corporate busine33c3.5

Thus thu corioraticn may be vie ML el as a scarce of
emfilc rent for a major bréifirtLCfl of the worm force, tne
locus of finaniLl Lower in business LLd LL imeFtaht
source of technolcgical progress.

It is the executive's role as L determiner cf lolicy
in rchrd to these chas of coriorute activity that glvcs

him Lis_gosit1cr1 of bus bless loLicrs i}.

 

IJ. A. Sciu 1;ct3r, CapitaliLj& 300331133 Lrl Berccrcqi
(New YcrL: Ha rgcr and mr03.. 1:3?) 9. 12/.

23.13. Departid 1-1; Oi COK‘merce, lI‘C‘Zeeii. I414 3 Of til“ Iretj"
giant's Gonggrence on reanicLl Lni LlLtrlnLtlon LgLechn for
Ego mgngfit of Cmcql Luglness, cht. L5, 4%, L), 1,22, LP.
59")“.

I

’U.3. department of Cormercc, Jurycl cf Surrcfit Engine :3
(April, 19/5) p. 13.

 

11

Corporate leadership in business is not a new phenomenon.
A stuiy by miller indicates that in the first oecace of the
twentieth century, almost half of the lenders in American
business were ran unu had been salaried officenolwers vir-
tually their entire lives.1

The change in business leadership from tne inoependent
owner-manager to the sslsriei executive involves significant
changes in the rstionsle unaerlying individual business
activity because it involves changes in the characteristics
and asyirstions of toe man who esgires to business leader-

Ship.

3

b. The irotestsnt Lthic and The social ntnic

In an owner-mons32d enter;rise, one indiviounl procures
capigel, relying on Lis own h6fllth or on such loans and
credit as he is sole to obtain. he invests nis capital in
plant and equipment, hires and msnsgos his cmilcyees direct-
ly, and carries on any relations there are witn ecmpetitors,
government, enn Verious community s;encies.2

It is such an individual who corrosionos best to some
of the classical theories concerning the business men.
Classical economics employed the trsiitionsl Concept of

groyerty according to which a man has entitled to own the

 

 

1‘ o. . w . T . .w w
silliam nillcr, Lon 3n unginess (osmbriojex nsrvnrl
University kress, 17;:2 ;. :20.

2Y . , , ..
l. G. Jenna, "dole structure of nutregreneurial ler-

sonality.” Change enl_the intregrenenr, nosesrcn center in
Lntreyreneurial sistorj, nsrvsro {osmorid e: nervori
University iress, 1943) p. 110.

H
IL)

means of his livelihood eni do with it as he lilei. in
other words, progorty rights censicted not only of the right
to own, but also of the rignt to c ntrcl n.i use the pro;-
erty for pers-nsl benefit.

In this classical framehcrx it wonlé be unthinkable
for a business man not to own his firm end not to closely

surervise each detail or the business ngrution. Such a
t’ i

H

phenorenon would, according to the c sssicists, actually
leed to an inefricient econoric system for they regarded
self-interest es the best gnorsntee of GOLD mic efficiency.
They assumed thet if the individual could be protected in
the right to use his property as he sex fit and to receive
the full returns on its use, his desire for Lersrnsi ,rofit
would be an erfective incentive to the efficient use of any
business -rC?ert‘ he mi ht ha ;en to #053035. iocse who
P I J ~..- .1 J. i

managed their ircterty inefficiently would automatically
succumb in the struygle with more efficient corretitors.
To use Adam intn's words,

. o .by directina that i dustry in such n runner

as its groeuce may be of the greatest vclue, he

intends only sis own ‘ein, all ”e is in this, as

in many other cases, led by an invisible hand to

promote on end which was no part of his intULthDo

3y pursuing hie QLL interest he froguently gro-

rotes that of the QQCiCtJ nore efficiintly than

when he really intends to cheotc it.

Tue greet strengtn or this idea and its prectice

in real life however did not c;me from its 9 oarscncnt
0 O

Adun smith, :1: ieelth of fictions (flew York: The
ficdern Library, innuom nousc, inc., lyJV) L. “:5.

by eocnouists or Loliticisss. “itnout acne ctuical basis
the theory of economic self-interest etuli not hove gu;ncd
much iifluonce. to real life business man wcill hove
acted in accordance with the ucc;rine if he oculu not have
squsred his actions hith his ten etticel ctsnusrus. A
medieval crsitsmun set down in he aiist of the csgitel-
istic buSinudS world would re;srd many of the activities
of the use he observed as both sinful chi éuD;CPLUS to the
good of society.

Ihe ethic which ultim_tely became eseocieted hith the
classical economic uoctrines had its roots in the rise of

l m .

iuritsu lrctestuutism. lhis ethic is tire led to the

a,peersnce of indiviiusls one manifested a crcrscter tyte

uuicn kss oriented to fulfill the role assigne tne
business wen beta by eccncsic theory &;d the actual cir-
cumstances of life in a new continent such as eterice use
ducing much of the nineteenth century.

For two iuritees, the essence of religion hes the
relctionshi; of the iruiviuuel soul to God. God's grace,
the only seats of euivsticn, was a uireCt giit of God to
the 1hd-viuu31vathcut the mediation of uny certsly'insti-
tution.

Ihe state of grace oeuld Orly LC ostineted by the

deiree to which the indivieusl was ublc to Conduct himself

1 IV -- a *- v v' I o
R. u. Tawney, religion sum the nice of oi” tells:

Ev

(How York: fisrcourt, trace, and oo., lZJ/F pp. deb-dz.

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‘- r 1.2 - . .. a: 5 4 .4
box Leber, its :rctestert ital UH} tub sLirlt cf
Sagitslism (London: s. niicu ecu u;wlu,—Iyy)) t. 1;).

 

 

 

14

in accordance with God's will. And, in Luriton doctrine,
God's will was that everyone, rich or poor, should labor
in some calling.l

because work was a commhndment from God, eVezything
that might divert the Puritan from his worh wae condemned.
The individual was exgected to wage a lonely and ceaseless
battle against the corruyting forces of society which
temgted him to a life of iolenese and Lloesure. Likewise,
he was urged to cultivate diligonce, moderation,‘eobriet3,
and thrift in his work in order that he might become a
more profitable servant oi‘ txe Lori. I

The acquisition of wealth nee condemned iLeofer as it
tempted a men to relax from his worh and to inéulge himself
in luxuries. howcvsr, wealth as an outcome of the oiligcnt
performance of work was consihered Lorally permissible. In
fact, failure to conduct a ho sincss as chfithbly as pos-
sible has anoidered a dereliction of duty.
5 web: r quotes Rio hard Baxto r, a iletan minister, as
having said:

If God Show you a we; in which you may lawfully get

more than in anotLer may (without arch to your

soul or to a: y other), if you reiuse t: is, and choose

the less Leiqul ..ay, you cross cue of th« onus of

your calling and you refuse to he God's steward and

to aoce;t his iita oLu uoe then for him when he

reguireth it: you rzoJ labor to hg ricn for God,
though not for the flesh and sin. L

llbid., gp. 155-60.

1 of

Ihuc'debc.r, fifle .Lro+"'LIt, t‘l” cu~i tho hijm
Conitoiism (London: G. Liien hLu onw L, ly 9) Lo lo

-5Ib1d., p. 175.

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Spiritual excellence and the ric nan «ith the vi rtuoue

one. «ealth was inter ;re ted a si;n thpt a man had

(13
b)

labored faithfully in his calling and thct God hai blessed
his labor.1

Likewise povertJ wcs COIIJL‘ mzd us a moral failure.
lovertJ was not caused by external circum stone res for these
could be overche by strong Character. loverty was the

suit of weakness of ch rector or, ore groci sely, by a
deficiency in those charscterologiocl traits HLiCn the
luritth valued.

Although lurithisn Ls a fcrral religious moveLeLt
gradually waned, the virtues which it y:oe-hed did Lot
die. Pied ration, oohriotj, oili oe, thrift cont rued
to be esteemed not as ways of serving God but for their

sefulness as meLns of accumulating wealth. Lnd if wealth
was no longer identified with God's blessing it use still
regarded as p ooi of inuiViii' ual mer rit. In the com; etitive
market Llace only the worthy oculd become wealthy.“ The
orive for health also carved the heads or social mobility.
In a country with no hereditary upper class, wealth was

the easiest >hth to high social status.
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15

Too nineteenth century American booinoss man has an
61dmflu of the iroteatont Ltnic at worn. raced witn a not
and undovaltrofi continent he was Primarilj ooougiod with
altering the PhJaiCLl environmont and hitn cxrloiting
available resourcos to sopyly a growing pogolation with
goons.

Imbuod with the lion of success tnrough individual
attainment, he tCLde to View '38 business at;ll as a tort
of com,etitive testing ground. Those who succeeded tnoreoj
Lroved their ougcrio~itj and north. Etooe who failed were
merely demonstrating on ignorant deficiency in ambition and

nbility.l

In Lies en‘s terminology, those men wore inner-directed.
They behaved in accordance with certain internalized roles
of conduct imglantod in early life. n America those rules
moat co ronly were yhrosod in the 1n;;uago of the irotestnnt
Lthic.2

The inner-directed man cognittod hLmoolf early to a
lifetime goal. In the cage of the blsinos" run, the goal
has usually accumulntion of health or gro,crty. The acol
of others ignt be a by-groouct of striving toward LL13
goal but if the indivinunl felt he had fallon short of his
goal no nmount of prtioe from others could quench the feeling

of personal lnadeiuacy. In short, the indiviouol was

 

1

 

 

Dovié fiicoran, The Tonal? Crowfl (Garfien City: Doubleday
aha COO, 195)) P20 2;-510

2 _
Ibiin. E. DU.

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impurvious to external behavioral pressures if tuose prea-

sures could not be reconciled with the internal code.l
Josephson sums up the attitude of the inner-directed

business man in the following manner:
Not to drink, to forego the gaming tables and rei-
lit tordelloes of the frontier conga, to be Colou-
lating forever, silently, furtively poring over
books and accounts, sonoming iroJects all night--
while others drank, uancod, laughed, brauled and
died-otnia was the motnod ana purroso of the young
men who were to conéuer both the wild frontier and
the pioneers alike.

The primary interest of too inner-directed business
man lay in thing; and ideas rntner tnnn in other Lootle.
The behavioral virtuos stressed by too lrotentnnt Ltnic
were individualistic. If evoryone practiced inuuotry,
sobriety, and tarift, no more attention need be given to
into~personol relotiors. The doctrine of the invisible
Land asoured that tho greatest good for all would result
from the pursuit of self-interest.

Tne main attention of the corxorotion executive, on
the other hard, is centered on maintaining co-oporativo
relationoniko with other yorsons. Those relationships
are vital to too success of tne executive and his firo.

A Gorgorntion executive way be fieflned as a member
of a manuflerial groan with no ownerohip functionn. The

executives in the grouA divilo the res onolbility for mak-

___-_

1Davin Kinsman, gin Lonely Crowd (Garden GityzDoubleday
anl Co., lGSj) p. 35.

2‘1 '1 P) ' '\ ’ ' \
natthew Jonephson, Too nobuer Larcgg {now Yarn:
Harcourt brace and Co., 139w) p. 2/.

18

ins decisions restraing inveatment, production, sales expan—
sion uni other Lueineee activities. The group then dele-
gates to others the work involved in mating those decisions
eff ctive. TLUS the actions of the executive tend to reduce
to making crucial uecisicna and to co-ordineting the activ-
ities of those who carry out the CLecdeione.‘1

In the field of economics most of the attention has been
centered on the effect of the corporation on competition.

30 new theorj has emerged which demonstrates how a men
can efficiently run e business which he does not own and
from which he does not receive the profite.. ho new con-
cepts have supplanted those.of the profit motive and indi-
vidual initiative. But these ccncepte are not adequate to
explain executive action because of the nature of corzorate

structure and authority and the kinds of factors which enter

*—

into the executive decision making process.

The nature or corcorete structure is such that the
characterietics needed for Lhfl atteinment of n to; execu-
tive rosition are not those exalted by the irotoetunt hthic.
succenu cayenne not so much on being acquainted with the
technical eerecte of the job as on roving the kind of per-
sonality Which is right for the job. It derende not on
battling tue ekvironment but on edJusting to it or comprom-

ising with it and on helping others to august and compromise.

 

1L. H. Jenhc, "ficle ctructure of nntrapreneuriel ker-
sonnlity," ghenge and_the intretreneur, Hecohrch Center in
Entrepreneurial history, harverd (oaccridge: harvurd

University Frees, 1949) p. 111.

'3

v
.
l

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'5

In barnard's words, hidrgrctical aQVuncerent beccmes
a question or a man‘s fitness in regurd to personality, age,
politics, manners, personal agpccrance, rather than his
technical competence.1

In short, executive aivancomont Jekcnds arevtly on
the aspircnt'a ability to exylcit those garconal attrioutes
which will be favorably perceived by cupciiora.

'Tectnical ability ha; been dc-ezghasized because the
large size of tho corporation moors that there is more
distance between the executive and the actual processes
of production. The higher up in the hierarcny he is
placed, the more his task bcccm a that of maintaining the
organization and the less he is concerned with the physical
Lroceases or groducticn.

.As one management textbook exclaimed:

is the administrator moves further and further from
the actual physical operation tno need for tecnnical
lAill baccmes less intertnnt provided he has saitiilcci,J
subordinates and can help tact solve tucir groblens.‘
It might be said than thct, as the executive noves
upward in the hierarcny, he bcccmes loco ccncerned with
the ctntent of what Le is managing and gore cancerned with
the techniques of managufcnt.
In order to undone and the ncture of executive manage-
ment techniques, it is n300csmry to cvnsiier the basis of

executive authority in the cor;oraticn.

 

lChcster Barnard, The Egacticns cf thg gxecutivc
(Cambridge: Harvard University ixocs, ljjb/ p. 1);.

 

23. L. Batz, "skills of an Lflective namiiistrutor,”

E. C. Brush (ed.) human Relations for {:Lb;fiTflnt (flew Yuri:
harpor and Bros., lyglj p. lyx.

 

 

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20

Theoretically, the amount of authority exercised by an
executive is directly related to his goeition in the orgen~
izationul hierarchy. If this hierurchy is viewed as a chain
of communication, then the executives who are at the key
points in the chain may be said to be the ones with the meet
authority. It is their job to co-ordinate the Varioue parts
of the orcenizaticn'o activitiee so that the uncle runs
smoothly.

If, however, the executive ie unsuccessful in this Leek
he will have no real Lower in the organization no matter
how much formal authority he has. For the executive's
authority depends on the degree to which his orders (com-
.nunicetione) are accepted and folloeed. Under this merin-
ition, the decieion ea to whether an order is authoritative
or not lies with he persons to whom the order is given and
not with the ”persons or authority" who issue the order.1

Thus the executive's authority in actuality rents on
this ability to elicit co-oyerutive resyoneee from his sub-
ordinates.

The same shill must be brought to bear in the exec-
utive decision making process. Jenkc has said that execu-
tive decisions in large cor;oration3 tend to involve
co-oxeration and compromise among grouge in and outside of
the corporation. These incluie stockholders, labor unions,

and government a cnciee. The executive cannot be concerned

 

. I
executive

1 " ‘ I r'fll I'I
cheater Bernard, rue runcticnn of th .
2‘ Pk. lUJ'IS'

(Cambridge: Harvard University ireoe, l, e

with just the co nomic or Lecnnicul factors involved in the

4'

decision. he must also consider tne at itu.ee uni reactions
1

¢

of various interested =rcups.
Secondly, the executiVe is concerned hith maintaining

the continuity of his orjnnizetion. The continuity of a

large mass proudction unit dcgcnds on the maintenance of

a large sales volume. lne executive is not no much con-

(i;

cerned with maximizing profit on e flinzle sole as he i
with strenfithening his com‘eny’e overall sales gositicn.
Scnce public approvel becomes ingestent cogeciol y for
companion in oligoiolietic or nonogolieticelly competitive
selling poeitions.a
Businessmen recognize the new orientotion to non-
econOwic coneiderutione when they speak of themselves ee
trustees for a number of publico. And while they try to
manipulate tneee gublics they thenselvee are influenced
by the expectations which the yublic hes, or is thought to
have, of them.3 '
V In summery, it may be said that the Lrofit motive end
the operation of individual initietive have been subordin-
ated to the need for co-Operntion and contromiee. This

involves ethical principles based, like the irotestent

1L. G. Jenna, "Role dtructure of intrepreneuriel lor-
aonality," Change and the Lntrcheneur, nonunrcn Center in
intreprehcuriel history, nurverd (demoridge: hirvnrd
University Press, 1949) p. 118.

 

dCswald Knauth, tone erinl ontorgrise (Bow York: a.
a. Eoton, 1948) pp. 21-5.

Sfiuvid nieeman, The Lonely Crowd (Garden City: Double-
day Ell-l C00. 1955) I" 3-4;“

 

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22

Ethic, on a particular vicw of the nature of man and society.
Of those who hold this view, llton Kayo has been a pioneer
in applying the ideal of oo-oporsticn to human relationships
in industry.

Kayo believes that co-Oporstion between human beings
is tne essential condition of social integration. The tight
organization of the sim;lo, grinitivo community arises from
the fact that the interests of each individual, by bis own
desire, are subordinated to the interests or the group.
This is possible because the individual identifies himself
frtm early life with the grou, and with the group purpose.l

industrialisation chungos this. Imsigrution and in-
creased geographical and social mobility weaken old group
ties. Thus, in the industrial environment, the individual
huB little chance to {sin exyorionce with cc-operotivo social
relations and is little able to understand them. His groups
conseq46ntly represent a lower degree of unity and obliga-
tion to the common ;ur;oso than do the primitive social
groups. In industrial society: Groups show less willingness
to co-opcrate with each other and mnnifcit attitudes of
distrust and hostility. The result is progressive social
disintegration, characterised in industry by law‘workor
woralo, conflicts between managenent and workers, outbreaks

or strikes and violence.2

 

lElton fioyo, Egg Huron iroblcns of on Industrial Civil-
ization (Csmbridge: narVard University irons, lyjy) pp. IEE-v.

ZIEido’ Pp. 142-43.

NJ
\3.

Nays believes that, while Our BCCiGtJ has expenued
great effort and energy in achieving materiel progress, it
has not directed enough atte:ticn to securing human co-opor-
ation. he does not blzme this one-sidedness on the sinkle
fact of industrialization. ”Eccentricities" of economic
and political theory and defects in the educational system
are also to blame.

The "rabble hypothesis" which pictures society as a
horde of unrelated individuals has outwcrn any usefulness
it had. Yet, under its influence, we are still talking
about economic men, motivated only by self-interest, and
neglecting to educate young peogle in social skills.1

erective communication, kayo believes, is the key to
restoring human co-operetion end sociel integration. Hos-
tility and hatred in the factory and in the world can be
removed if yeCLle can learn to communicate with each other
about the issues that divide them.2

that is the relevance of all this for the business men?
Administrators in all organizations must be skilled commun-
icators. They must be able to create an etsosphere in
which pestle will feel free to discuss their groblems. It
is as necessary to train administrators to listen to what

others have to say as it is to train them to express their

 

lilton Kayo, The Huron iroblors of on industrial Civil-
ization (Janbridgex nurturd University irons, iyjjj Lo 14;.

‘1:1e.. pp. 115.9.

l'.‘ 3,

24

own ideas clearl~.1

The need fur ierQVLd human rClctiCLS has been emb;died
in a new creed which .lyte has called the Jaciml chiCo
The essence of this creed is th.t man does desire to be
creative and to achieve but tnzt he al$o La d3 securLty.
Cal] as a tembcr of a croup can he satisfy these needs. fie
can feel he has acaievc; :c ethin; only in Cullubcr wt Ln
with others for, by becoming part of the grcu;, he a rti
ciyates in the crouticn cf an mi groduct 3:; oricr t(:t}1
product of Ly Bin 1e meé.t;r. icrcovcr, by directing his
efforts toward tnc groui gur‘ose, he attain; tn; fénlinj of
belcnging or security.

Ideally there should :0 no ccnflict bet “GEL the iLdi-
viduul interest and the grou, intercsz. that cp,cpr to be
conflicts are really cnly breakdowns in corrunicaticn
which Can be eliminated DJ LL; scienti;ic agrllcotion of
human relaticns tecnniques.:

The concern with pecile and intergcrscnul rel&ticn-
sblgs, Riedmun Sujfi, is tJ; cal of & dOCietj cf murcrlal
abundance. The preductign of gccia is no long r & :roblem.
keeple still continue to ;o:k at the ra ii pace of an
earlier time.but more of their Wtrfi is directed tOWuFd
securing the approvél of the group. Tne product in data:

18 a personality rathcr than a material co mogity or a

 

 

 

 

1 . H . , ‘ - - o no r 0
thon Faye, Jae mutmnfilroulcva of an )1 u tr; 1 UlVll-
iz aticn (Cambriige: hnger university zrcus, 13,3; 9. 1/2.
a. h. whyta, he ercn* icn Hun (new York: Doubleday

Anchor, 1337) pp. 7:8.

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25

machine.

Eersons do not look to an inner behavioral code to
guide them. They are other-directed, that is, their con-
temporaries are their source or guidance. The goals
toward which the other-directed person strives shift as he
moves from group to group or as the actions and wishes of
his group change.

The other—directed person seeks not merely outward
behavioral conformity. he wants to be like others not in
outward appearance so much as in inner experience. He
wants to think and feel as his guides do.l

Upward mobility in an executive hierarchy may be
viewed as an exercise in other-directedness and human re-
lations may be regarded as an effort to facilitate other-
directed behavior.

How this other-directedness Operates in an actual
situation is indicated by a personality study of 100
executives conducted by the sociologist William Henry.

Henry noted a tendency for most of the men to identify
with their superiors as symbols of superior acnievement and
to regard them not as threats to their own advancement but
as sources of helpful advice and guidance.

By contrast, a few "self-made" types were unable to
recoanize any source of authority outside themselves and

were unable to relate themselves to their superiors.

W

1David Hiesman, The Lonely Crowd (Garden City: Double-

 

w

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f0
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Instead they perceived superiors as threats to their goals
and constantly did things to obs truct co-operetive tasks
and to assert their indepenience.l

inc former type of executive seems to be more in denand
by many firms than the "self-sade" type.

Several years ago Eortune canducted a survey among
company presidents and personnel men regarding the kind of
man needed most in the modern corporation.

the choice was phrased as follows:

1. beCause the rough and tumble days of corporation

gr sth are over, what the corporation needs most
is the aiaptable administrator, schooled in the
H-anageriel ssills and concerned rimerily with
human relations and the techniques of making the
cor;.oration a smooth working team.

&. Because the challenge of change derands new iieas
to Ree, the cor;oration from rigidifying, that the
corporation heads most is the man with strong
personal convictions who is not shy about mating
unorthodox decisions that hill unsettle tested
;rocedures-and his collea guos

Cf the ;8 persons who replied, many were uneilling to
make a choice one way or the other._ iney usually case the
point that both typesu war a needed to balance 9 On other or
that the sind of 1113 and its stage of develo;ment enculd
determine which should be dominant.

sixty-three executives made a choice. The vote was
no to 85 in favor of the adainistrstor.

Those in the 2inority exp; es sad the feeiin; that imag-

ination, vizor, initiative, and dynagism were intertant

 

l . - - . . c5 0 - o of; - .
dilliam nenry, "The snainess nxecutive: ifle xsyono
dynamics of a uLCial hole," scariesn Journal of sociology
LIV (January 1949) pp. ass-yo.

.0.»

*v

2?

qualities for an executive. They conceded that these quel-
1ties might have to bc'tenpered but felt that they could
be tempered too much. Care should be exercised, they said,
that preparation for an executive osreer did not cause a
man to submerge these intortent qualities.

The majority View was that new ideas and creative
persons were needed in the corneretion. HONGVUP. the major-
ity felt that this who LOt the duty of the executive but
of those in staff positions under him. Their definition
of an executive was of a person who in the sense of work
as some specific performance or as creation of ideas, does
not work but encourages or motivates others to work and to
create.1

Several years ego placement officers et Northwestern
University questioned a number of Companies on the cher-
acteristics of their outstanding men. The 97 conyanies
that replied rost often cited ability to work with peoyle.
hentsl ability received only helf as many mentions, yet
three-fourths of the men had superior scholastic records.
Initiative and leadership were ranked even lower than
mental ability.

Cne conclusion drawn from the study wee that many

companies are seeking not brillianc; or lendership, but

 

1 r I 1w t a n ~-
"Crown irincee of nusiness," tébfliflfia in iersonnel

h_-

henngemont from Fortune (New York: henry holt end 60..
137/) pro 91-4.

 

23

tame talent of getting along with co-workers.1

Hell-rounielness is the key word. It means that no
ssingle trait Jute out to set a man start from his fellows.
'Ihe Hell-rounded man is grocent unobtrusively to modiat
()Lhor yooyle's iieas so {er ocraticelly that he never lo ts
1113 Judgment override the decisions of the groui.2

The eg1eal of cor1orution life today to young aegir-
ing business lea.ers seems to be conoidertble. These
,young men want neither the risks unfixCiutLu with startin.
a businee 3 nor the rewaLds whic1, in the tradition of the
frotestant Ltuic, were suggcsed to accom1ony them. They
will turn down a Job with a s: all cc 1anJ at 15, COO dollars
a year in favor of an equivalent job with a large corgoraticn
at 8,000 dollars a yosr 1lus pension plans and other bene-
fits. These young men are searching for scourity and
arcurity is achieved by sorting with others, helping othere,
becoming a part of th: tear...3

thte :a 3:

Talk with U=cmbars of the younger generation of

management and one is struck by the curious strain

of resiwnation the t citen runs t rou h tz;eir dis-

cussion. Ula}&balonut61y they cesoz ibe themselves
primarily as members of their environment, men more

 

1herryman taurer, "Tre “or t o‘ortc e in Lusiness,"
Read ngs in rersonneli anage n:nt fr~m Fortune (New York:

 

1181.17 5101‘; 811.1 Mn, 4.12/3 p. a).

"Crown Irinces of business," ioadin S in i6? 3or-nel
rQDJScF‘Wb from Jortine, QR w York: nenry iolt and Co.

.. 11. thyte, Jr., "Grow/t 111-11., 11:...1lrp in not; 0 :.-el
Pin: 'enent from tortuno (how York: henry nolt and co., 1? 57)

29

3:;ted u;mo than ecting. They are neither angry nor

cunical about it. They are ceurht in a treadmill

frcm 'h on they will never escape perhegs but the

tregdmill is gle3sent enough they exglain and in

the group rule they fin: the emotional security

they went 30 Very badly.

hhyte regorts that a Youth Institute survey of 4,CCD
ycun3 men in dic3tel tilet c; 13 2C gerce nt felt tn3t they
could not achieve their ccenewic me ires by wereing for
somecne else. He states that tlecmment oiiicere find thut
of the stugente who inte33 to go into bueinees, age than
5 3ercent ex;re3s a desire to be inlegenflent businese Hen.
lost fiesire to Join one of the big cargorttiune. The reason
is partly fe3r cf economic rihno Many also 369 the old-
time inueyen3ezts as greedy figure; euecntielly unhappy
dee ite t: elr ve3ltl-l.2

Lven the inee;c3dent small business is being urged to
become more teem-:inded, yore etere of the lr‘ortance of
human reluticne. A 3m3ll uue lzees rekrese: tetlve s saling
before a presiuent's ccni‘exc nae an small .uslheuo in 1“5/,
said that .lxile rugged lndivliueli:e m is ednireble, it saculd
net be carried to the goint Cuere the businese man 13 up-
willing to take 3dvice that might help him. He recgmmenled
that the small business men eeleet a anugement team. He
did-not specify who should be on this team but mentioned

that it could be added to and Mt mgthene'i by establiSuing

 

1' 3' . C A. .
’ e. H. ahyte, Jr.,’ 'Grou; thing," headli75 in lersonnel
anggement fgom Fortune (new Kerk: beer] aclt and Q0., 175/)
p. (50

 

 

()J

2. .. ~. ‘
a. H. whyte, lJr., Tue Cr. :tion L33 (new Yore:

Doubleday Anchor. 125/) p (y-S.

\a

 

—‘
‘
.--
‘.-
v.-

50

good relations with a banker, a lawyer, sni a certified
public accountant.1

But the most important aspect of all. he stated, has
that of human engineering. The successful business depends
on good human relations and one who does not like and trust
peeple Should not become involved in small business manage-
ment.2

The nineteenth century owner-managers and probably
many of their present day counterparts were not primarily
concerned with pectic. Their chances for success, they
felt. lay in their ability to turn products and ideas
into cash. This was the goal to which most of them were
committed. No amount of praise from others could satisfy
the man who felt that his achievements did not measure up
to the goal he had set for himself.

For the corgoretion executive, on the other hand,
LOpulerity or the esteem or others is the main objective.
His success depends on eliciting the right responses from
others rather than on making products or inventing things.
The way to behave is the way in which others want and ex-
pect one to behave. The executive's most important business

asset is not a product or a skill. It is his personality.

l0.3. Department of Commerce, Proceedings of the
firesiuent's Congerence on Tcghn'cgl one disgrisutign Research
for the benefit of onJll musinoss, deitcmoer :5, be, 5;, I357,
p. uOc
.2111 -
b c. P. 81.

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51

C. ropular Images of the Business fun

In the sense used here, Adam Snitn's entrepreneur,
Uhyte'n organization mun, Riesman'a inner and other-directed
types are images of the American business man. ‘het is,
they are descriptions or the economic and social roles of
the business man and or the perBOnality and status require-
ments associated with the roles. The purpose of these nes-
cri;tione might be said to be the exgositicn of the business
man's place and function in the society.

however, the business man in America is much more than
an oreanizer end co-ordinator of ;roduction. He is a
cultural symbol as well. He has come to symbolize the
American belief that any man, however hu.ble, can attain a
fortune through the practice of industry, fruxolity, and
sobriety. In short, he has become the prototyye of the
self-made man.

The evolution or the self-made hero in American
business involves the incoryoretion of the doctrines of the
luritan calling and of individualism into the body of cul-
tural belief, the Lositive valuation placed on meteriel
success, and the oggortunitiefi PPOVided by the 6X13 30 nce
of a vest and undeveloped ccntinent.l

As fierton points out, American culture enjoine the
acceptunce of he idea tin t all shculi strive for-success

since it is possible for all to succeed. to one can iail

lflurshall Fishwick, Al'r ri

c n icrcg:e--?. .t. chi Realitx
(hashingtcn, 3.3.: luglic M”eir 5

"recs, 1))4) p. le.

~v‘..,

it he is ambitioua for iuilure con nsists only in tne witn—

drawal of ambition.1
This has been the theme of 3 l3r;e Lady of literature

ranging frcm Franklin's iocr nich.rd‘3 Almanac to he Gui; ey'J

RC& 191”

O:

. Commonly called self-hulk literature, its puryose

 

~38 to instruct r33 e33 on new to 3GVclcp within thczaelvea

those qualities nece333ry to success; namely honesty, indus-

A

3)

try, sobriety, thrift, and diligence.“

Until the 533's the 33lf-hel; writers further insisted
that college education 3nd 3 high degree of intelligence
were not necessary to busine33 success and, in fact, tended
to be detrimental to such succc33. The college man and
the genius hero aeacriUed as V3in, lazy, imp3tient persons
who wanted prestige and wealth without having to work for
tnez. ficreover , cellege training burdened the mind 31th
usalass information and wasted the years that should be
Spent in getting a start in the business worli.5

The image of the business m3n as a self-made type
took on strength and authenticity from the booka and Speeches
of many of the yrominent business eaiern. Three testi-
monials to the value of self-help bear the name of Anurew

Carnegie. Cther me bers of thy busintas elite put their

 

1Liobert hartcn, £90131 $33033 :ri focicl Jtra tare
(Glencoe: The free iresa, 139/; p. l)

 

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jlrvin G. $31110, T73 Self—E133 333 in £3;rlma (new
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53

ideas into the hands of professional writers.1

Washington Irving wrote of John Jacob Astor that he
brought to his work "a persevering industry, rigid economy,
and strict integrity." Prominent journalists used similar
terms when describing the careers of business leaders in
the yoPulsr press.2

or all creators of fictional self-made types or
business men yerhsps none is so well knthn as noretio
Alger who used the regs to riches theme in 155 novels.

what is sometimes not so well recalled is that the
Alger hero, although poor, herdworhing and morally up—
right, did not advance very fer until, through sheer luck,
he met a Healthy and powerfil benefactor who got him
started.5

This should not inyly that Alger was counseling his
readers to rely on luck to make them successful. In Alger's
world, only the virtuous have good luck; moreover, the
story stops after a stress of good fortune has enabled the
hero to make his first step upward, pres mebly to leave
room for the continued exercise of his gooa qualities to

Justify the success and to male it permanent.4

 

. "

1Irvin G. syllie, :39 Self-Ezae Men in entries (new
Brunswick, H.J.: Rutgers University iress, 199») p. 118.

2

 

151e,, p. 119.

53. Richard lohl, "The Rags to fiiohos Jtory: An spi-
sode in secular Idealism " (s. hendix end 5.,H. Lipset eds.)
glass, Status and loser {Glencoez The Free Iress, 955 pp.
396.910

“1:31:10. p0 5’24.

 

 

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54

Killer ccntends that even historians have helged to
perpetuate the image of the self-made man by ever-cm,ha-
sizing the factors of pcverty and of starting business at
an early age in their discussions or business lenderi.

The business men inclu ed in their duscunsions are the
well known figures such as Carnegie and Euchmfellcr who
did rise frat obscurity to fame but who are not repres-
entative of the business class as a wnole.1

Ben and Gregory investirated the bnchfirounda of 503 4
men in top positions in textiles, steel, and railroads
during the 1870's. They summarize their results by
stating that the ty; cal industrial leaiar cf the 1670's
seems to have been of Lnglish stock nnd Kew England baci-
grouna, lrotestant in religicn and urban in early environ-
ment. he was barn and bred in an atzcsgherc in which busi-
ness and a relativnly high social standing were intimately
associated with his family life.2

Killer, in anctner ntuaj of business class origins.
Chase 18? comgany presidents and board chai;men from the
fields of manufacturing and mining, fbierudS, tablic
utilities, and finance. hunt cf tnene nsn'n imiliea had
been Americana for man] generationa. Fifty—five percent

of them were born in the eastern United Jtates. Sixty

 

Killiam killer, "Amnrican Histcrinnn and the luslness

Elite," Jggimnl Cf L ancf c algtczl, 1A {Lny, 13%;} g. 15-.
‘JI‘EHCCS in. are-350m! Lilla). inane a). infill. 1.1.416 mmriuan

Induatriul Llitn in tha lfi?¢'s," (Killian illnr, 01.) Ken

.in Busineas (Cambriige: nirvarl University irens, 1393)

£14 0 13.::~ :0 o

 

'5

--_~,.,

A.

percent were from urban oreeo.

eighteen LGPQ born noroud although 2 or tnoec were or
American business families reciting tom;ornrily in Cannon.
Another 4 were from families representing large foreign
businesses. Fifty-six LUPCCLt of the gentle hai fnthcre
who had been in business.

Only 1 in 5 bed a Job before the age of sixteen.
Slightly more than half had gobs before the ego of nineteen.
Cf those who did not wtrk until nineteen or older, 76 per-
cent had gone to college. Killer concludes that "poor
imrigrontc and poor farm boys huVe eluujs been sore con-
spicuous in American history books than in the inerican
business elite."1

In another study emgheeizing career patterns, Killer
found that out of 18$ of his top business men, in percent
had either started the firm which they heaied or purchasei
the firm and the high position with resources accumulatei
in independent ventures. Twenty-seven percent had inher-
ited their 3003. Twelve yercent hei aLLuinod eminence in
the field of law before entering busineee.

forty-seven percent of the men had gained prominence
through bureaucratic eecent, "not infreguently after their
family status, education and other occiel eniowzents had

‘ ')
helped tnem to act a groper sturt."‘

 

1~c -' . . ... . «gs .
williem bill r, "noorlCun nintoriuns and tn; MQSinCSB
Elite," Journal of_gco:cric histori, Ii (Lay 13%9) p. 130.

21bid., p. 187.

 

u)

\_ ‘s
01

Teussis and Joslyn, the only investigators to include
subordinate executives and the heads of cnill r businesses
in tneir eerily, agree that the tj;ical business men is the
sen of a business men rct gr then of e ferncr or Wage worl-
er.

The ccmgositien cf their fr u; was also t;,icell;
bureaucratic, only 779 members out of 7,5?1 being either
owner-mcnegers or partners.1

' Tne large size or the Bangle ennqled the investigators
to split it into eubeemgies based on the age of the subjects
and to make comparisons between subgrougs.

. .ahen analyzed in this nether, tie data on occupational
origins reveelci e QPOQredfliVS decline in the gregortion
of farmer's s;nn frle the oldest to the younJeet gr up.
There was a corrwstonding inc ease in the nunucr of sore

_ . d
of businens men, esteoielly salaried executives.

Cell

C-

ge training nyye red to be related both to age
and to the imdcrtenoe of the pceiticn heli. The prepar-
tion of college 5r;du;tes in the client group, 65 to 63
years, wws 2C.8 percent, while in the youngest Qrtup, j"
to 59 years, the grorcrtion was 4&.5 gcrcent. In all age
groufis the troportien of college men tended to increase

as the size of the bisiness uni the res;onsibility of the

 

F. k. Tnussig and C. S. Joslyn, ireri an Basia
Leaders (Sew York: ;nemillsn, 1;;32 p. )-.

 

 

1-05.35. ' p. 1950

 

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:37

goeition increased.1

Tauseig and Joelyn found no clear cviiegce tzat the
degree of business actievement of the members of tuoir
sample was influenced by tne factors of influential ousi—
1638 connections or flnunciel aid.

A largergrorortion of clief executives in busineeecs
with a yearly volume worth t5. 03,000 or more had influ-
ential connections than ill subordinate executives in
Congenieo cf the Sumo site. The chportion of partners
and owners of large businesses having influential connec-
tions was also larger than the proicrtion of subordinate
executives Loving such Connections.

KCMBVCF, in bisineesee with volume under the :5,CO0,000
level, tne proportion of resicnlents with influential
connections tonled to to larger among theee holding lees
resxoneible positions.

Influential connections were iOund to male a slight
difference in the time reguired to achieve a given goeition,
neweVer. The data iniicuted that those reeionuents the
had influential connections oomewnere in their careers were
enabled, by reason of that fact, to recon the gosition held
at the time of the stuij on an evcroae of two yecrs earlier
than thcee without such connections.

Financial aid Wes similarly found to influence the

time rcznired to eciieve a position, but nct the imoortance

 

E. H. Teuesig and C. o. Joel"n, Amrricen Luainess
Leefiers (Lew Iorl: Kacmillan, 195: pg. loQ-Ujo

 

 

 

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of the position achieved.1

in image of a groug composed entirely of salaried

 

executives has been provided by a survey of 900
of the highest paid men in the lar est coyoretions.

It appears that the tygicsl big comrsny executive is
the son of a business man and was born in the Last or
Kiddie best. He bed four years of college training in
business or science. He started his business oereer in
a clerical or administrltive Job and woried his way up
through sales or operations. noneVur, if he holds the
to; Job in his conseny he is as likely to have come up
through sales or management.2

It is Miller's contention thut success in corporate
business must be at least partially explained in terms of
the indiviuusl's success in exploiting fuctors of personal
or family status. Like barncrd, he believes tnet many
men cannot be grcmoted to to; positiors bcCuuse they "do
not fit."5

The first attack on the image of the self-mode nun,
however, did ntct arise from the fa ct thct he mig ;ht not be
representative of the business class. The point of crit-

icism was not the nature of the business men’s background

 

1:» ,y

. .. Tsuss‘ {‘2 and C. o. Joslyn, rM‘PlC n ousiness
Lesde rs (New York: lecmilla-n, 1‘352) pp. loj-Jo.

2ierrin Jterer, "n60 is an LxeCutivc," needineu in
Icreonnel Management_fron flortune (new Iork: nenry holt,
labijpo 1?-

)williem niller, Hen in

F“

University lress, 19527 p. dy

 

 

usiness (Cambridge; Huszrd

03m

3‘9

but the methods he used in acnievina success.

Ibo biographers of business leaders had always been
faced uitn the problem of dealing with the faults of tneir
subjects. They had usually faced-the problem by frankly
pointing out the bad as well as the good qualities and
then admoniehing their readers to imitate the good only.

The success cult took its texts from tne Bible,

not from the writings of Darwin and Stencer. It

preached no Harfore of each against all, but

rather a warfare of each man against his baser

self. The problem of success was not tnat of

grinding down cne's competitors but of elevat-

ing one's selfooand the two were not equivalent.

Liportunities for success, like oigortunities for

salvation were liiitless: heaven could receive as

many as were worthy.

Ins Erotestant ethic with its emphasis on success
througa personal virtue and on the virtuous uses of weelth
provided the ct icul Justification for the individual pur-
suit of grofit. It was a useful concomitant to the theory
of the invisible hand but it one not built into this
theory. According to the laiseez ftire princibles on
union, theoretically at least, the nineteenth century
Amzrican economj operaiéd, the btdifless Tbn WES guided
only by his :esire to maximize profits. There was room
at the top only for those most efficient, thst is, those
who made the greatest profi . The fact that the business
man Justified his profit is a sifin of superior virtue or

merit did not nlweys iniicote that he bod, in fact, made

his profit virtuously.‘

 

llrvin G. byllie, The wolf-Ends Eon in in rice (New
Brunswick, S.J.: Rutgers UniVorsity lress, 19,4} p. 84.

 

no

The similarity between the theory of the invisible
hand and the theory of natural selection is clear. And
what some observers saw in the business eorld approximated
more closely a Derwinian jungle then a community of saints.

The main lines of attack on the image of the self-
maue man have been thoee of the aristocrutic tradition,
critical realism and aocielism.l

The aristocratic tredition was not so much ctncerned
with business immorality as with the effecte cf the tureuit
of wealth on aesthetic values.

The erietocretlc argument postulated an elite of birth,
education, and manners rether than an elite based on wealth.
what the self—made men possessed in muteriel health he
lacked in non-materiel values. The belittlement of clas-
siCel leerting to which the self-made men was given and
his standards of taste as reflected in the gaudy oetention

of his home were cited as proof that the pursuit of wealth

‘
‘

subverted higher educational and cultural standerde.a
This viewpoint never had wide appeal. The self-made
men was a hero to ordinary peo;le beceuee he cagitelized
on ordinary qualities to attain success. he was proof that
any ordinary person could rise to the tog.
The aristocratic argument was that elite etetue was a

matter of inherited fectora such as intelligence or of

 

. 1John Chamberlain, "The Businessmen In Fiction," iortuue
ZXAVI (Lovember 1948) p. 150.

, 2Irvin G. Kyllie, ghe Self-Hede Nan in Amcrigg (new
Brunswick, N.J.: Rutgers university lrees, 19947 p}. 135-40.

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41

being born into a bee ground of culture and refinement.

Secondly, this argument did not touch on the rector of
im:oralitj. The eelf-mede men might be an enemy of educntion
and cultural Values bdt the aristocratic argument felled to
demonstrctc that he might also be an enemy of the society
that idolized him.

On the other hand, the image of the business man offered
by the critical reeliete and the eocinliete was the image of
an in oral and dangerous men. The difference between the
critical realiete end the socialists was in the different
conclueioha which they drew from the evidence.

The critical realist was not o;poeed to all business
men or to the business eyetem. He eocjht evidence of busi-
ness corruption in'the hoye that referee would be made.

Idn Tarbell concluded from her etuiy of the Standard Oil
Company that Rockefeller had been unnamgered in his busi-
ness dealings by any ethical considerations. She did not
drew nny derogatory conclusions about the morality of other
business men or advocate abolition of the bueineee system
which fillOmfid Rockefeller to proeger.l

Henry Ge rge, author of frogroee end Iovcrtx, was con-
cerned because he felt that the wealth rightfully belonging
to both workers end industrialists was being orgroiriated
in the form of rent by persons who made no productive con-

tribution to society. Getrge had in mind a Specific reform

A .‘

llrvin G. nyllie, The Selfufede in; in Arerice (Sew
Brunswick, N.J.: But ere Univereit; ireoe, l;,4;

42

proposal, a single tax on lend, which would absorb rent and
increase enges and the honest grof ts or cavital.l
The oocialiets, however, sought not reforr, but the
replacement of the cagitulistic bystem with that of occiel-
ism. EVcry instance of business corrn tion was, to the

socialist, merely evidence that the whole business syetem

was evil. Upton Sinclair wrote The Jungle not es evidence

 

that reforms were needed in meat necking but as tree: thnt
capitalistic institutions should be abolished.2

The socialist critics, like the aristocratic school,
belittled the business man for crudeneos end stunidity.
fhe socialist here, however, was not the educated gentlemen
but the honest, downtrouden worker.

In answer to the attacks made on business men, the
self-help triters used their arguments to Judify and defend
the makers of the great fortunes. where the self-made man
had once symbolized the democratic ideal of cpyortunity
for all, he now became identified with entrenched finan-
cial power. The image of the ael£~made man became an instru-
ment of social control.3

with the rise of the corgcretion executive, the image

of the self-made man had to undergo modification. By

4.—

1Robert heilbroner, The Acrldly ihiloocyhors (new York:
oimon and dohuster, 1955) pp. lia~bJ.

2Irvin G. Hyllie, The ”elf-Fade Fun in a: rice (new
Lrunsuick, R.J.x Rutgers university iress, lj)*j p. 150.

filbido. Iii}. 15")?“670

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45

altering their doctrines on education and by emphasizing
personality irprovomcnt and getting along with others, the
self-help writers sought for a time to make the meneger
into the modern version of the seifumade men. The basic
doctrine, however, remained unchanged. @he secret of success
still had to be found in the non rather then in the society
and in cultivated rather than in inherited factors.l

‘nis doctrine seems to have carried over into some
contemporary businees fiction. The tyticel hero of these
novels is found exclusively in corporate bisinees. fie is
in his late 50’s and is somewhere below the toy or the
hierarchy. Should he settle down into a comfortable rut
or risk all in a try for a top Job?

no ie a member of a eocielly obscure family and a
graduate of 5 small, unknown college. He must win his place
in society through his own talents which he conceives or in
terms of "creativity? or integrity. The problem is: can
he retain his essential integrity and still succeed? Among
his enemies are timid management, the deadly atmosphere of
grouptnink, unecrupuloue cpgortuniete, and his own ambition
to succeed.2

Hot all of the heroes achieve a clear-cut victory.
Either their ambition overcomes their integrity or they are

forced by othera to leave the congeny.

lirvin G. 931116, The Self~fiede fia§_in irorica New
Brunswick, E.J.z Rutgers University irces, lyya) g3. 169—70.

dlaul lickrel, "fien flaking Eoney,"

 

(January,

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44

A notable excegtion is Don .nlling, the h:r< of Cameron
flawley's best seller lxecutive Waite. welling's cxief
qualities are his talent as an arc .itectural e: si g7jner and
his zcrsonal integrity. He beecmes pre 1 eLt of his com~
pany without logLng thene qualities deerite the fin a5ling
of several vice-preeiien s and a ruthles ; fir ancier. 1

In these novels, the tngme of success tnrounn virtue
takes on a new twist. The hero Ennt fight nLt Only against
his cun unworthy motives but aleL againLt an atmcslnere
which is indiffert Lt or host le to the personal qualities
which he grizee so highly.

fLost of the writers of tneLe novels are represented
as having had wine bacnground in the businesses of which
they write. They are net uniformly aggroving of the busi-
ness world. However, their main concern is not with gues-
tions of business morality but with the efforte of the
hero to u;holi hi3h stan eras in his wcrs. His failures
and con Lromiaes seem to be ofiLred as evid ence of the
difficulty in maintaining high ethical Ltaniurgs in
present-nay “LLricun buei.ness. fie an image of the Leli-
made man in the modern cor‘oreticn, he is a symbol of
failure as well as a symbol of eeceese.

All of the descriptiLns of the business man discussed
above are images of the besineee men. Tth is, they are

eerLSLions in 'ritten symtola of someone' s knLnlLu.e, or

A

16ameron Me aley, .x cutlve Quite (Boston: Lcufihton
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what someone belicves to be true about a business man or
business nan.l

These images may to diviied into two general tJPLS-
Eirat, there are the analytical or theoretical images such
as those develOped to define and describe the baainess
man's role. nieaman, shyta, and miller have done this by
direct observation and analysis of the activities of busi-
ness men, by statistical onn,ling, surveys, and other
investigative tacxnigues.

Ln a public-grivate continuum, these images would be
claauifiod somewhere near the private and. E0 image, of
course, is purely private if it is gut into symbolic form

1d transmitted to others. Lowever, these analytical
images doubtless are more inaividualistic and less papular
than the images of tht self-made man or the robber baron.
The lattir are ;ublic images union are or have been shared
by grou;s of individuals in the society.2 Transmitted
from one ganwration to another by print ard word of mouth,
these images have tended to pcruist regardless of infor—
mation which contradicts than.

The message, the raw matcrial out of which an image
is built, may affect an image in Various ways. The mes-
sage may aid something to the image, produce a change or

conversion from one ima c to anotacr, clarify all or part

 

‘

1r —.--,. ~- v I. . , 9w 0 a
Lennath a. Bouldixg, £39 13370 (ann arbor: ?niver81ty
of Michigan iress, 1350) p. o.

21011. . pp. [+7-89

---,.-

or a vague image or introduce elements of cbubt or uncer—
tainty into the image; or it may leave the image unaffected.
However, when a me 55336 conflicts witn the image which
the receiver already goseeeees, his firot ingulee is to
regect tne new image as untrue. the old image thereby
acquires a false stability. "13 the world moves on, the
image does not."1
According to one story, J. I. Rorgnn, during the Civil

#Er, personally took :aliverj of a s 1,.e1t of carbines at

a Federal arsenal and refused to ship them to the troops

until the government paid him an exorbitant 51m. Altnough
there are documents whicn snow tnet her; n knew nothing of
this transaction, the legend persists. 313*v ick sug cats
that no matter how many facts are uncovered to exonerate
rorgen, he will till remo1n a stbol of economic greed.2
This image of Lorgen is similer to that noted b;
Kills. He states thlt some persons co1nuct toe business
man with "tne financial ma.nete who, living in the lawful
shale of socieW , uses othcr 3eo3le's xcney ::r .15 own
profit."5
However, in & national sem3le covcring all occufetional

groups, onlJ rintrit1ce in ca.ch category said that d11-

0“

1., , 1 ".5 . . ..
lennetn b. dcu1d1ng, rho Irare (Ann Armor: cn1vern1ty
of EiChigan Irena, lube) p. Yo.

’}

 

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izill‘Sflcill 13.11ch}; , 533.3113 _ 1 -11 ,--: at - - 1-. ,1 11h
('ALiShinfi,t0n. Do 60: iuglic «kniLnra I It!“ .9 , 1‘2)“ , 171 o 11" ‘,'/o

53. nrignt Kills, Vhite fic-lg§ {New Torn: ercrd
Univer'e ity irons, 13,7) 9. :1.

 

4'?

honesty or unacru3ulcus practices were factors in the ac cumu-
luticn of wealth. In terms of this study, the icon of get-
ting rich did not call Iozth n.oLy aeoocictions uit h iobber
baron tactics.1

Cn the oth r Loni, there has less ug3reo:nent LS to the
factors roegonsibla for an individual's success. Sixty-two
percent of the large business men in the an gle said that
ability alone was reegoneible. Cnly about 25 Lercent of
unsiilled workers gave this rce3cnee. The lower the occu-
pational level of the resgonlent, the more freguently has
he likely to mention such factors as luck, pull, or superior
0p30rtunities.2

Kahl‘ a fini in :3 seem to iniicnte s.e 3ticien among the
lower occugaticnal clesees as ro3ards the ir ohen was of up-
ward mobility.

his study iniicates that he Sr lf—mede inefe is more
travelent among middle an; ugper occupational grouys (mann-

gerial and profeseicnal) than among lower grouys (skilled

-

and semi-skilled tra as).

hoot roe onionts in those lltter grnugs saw the busi—
ness men primarily as a poiscn with cit-naive formal elucn-

tlon. 'Ihey felt th;t peoglo like thin solves \ho were not

lfiichurd Centers, "Attitu'e ani Lelief in Cccuretionel
Stratification," (v00 . ety fOi‘ tfle 1830‘.IClOQ ical QtUdJ Of

SOCial 135L185. e11.) Jun/Lie Ci 1:1..LC-n at \i 1-:CALL :‘.n'- |&‘ *‘Uw VOID};
\ a- \
Drift-10‘} ireSa’ l/jf) i3. LJVO

51211., p. 137.

 

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outstandingly bright or ambitious were Justified in not
wanting to rise into the business cless.

They felt that conron people like themselves were

lucky to have a regular Job, that the song would

be as the fathers, thet suchwas life and why

think about ittl

Another study indicates that business occupations eeem
to rank lower in prestige for the regulation as a whole than
medicine, law and certain high governmental occupations.

The two criteria roet often mentioned for a high pres-
tige job here service to humanity and geod pay. Appar-
ently business men ere perceived as being lees well paid
or less eseentiel to hucenity than lawyers, uoctors, or
eutreme Court justices.2

Business men themselves, feelin; the existence of a

in

high degree of public misc:ncegtion about their role, have
attempted, eeieoiallJ since the lijO's, to preeent their
own image of thcrselves.

khyte has noted that the business men heve tended to
ghrese their messages in terms of the iroteetent ethic,
extolling the virtuee of thrift and indegendence, the
aeorednees of privete progerty. They goint to the corner

neweboy and gay:

 

l -v ‘ --\. 1 I 1 I - V '
J. A. Lani "LduC&tlonul and Cccurutlonal nsvireticns
r v ’ \ . y ,‘ , b
of Common man joys,” Harvard educationel nev1ew (eummer
1955) pp. lBu-Sj.

efletional Cpinion Research Center, "Jobs and Locupa-
tions, A repuler evaluation," (3. Bendix and J. Ligeet,
eds. Class Status and Power (Glencoe: The Free lress,
1955) p. 490. ‘

 

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49

then you talk about monOpoliee ani more taxes on

big business, thet's the fellow you're attaching.

'deuee if you wrap up every big question about

ourlrree enterrrise economy, that he uoes answers

it.

Viewing the moss circulation magazine as one source
of image building meeseges, which of the images of the
business men dons the magazine re-inforce with its mes-
sages? Is it directly concerned with changing a portion-
lar image? Cr has it created an imefie altogether new?

D. Images of the Eusinese Run in the
flees Circulation flagezine

when Sumner Blossom became editor of the Arerio.n
Feoezine in 1329, he allegedly told his staff thet "dore-'
tio Alger doesn't work here any more.‘2

Yet the mess circulation magazine has continued to
grint success stories and inspirational material rarinis-
cent of the self-help literature of the :est.5

According to Kerton, these are "the living documents
testifying that the American Dream can be realized if one
but has the re1uisite abilities."Q

fie takes exemgles of biogragnies or 0031fi933 men

from the ragezine nation's Businees nid discusses their

 

._‘n

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a. h. uhyte, Is ufi”DCdj listenino: (new fora: eimon
and behuster, 193d} Ll. pu-j

 

O - ' V
“J. 3. Hood, Pu"521nes in the onitei “totes (new lore:
Ronald iress 30., 1,9y) y. c_u.

I;
/.Ii;'.i.'.i-O’ Ia”. CU).

 

4 . . -. . n, . i
R. d. h rton, gocial raeorz 3rd .oc.el etructure
(Glencoe: The Free lress, lepy) o. 15/.

sociologiCel imgliCetions.

The first main th-ne tnet seems to run throuih these
stories is tnnt all aunt retain their lofty aegirations.
For however hurl; le his besinninrs, the men of true tale nt
can rise to the to;.

Second 13, failure snould not laid to dis courn e ent.
"Gratifications may seem forever deferred but they will
finally Le realized as one’s entergrise oL ches the big est
or its lied."l'

The third theme is that if the iwr sent-day trend of
the economy is toward big business, one may still advance
within one of the large corkoretione.

If one can no longer be king in a realm of his own

crention, he hey at least becene e Lresident in one

of the econo: ic dersocrecies. to matter whet one' a

present station, meesenvnr.noj or clerk, one '3 gaze

.should oe fixed at the top.

Ehe biogrnihy of the business men may not only be a
testimonial to the amezic n Dreet., but also a means of
publicizing end ureastizing the ecccm lishr.ents of bu siness.

10 Gears e horace LLrin-er, editor of the Setureey even—
7

L . . -)
in' 0st, buSiness wee a "Lonie rful, roreztic, adventure.“

Both Lorimer end Curtis, the Luolisher, regarded busi-

ness as one of the no t cheiecteristic GXiFGJQiOHB of

 

12. H. Ierton, .(ciel Ehwor: en-i Social ;trecture
(Glencoe: lhe nrce LTCUb‘ L,)(/ £0 19?.

2

bdohn Teobel, Qecrge hcrece lcri: e: and the Leturdel
.,ver ing 10:.'t (Garden city: Joeoleiej, lij, }. lye.

 

1!.)de . it. lib-$3.

ht,

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'CJt with emphasis on biograghj and

eceides re cutting the d.ede of basinevs men, these
stories were also meant to inspire and to teach the reader.
A3 a 310cc of ;o:t yrcmoticnel materiel stated:

Each is to be learned between tle lines of an auto—

biograrhy as well as in the lines. Kore from an

actual record of 1 £3 than from deliberate axe
deadly attergts to tell tee young me* to be good

and he will be he;py.d ‘

The business biogra;hy, however, seats to Le less
prevalent in some moss circulation magazines than it once
was.

Locczthal hos noted, in an analysis or biograihiee
from too getuzda;_i enirg Ecot and Callier'e, thet,'eftor
1920 cub ects Legged increasinrl“ to be drawn frtm the

’ U .4 J

egorts and entertainment fields rat; r team from business

H:

d the pro essiono. lore content was devoted to the
t H

leisure te activities of-oll suojscto.5
To a great extent, Lowenthal believes, biosreghies

before 1:20 say be locked u;cn as exemgl s of success to

be imitated by the reader. They reflect unohekcn confidence

that ocportunitics are oien to all.

 

 

lJchn mehbe , Gear: Horace Icrimer and the Seturfiex
.- . .2..- 51,, “‘~7:".'"‘"""""'*R':‘ - . : . | , W - ,_ .,
LVQLI q r055 \a& den city: ucuoleuaj, lgwe) L. 14+.

 

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lbido v". 1700

5Leo Lowentoel, "Biogreghies in lepuley E; ezine3,f ‘
(fiorri: Janetitz anl Earnerd bereleon, eee.) flesdir 3n lug:
11c (Iinion and Communication (Slencoe, 136 area iresa. labo)

p. 290.

o

\fl
fr

In the biogrernies written after 1540 he founo that
the tjyicul outject either fiid not belong to the vcneti no
"more r less t“

1

essential to society or that he a ounted
a cariCnturc of a socially groouctiVe a ent."
Johns-heinc anJ Gorth'a study of values in mass psriol-

ical fiction also above a anift one: from en,nosia on busi-

\-

['0

I

noes heroes, engecinlly the busineoe executive class.“

Riesnen bh}3 that, in the era of inner-lirection, the
emihaaie of tne story was on tie flofO'S work-minded rise
to success. Toaay too eopneeis is on LiS taste in dress,
food, and recreatitn.5

lhe reader moy ottertt to coe;ete hith the hero in
the sphere of consumption voile he cannot in gine himself
a8 the head of a large corgoretion. Consequently, to
use Lowcnthol’s terms, thu "idols of consumption" have ru-
placed the "idols of production; in mnny EtSS media rubli-
cations.

This trené, LCoQVwP. may not boll true for all gobli-
caticns, insofnr e3 biogrcohios o: oasincse men ere con-
corned. Certain sections of the tress, inclualng the nego-

zinee Tire and Eeeeweek, eggecr to su£,ort an ideology

m

 

l
(Lorrie Jonahitz and Earhald Boreircn, ode.) Logger ir nglic
Liinign_end Usvvcnicegién (Sloncoo. in " '
Ly. ij-y).

PJ- ‘ \ '= \ ' " ‘ "

“iatriche Jonns-neine and z s Gertn, "Values in ;e33
Eeriodicel Fiction,” inclio a;inion zwrt,rlg, Jol. £411
(apring, any; 1;. lty-lj.

jDavid Xieemnn, The Looelz Grog; (Gnrflen City: nouole-
doy and 00., 1925)

which glorif es UJSihuGS activity.
L60 Lowenthal, "biogreyhies in lopuler Engezines,"

0 d

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quintet: «gum sun's“) dole:

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5)

fiarver Bernstein, in an analysis cf opinion 0 ntainod
in these Journals, believes that yriv.te eatorgrise is
r garded by them as the cornerstone of democracy. Thus
private entergrlse activity becomes the most imyortunt to
the derocratic society. Ede individucl'e contribution to
the direction of Lrivote enteririee l rucly dotoreines his
status and prestige in the society.1

In such publiCotions, it would seer, there is still on
ingortant place for the "idols of Lroduction." The busi-
ness men is viewed as essential to society and as a Lro~
ductive person. hcrcover, tiere may be a feeling among
the poliCJ-mnhers cf tnece publicttione thot tne public is
not sufficiently aware of tne 'm,ortence of private enter-
prise. gigg's publisner states that "although the U.$. is

the world's gr otost examile of a free citergriee economy

that works, AzeriCono are inclined to take this for gronteu."

neon week, Tire selects thlt news of business it thinns
most important for its readers to know about.

It may be ecolt beef cattle, movies, noicls, rail-
roads, hotels, airplanes, autonoters one scores of
other dissimilar togics. It may be on old-fashioned
success story-~in many wage the life blooi of a free
entertrise economy., oometimes it is a story of
business failure. )

 

lp' ‘ v- I I" -- ‘ . a

marver h. oernstein, "l011t1031 lions of qfi ectou
Business Journals," lublic Crinion munrtorll, Vol. AJlI
\uu 1101', 1335) I). (41)).

C 1'}. t: ‘ .- ' . ‘ :'-,.-\ ’_ '-
' 1TB, 1513.}, A}, 1,5/‘U' t" l}.

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51bit}... p. 1),.

‘3
C.

54

It may be concluged frgn tgis stotewe W ttt t, while
not all business nets is tell in terws of individinls,
stories of :ersenel triunLn a“; feilure in Lnsineo a are a
comgonent of the business news sec tion. Furthermore, the

success etery nears to b only One or the t;;e3 of business

3

biograflg that a}; eere. “akin: re 31ch (ALUI’B of the 1:3" or-
tance of b sine 33 and of the basiness mnn's role seems to
be tne primary aim.

Personalizing busin333 news seezs to have been 3 Tire
Eolicy since the beginning yeere of the magazine.

In the 1930's b zsiness news was eageci 113 de arson-

alized. lo 3: t b3313e3 out of tie th gloom of

tne financial pa: on, to tell that one TiLc editor

cellel 't3e ‘vost end luLii uni b-3utii3i bi 31103reghj

of the balance oneet3,‘ TiLe brohe new ground. It
went to 3,reet Lein3 to 3 et“ a picture 3f 303then33

f ‘. v

Boner. . .intro33cedltne n rtford brotner3 to A 3 2
store custtners.

Tue selection of 23:3 and fiéhanefik for content analysis
regresents an effort to e131; the observations of horton and
Louenthal tt two moss circ3iction ma nzines which see-" to
h_ve the outlook that tne busineao mnn'e rule is toe meet
im_ortant to 3ociet4. 3ucn publications may de"ote since

to "idols of consamgtion" but b3sinees loggers Bill be So-
Licted 33 "13013 of Lroduction." in3t 13, the orient3tion
of the stor‘ will be tonox3 tne 333Jtct’ busint33 c3rcer

a COIISU'IZ er.

G

rather tn.n t3 tnooe 3;herea in union no i
Lerten's cc tents on the role of tin mess circul tion

3 u- '9. '~ '. .' r-w u,‘. ‘ 3- ~ '~ ‘ "' '6 ' " .-. ‘14-) -.- ‘ - ‘
utbnzlne 33 a tr333.it3er ox the 33cce33 vniues Raj be

1‘. .h ,3
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applicable to thL 31333 of 33jazines.3331yzcd by Bernstein
insofar as these 33:321333 m3ue 333 of t33 runs to riches
formula.

Although st3t3r3nts of Lolic; ctmfarable to those in
Tira are not availa bl 3 for .ch;.3-:, it ray be inferred from
the similarity in function of the 33gazi333,1 from similar-
ity in general outlook on the imLort33ce of businosa. and
from the existence of business bio * Q3133 in both, that
certain simil3ritiss hold betugew th3 im3ge of the business
man presented by gilfi 333 that ch: Lntcd by L373 L333.

The purgoses cf the newsmafiazines in pr3senting stories

on business men may be listed as follows:

1. i0 cr33te int3r33t in buaians 3333 by person-
alizing it in terrs of t33 03.3cr3 of indivijuais.

2. To 3333 the b 3i3333 333 inan to t33 1333
his role as 3 direztcr of Lrivate entergria
activity.

er in
e

5. To grist succes3 stories.

F“)
C:-

This is not to iley t33t all oiograilics c 3 siness
men in Time 331 T333w~e will be of the r335 t3 riches
variety. She first two purposes may be said to he more im-
portant than the second. i r3033 who 333 c nsiiered 3333-
worthy becuuse oi tneir busin 3333 activities will be 030333
as b o; r3kritul subjects ‘ ether or not t; i: c3r3-r3 fit
the r3gs to riches formula.

It is not liheiy that tne c 3trit3ti03s of these 1331-

viduals will be chl3ined in terrs of the 330131 Lthis.

lJamcs good, L333zines in the Unitsd £t3t‘s (Lew lcr3:
Ronald lress, 1333; p. 17/.

 

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S6

Esther it may he predicted that their careers.will be ex-
plained in terms of the irotestant ethic. For one tsing,
the social -thic is an inconvenient framework for mania;
the business man known as an indiviiusl. for, according
to the social ethic, the business man is successful not
because he stands out as a strong indiviuuel but because
he is sole to be en harmonious team player.

horeover, to the degree test these tublicstions act-
as transmitters of Cultural values, and of the values of
the business class, they sill use an exclamation wnich
fits these values. The cultural ideal, esgecislly that
voiced by the business clcss, is still that of cultivating
qualities which enable tne individual to overcome or rise
stove his environment.

It may be argued that the ability to menigulste the
tersonaiities of oneself uni others, to elicit co-opera—
tion, calls Uust as much ubon cultiv.ted personal qualities
as Goes the irotestunt ethic.

however, the benuvicrul virtues stressed by the Erot-
estsnt Ltnic were implanted within the individual early
in life by parents or other older Larsons. The individual
practiced these virtues in all SitULtiOflS. The situ tion
night chanse, but his manner of rssgonse remained fixed.

The values and behwviors of the other-directed infli-
vidual are taken from his canterioreries. itej change as
he moves from one peer group to another or as the values

of his peers change. In short, so is sensitive to tne

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.57

behavioral cucs emanating from others. horeover. in the
csso of the HXUCUtiVe. inherited or unsltcrsble traits
such as aye, nstionality, or family background may also be
incortsnt.

The image to be predicted from the nrslysis of busi-
ness biodrughios in gigs and Rousseek might be described as
one of a clearly csfined figure (the subjcct) who advances
or appears to advance autonomously to a position of busi-
ness loadersnip.

The subject may rise through his initiation of stoc—
ific acts such as the purchsso or oraatizstion of comganies,
merging of comisnies, invention, production or sale of
goods. if ochurpeter's analysis is taken as a guise, then
a relationship to procucts say be less common than execu-
tive udvsncoreht or merger activities.

In tho ssc;nd case, the subJect may appear to so act-
ing autonomously becouse the cues emanating from others
are not clearly Specified or are not mentioned at all.
Stating only that X got a promotion in coryorstion I gives
the impression that i grabbed the promotion out of thin
air if, st the same time, thsro is no mention of the part
others ;1syed.

Cn the other bani, the suojoct may owe his rise in
the business world to the cues which he receives from
others sci which alter or affect his career. The subject
may also ask for specific cues by turning to others for

help or advice.

 

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lhese relationshigs to Leoile and groducts constitute
the business career of the subject. Cth .r as; ects of b;si-
ness career to be ccns ii red ore GL’ lcyer—ertloyee relation-
shiis and the relationship of tne subqoct, in his business
role, to the government and to 'he jublic.

The inge will be chiefly in the contest of the besi-
noss role rather than the rule of ;riVLte citizen. ierson-
alizetion of business news is an sttcn-t to create interest
in and understanding of business rather than of an individ-
ucl's private life.

Rore e lnssis will be glaceu on thc~ indiviiusl’s busi-
ness career t;Ln on his 3e: soncl history, tLLt is, his
life before he entered business. his family background
and educational ottsinmcnts along with his Lresert privute
life will be vogue shadows in the bocigrcuni of t e image
if present at all. w.ct is ingortant 18 tug subject's
business activities, not his L1it.tc or fa ily lii‘e.

There will be enihcsis, however, on gersonsl descrip
tion whereby the element of p rstnol guslities or abilities
is clearly fixed in the inns This element may be said
to heinhten the i «rossicn of the dominance of the subject
or of his individuality.

The rost cleorly defined elemeLt in the inn e besides

the business role and

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self will be that of the organizations setting in which
he orerstes. By organizctionul setting is 1 ant tie size

of the ccmysny, the encunt of assets and other indiCctorc

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or the size uni iosor of the Cumfafly in which the subject

“CI" 5 0

Ch the busis of this discussion the following bygo-

thesee may be grown.

l.

5.

c".

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10.

A greeter number of statements will indicate
an sutononcus rise to success tnen will indicate
rel; received frtm others.

A greater number of steterents will show en su-
tonomous rise to success than will oescrioe the
subJoct's relationship to chducts or production.

A greater number of staterents will describe
tue Lroduction eni seles activities of tee
subjects than will describe help received from'
business associates.

i greater number of ststcrents will show th
subgoct in an equal or dominant relationship
to govern ent, engloyees end the jublic tnen
will show hLm as the subject of the actions cr
policies of these groups.

a greater number of statements will be devoted
to lescribing the subject's business career than
to describing his past and present personal life.

A greater number of statements will be devoted
to personal qualities than to gresent personal
life.

A greater number of stetererts will be devoted
to psrscnsl qgelities than to personal hiStOPYo

A greater number of ststenents will be devoted
to personal life than to personel history.

1 greetor number of statements will describe
business career than will describe organizational
setting.

A greater number of statements will describe the
subject's personal qualities, post eni present
personal life then will describe orgsnizstiensl
setting.

.

 

.N .

w r , _- ?
VA;-L.L 4.3.51 AI

A. The Code
The content analysis code used in tgis stuiy was or on-
ized er‘nd a series of conccgts grosing out of the analysis
of tne material uiscsssed in the grocedin; charter and of

peorinr in Tire snd Newsweek.

."~\ 1"
.‘ C“; m

the business biogrsthies a

From the concerts of the self-mode man and inner~other
directedncss was extracted the noticn of autonomy versus
influence from oth rs. That is, iters were coded according
to whether the; seewcd to illustrete the subJect acting on
his own, dominating geo;1e and things, subduing his physical
environment, or showed -im acting in res;onse to others,
seeking two hely of others or bei g acted uton by forces
outside his control. This res the pattern followed in
categories 5 thrcugh 15.

Categories 15 through 18 deal with iters which des-
cribe the subject as 5 pers n or describe his personal or
family life.

Category 19 is a listing of stetceents which refer to
the business unit wnich the subject owns or manages.

Cstegcries 1 through 4 are intended to sunrnrize in-
formation contained in category 17 for purgoses of con-
venience in analyzing results. The occursticncl strsti-
ficetion scale in category 5 has been edsytod from

60

0330.0 “I? ..
~a83'1’o‘c‘sw We 81:23 at be“ oboe -..
sum .41 103mm anneal; moon .

19 ha and: gnawing ed: at i-
m 139 M at anus“

‘ .8061, m m show-tion odd '. -.

 

mum Winn to 50110:! add -. '
mom's». my Ma .41 1-1... ..
Mm 100ch we emu: ..

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IauCuQIMWUbM mum: has .-.='.,..-.

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£0!“ ti Ms. M. “ed 1:0 -.; -...-. 1::

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wwmb to ma , ..

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J. A. Lahl.l

iehl states that minor *hite collar, stilled an; seri-
shilled occugatitnel grou;s constitute the common men cle~s
or working close by the definition of gcrscns in thcee
grou‘s. fleece the coding instructions etccified thut any
subgect whose father's occu,etion fell into one of these
aroups be clesuflied, in cetigory 21, as having a humble to

high carter pattern.

‘1

“crate

I
k--
L

Ferzers here added to Lehl's schere as a 5
Classification because of the prominence of the farm beck-
grounu in the image of the self-made men.

ehether or not a SULJOCt'Q Career followed the co:e-.
back from failure pattern was deduced from state unts in
one of the Categories relating to business career.

Ihe coding unit used was the steterent. A statement
was define& as the exircssiOh of one comxlcte idea, that
is, one subject, 0L8 verb and one gredicete. rxesgles of
state cnts may be found in the coding isstructions.2

statements were coued according to referent only.
LbCh of the categories 5 through :3 hes reference to the
subject's relationship with oth.r } rooms, thihzs, or
institutions or refers to the subject himself. The sub-

Ject end the obJects to which he is related ere the

 

l . u — -~ . , . r .

J. s. heel, "saucetiohul end cccuyeticnul “stirs-
tions of 'Cocmon fief' Bays," ficrweru Liuceticncl kuvizw
(summer, 1355) p. 180.

 

f)”. - o r 0
“the coue uni the ccdinc instructions are a“ eLdlCGB
e r}
A and B or this thesis.

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referents.
After the coiing had been congletei, a reliability
once; was porformeé on 14 ieaues of time and Leaoween, 2

issues from eecu rumgle yo r. In: semtle years HOPE, for

Tire, 1585, lgjfi, 1395 and IQQS, and, for hoeeweeh, lng,

 

1943, l;55. fienoneek did not bejin Lubiioation until
the 1953's, therefore no issues conpureble to those of

$122 in 1325 here evallaolo.

8. Reliability

Before the results of the etuuy were enolyzed, a
reliability check was performed b1 an indenendent coder.
Two ieeues of each magazine for each seeple your here
oneCiei. The total number of items coded was 14 or 7.4
percent of the total number of items in the sample (189).

Coders A and B were in agreement on the inclusion
or exclusion or 100 gorcert or the content or the 14

issues chosen.

"3

. correlation coefficient was comguted to test the
degree of associatitn between the results of coders A
and n for category 1, the afie of tee euojocts. (bee
Table 1, page 65.) ‘

ihe degree of agreement between coiers A and B for
categories 2 throng; 21 is indicated by percenta e

figures. (doe Tables 3 througn 5. pages 65. 54. and 53-

 

J4

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Thule l.--Aae of euhgects

 

 

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2.--Birth£lece of Juhjects

 

 

Don't
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Foreign
Born

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Table j.—-Uuhject3' huucatiorel Level

 

 

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College 6

 

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It will be noted that the percentages of agreement
in the reliability Chec; on categories 1 throush 4 and

f‘w

category hi decen; muinly on agreement on "don't knot"

heee cetegerice mere intenied only to summarize

U}

descrittivc inform;tion about the sueJc cts of the buSlu”
biogrekhiea analyzed. The; were included in the analysis

of results for descrigtive purgObcfi only uné were not need

in the testing of the hypotheses.

Ercgucnclee obtained for categories 5 through 19 were
the ones used in teuting the hggotheeee. In the light of
the relicbilit; check, it was deciiei that any category
where lees th 4n 7-3 p rce:.t of the ECJULmLhta were codeu
identiCellj by A end B eculi not he need in testing the
hygothehca or the study. Thus categogics ll, 15, and 15

were excluded. Lutc’cr 14 was also excluded because the
reliabilit; check grovided no clue as to the degree of
agreczent or diee :reer eht on inclusion of st tenants in
that category.

flewever, the 130 percent agreement inuiceted for
Categories §, 13, and 12 he] also be 805*C0t Le muse of
the seal fre;u-nciee observed for eecu of these categories.
The fact that evera 11 reliebility wee 83 gercent and in no
other sine le Ceee higher then 93 percent Leena to lend weight
to this auSpicion. Cverell reliability rises to 8; percent
with the ohiseien of Cutegoriee ll, 15, 1e, 15 e.d 23 (the

residual cetegorj).

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Thane seem to be reasonably high fin :es. Carter,

1"

for his studg of segregation and the news, regorts relis—
bilitq p rcentege figures of 82 percent, 30 percent, and
03 percent for the several ycrtions of his cosie.l

In their study of the preeenteticn of news of the 1'336
presidential carpsign, in leans ylvenia du 11; newsps;ers,
fiorhhem and otempel regort 63 percent relisoilitj in the
coding of sine and direction (favorable-unfavorable} of
headlines. 1hree succeosive checks on the coding of theses

or issues mentichei groéucod purceutefcs of 35, 75, and 65.‘

A”

'v'o .1 V’PSUItS

“he first four Categories an; onto-orJ 2. uerc‘intcnd—

ed to surmarize some in formation on the buc.5roun s of

business men selected as the subjects oi news zine bio5-
graghies.
Age Hes the only item covered in which the number or

classifiacle at4= tors-nts exceeded t: a number coded as "don‘t
know.“ This may be exgluincd by the fact that p-rsonel
history is one of the lesser elements in the business man

image as will be demonstrated later.

 

l". "'u .
Joy o. garter, Jr.," 36 F‘N‘LICU on.1 t.ne Lazys: A
regional Ccntcr “t tudys? 7""Liii ._iucr r15, .{,AIV
(«iLC*-‘I‘. 11/() II. 15“].00

June: n. Ygrhka. Lni Guid' E. Ste":el, "Analysis
or” cuxi es in .«e34ring irons Zerf rrm.nce, " Juurnslism
fixer 'r11,uAA(lV (J ring, 135’?) p.130.

' am, v

PI 1% WW5” nonopuo no! Jun 011':

   

0348305: .5

”3 so minnow 0100 sum: 03 be

0-“

   
  
  
   
    
 
  

. .0, . .4”.W¢Ua at: u again no. 0.”ou
' .aoldgnza
at havoc at“ gm. ’41 an out
w “bum Denatured- QIJ‘IHIMIO
3M 0“ fl mqn cd m M fang

3}! It W Ion-.1: u: to 0110:“ vat-£1
erfi‘JMWb «I m! g! 95:9;

 

"gm .-
- '4' r8“ 'Qt‘ (m0 3‘63:

8M“ (1“? .uaar‘

Table 6. --A5e of Jubjecta

 

 

 

 

 

 

Age Hunter
Unuer 53 2
33-33 ll
“(J-“v9 J)
5F“59 33

 

 

 

 

 

 

70-olier 25

- l'tlumw £5

Total 18;
{Dunc-.11 “11.3;6 III )BY uI‘o ‘—

The iniorwrtiou from categories 2, 3, Ann 4 was taken
from category if (5urnohni history}. In oato5ury 2 (birth-
place of outdoot} bl parcont of Atat or ants clAs sifi:i t»e
squect as bein5 to 8.3. urban birth. foreign born sub-
JGCtS compris.c d 7 5A. :rcont of the total and U.J. rural born
subjects 6 percent. A subj;ct woo clAcsified as rurAl born
_if it was stated that he was born on a far: or if the nave
of the county but not the city of birth was given.

For category 5 (father‘s occugation) the breakdown
was as follows: don't know, 53 percent; mngor white collar,
19 percent; minor Wflite Collar, 7 percent; xiiifio white
collar, 6 percent; shillci labor ani so wrvi c, 4.2 '*~:_LL;
farmers, 4 percent; uns -illed lAuoi, .l M mo ht.

nus, for Cutqur 21 w ich coded the subgecto' c_ry~n

‘a*

i

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.
I

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r‘to

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A . . . a 4
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.133

anuthw .‘.

t i 1..
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A

ab

@1219 V'Itli'd .0 ‘3

.Jquqeq i. ,

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.438

5-» d J L:

‘1

patterns as based on fathers' occupations, the percentages
were don't know, 59 percent; success to success (father
fro: white collar classes) 51 percent; humble to high
(father a manual worker or farmer) 10 percent. In addition
5 or .016 of the don‘t know subjects he: a cereer pattern
of personal failure in business followed by a CGEULflCk and
achievement of business success.

Category 4 (subjects‘ educational buchground) revealed
that the educational background of 55 percent of the sub-
jects use not known. Thirty-eight percent were college
educated; 6 percent had high school education; 1 percent
had grade school education.

If the percents es of don't know statenents are dis-
regarded, the picture that emerges is one of on urban
born, cells 2 educated man of business or professional
class background. This picture is siwiler to that given
by the Various statistical studies discussed earlier.
however, taking into account the large percentages of
don't know results, the conclusion for this study is that
the newsmugazine biOgraLhy of the business man is a poor
place from which to gain information regarding the early
environment, education, and family background of the busi-
ness men. The business Ken's career pattern in the Horatio
Alger sense of rugs to riches or in the pattern of success
to success as indicated by the statistical profiles does

not emerge in the newsmugezine.

b I
on 1 ‘ 1
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-- Ar. - '. - .‘
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. -p - .‘ r .
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A check of the ferrul legal status of eec” suogect,
owner-canager or executive, was nude although not included

\

in the code. Lo relieoilitj checs was made for t is iter.
R3 nearly as could be determined, ;4 stories dealt with
individuals uho were eith r others or ;nrt o nors of
their business firms. This inc iu es those whose business
activities were primarily buying, sell i 3, and merging
centuries. SinetJ-five stories conc rned individuals who
were Lane iz3 entergrises with no mention of ownersnip
made.

Cut of 15% stoxhs in Eilfiv 7) or 54 percent were about
ownervmen 5~rs end 45 percent concerned nanng rs. In gagg-
£253, 62 percent of items con ncerned rena3ers and 53 percent

owner-menegers. Hence the Yeu1.cox imege seems more clearly

one of on executive than does the Tine ima5e. This is sub-

 

stantiated by ctl1 r eviience to be diccunsed later.

‘r .9" ‘ . F, P 9. ‘12“ u- ~ ‘ ‘- T ‘- -~ - r‘ J- 1 ;‘
letle (.—-nunoors uni LurCtntdueb c1
tuners end Owner-flinugers

fl

 

9"?! 3““ I". ’31 '3“‘ '.~',’\!'
Ll" V “Lt“:uflg-vu

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Lumber kcrcont number lcrcent Iotnl number

 

 

Owner 7} ‘4 21 53 $4
Manager 61 4o §4 62 95

 

Li.)
\.

Total, 154 100 :5 100 1

 

 

 

 

 

 

A percents: e of fro ucncy tntle on the next ;cge gives,
for each publication, the Leroentoge of the totol number of

staterents which were ccled in one: cetegcrj. The ccto3cries

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Table 8.--Gorrslstion or Category tmphssis

 

 

 

 

 

 

 

____ -~.. w; h}: —._ _ m
Time Kessweck

Category Kumber larcent Rank Ran? Category number lercsnt
tusineos 555 21 1 g Iercnsl 477 33
nominence ‘ualitics
gusiness 555 3,2 2 5 Business J54 15
setting Dominance
isrsono 451 14.5 5 1 Business 255 12
wuslities petting
forsonsl 231 9,4 4 4 lersonal 555 12
Life Life
Lerscnsl 271 3,7 5 9 Ierscnsl ;24 13,4
history History
Help from 227 7.5 6 6 Help from 127 5.8
Others Others
Iroducer 2;; 6.5 7 7 Lroducer ii: 3.6
meloyer 112 §.5 E 8 anlcyer 74 5.4
Salesman 83 L.6 5 9 Salesman 71 3.5
Effect of 69 2.“ 10 ll lublic 54 g.)
Lon-human Eiglre
Forces
Government 69 2.1 ll 13, affect of 53 1.5
Figure hon-fiumsn

Forces
Public 53 1.2 12 lo Covcrnnen' L8 1.5
Figuro Figure
offset of )5 1.0 15 13 cELect of 19 ‘
Governxsot GOVcrnnent
Effect of ll ‘ 1% 15 effect of 8 ‘

Lrpleyse
Actions
iffect of
Iublic
Lyinion
Residual 51

e ' 15

Total
975

Less than

NH

.Cl

 

rublic
“113 on

affect of
implcyee
Actions

N

assidual

Total 2153

 

 

- 6 . ‘4 ‘-—
1 - ., . ..., . ,
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t ..
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‘ "‘ ‘ - - ‘ a - rat—us n, u. - ,, . 1 .» - 3. .,.- ,_ , ._ ..

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""" ' -" O ‘ o .. '0 G-« .9..— .u- g,»; u v“-.. ‘. . -, -. -..1 . “f- , b—

\3
{\3

are listed, for such magazine, eccording to the hunter of
statements escn contained after the coding has completed.
If the categories ere com;ared bj groups of 5, it will
be note d that no major differences in emrhssis are present.
however, particularly in the case of the to; 5 categories,
business dominance of the subject, business setting, and
personal qualities, the difference in frequency distribu-
tion between the magazines seems to suggest that netsweeh

concentrates a bit more on personality than noes Tine.

 

2132 seems more concerned with the business unit in which
the subsect operates. This seems to be in line with the
ma3azine's stated gurpose of making the American business
system better known to retders by presenting the story of
business in terns of individuals.

The hensweek story tends to be th rortrnit of an
individual who is interesting because of his personality
as well as his contributions to the business world. The
Time story is the sto: y of smer can business as ;.e reunified
by the cereer of the individual business nun. nevertheless
thL re seems to be a rather hi 3h de3* roe of overall similar-
ity as revealed by the rnn:. order cor' ticn of .575 for
the cetegories as shown on the table on gage 7i.

The h; ,ct secs presented on the following pugcs were
all tested by menns of the chi-sq' unre one sungle test in
order to determine w:ether or not a significant difference
existed betw en the observed number (freguuncy) of state-

ments coded within each category and the expected number

on

\'.'
\N

(frequency) based on the null hygotnssis.

The confiienoe level chosen was .01, degrees of free~
don l in each case, and the critical chi-square value was
6.54.

Lech hypothesis has tested separately for each pub-
licstion to av id the IOESibilitj that significant results
thtt might be obtained when the hyiotheoes were tested
for both publications to3ether might not be valid for each
publication taken individually. Although the hypotheses
make no preiictions about differences between the mega-
zines, it was felt that this method of testing would show
up any differerces that were present and that might affect
the degree to which the L~potheees might be supported.

hygotuesis I:

A are: or DUTbQT of stetrrcrto will indiootg_busioess

k

dominerce than will iLJi~2te help received fror associates.

fr

The date tend to sup;ort the hy}othesis both for Tire

and for Forsweek,

 

 

Tire Kowshooh

business oominunce 653(431) business dominance 524(225.5}
"'3 " \ f‘" ' -. ‘I _ ,_ ,_ 3 a v"- . '-. {- E'- \

help from others un/(Afil) help from others l2/(.¢/.))

total has total 451

xa31950 10 xC-sti-U.C4

Categories 7 and 8 were set up in order to determine
the extent to which the mhgszinos, in describing the sub-
ject's rise to business success, focused on his own actions
rather then on the role played by business associates.

In Time, approximately 5} percent of the stutoeohts

74

describing busin cs ucm hence were devoted to describing
non-managerial activities. Ice picture was ore of a rise
to dominance throu;h ownershig end manigulation (buying,
selling, merging) of business properties. Thirty-tho
percent of the statements described how the subject get

jobs and promotio.s in comgsnies with no mention of election
or choice or help given by others.

Another 9 percent of statererts nescribcd the dominant
place of the subject in business, the pinnacle of his
achievement (a certain of industry, on sLsrlute eutecret,
etc.). Qix percent of the strtezents described the sub—
ject es one whom associates rely on for help or advice or.
described sgecific instances in hhiCh the subject helped or
advised nesociutes.

In §casweek, however, 0:13 50 percent of the statements
with the there of b sincss dominance were coveted to non-
mnnegeriel routes to success. forty-nine percent of state-
ments were devoted to executive advunCCTcfit. Eourteen per-

cent cf the statements concentrated on the eminent position

1 him as a

{1.
(‘1

achieved by the subject and ? percent ekict

giver of help or aivice.

These figures seem to beer cut the conclusion that
the howswcek image is somewhat more necvily centered on the
executive then is the 23:3 irons. however, regardiess of

i...-

often

P.
U;
C)
r

( I
C
H
p.
L
P
P“
(b

_the official status of the subJect, L
described in both gublicetions in terrs of en autonorous

rise to business dominance than in torts of assistance

Hz:-

a.

from others.

As rcaaxds hulp from others, Lb; largest Lcrcantcie
of statements in both magazines (6) porcent--_i:3; 65
percent-~i3ws eck) ccncexned the halo riven by busizess
asso istes in organizing com;sniss and in gettigg jobs sad
promotions. Cnly 16 gerccnt of statements in 3333 and

11 garcont in 333 syn 3k dealt with actions of associctcs

 

which hindered the subject' s business career (executive
dcmotions, dis; groemcnts ws ich cost the subjcct his job,
etc.).

Fourtoen ycrcent of 23:3 statements and 22 percent of
im: week statcnen ts sere evaluations or Opinions or the
subject exPrssssd by business associates. T53 subject
working as a ;urtner on as executive team was the theme of
7 percent of 2133 statements and 4 percent or Tfews roe.
statements.

Hypothesis II:

A rrester number of st9t~Ments will slow so .autc cucus

A

rise to business dominance through c: we Mi's CLCDKQIS or

{

through ow-crs*i: 33c msri ul3ticn of business_;rayert19§

ghsn will indicate 3 r91fiti'33rlg to proiucta or groducticn.

 

 

Time Newswask

producer-salesman 234(459.5) Lr0d309r*" ulCSTan l 1(d57o3)
business dominance 659(459.5) $95 1DU33 “oulnvbvo /~*K¢2/01)
Tctal 919 iQté} . 215
4‘-454.83 x“:pp.la

The data support the hygothesis. In comkutiug this
chi-square, tue ootained frcAuencies for tug grocucor and

salesman categories were comb in ed. The distinction between

 

J
i
Q
V
.4.

l—vo‘

 

 

 

 

 

 

75

these categories ani the category those theme is business
dominance 13 that between a business man who cones in actual
contact with the processes and problems of production and
sales and one who sugervises the work of others along these
lines or whose contacts with business firms are primarily

of a financial nature.

In the category entitled producer, 76 percent of 2123
statements and 78 percent of Newsweeg statements described
the subject as an introducer of new groducts and production
methods or told how he come up with solutions to various
prediction problems.

Sixteen percent of stateients in 113; and 20 percent
in Fewsweeh ststed simply that the subject manufactured
or produced or built Seme product.

Ten percent of statements in the category ($3327.;
bercent; Estateek—-2 percent) described how the subject's
products end innovations had paid off for his comieny.

In the category entitled salesreh, 44 percent of

statements from Ties and 65 percent in hessueek described

 

the methods by which the subjects sell products. Forty-
aeven persent of Tire statements and 28 percent of Newsweek
statements reported thht the subject sell something. Nine

percent of Time statements and 6 percent of flows eon stete-

 

ments ;ointed out how the subject hed increased the seles
of his comlsny.
Cn the basis of this breakdown, the distinction between

the Lroducer-selesmsn and business dominonce categories may

\v‘

\-

now be made clearer. The; MlEEBEE of the image which con-
cerns executive edvance: :nt tor ee or s;-;culative enl fines -
ci 1 bucine e ventuies is eignificently greater then that
element devoted to sieciric achieveeente in the production
and sale of good 3 and services lhis is not to imply that
such acuievczents never eccomgenied the executive advance-
ment or financial ventures of the subjects, but only that
less Space was devoted to telling etcut them.

hypotheeis Ill:

A5fireeter numter of etetewente will describe the

Lroducticn €-n-l eelea activities or the subjects than will

 

 

gee writ e rel: recs 1 ed b1,t c mogect frc: bssiress 3339-
Tlee léweveek
producer-salesman 234(395.9) producer-salesmen 131(159)
help from help from

associates 227C 99.9 } associates 127(199
total 511 total 513
xa- 7.20 xd-12.€8

The date sugyort the hygotheeie. This was, in effccz,
a test (I the degree to which the SijGCtd are groducticn
and Bulee oriented ee well as of the degree of autonomy of
action. It aipehre that, while troducticn and sales achieve-
ments ere a loss ingortent elereht then an autohomoua rise
by other means, they are a significantly greater element
than a rise to success through aid from others. Tans it
may be concluded thet the cexeere cf eibjecte are exgleined
sore often in terws’of their ohn actions than in terns of

help from others.

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eeifi enemaaaaue n-

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a: and? .e give
Deuiui{xe 91a 877~‘

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.1. LU‘JLIL‘I‘ ELL .3313" C); S at GE STE“: ’7 Li. .1 L3. :9 n’ t. ‘A‘. r 1..) ".‘f‘. L
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'- ‘ 2‘ I ‘O- n‘ —I- A 1". £‘ ‘fi-f‘ W‘s;
will shod hi” La tug sunupct ci‘ gov r cot

 

regulaticns.

 

 

Tise Nessweeh

govzznment fi5ure . 09(4)} government fi:*ure 28§29.9}
subj cc t of 5 verhmcnt 99(49, subgect 01 50v rnmant lykn9.9/
total 98 tote l 47
x¢u10.44 x4- 1.? 2

The date sug‘ort the hygothesis for T;:e but not fa
Ne :ee! In the category tith the there of subject domin-
ance or equality in relntiCnship to government (government
figure), 62 fiercest of 2353 state ents and 89 Lerceht of
be seeek stats outs dealt with the subject's gOsition es en
exiert advisor or consultant on governren programs and
golicies such as war production and rec-nstruction of busi-
nose in occu; ied countries.
TWBLty percent of the statements in 23:9 and only 4

A

cent in mensweefi mentioned the subject's 5oliticul affil-

*3

pa
ia tion or activities on behalf of political conuiuetus.2

Li5nteen percent of Zigg statements and 7 geroent of
L_‘s “ eh statements usscrioei the subject obtainin5 a
government ;osition uith no m;ntion of a5pointmeht or elec—
tion bj others.

In the category whose theme is 50: rn mantel policies

or regulations effecting the subéect, 49 gngELt of give

statements and 42 percent of the Btstflentfl in n.hsw»-.

dealt sith the subject's experiences with t e rc5u latorr

powers of government.

Thirty—two percent of Love cc: etet e: ants and 15
percent of 21:; statements described how others helped the
subject to get a government yoeition.

Twenty-seven percent of Ti4e statements exd 2i percent
of otetemento in Leeeweeh described the subject eating
help from :overnnent two iCiOB or yurchesing motoriele with
the aid of government Iriorities.

Kine percent of 23:; statements and 5 percent of

Eewsweeh statements mentioned various awards end honors

 

bestowed on the subjects by the United otetoe end forei5n
governments.

fiypotiesie V:

A “rector nu_oe:r cf 5tnter or to will be 5evcted to
describinthhe euogoct'o booinooe Career than to d scribin5

his peat end Lre dent Lit roohn- lire rd in?“ nel attributes.

.5 \

g1.m I§C1.oeeW301L

 

business career il4o(lc/~.S) bueinees career 642(798}
personal life l”l,(l“”‘.5) personal life 994(?983
total 2199 tgtel 1996

xC- 8.CO xduoO.98

TLe date soygort tie hygotilesis for Tine only. For

fiensueek, the alternative nylothoeis is eu51eeted that a

 

greater number of statements are devoted to post eni present
perscnel life and gerecnol ottriootee than to bocin
career.

By businees career is mount the onLo5orioe of business

dominance, production and soles activities, and help

. v
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60

received from business associates. The frequencies for each
of these categories were added togetno for tne testing of
hypothesis V. icrccnal lire includes the three negerete
catejcriee of personal history, prerent pereunnl life and
iersonni qualities or attributes. 'ne frequency used in
testing hypothesis V was obtained by combining thece t rec
categories.

In the category of greeent persona life, 50 percent
of Zigg statements and 52 percent of rouswook statements
mentioned or described the subject's hobbies and recrea-
tional history and pursuits.

Twenty-seven percent of gigéuntetenente and 25 percent
0! Few: eeh ntaterents mentioned or described the subject's
personal ponaeesions ouch an houses, core, yachts, and
hunting lodges.

Twenty-two percent of 2&3; staterents cni 21 Larcent
of Newsweek etetecents gave the subject's marital status
or mentioned his children. ne percent of gig; statements

and one percent of newswock etetcxcnts gave the subject‘s

 

religioue affiliation.
In the category of personal history, 25 percent of
Tire statemente and 27 percent of Fexnwoen ntetonente were

devoted to the subject's school record. Twenty-nine per-

cent of towsweeh statements and 20 forcent of Tire state—

_‘

 

mente described the verioue Jobs hold by the eubject while
in school or in a non-businece field such as privnte legal

practice or neuspaper tori.

---w

58 percent

Twenty percent of the etnteeente in fire and
deocribei the Enrily life of the

_ 3"... fl. _._1
in nuoanee'

of statements
occuiction, hone environment, and the

 

subjects, ietnor'e
number of brothers one ci.ter3.
Litht pescent of Time state onto eoi ; percent of
the military recoruc of sun-

15 the area in

I,“

‘1

Jccte.
The category of personal inlitics
which the newsrernzine tendency to for” e ready~rade coinicn
for the reuier expecrs most clearly.1
19 yercent of 21:3 Stetfi“3ut3 end
ihysical

In this Category,
statenents described tt'

 

51 percent of iewsneok
23 percent

appearance of the subjects.
Thirty-four percent of 211: stnten
or fieweweek state ents ascribed various traits of character
and personality to the subjects. byecinl note was made of
those personality or churnctcr traits which were rentloned

five or more tinee in one or both publications.
lint contained neccrigticns

~For both publications this

of the subJects as herd working or energetic men wnc set
and others; friendly,

"a killing gnce" for themselveg
and as any, ro*—

genial men who have many friends;

reticent and eecretix*.
For Time only, the list contained descri,ticne of

orp or shrewd.
l u .. - . . . r
- Ben H. Sardinian, "newsweek, Tie anazine of news
i“nificnnce,” fine Few Republic (Eebrucrg lo, 19$?) p. 11.

subjects as on

-_D 5

I
.-
v..—

p-‘g J‘*

 

82

Cnlj two statements, bota in chghccE, described the
subject as self-mace. tn two occasions, 21:2 iLdiC&t€d
that subjects were indeycndent "rugged indiviiualist"
types.

The intelligence of the subjoct or his sgecinl ability,

skill or know-bow in his particular basine38 was the subject
of 15 percent of 23:2 ate tenants or d 10 percent of the
statements in KehSVEeRo

escription of the subgcct as a p-rs on of woe 1th or
one who knows how to make money congrioed 13 [orcent of
22:3 stotcrents and 9 purcent of howsweek Stu exerts.

Twelve percent of the statements in Time and 5 percent

in Egtcwcck mentioned the subject's personal philocOphy or

 

his outlook on life. Ton yercont of Eigg statements und
18 percent of Newsweek statements described personal habits
of the subject.

Hypothesis VI:

A greater number of statenents will be devoted to

 

 

er sonal ottri‘ utos than to personal 11 9.
Tire - NW Sfeck
'9 . i ". '. 2ft“
personal life 291(57l} personal life CEgCiggg
crsonal attributes Q5l<fiilj *crscnal attribute 3*2/(2331
otal 74a total '90
X“. 8002 #358072

‘

Tue data supgort the hygotheslo.
Hypothesis Vll:

A greater nuncér of nultc*c“t. will be devoted to

 

gersoncl attributes than to moreo:ul histori.

A

 

 

by

-\

 

 

 

 

 

Tire answeek
personal histo “y Z{l(3bl) 1er3'.nsl Listory 224(33 .3)
perSonel atLrlbutcS 431(3 l) pers nsl sttrioutes e/7(33L 3)
total 263.32 Total 7C}.
X‘s-£44.88 xa33 61.)?)

I23 data sug1crt the thOtheSibo

nypotnesis VIII:

A 6r~6t~r nurber of state ante will be devoted to
Lcrscrs 1 life tr an to Eersonel t storx.
Tire
personal life 291(231) personal life 233(235.5)
personal history 2/].(281) personal history 224(2)8.3)
total. 302 total #7?
X“. .70 X":. .80

2: data do not sujport tlie hygothesis. :Vpotneses
VI, VII, and VIII demonstrate tile dgr inent 1l¢ce of des-
cription of personal qualities or attributes in that fart
of the imam nevoted to the business men subieot as on

- U

individun . The relatively minor ingortence assigned to
rest 16rscnel life ex1lslns t1e lsr e numb6r of don’t
know results in tile c t-gol ice vhic h re inton to sum-

marize information about the subjects' b; n Wroun
hypothesis IX:
A grezt6r n2 oar o£ eteterents will :escrite business

L, . l. r- kc. .— ‘ .=_.J _..-.. . 2---t-’ .u.
career .nun hill ”Cmfriue orbsnizetlcnel sateen .

 

 

Tire KB ‘2”“'

business career 1146(”33.3) business career 64E@4Q)
organizational setting 3o3(633.3) organizational setting 3§JG#£L
total 1711 total 838
x2. 290.5 - Si": 1:35.93

The late sup ort the hypozhc-s is . C"'ni::tlcnnl et-

ting, category 19, includes all stctnments whos e referent

 

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v
a
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l \
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n
u

84

is the company in w'h16h the squect 0' erat3s. For Tire,

 

the lorteo t 1ercontnge of these stt- :tements, 19 perce: t,
d-scribed th hi5- ofits or increasing bQSiLCSS of firms

in which the ”b ecte worked. In figwswegg, the highest
percezltn5o,18 percent, described the size of the firm
by the amount of assets or rhysicel size.

unaller percentQ es in toti publications oenlt with
the history of the firm, the volume of business, expeneion
of the firm , business fiifficulties, tne methods by which
the ccmznny Operates, the kinds of p2oducts or services
it turns out, congany policies, number of em1loyees, Lee-
cription of plants and offices of the co L“.rnnj (yellow
brick, air conditioned, otc.).

flypotheais X:

A greater number of stoterentn will d~6"ri 6: the sub-

 

 

 

ject oafian ir di avel thon will be_oovot 1 to orjan national
settinf.
w
T if? e I." 6:: 6.6. 62 1'? it
personal life, historv Ierso2.ol life, history
qualities 1013(783) an-litios 254(o35)
or5anizn tional or inizationnl
setting 333(753) Settin5 2‘36(o€3
total 1578 total 1210
x8. 127.13 xds 4C2.64

The data so. :.or rt tne 1J1otn-nie. Eygotheoes IX and X

indicate that the element of organizational setting in he

inane is  19‘3 1230*tont than the element of business cereer
in general or personal description in 5enernl. nowev r,

this does not m;en that organizational netting occuLies a

lesser position in relation to the i2 iiviiunl cuternries

”

:30 a b‘wpc

 

ad businesa career.

to degonstrute this.

 

 

 

 

Lth as .

Ey6othesis X z

i 5? r nifibfr of t't:“o;t3 will desoriLo olgjn-
izationol settigg than vill Jescrib_#tne ougfizct31_relatirn-
shiL tc_1rcduct3 End 1rcduetiLn.
Tiff-c lions-,1: 3:11
1roducor-snlesnun 84(414.3) 1roducer-oal cs 63 l9l(223.3)
organizational or5nnizational

setting 5o5<4°4.5) actt1n5 235(2‘5- S)

tQtal

tota

447

 

 

 

 

X“. 92.CO xd. 9.44

T13 doth su11ort the hy1othcsis.

:oJrc 64;.Cb 813 XII:

A are tor hunter of statetents will be devoted to thg
Epsitggo dcringrco of the 94b'3931§53 will dcgcgigovcrffin-
Timg MeLSLEek
business domin nce 533(GCJ) bu6iness dominance 324(230)

Lni"otional or5ani2L tionLl
,.-,. ,- -\ I: ‘
rsetting, 3:3(300) sett -n5 53o\890)
lBLO . t tal 35$

tgtaloc8

7.73

 

 

 

 

 

 

The dota su11ort the hypothesis or Xczgveeg_only.

Hygothosis XIII:

A xraatgr rg;b?r_of statorents will deacribe orgjn-
iroticnol s*ttin;_than will descrLbo_§el;fro55bosinqu
23,:ciates.

 

 

help frcL a ociatee (L2/( 3)
orbaLizational AN
aettin; 555C535)

I‘M ‘v ":1

l9

‘—

111--...- 1,
uUm3eBBa

help from associates l27(l91.3

cr5aLizationnl
setting

tgtal

xd- €2.40

C
16
)

r

2
.7

u

5

(1/105

\

)

)

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.-
p
.— _
v 'v‘_ . ‘_
u

 

-- --

n
a
.
a-

)
1

Q
o

The iata su110rt this hypothesis. 51th the exce1tion
or the NC. w;3 a Me relotionship ;etueen business dominance and
rganizational setting (see hypothesis XII above). h"po-
theses £1, XII, and XIII dewonstrate the im1orthnce of
organizational setting as 0051ared to the oelarete cate-
gories which make u; the element or business career.

Hypothesis XIV:

A45reater nuwber of statefiente will describe gersoral
attributes than wil£21esggibe organizational setting.
2;;3 Eewsxeek

personal attributes 451(5,3 8) personal attributes 477(556.5)

organizational organizational

setting bea<5oe) setting 256(5eo.5)
total 1315 totel 7;;
x“. 12.80 x4. 66.62

The data support the hypothesis for Newsweek only.
For Tim e, the results are in a contrary direction and 315-
nificently so. A greater number of statements describe
or5anizational setting than personal ett ributes.

hypothesis XV:

 

Time fiewoweek
personal life 291(428) personal life 255& 4.5)
or5anizetional . organizational

setting 535(#28) setting 25¢(254.5)
total ' 855 tgtel 509
X6:- £17070 Xd. .015

The data 8u11ort the hypothesis for Tiro only.
hypothesis XVI:

A 5roator number of statefionts will describe organ-

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8?

izetionsl setting than will describe personal history.

 

Tine newsweo“
personal history 271(418) personal history 224(240)
orgaiizetional orfinnizational

setting So5(418) setting 25e<240)
total B55 total 480
x‘- 105.58 id. 2.52

IT

The data supgort this hypothesis for -ire only.

hypotheses.flv, XV, and All point up a difference between

Tire and howsooeh in the relative importance assigned to

 

organizational setting and the comronents of the element
of personal oescrigtion in the image. In Time, organize-
tionel setting is a greater element than any of the

separate cete5oxies of personal description. In S-wneeeh,

 

organizational setting is loss inbortunt then descriyticn
or personal attributes and there is no significant dif-
ference between organizational setting and personal life

or personal history.

D. Conclusions
1n Chs;ter I it was stated that:

The image to be predicted from the analysis of
business biograyhies in $159 and Loeeeaeh might
be oescrioed as one of a clearly defined figure
(the subject) who advances autonomously to a
position of bnsinoes leaJGerip.

 

The data, in general, support this prediction. In
both publications, autonomous or nggerentiy autonom ue
advancement is a greater element than help from basiness
nooocioteo.

r“;

inese autonomous actions appear yore often in the

3'»

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A-.
.b

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’ .59 51.! c’

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.34: '

0

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t.

I .

89
u.)

areas of executive nevnncezent and manipuleticn of busi-
ness properties than in the &rCa3 of the production and
sale of goois ahl services.

It is true tnet men 1aJ rise to high executive gosi-
tions tnoough grouuction or soles cnonne s. This study

deronstrates that, in the Bungle, lee" sgece ““5 devoted

reduction

E.

to ‘913135 atont the subjects' activities I
and seles than has devote; to describing the facts :f their
rise to the top.

In Tire, acre ntctevents descritod ta; sucgeots'

 

activities in the field of gclitics end governnent then
described ects initieted by cov.rngsnt or gersons in the

L.

government whicn affected the subjects. In :ewsweek no

 

difference aggenred in this area.

Those cetegories which covered the sucgects' relation-
ships with emxloyees end the Luolic more excluded from the
analysis. Had reliability roguire ents elionei this dots
to be tested, a more conglete ingression of the degree to
which the subject do~innted in relation to others would be
available.

All that can be said is thet, in bcsiross, the sub-
jects agpear to be dominent. They and their e tion: stnnd
out clearly against a snnller tciy of references to busi-
ness associates end colleagues an; the subgccts relation-
shigs with them. In the arse of relationsnigs with
governmen , the subjects' dcniience is less clear.

Another prediction made in Chapter I was:

 

he most clearly to ined elorcnt in the i353: h:sides
the b S;i€dd role and purSLLality of the euojuc t hie-
self will be that of the cr5nnizntionnl setti-3 in
which he ogerates.

ihe nets indicate that organizational settin.' is less
in; ortint tho-n either business career or Lorscnul life in
general but were im;ortant, in some cases, than the eager-
ate categories in tieee areas.

Eor both publicatio.s, the number of statements refer-
ring to the organis ntion or basiness firm was greater than
the number describing the subjects' reletionehi; to prod-
ucts or the number uescribing hel; receivei from business
associate es. The image of the business or.;nizeticns in
which the subjects wcri seats to be clearer than the 1*’-3
of the Lersone with whom the; work.

For Kchngfl , a Lieut r nuzber cf steto melts described
autcncr. won notion in non-product criented areas than des-
cribed orfunihetionel setting. For 23:; the difference
was not significant.

The date ior 2;;g taint to a greater role for organ

izetionsl setting as ccmia red witn any si-5le Cutegorj of

h

tersonel life. The data for gatekee; indiCntB en canal

 

or greater intertance for these latter categories.

Inform nation about the business organizations in which
the subjects wori zxsy be a waJ oi intrciucin" materiel
about business to reagere who like articles about pectic
but who are not interested in facts nbout grofits, exten-
sion, sales, and so forth. In the cese of 23:2 such

material seems to help cerrj out the negnzine's stated

gurgoee of making readers better acquaintei wit 1) the working?

of American business.
In Chayter I it was also predicted that:

The image will be chiefly in the context of the busi-
ne es an's role reteer than the role of {riVLte citi-
zen. Lore ennghe 313 will be piecei on the individual's
b11311 {:35 CLLI‘CJ'C 1.11.1311 011 1113 EGPSODLAL hletC-r'y, thct is,
on his life before he enterei business. Zia family
LLci rcu d and educational attainments will be Vetue
shadows in the be echgrouni of t.: imaee if they ur
tresent at ell. «h;t is irtczt tht Lre the eLLdLC'“'
business ectixitie L9, not their ;:riJL e ac uiViti-5 or
nose of 1L~ily. 1Lvie mill be ecgh.ri;, LOLever,
on personal description whereby the elereLt of per-
scnel qualities or abilities is cleLrlj fixed in the
imaze.

The data support tifiee wredictiens mo1e £1113 for Time

than for Iiews:~:ec?:.. In Korea‘s-ta, the number of statement-:5

 

 

devoted_to personality and personal L criktlcn was gree.tar
than the number devoted to business career. For 2;;g, the
image seemed to be in the context of business role as
Opposed to private r010.

However, the data did beLr but, for both gubliCatiOLS,
the prediction of mo 8 e ghaLie on {war anal qualities than
on past or preeent ;erscnal life.

The sub-J acts' releticne? 321.3 wti .1 fezzil 3 L111 frienis,
like their relationships with business eeLocietc3,are less
;rominent in the image than the gualitixs yoseessed b; the

ubjects themselves.

It may be that no valid se;Lretion Can be made bet»; een

personal fiescrigticn and business career. ierscne; descri;~
ticn may be considered 3 yert of the descrigzion of the sub-

JGth. business CLrecr eiice many of the qualities xcnficned

0

91

may be interpreted as an atte gt to exilein the subJectB'
business success. Tnis indeed is tne only conclusion tntt
can be drawn in the absence of a significant oleieut in the
image which interprets the subjects' business Success in
terms of help received from others or of egocetionoi attain-
ments or family bscrgrcund.

Insofar as gersonal descrigtion is viewed es s Lsrt
or the descriytion or the Keenenics of the sutJects' rise
to business success, the new~regezine ima‘G of t;e busi-
ness man seems to be one of an idol of production rather
than an idol of ccnsuvktion. That is, the imrce is focused
on the subjects‘ work roles rctner than on their leisure
tine pursuits.

If personal oes rigtion end autonoocus action are

taken as the criteria, then the Tire and Kewswecx imeées

 

bear more relation to the imag s of the self-made men than
to the images of tne executive.

Ln the other hand, the no azine images are not extlic-

itly drown in the language of any of these imefies 53 they
are found in theoretical or gopuler literature. fishy of
the desorigtions of pcrsonulitg ?nd chnrecter traits found
in the neesmagazine ima-es of the business men mioht be
used to descrite either an inner-directed or other-directo&
business men tyre.

hard work, icr exengle, was a trait associated with the
'self—mede man. HOhOVGP, Rhyte seys of the executive tnet

"not only does he work border, his life is in n few res;ects

 

l: d .

core ascetic than the blsluese mun of kelf 3 century ego.
Sowever, the nowsneguzine image does seem to reflect
the vicwchnt of tne b-3' loos” close 33 diocuccod eurlier,
namely thut the individual himself is re33033ible for his
success. Cn one hand :3 3 large grcu; of etutenents con-
cerning the subjectc'b uoineou uctivitioe and their rise

to success. Cn the other bani is a lie t of gore onal traits.

P3

nere is no group of etete“e nts or a clucc-cif‘ct re l3tion-
ship between personal qualities and business success. noun
over, the ixgortence 333igned to personal auulltlf‘" 19333
one to susgcct thet such statements are offcred indirectly,
at least, by way of orplcncticn of succ333.

At least two alternative ex 13. tions present tnem-
selves. First, it PI) be or‘; ueu to at the study is onstretes
nothing about toe newsre3azine 33 a transmitter of business
class values.

Lecuuee or the yczr3 cuoe en for the Eamyle, an imuge
of the corgoration executive, a new tgge, could not be
ex;ected.. The subject3 of tue biOQruphies analyzed in the
study are, by 333 large, t six e33 non of the poet, not of

S

the present. The mod ion a 3 oi the uuchCts was 53 yccrs
while the grouo most closely committed to the princigles

of the Social tthic or other-cirection ere young executive
trainees or younger executives who have only in recegt years

reacned the upp er echel lOAB in their corgoreticns.

arcen Jity:

22‘:

1.. H. kliyte, The C1 unlz.ti03 ion (
Doubleda; Anchor, 12977 p. 155.

. -
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'- 4.
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“0'” r. a’.. . o-' e.

\D
K):

However, as has already been pointed out, the cor,cr~
ation executive as a business leader tyge has existed for
many years. Mills, Whytc, Riesman, and others have not
discovered anything new but have only analyzed social
trends already at work. Ihyte, for instance, states that

"by the time or the First World war, tne irotastant.Ethio

had taken a shellacxing from which it would not recover."1

A second argument is that the analytical images of f
Riesman and Whyte are exaggerated and distorted. These ;
men, it may be said, hav3“system3ticslly sorted out those

facts which enable them to make a strong case for their

“,

own points or view. CD the other hand, the ne“339$&3139
image must repr:sent reality because it is based on facts 3
concerning real life persons. These p4rsons have has: :
written about because they are inyortant, successful, and
s 1
worth reading about, not because they symbolize the values
of the magazine. '1 '
It is not the purpose of the thesis to discuss the E,
, 1‘
merits or faults of the arguments of Uhyte, iiesman, the:

self-help writers or anyone else. Keither is it the g i
purpose to deterrine which of the images might be called'
"true" and which "false." As has been stated, all images
are composed of messages selected in accordance with the

standards and purposes of the creator of the image.

.6;

t
I

\

M
1H. H. Uhyte, The Cr;anization Fan (Garden City: *v
Doubleday Anchor, 135?) p. 24. '

3|.
Newsmagazine images are no exception. Confronted witn'

 

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a set of g0581318 SUbJuCtS for business bic;ra;hies and a
set of facts abeut each one, the magazine selects an jects
and facts in accordance with some scheme of values rether
than by chance. that this study has att :pted to dEKOH‘

struts is that the scheme of values used by the newssagazine
is thtt of the business class itself and that the image of
the business man wnich the magazine ircjects is the image

of‘a man who attains success through his own abilities and
initiative, the image of the business man that the business

man likes.

All LR DIX A

CC 0139 I-JS‘I‘PLUGT K. 213:

10 The 38mp18
Yearso-Iine ~ ”
1327. 1399. 1945. 1959

Yearsv-fiensween

l9fi5. 1342. 1795

In both magazines an item for the sample will be any article
in those sections on business news which concerns an Amer-
ican business man. A busincns man is defined as any indi-
vidual engaged in the ownership and/or management of an
enterprise of one or more of the following kinds:

Contract construction

finance or banking

insurance

manufacturing

mining

public utilities and transport

real estate

wholesale or retail trade

service

Any item included in the camels must be of sufficient length
and detail to contain material covered by at least four of

the categories 5-20 of the content analysis code.
II. The Coding Unit

The coding unit will be the statement. A statement is
defined as the eXpression of one complete idea. each
statement is thus composed of one subject, one verb and

one predicate. Examples:

\0
C.“

97

Original sentence from the article:

he manufactured motors for autos and sold them.

ntatenent I:

he manufactured motors for autos

statement 118

he sold meters for autos

Criginel sentence from article:

he lives in a rambling stone house high on a hill overlooking
Lake A‘I'ie o E

Statement 1:

he Lives in a house

ntetement 11:

His house is rambling

statement III:

his house is stone

statement IV:

his house is high on a hill

dtaterent V:

his house overlooks Late Lrie

Statements will be coded according to referent. The refer-

ent of a statement is the sutject of that state‘ent gran-

matically sneaking. Referents may be the business man who

is the subject of the bio;raghy (hereafter referred to as

the subject), other persons or forces whose actions have

some effect u;on the subject, personal yossessicns of the

subject. The notation accompanying each category of the

Code indicates which referents are aptrogriate to that

category.'

III. The Code
The general title, that is, the underlined wortis WhiCh
appear at the head of each category, is intended as a des—
cription of the Lasio idea around which the category W3»
formed. The phrases listed under these general titles
describe the kinds of statements which illustrate the basic

idea. For examgle, the phrase in category 5 "manufacturing

 

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products" is an illustration of Che oS5ect of “he basic
idea of tie oubject as a producer of goods and services.

In some cases sample staterents have been incluied to

[11

further clarifj the descriptive materi 1. Categories 1.4
are intended as a su merizetion of informgticn contained

in Category 17. The] 5h0uld be Completed aftur the ftofi

has been coded. Toe lidtinf of 35ecific occu5atione in
category 3 is not exhggotivc but werolj indicative of what
is meant by terms sac: a3 rojor white collar, aiilled

labor and service, etc. Inc cate5 o ry 21, t;' a humble to

high and success to eucceee career patterns refer to tbe
subject’s fother' e occu aticn. If fether's cccu5etion-

was classified L8 minor white caller, labor and service or
former code career 5e5tern as humble to high. If cccu5ation
was major or nidile wnite Collar code as success to succes s.
Comeback from failure Keane that the na-ject h; s cX5e ienced
a tem5orery failure at some tire in hie bQSiHCSS career but
has overcore it to achieve success. Tuis has robbing to do
with his fathgr's occupation. Thus tnere may be two career
patterns for one subject; h‘mble to high or success to

success and con :ebeck frcm iailure.

IV. Coding irocedure
For categories 1-4 a: rd cate3ory 21, all t;et need a55eur
on the cod 6 card is the number of the CutU””“‘ and
ap5rOpriate letters. (l-b, E—c, 5-e, etc.) For categories

Am.

-cj all thmt should appear are the number of tie category

 

 

 

 

‘1

u

 

3 9

and, written out, the statements W41Ch "on believe should
be coded in that category. After eech item has been coded
and the total number of stete ants in the item recorded,
the number of statements in each category should he record-

ed beside the number of the category.

 

{77’1' ' " an r”.-
*LLJ-J ‘Ub 11..»

Record month, date, year and page number of item (4/10/55-40)

l. Awe—~1f explicitly mentioned or if it can be deduced
from other facts mentioned in the atory

a.
b.
C.
do
e.
f.

5.

under 50
30-39
40-49
50-53
60-59
?O-older
don't know

2. Birthplace of oubject

a.
b.
Co
d.

foreign born
U.S.-rurnl born
Uobo-ur0an born
don't know

3; Father's occupation

a.

b.
Co
d.
e.

f.
g.

maéor white collar (doctor, lawyer, departmont
store executivo, corporation executive, owner of
large business)

mindle white collar (office manager, school teacher,
salesman, etc.)

minor white collar (snnll storoowner. bookleeyer,
postal clerk, factory foreman)

skilled labor and service (skilled manual trodes,
carpenter, blacnsnith, policeman)

other lauor and service (semi-skilled oni unskilled
Uoos)

formers

don't anow

4. Subgect's educational attainments--indicctc highest
level completed

a.
b.
C.

do

Graie senool

High school

Collegeo-includes business or tecnnicnl school
training

Don't know

101

 

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5.

7.

102

Iroduoer referent-sub

subject's ideas or theories about production

subject manufacturing products or services

subject building or increasing Iroiuotive cayecity

subject contributinj to success or profit of enterprise
through his pr iucts or ideas

subject inventing or introducing new products or
:cthods of yroduction

subject givinf attention to syecific proble s of
Lroducticn such 39 operating costs

Snlesr u referent-subject, customers

subject increasing sales of company

subject selling yrouucts or services, advertising or
merchandising products

subject selling to oth r business men, consumers, or
the ,ublic

others buying from suoject

description of sales methods used by subject, how he
sold, where he sold

Autonomous rise to business dominance referent-suchct,
business associutes

subject being owner of corynny, orgs.izing, running,
directing comgsny, owning product brands

subgect accumulating stock or gotting controlling
interest in comguny

subject tuning over com enies, taking companies away
from others, planning and carrying out mergers,
buying and selling companies

subject getting a Job or gromotion in congeny when yert
played by others not indicated or mentioned (he
took over presidency, he rose reyidly, he got the
Job, he regleced X)

statement of subject's executive title, a title which
indicates subject in charge of all or a port of
com‘any's operations (he is president, he is re-
search director)

dominant piece of subject in his firm or industry or
in industry gonerully, dominance in community or
nation (company spokesman, captain of industry,
no. 1 citizen}

giving advice or help of any kind including financial
help to business associates or companies, subject
as one to whomxthers turn for auvice (he financed
the company, his counsel is eagerly sought)

 

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8.

10.

10)

Influence of Associates referent-business associates,
the subject

subject organizing congeny with help from others
others sidinq or j“O*Otln? subject's bunixewe on a
giving financial helg includes job or help give
by father or other relatives ‘
others promoting, retina, rarhinq, electinm cecoiin»
subject for an executive ; csition (he 1:3 el::t: d
president, he was chosen president, he attractei
the notice of Jones) f
others denotinr subject, ooetrueting or hinderingfl
business career _
business associates' evaluation, Opinion of subject,
attitude tows rd subject
business men siving recog ‘;nition or awards to subject,
honorary busines rs 1< to sue: es ,ito1.wrt of trace 9
association or hAm ?“ "
subject working as part of executive teen

0‘ NI

:' 2 l. L.
1 ‘

Government Fisure referent-subject gt.;rn;3nt refers
to governm nt of any country A ‘ »

”f

 

subject Obtaining ucvernnent gocition when s;.,ointn out
or election by 0th are no rt indicuted cw. cifiosllg
subject as coniiiunte or close adviser to goverrm ent

officials . A 11
subject giving hel“ 0P ezlvics to jovernnent. subJoct “

“3 evpert Cfinsultcnt on governre111355ne25 tr 1

policies 1 i
mention of subject's ;olitical uffilie ions or £011t13;1 1

activities 5 A;

subject of Government Lotion referent—government _
officials, government boars s or agencies, subject ‘;

others choosing subject fcr ficvcrnrsnt ,ositicn 1
others efipointing sub'ect to office i? f
k .
governments eiiint t e subje-ct in busin;ss or 1rcrcting 3
his interests - ‘, 3
government hindering tre subject or obstructing hisg ‘
plans, invoking regulatory powers on s ubjoct's ‘v 1

ectivitie
subject ccmplying with gov: rrrent cro ors or u re ul tions 1
or resistine them ‘

subject receivizq goverrsent stores or honors 1
subject asking hél; or advice fr.m overnncnt, ;u3ch5s -
ing materials from povernrent 1
attitude of coverrment officials toward suojsct

V
‘1

i

ll.

1).

l4.

15.

17.

104

employer referent-subgect, erployees

subject formulating em;loyee tolicies, carrying them
out

subject eiuing or gromoting careers of oth r executiVos
giving ;ronotions

subgect hindering careers of other executives

dominant relationship of subject to employees (they
are at his command, he holds their loyalty)

giving pcgtalks to salesmen

Receiver of sntloyce action rc-orent-er;lcyees

actions of employees in references to the subject
attitude or response of employees toward subJect or
his actions (they respect him)

heletions with iublic refere t-subject

philanthrOpic or charitable activities, giving
endowments

serving on boards of civic or charitable insitutione
such as hostitals and schools

relations with the press

lublic's Cpinion or subject referent-toe public,
pcogle, Americans

actions or attitudes of public in regard to the
sutJect or to his activities

street of Lon-dunes Forces referent—euogect, her,
financial panic, depression, etc.

action or effect of action of non-human forces on
subject's businecs cursor or xersoucl life

kersonal Life referent-subject, his wife, chillren,
personal possessions

description or subject's hobbies, recreational or
stare time puffiUitS

description of personal possessions such es houses,
cars, yachts

mention of subject's wife, children

mention of subject's religious affiliation

lersonel history referent-subject, his hometown,
his parents, brothers, sisters, other relatives
ancestors.

subject's nationality or national origin, mention of
birthglece or place where subject was raised

. . .
.
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5 .
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4
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18.

1'9.

105

occupation of father, grandparents, other relatives
or ancestcrs

description of Lorents, onscrEption of home life,
how many brothers and sisters

names of schools attended by subject

how subject got through souool (borrowed money,
earned his way)

Jobs hold while subject in school, or Jobs held in
ngn-busineos field such cs neuSpuper goo, grivote
legal practice

record of subject's military service

lerSLnal Description referent-subject, his friends

physical traits or physical appearance of subject

habits of dressing, eating, sleexing

subdcct fiaiging or possess sgccinl knowledge, ability
Or 8.5.111

description of suojcct's daily business schedule,
business hours, doocriytion of subject as hard
working

subject's personality or character traits

subject's quirks or idiosyncracics

yossession of monetary health or profits, mention of
salary, description of subject as wealthy

subject's gopulcrity (he has many friends) testimony
of friends as to subject's coarscter or worth

Cr agitational Setting referent-comgsny or comyonics
in which sabject Cg rates 3

history of Com; my
assets of company, thysicsl size, grofits E

sales volume, number of emoloyees, expansion of com;snj

descriytion of subject's office (pine caneled, air
coniiticned)

All statements which qualify as to refereit but do
not fit into any of tne above categories

Career iattcrn

a. humble to high

b. success to succeos

c. comcbucd from failure
d. don't know

 

blBuICC‘ CL'LL..[

 

 

 

 

 

 

 

Books
Barnard, Cheater. o I-unc tiers c tic Ixocutive. Cambridge:
hIrvurd University iross, ljgo. r
Berle, A.A. and means, G.C. Tue i.cicrn CoTI. CIItlon nni é
IFiV-t'; t6 1 ITiQ P’j. “OW XOFI-: aha; ‘3 c.LJ-MIA.L.L.L*J.J.A VUu‘tULJ-Jr’ .‘
l'JjCO
Bornheim, n. L. ond Tesla, i. J. Ei: ‘u‘ir Is, Ito' G“owt: _ L
—‘ «2.. "‘1l\ ‘
on; its Ilece. new YorI: The lweItietn QCLtuIJ sunu,
ivy/o ‘ I
'x -

Boulding, Kenneth E. The lmcgc. Ann Irccr: University
of tichigun freon, 1,5o.

 

Fishwick, Earshall. Emorica
lu

fierce; ;--dy h and IGIlitz. I :
hashington, 3.0.: ' ,

inirs ileIs, ID)“.

Hewley, Cameron. :I.CJtivc Iuito. Boston: Eou ghton
Lifilifl COO. *J/ZO

Knautn, stald. K1: wLri 1 It: or gtrise. flew York: K.i.
horton ' 1/450

neilbroner, Robert. The Icrldly lhilcsoghcrs. flaw YorI:
Iimon and ochuster, l,§}.

Josephson, I'm
court Br

 

ttzxww. The oboe L: ens. how Yorg: Esr-
ace and 00., l;)s.

Eazlan. A.L.H. "i; InterLrise in a JCTEQtitiVC Iconcx‘.
Toe crookings lnItitute, lyjfi.

kayo, thcn. Tie hu.nn iroblems of an iIIuetriol Civil-
izfiticn. dwlernu-L- 1.3: ‘Adthn-rd UMvaIUALJ I720“. 55‘ 113‘).

hortin, oiliiam. Eon in_Eusineso. UnIOriQ e: horVIrd
University iroos, lybI.

torton, Robert. Social iteorzrszd Iocial Itructure.
Giencoe: Toe *ro e Ircoo, 1357.

fiills, C. u. knitoflpcllar. Eew York: aimcn and ocnuoter,
39ij o

 

106

Jar.

Riesman, David. Tne ioIol"
I‘MCIACI‘, 195/ I O

'ro I. Farien City: Doubleday
'- on '- ' 75*" r I.“ " 1‘ i : _. ,- . '1."
Ionu pater, J. A. QIIItIliI., IoII lII Ind oorIcl.
‘ . \r ,3. .J ,| .f'I ‘ _ ... z. [a .’
136“ York: ‘¢LA1£6J~ 0&3. ~3.{CL..UL ta, J-jf J'.

Imith, Adam. Th noILtn of Lations. flew YorI: Landon
nouse Ino., I227.

Stowe, h. B. PC. of Cu 3 Tire Lo Hartford, Conn.: hortford
qualiShiKIU CC. ‘ 1.£:\_)l

Taussig, F. U. Ind JOIlyn, C. I. Arorican

 

J51noss Luuiozg.
Low YorL: huomillon, 1228.
Tawne" R. E. uoli o of CI italisr Eon
J9 J

 

:ion and the Hi
Torn: E'IcouIc III Iraoo, 122

Tebhel, John. George uorooo Lorinor In: tflo Sbturjg;
Evening lost. CaroeI Jity: doublbiuj, Ly%¢.

weber, Lax. iho Irotostent LtIic III the baifit of 3:;1i-
tolism. amazon: '6'. Ilium Inc. ‘Lixmug, 122').

 

 

Huyte, w. H. The Crianiaation flan. Gard I City: Double nduy
l9bfiy

Uhyte, T. I. Is InigodfoioteIing? New York: oimon and
ScIustor, 122c.

Wood, J. I. Ea;uzioes inmtho baited Etazea. new York:
Ronald Ionfi U00, ljwfio

 

myllia, I. G. The golf Eade Fan in Arerica. Sew Lrunowich;
cw Yorn: hutboro LIIVIIsitj iIeII, I224.

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U.S. Departnvnt of Commerce, 3UPVQ3 0f CUPPG'V L551n53I!
Karon, 1944.

U.3. Bogartmont or C0 Isrce. Survey of Curromt Bus Loos.
- memv,l¥@.

U.3. DepartmeIt or Cormorce. Survey of CUFIC~ 55555555°

U.S. Department of Commerce. purvey of Cur.-ut_fluninefiso
Agril, 1255.

0.3. Ee artment of Commerce. Ir<ooadinva of t;erm”110nt'
Coanronco on b a l Em: ino..o. ubkbciUCr 22—a2, 122/.

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Bernstein, flurvcr. "1011 iLal 13333 of Uelactcd Bus ixess
JournAls." lublic LLinion ucztarAE, bu mer, 13:5.

Centers, Alchard. "A iituie ani Belief in Cccugational
dtxatificabion.“ (Jociety for tne isychclogical
”tuly of Jucial 133u. s; 131 lie {3:3103 and Arggaguflda,
New lurk: uryien it», 38, 1,94.

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Chamberlain, John. "The BJSLQL53385 in FLction." Fortune,
hovcmber, 1543.

"Crown Irflxns of Business." Haulinfia in Eer3onnel flénage-
gent frcm Ecrttfie, new YurA: Leary uolt hflu $0., 1337.

 

Gregory, Ar33333, uni A33, Irene D. "’fhe American Indus--
trial Elite in ti.e 1870's.“ (william hiller , ed. )
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Henry, silliam. "The Business Executive: The 13 or
L3 .ics of 3 Social sole.“ AT cric:n Jougna l of
JaAluEiry ‘ 1(j49.

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Janka, D. G. "Role Struc ture of Entrepreneurial Aersozx-
ality.’ Ch.n*e wquThe ” Wregreveur. Ldubrld e:
”urvuri U iversity lre;as, 1347.

Johns—Heine, iatricke and Garth, Hans. “Values in Lass
Ieriodical Fiction." Lublic C i: icn iuarterly,

éiring, lbfifi.

Raul, J. A. ,ducutjnhal and Cccup ation.al As;iratiozs of
’CC ..- :TOII 1.3.; Abuja." 1-1113 E I'd .LLJ.:1CC-..t ..C°..€1 a:.€3VlC“.5', gunner,
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Aatz, A. L. "Skills of an Affective Administrator."
(g.C. Irusk, ed.) A man Relatiore fcr Z L.,;.nut.
Acw York: herger 3A1 brethera, 1351.

Lowentlal Leo. "E10 _raghies in Icyulur LA A21n33."
(iorris Jancuitz and Berna.rd berelson, ei. ) Faster
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lick rel, laul. "Len Laging Lonfiy." Largzr’s, January,
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Mohl, E. Richard. "The Rags to fiiches Qtory: Ad Episode
in Lee ular Iiealism." (R. Bendix end J. L. Lipset,
ed.) 013:5 -t«+u and kcaer, Glencoe: 1heLLree
$133339, 1:525. 05'

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