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The industrial era favored the inner-directed personality type. The inner-directed person was guided by a set of strong internal convictions, like Victorian morality. The inner-directed person was a hardy pioneer, the stolid engineer or the resilient steelworker — working on physical things. This person was often rigid, but also steadfast.

The other-directed personality type emerges in a service or information age economy. In this sort of economy, most workers are not working with physical things; they are manipulating people. The other-directed person becomes adept at pleasing others, at selling him or herself. The other-directed person is attuned to what other people want him to be. The other-directed person is a pliable member of a team and yearns for acceptance. He or she is less notable for having a rigid character than for having a smooth personality.

Descriptive sociology is a fairly new discipline. One of its earliest practitioners was Emile Durkheim, who in 1897 published his famous statistical analysis of the causes of suicide in France.

Along with Glazer, one of the leaders of the field a half-century ago was the University of Chicago’s James Coleman

At first, Coleman’s findings were considered descriptive conclusions rather than justifications for this or that policy. Soon that changed. Proponents of busing to reduce educational inequality believed his findings about the better educational achievement of black children in predominantly white classrooms justified their preferred policy. Opponents of busing pointed to his finding that family background was the main determinant of educational achievement. Both sides portrayed the report polemically, rather than as descriptive sociology.

In 1975, however, Coleman’s research found that busing caused families to move out of central-city neighborhoods into the suburbs or transfer their children to private or parochial schools. He inferred that busing programs, meant to reduce educational segregation, increased it by encouraging white flight. Though he still abhorred racial segregation in schools, he could no longer recommend busing as a solution

Like Coleman, who died in 1995, Nathan Glazer changed his mind about an important public-policy issue because new information persuaded him that he had been wrong. He famously argued in the 1997 book, “We Are All Multiculturalists Now,” that a colorblind approach in educational and employment for black Americans would not be sufficient to bring them into the mainstream of society.

Today sociology is a partisan field. It asks “Whose side are we on?” rather than “Is this the most truthful account we can give.” Many sociologists are less devoted to scholarship than to righting wrongs like racism and sex discrimination

There are still descriptive sociologists working to discover truths about our social world, but their numbers are dwindling.

Not surprisingly, the current ASA president chose “Engaging Social Justice for a Better World” as the theme of the organization’s 2019 summer meeting. Nathan Glazer was never president of the ASA, though he deserved to be by virtue of scholarly eminence. If he were, he probably would not have chosen an agenda about “social justice.” Instead, he would have emphasized the scholarly mission Durkheim invented: telling the truth about social reality.

the practice of capitalism has its contradictions. I Cartels and monopolies, for example, undermine the theo,ry

Today, on television commercials, propositions are as. scarce as unattractive people. The truth or falsity of an advertiser's claim is simply_not an issue. A McDonald's commercial, for example, is not a series of testable, logically ordered assertions. It is a drama-a mythology, if you will-of handsome people selling, buying and eating hamb_urgers, and being driven to near ecstasy by their good fortune.

More9ver, commercials have the advantage of vivid visual symbols through which we may easily learn the lessons being taught. Among those lessons are that shor:t and simple messages are preferable to long and complex ones; that drama is to be preferred over exposition; that being sold solutions is better than being confronted with 1 questions about ·problems.

ninous form of pubhc commumcauon m our society, it was I inevitable that Americans would ac~ommo~~te themselves ,~o tl:le philosophy of television commercials. By accommodate, I mean that we accept them as a normal and plausible form of discourse. By "philosophy," I mean that the television commerl cial has embedded in it certain assumptions about the nature of communication that run counter to those of other media, espe( dally the printed word.

For example, a person who has seen one million television commercials might well believe that all political problems have fast solutions through simple measures-or ought to. Or that complex language is not to be trusted, and that all problems lend themselves to theatrical expression. Or that argument is in bad taste, and leads only to an intolerable uncertainty.

But what virtues attach to politics if Ronald Reagan is right? show business is not entirely ·without an idea of excellence, but its main business is to please the crowd, and its principal instrument is artifice. If politics is like show business, then the idea is not to pursue excellence, clarity or honesty but to appear as if you are, which is another matter altogether.

The commercial asks us to believe that all problems am solvable, that they are solvable fast, and that they are solvable fast through the interventions of technology, techniques and chemistry.

Although it may go ,too far to say that the politician-ascelebrity has, by itself, made political partie~ irrelevant, there is certainly a conspicuous correlation between the rise of the former and the decline of the latter.

The point is that television does not reveal whol the best man is. In fact, television makes impossible the determination of who is better than whom, if we mean by "better"

such things as more capable in negotiation, more imaginative in ) executive skill, more knowledgeable about international affairs, more understanding of the interrelations of economic systems, ._and so on. The reason has, almost entirely, to do with "image."

This is the lesson of all great television commercials: TheD provide a slogan, a symbol or a focus that creates for viewers a comprehensive and compelling image of themselves.

The historian Carl Schorske has, in my opinion, circled closer to the truth by noting that the modem mind has grown indifferent to history because history has become useless to it; in other words, it is not obstinacy or ignorance but a sense of irrelevance that leads to the diminution of history.

It follows from this that hjggr¥_can play no significant role in image politics. For history is of value only to someone who takes seriously the notion that there are patterns in the past which may provide the present with nourishing traditions.

We do opt refuse to remember; neither do we find it exactly useless to remember. Rather, we are being rendered unfit to remember. For if remembering is to be something more than nostalgia, .it requires a contextual basis-a theory, a vision, a metaphorsomething within which facts can be organized and patterns discerned.

But televisio. n is a ~peed-of-light me~um, a present-centered \ medium, lts grammar, so to say, penruts no access to the past. Everything presented in moving pictures is experienced as happening "now," which is why we must be told in language that a ideotape we are seeing was made months before.

"History," Henry Ford said, "is_bunk." Henry Ford was a typographic optimist. "History," the Electric Plug replies, "doesn't exist."

profound cultural proolem until the maturing of the Age of ·l Print. Whatever dangers th~re may be in a word that is written, such a word is a hundred times more dangerous when stamped by a press.

We ought also to look to Huxley, not Orwell, to understand the threat that television and other forms of imagery pose to the foundation of liberal democracy-namely, to freedom of information.

Thus, Orwell envisioned that ( 1) government c:ontrol over (2) printed matter posed a serious threat for Western: democracies. He was wrong on both counts. (He was, of course, right on both counts insofar as Russia, China and other pre-electronic cultures are concerned.)

The Bill of Rights is largely a prescription for preventing government from restricting the flow of information and ideas. But the Founding Fathers did not foresee that tyranny by government might_ be superseded by another sort of problen:i altogether, namely, the corporate state, which through television now controls the flow of public discourse in America.

in fact, information and ideas did not become a

What we are confronted with now is the problem posed by the economic and symbolic structure of television. Those who run television do not limit our a.ccess to information but in fact. widen it. Our Ministry of Culture is Huxleyan, not Orwellian., It does everything possible to encourage us to watch continuously. But what we watch is a medium which presents information in a form ~ that renders it simplistic, nonsubstantive, nonhistorical and noncontextual; that is to say, information packaged as entertainment.

How delighted would be all the kings, czars and fuhrers of the past (and commissars of. the present) to know that censorship is not a necessity when ~II political discourse takes the form of a jest.