New-York tribune., 1917-07-20
War Apathy
What Has Caused 1t and How 1t May
Be Remedied

To the Editor of The Tribune.
Sir: I have noticed several statements in
the papers lately concerning what is called
the apathetic attitude Of many of our peo-
pie toward the war. Now, if there is an
apathetic condition affecting a considerable
number Of the people of the United States
the cause is obvious and the remedy simple
and easily applied
The cause is to be found in tho fact that
we have not attempted to develop the intel
lectual resources of the people and focus
them upon a few of the indisputable reasons
that have forced US into the war. No regu-
larly organized attempt has been made to
use the psychologist effect of the repetition
and reteration of a carefully considered
shibboeth upon the collective mentality of
the people. Every poster urging us to enlist
or register or buy bond gives differen,
reason for our doing so. And even these
we'll meant slogans are meaningless and
lack punch.
/ have heard number Of the speeches de-
livered in moving picture shows, each one
differing from the others, and, while each
one was we'll intended and earnest, they
had not the desired effect upon the audience,
because the speakers seemed to fear that
they might offend some one If they said any
thing that went right straight to the heart
Of the question.
There is no fault to be found with the
editorial writer's, however, for they have
done their bit in dispelling apathy ever
since the war started with persistency and
precision. Nor is there apathy among the
readers of the editorials in the better sort
of papers, for these have had their minds
directed and focused upon the actual points
involved in the war every day during the
last three years.
The trouble is with "the average man"
"the man in the street." "the tired business
man." as we'll as the women who have made
the art, literature and drama of this coun-
try desert waste of vapidty and now
would treat the war in the same way. II is
these people, who never read editorials and
never get deeper into a newspaper than the
front, sporting and fashion pages and the
funny pictures, who now are affiliated with
apathy, and the only way to reach them is
through the iteration and reiteration of a
few obvious facts, reduced to slogan form,
which they must read and digest, even
though they may be running.
The remedy for Wartime apathy is plain.
1t is the employment, by the Council of Ma
tional Defence or the Bureau of Public In
formation, Of psychologist whose duty it
will be to focus the national mind upon the
two, three or four causes that forced US into
the war and keep it there. This should not
be a very difficult problem. Certainly it
would not be for a good advertising man
with an ample appropriation behind him.
Then let our psychologist issue, through the
proper channels, the three or four unan-
swerable. irrefutable facts that forced us
into the war, reduced to the fewest and
sharpest words possible. Then have these
facts proclaimed in every moving picture
show by every film, by every poster, and
used as a standing headline on the front
page of every newspaper or other periodical
publication. II this 10 done. General