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By Jeffrey Land

Energetic Radio: Pacifica's Brash test (Commerce and Mass tradition)

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It is a “fact” that con- 30 LEW HILL’S PASSION AND THE ORIGINS OF PACIFICA ceals a deeper truth. S. pacifists in particular, he feared, deluded themselves with their claims that “a world of clerks and teachers, of co-education and zoophily, of ‘consumers leagues’ and ‘associated charities,’ of industrialism unlimited and feminism unabashed”5 could replace the appeal and usefulness of battle. They demonstrate a profound underestimation of the attraction of war: “So long as anti-militarists propose no substitute for war’s disciplinary function, no moral equivalent of war .

A “moral equivalent of war,” for James, must mimic those pristine, unique qualities, virtues that (until now, perhaps) seem only available through combat. Pacifists, with all their calls for arbitration and disarmament, had no categories to measure war’s thrilling horror, the élan vital known by soldiers in combat. Until they do, and provide some other, less violent, arena to experience the extremities of loyalty, vigor, and courage found in combat, pacifists will not eliminate battle’s compelling grip on our psyche.

Having created a vast audience, and following in the footsteps of AT&T, the newly formed [NBC] naturally turned to sponsorship as the solution of its economic existence. Instead of looking upon the growing audience as a liability, this growing audience became a valuable asset. Here indeed was the most numerous and attentive audience ever assembled. It 18 THE RISE OF CORPORATE BROADCASTING could be reached in the quiet and intimate atmosphere of the home. It could be reached by the most natural channel for the exchange of human thought, namely the speaking voice.

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