Polling for Peace

Abstract

Reflecting on British public response to Italy’s incursion into Abyssinia in 1935, journalist F.W. Deedes argued that the 1934 Peace Ballot, a widespread national referendum evincing public support for the League of Nations, had successfully turned public opinion against interventionism. Completed by over eleven million people, the Peace Ballot was the most influential public opinion survey of the 1930s. It was also a press sensation, drawing praise by League advocates and disdain from conservative papers, which referred to it as a “Ballot of Blood.” This chapter traces both optimism and skepticism over polling when it first entered public discourse via the newspapers. While Waugh’s Scoop (1938) details the hapless efforts of the aesthete and nature-writer William Boot to provide honest reporting of the Abyssinian Crisis, the overwhelming powers of press magnates and their financial interests undermine his work by manipulating and capitalizing on public opinion. Waugh’s skeptical vision of public opinion in Scoop mirrored his public critiques of the research organization Mass-Observation, whose practices of public observation he likened to the actions of “keyhole-observers and envelope-steamers,” and whose methods, he argued, would empower authoritarians seeking to control public opinion. Mirroring similar themes of Storm Jameson’s novel None Turn Back (1936), Scoop not only critiques the newspaper trade, but also denounces institutionalized public opinion and its imbrication in the newspaper industry in the 1930s. Like other skeptics, Waugh challenges the utopian notion that polling fosters unmediated exposure to public thought; the mediation of polling through the political morass of newspapers elicited fears that polling would become just one more media cudgel with which to shape and manipulate public sentiment.