By Susan Ohmer
George Gallup in Hollywood is an engaging examine the movie industry's use of opinion polling within the Nineteen Thirties and '40s. George Gallup's polling suggestions first accomplished popularity while he correctly expected that Franklin D. Roosevelt will be reelected president in 1936. Gallup had devised a really potent sampling procedure that took families from all source of revenue brackets into consideration, and Hollywood studio executives quick pounced at the worth of Gallup's learn. quickly he was once gauging reactions to stars and scripts for RKO images, David O. Selznick, and Walt Disney and taking the public's temperature on Orson Welles and Desi Arnaz, equivalent to Fred Astaire and Ginger Rogers, and flicks like Gone with the Wind, Dumbo, and Fantasia.
Through interviews and wide examine, Susan Ohmer strains Gallup's groundbreaking highbrow and methodological advancements, studying his complete method of industry learn from his early schooling within the advertisements to his later paintings in Hollywood. the result of his opinion polls supply a desirable glimpse on the type and gender changes of the time in addition to renowned sentiment towards social and political issues.
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Extra resources for George Gallup in Hollywood (Film and Culture Series)
42 It is this approach that infuses Gallup’s ﬁlm research in the 1940s. He carried out research for ﬁlm producers, not stars or writers, and framed his questions to meet the needs of studio executives. Gallup’s focus on the practical problems confronting business executives developed out of his own experiences as an entrepreneur and his academic training in applied psychology at Iowa. His graduate work linked him to broader intellectual movements that valorized the scientiﬁc measurement of human behavior and use of quantitative means to describe personality traits.
29 The psychology program at Iowa is linked directly to these broader trends in the ﬁeld. D. at Johns Hopkins, where he studied with Wundt’s former student G. Stanley Hall. 30 In 1897, Carl Seashore joined the faculty and remained at Iowa for the next ﬁfty years. During Gallup’s time at the university, Seashore served as dean of the Graduate School and head of the psychology department, where he was Gallup’s teacher and mentor. 31 Like Gallup, Seashore was an Iowa native who had grown up on a farm.
Grifﬁth. Since Iowa City theaters such as the Strand and the Englert changed their programs every few days, as did many theaters of the time, the pages of the Daily Iowan displayed an ever-changing array of images. 16 In this period Hollywood became a cultural space as well as a geographical place, one that engaged the imaginations of much of the country. 17 Film ads in the Daily Iowan sketched a world of glamour and daring, where women were sultry and seductive, men suave and debonair. A large ad for Anna Q.