Mass-Observation is a United Kingdom social research project; originally the name of an organisation which ran from 1937 to the mid-1960s, and was revived in 1981 at the University of Sussex.
Mass-Observation originally aimed to record everyday life in Britain through a panel of around 500 untrained volunteer observers who either maintained diaries or replied to open-ended questionnaires (known as directives). The organisation also paid investigators to anonymously record people's conversation and behaviour at work, on the street and at various public occasions, including public meetings and sporting and religious events.
The creators of the Mass-Observation project were three former students from Cambridge: anthropologist Tom Harrisson (who left Cambridge before graduating),[1] poet Charles Madge and filmmaker Humphrey Jennings. Collaborators included literary critic William Empson, photographers Humphrey Spender and Michael Wickham,[2] collagist Julian Trevelyan, novelists Inez Pearn and G.B. Edwards,[3] spiritualist medium Rosemary Brown,[4] journalist Anne Symonds, and painters William Coldstream and Graham Bell. Run on a shoestring budget with money from their own pockets and the occasional philanthropic contribution or book advance, the project relied primarily on its network of volunteer correspondents.
Harrisson had set up his base in a working-class street in the northern English industrial town of Bolton (known in Mass-Observation publications as "Worktown"), in order to "systematically... record human activity in this industrial town" (Madge & Harrisson, 1938:7) using a variety of observational methods. Meanwhile, Madge, from his London home, had started to form a group of fellow-poets, artists and film-makers under the name "Mass-Observation". The two teams began their collaboration in early 1937.
An important early focus was King Edward VIII's abdication in 1936 to marry divorcée Wallis Simpson, and the succession of George VI. Dissatisfied with the pronouncements of the newspapers as to the public mood, the project's founders initiated a nationwide effort to document the feelings of the populace about important current events by collecting anecdotes, overheard comments, and "man-in-the-street" interviews on and around the coronation of King George VI and Queen Elizabeth on 12 May 1937.
Their first published report, May the Twelfth: Mass-Observation Day-Surveys 1937 by over two hundred observers was published in book form. The result tended to subvert the Government's efforts at image-making. The principal editors were Humphrey Jennings and Charles Madge, with the help of T. O. Beachcroft, Julian Blackburn, William Empson, Stuart Legg and Kathleen Raine. The 1987 reprint contains an afterword by David Pocock, director of the Tom Harrisson Mass-Observation archive.
In August 1939, Mass-Observation invited members of the public to record and send them a day-to-day account of their lives in the form of a diary. No special instructions were given to these diarists so they vary greatly in their style, content and length.[5] 480 people responded to this invitation and their diaries are now held in the organisation's archive.[6]
During the Second World War, Mass-Observation research was occasionally influential in shaping British public policy. In 1939 Mass-Observation publicly criticised the Ministry of Information's posters, which led to their being replaced with more appropriate ones. In addition, their study of saving habits was successfully used by John Maynard Keynes to argue for tax policy changes. During the war, there were also a few cases of Mass-Observation (MO) doing research on commission for government authorities trying to shape recruiting and war propaganda: Mary Adams, for example, employed Mass-Observation on commission for the Ministry of Information.
Following the war, and the departure of project founders Harrisson, Madge, and Jennings, research began to focus on the commercial habits of the country[7] rather than the broader cultural research that characterised its first decade. This turn towards market research was formalised in 1949 when the project was incorporated as a private firm and, under new management, became registered as a market research limited company, Mass Observation (UK) Limited. Eventually the firm was merged with the advertising agency J. Walter Thompson's UK research agency BMRB, to form MRB International, followed by a full merger in the early 1990s.
A re-evaluation of the Mass-Observation archives led to a relaunch of the project in 1981.[8] Today, housed at the University of Sussex, Mass-Observation continues to collect the thoughts of its panel of writers through regular questionnaires (known as directives) and is used by students, academics, media researchers and the public for its unique collection of material on everyday life in Britain. The project issues annual call-outs for day diaries on the 12th of May each year, echoing the initial call on 12th May 1937;[9] anyone is welcome to submit a diary of their activity on this day either digitally or physically.[10]
The Mass-Observation archive of materials is currently housed in The Keep, an archive housing East Sussex and Brighton and Hove councils' historical record.[11] [12]
A number of publications are also available from the University of Sussex. The following selection of titles also gives some idea of the scope of Mass Observation's work:
Since the archive was moved and re-established at Sussex University, a number of books based on the diaries commissioned by Mass-Observation in 1939 have been published. These include:[13]
See also:
Findings of Mass-Observation have also played a large part in such works of social history as Joe Moran's Queuing for Beginners.