Edmund Wilson's Words of Ill-Omen: Massive

The American man of letters gives guidance to writers and journalists on both sides of the Atlantic.

Three: Massive.

This word has become one of the worst bores and nuisances of both British and American journalism, and what seems to have been its sudden and rapid emergence is a phenomenon which ought to be studied. It has no doubt been given special prestige by the declaration of Mr Dulles in his speech to the Council on Foreign Relations of 12 January 1954 that "Local Defence must be reinforced by the further deterrent of massive retaliatory power", but the word had already been gaining momentum.

It is now to be found everywhere, and one even has an uneasy feeling that it may announce the presence of radioactivity. In the course of a few weeks I have been able to pick up a whole pile of examples.

Let me establish the word first in its earlier sense by some quotations from David Copperfield:

...an office that ought to have been on the ground floor of the Tower of Babel, it was so massively constructed ... sundry immense manuscript Books of Evidence taken on affidavit, strongly bound and tied together in massive sets ... His hold watch-chain was so massive, that a fancy came across me, that he ought to have a sinewy golden arm, to draw it out with, like those which are put up over the gold-beaters' shops.

These apply to inert materials, but you have also a human massiveness not devoid of moral implication: "There was a fine massive gravity on his face, I did not venture to disturb". The definitions of the word in the OED mostly deal with this sort of mass, though there follow examples of massive applied to "immaterial things" (massive thought, massive swellings), and to volume of sound (massive bass, massive chorus). Ruskin, it seems, spoke of clouds as "massive or striated", but added, "I cannot find a better word than massive, though it is not a good one, for I mean it only to signify it is not a good one, for I mean it only to signify a fleecy arrangement in which no lines are visible". Note Ruskin's apology for extending the meaning.

Now, the single use of massive among the recent examples I have gathered which comes under the first of the old definitions occurs in an article by S J Perelman in the New Yorker of 7 June. He speaks of "a massive fireplace"; but this is probably to be explained by his penchant for writing parodies of various old-fashioned styles. Sir Harold Nicolson, in a review of Belloc's letters in the Observer of 18 May, just manages to remain within the old definition when he writes of Belloc's "querulousness - so distressing in a massive, mighty man"; and T S Eliot, in his introduction to a volume of selections from Joyce, Introducing James Joyce, is also just within the old defition when he refers to Finnegans Wake as "that massive work". Finnegans Wake is not massive by reason of bulk - a novel by Dickens is much longer - but its density does perhaps make it massive. The Times Literary Supplement of 23 May provides another example of massive applied to books: "All these biographies are monumental in a sense beyond the merely massive and the physically weighty"; and Pamela Hansford Johnson, in the book already mentioned, applied the word to style: "He informed her, in a style as steady and massive as Cicero's".

But isn't Nicolson stretching it a little when he speaks, in a review in the New York Times Book Review of 18 March, of "the fourth volume of Winston Churchill's massive History of the English-Speaking Peoples"; and, in the Sunday Times of 6 July, of de Tocqueville's "massive studies of the ancien régime in France or the development of young America"? Maybe not: it is a matter of relative scale. But what adjective have you left for Gibbon? In a second use of massive in the Churchill review, this writer does, however, depart from the older uses of the word: the American Civil War, he says, was "a cosmic clash between strong men and massive principles". (I do not care for 'cosmic' here either. I have always regarded this loose use of cosmic as a particularly undesirable Americanism.)

The tendency to make massive a substitute not merely for enormous, immense and huge but even for large and extensive as applying to all sorts of phenomena, social, financial, political and psychological, is illustrated by the following examples.

It is easy and proper for the American Ambassador to Canada ... and for Canadian economists to argue that massive American investment, at this stage, is essential to Canada's growth. (An article in Harper's Magazine on 'Why Canadians Are Turning Anti-American'.)

The Marxists claim, of course, that colonialism invariably represented a massive and cruel exploitation of the colonial peoples. . . It is small wonder that it has all added up to a massive anti-Western complex. (George Kennan: Russia, the Atom and the West.)

No one, certainly not Lord Altrincham, we feel, would decry the massive difficulties confronting the young woman who is called upon to combine the personal and institutional qualities demanded of the Monarch today. (Lord Altrincham and Others: Is The Monarchy Perfect?)

... for several minutes the three of us waited with bowed heads ... while he built up a massive edifice of bad language. (John Wain: The Con-tenders.) (The use of massive here is possible under the old definition but provides another example of the fashionable addiction to the word.)

He could then argue that the Russians with their massive conventional forces and their interior lines cannot be contained without nuclear weapons. (Walter Lippmann.)

... he felt that his work was misunderstood on a massive scale. (Adventures of a Pacifist in the New Yorker, 22 March). In around a thousand pages, Max Lerner ... has undertaken ... a massive attempt to describe the main characteristics and currents of American life and thought ... (Review in New Yorker, 22 March).

Instead of the weekly issue of Punch or the New Yorker, subscribers will receive a small phial (wrapped, of course, in massive quantities of advertising matter), with instructions on how and when to inject its contents, thereby giving rise to fits of healthy, invigorating laughter. (Malcolm Muggeridge in April Esquire.)

There was a massive creation, consumption, and disposal of goods. (Dan Jacobson in June Encounter.)

Here are a number of examples - all from recent issues of the New York Times - that have been obviously inspired by Dulles:

A massive wave of Soviet, Chinese Communist and East European criticism has been directed at Yugoslavia ... Under Virginia's so-called "mas-sive resistance" laws, no Negro has been integrated in a public school. ... While somewhat inconclusive, the first report of the United Nations observers in Lebanon failed to support the Lebanese Government's charges of massive intervention. ... The United States Embassy here an-nounced early today that "a massive airlift" of petroleum products for Jordan would be started within the next few hours. ... Dr Malik replied a few days later that "massive intervention" was continuing. ...

You find also now a frequent use of the adverb: in the Times Literary Supplement editorial already quoted above, for example, "the realism of massively accumulated detail", and in the novel by John Wain, "'I've had my breakfast,' I said, bringing his organizing power massively into play". In a notice of a volume of reporting pieces in the Times Literary Supplement, the anonymous reviewer writes, "individually, they are massively observant". In Inside Russia Today, John Gunther says of Marx that he "was massively influenced by several French thinkers". (The May issue of Vogue referred to this volume as "a massive book".) In the Letter from Paris in the New Yorker of 31 May, one finds, "This is a call for the saviour that has not been massively heard in the Paris streets".

Some of these phrases - John Gunther's, for example - seem to me inexact, even if the meaning of massive is extended. Russia might perhaps be said to have been massively influenced by Marx; can you say that Marx's thought was massively influenced by earlier thinkers? But even when the words are properly used in the more limited old-fashioned senses, they are certainly used far too often. Massive and massively occur only four times in the whole of David Copperfield, but in short articles like the Nicolson review and the TLS editorial, the writers have slipped into using them twice.

Now, why has the word become so popular? It may be that the Marxist masses, in the sense of the working classes, has - in the last case above, for example - a little something to do with it. But what are undoubtedly most important, from the strictly material point of view, are the immense modern buildings and power plants, our machines for transportation and industry and war; and from the point of view of range or effect, our modern commercial enterprises and military operations. And there are also, of course, the great power units. Mr Dulles's "further deterrent of massive retaliatory power" is also an inexact use of the word, but it is evident that Mr Dulles was thinking both of the power of the United States and of the effect of the modern bomb. We are awed and yet stimulated by our awareness of size, weight, explosive force and expanding governmental domination, and these feelings have their expression in our use of massive.

6 September 1958.

Next up: Superb and Fabulous. Previous: Religionist.

Massive books in massive Russia. Photo: Getty.

Edmund Wilson (1895-1972) was a noted American writer, critic and social commentator who contributed occasional reviews and essays to the New Statesman.

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In the age of podcasts, the era of communal listening is over

Where once the nation would listen to radio events together, now, it is the booming podcast market that commands our attention

It’s a moment so celebrated that no TV drama about the Second World War is complete without it. At 11.15am on 3 September 1939, Neville Chamberlain made a live radio broadcast from Downing Street announcing that “this country is now at war with Germany”. A silence fell over the nation as people rushed to the wireless to hear him. The whole country was listening, but crucially, it was listening together.

Nearly eight decades later, it is difficult to imagine a communal audio event like that ever happening again. The arrival of the Walkman in 1979, since superseded by the iPod and then the smartphone, turned listening into a personal, solitary pastime. It was no longer necessary for families to get a radio on a hire-purchase arrangement and gather round it in the sitting room. The technology that delivers audio to us is now small and cheap enough for each of us to have one in our pocket (with headphones tangled around it, of course).

At the same time, the method of delivery changed, too. “Radio” ceased to indicate simply “programming transmitted by electromagnetic waves” in the late 1990s, when conventional radio stations began to make their output available on the internet. Online-only radio stations sprang up, streaming their shows directly to computers. Free from any regulation and with the internet as a free distribution platform, these early stations echoed the tone of pirate radio stations in the 1960s.

The idea of “audioblogging” – making short voice recordings available for download online – has been around since the early 1980s, but it wasn’t until 2004 that the word “podcasting” was coined by the technology journalist Ben Hammersley in an article for the Guardian. He was looking for a name for the “new boom in amateur radio” that the internet had enabled.

Thanks to technological advances, by the early 2000s, a podcaster could record a sound clip and upload it to his or her feed, and it would arrive automatically on the computer of anyone who had subscribed. Apple began to include podcasts as a default option on iPods; in 2008 iPhones offered a podcast app as standard. The market boomed.

Apple is notoriously reluctant to provide data on its products, but in 2013 it announced that there had been more than a billion podcast subscriptions through its iTunes store, which carried over 250,000 podcasts in 100 languages. In 2016, Edison Research released a study suggesting that 21 per cent of all Americans over the age of 12 had listened to at least one podcast in the past month – roughly 57 million people. Audiobooks, too, are booming in this new age of listening; the New York Times reported that
although publishing revenue in the US was down overall in the first quarter of 2016, digital audio sales had risen by 35.3 per cent.

The vast share of this listening will be solitary. This is because audio is a secondary medium. For all the talk about the rise of “second screening”, it isn’t really possible to do much more than idly scroll through Twitter on your phone as you watch television, but you can easily get things done while you listen to a podcast. Put on a pair of headphones, and you can go for a run or clean out the oven in the company of your favourite show. In this sense, the medium has been a game-changer for commuters and those doing repetitive or manual work: there’s no longer any need to put up with sniffling on the train or your boss’s obsession with Magic FM.

Though podcasts are an internet phenomenon, they have managed to remain free from the culture of trolling and abuse found elsewhere. It is difficult to make audio go viral, because it’s tricky to isolate a single moment from it in a form that can be easily shared. That also deters casual haters. You can’t just copy and paste something a host said into an insulting tweet.

Our new and solitary way of listening is reflected in the subjects that most podcasts cover. While there is the occasional mega-hit – the American true crime podcast Serial attracted 3.4 million downloads per episode in 2014, the year it launched – most shows exist in a niche. A few hundred listeners who share the host’s passion for pens or for music from antique phonographs can be enough to sustain a series over hundreds of episodes (there are real podcasts on both of these topics).

This is also where the commercial opportunity lies. It costs relatively little to produce even high-quality podcasts, compared to TV or conventional radio, yet they can ­attract very high advertising rates (thanks to the dedication of regular listeners and the trust they have in the host). The US is far ahead of the UK in this regard, and podcast advertising revenue there is expected to grow 25 per cent year on year, reaching half a billion dollars in 2020. Where this was once a hobby for internet enthusiasts, it is now big business, with venture capitalists investing in new networks and production companies. The US network Gimlet attracted $6m in funding in 2015. However, in the UK, the BBC crowds out smaller, independent operations (the trade-off is that it makes undeniably outstanding programmes).

There is even a movement to make listening a communal activity again. The same hipsters responsible for the resurgence of vinyl sales are organising “listening parties” at trendy venues with high-quality sound systems. Live shows have become an important source of revenue for podcasters. Eleanor McDowall, a producer at the Falling Tree radio production company, organises subtitled “screenings” for podcasts in languages other than English. I even have a friend who is part of a “podcast club”, run on the same lines as a monthly book group, with a group of people coming together to discuss one show on a regular schedule.

The next big technological breakthrough for audio will be when cars can support internet-based shows as easily as conventional radio. We might never again gather around the wireless, but our family holidays could be much improved by a podcast.

Caroline Crampton is assistant editor of the New Statesman. She writes a weekly podcast column.

This article first appeared in the 16 February 2017 issue of the New Statesman, The New Times