Mass Observation

Mass Observation was a pioneering social research organization in the United Kingdom that documented everyday life and public opinion. Founded in 1937, it combined anthropological observation with written accounts from volunteer observers to create a unique archive of British society. Its work spanned from the Great Depression through World War II and into the postwar era, capturing the attitudes of ordinary people. The project is considered a foundational influence on modern sociology, cultural studies, and qualitative research.

Origins and founding

The initiative was co-founded in 1937 by anthropologist Tom Harrisson, poet and journalist Charles Madge, and filmmaker Humphrey Jennings. Its creation was a direct response to the Abdication Crisis of Edward VIII, which the founders felt highlighted a disconnect between public sentiment and official media narratives. Inspired by developments in surrealism and the ethnographic methods of Bronisław Malinowski, they sought to create an "anthropology of ourselves." Early support and publicity came from figures like David Gascoyne and the magazine New Statesman, helping to recruit its first volunteers. The project was initially based in London before Harrisson established a major fieldwork centre in the industrial town of Bolton, which was dubbed "Worktown."

Methodology and practices

Its approach was famously eclectic, blending several data collection techniques. A national panel of volunteers, known as observers, submitted regular written reports on their daily lives and overheard conversations in a method called "day surveys." Simultaneously, trained investigators conducted direct, covert observations of behaviour in public spaces like pubs, churches, and football matches, particularly in Bolton and later in London. The organization also used directive questionnaires sent to panel members, soliciting detailed responses on specific topics ranging from Christmas rituals to fears during the Blitz. This tripartite method aimed to cross-reference subjective personal testimony with recorded social behaviour.

Key projects and publications

Its most significant work was conducted during World War II, documenting the home front for the Ministry of Information. Studies covered morale during the Battle of Britain, the impact of rationing, and public response to Winston Churchill's speeches. Key publications from this period include the books War Begins at Home and The Pub and the People. The landmark publication Britain by Mass-Observation introduced its findings to a wider audience. After a hiatus, the archive was revived at the University of Sussex in the 1970s, leading to new publications like the series The Mass Observation Diaries which continues to collect annual submissions.

Impact and legacy

The organization fundamentally influenced the development of social history and market research in Britain. Its archive, housed at the University of Sussex, is an invaluable primary resource for historians studying 20th-century British society, culture, and the Home Front. Methodologically, it presaged later practices in oral history, ethnography, and public opinion polling. Contemporary projects like The COVID-19 Social Study directly echo its model of capturing lived experience during a national crisis. Its emphasis on the ordinary and the vernacular also left a mark on British documentary film movement and English literature.

Criticism and ethical considerations

The project faced contemporary and retrospective criticism, particularly regarding its ethical stance. Its covert observation methods raised early questions about informed consent and the privacy of unwitting subjects. Some contemporary sociologists from the London School of Economics dismissed its work as unscientific and impressionistic compared to more quantitative surveys. Later scholars have also examined the potential class biases of its mostly middle-class observers documenting working-class life in Bolton. Furthermore, its relationship with the Ministry of Information during the war prompted debates about its role as a neutral recorder versus an instrument for governmental propaganda and social management.

Category:Social research organizations Category:History of the United Kingdom