The wedding announcements in The New York Times are, as all amateur sociologists know, a valuable source of raw data concerning prestige-display behavior among the American elite. But they do not provide the best index of any individual’s social status. Much more reliable in that respect are the obituaries, which provide an estimate of the deceased party’s total accumulated social capital. They may also venture a guess, between the lines, about posterity’s likely verdict on the person.
In the case of John Kenneth Galbraith, who died last week, the Times  obituary could scarcely fail to register the man’s prominence. He was an economist, diplomat, Harvard professor, and advisor to JFK. Royalties on his book The Affluent Society (1958) guaranteed that -- as a joke of the day had it -- he was a full member. But the notice also made a point of emphasizing that his reputation was in decline. Venturing with uncertain steps  into a characterization of his economic thought, the obituary treated Galbraith as kind of fossil from some distant era, back when Keynsian liberals still roamed the earth.
He was patrician in manner, but an acid-tongued critic of what he once called "the sophisticated and derivative world of the Eastern seaboard." He was convinced that for a society to be not merely affluent but livable (an important distinction now all but lost) it had to put more political and economic power in the hands of people who exercised very little of it. It was always fascinating to watch him debate William F. Buckley -- encounters too suave to call blood sport, but certainly among the memorable moments on public television during the pre-"Yanni at the Acropolis" era. He called Buckley the ideal debating partner: “pleasant, quick in response, invulnerable to insult, and invariably wrong.”
Galbraith’s influence was once strong enough to inspire Congressional hearings to discuss the implications of his book The New Industrial State (1967). Clearly that stature has waned. But Paul Samuelson was on to something when he wrote, “Ken Galbraith, like Thorstein Veblen, will be remembered and read when most of us Nobel Laureates will be buried in footnotes down in dusty library stacks.”
The reference to the author of The Theory of the Leisure Class is very apropos, for a number of reasons. Veblen’s economic thought left a deep mark on Galbraith. That topic has been explored at length by experts, and I dare not bluff it here. But the affinity between them went deeper than the conceptual. Both men grew up in rural areas among ethnic groups that never felt the slightest inferiority vis-a-vis the local establishment. Veblen was a second-generation Norwegian immigrant in Wisconsin. Galbraith, whose family settled in a small town in Canada, absorbed the Scotch principle that it was misplaced politeness not to let a fool know what you thought of him. “Better that he be aware of his reputation,” as Galbraith later wrote, “for this would encourage reticence, which goes well with stupidity.”
Like Veblen, he had a knack for translating satirical intuitions into social-scientific form. But Galbraith also worked the other way around. He could parody the research done by “the best and the brightest,” writing sardonically about what was really at stake in their work.
I’m thinking, in particular, of The McLandress Dimension (1963), a volume that has not received its due. The Times calls it a novel, which only proves that neither of the two obituary writers had read the book. And it gets just two mentions, in passing, in Richard Parker’s otherwise exhaustive biography John Kenneth Galbraith: His Life, His Politics, His Economics (Farrar, Straus, and Giroux, 2005).
While by no means a major work, The McLandress Dimension deserves better than that. Besides retrieving the book from obscurity, I’ll take a quick look at a strange episode in its afterlife.
The McLandress Dimension, a short collection of articles attributed to one “Mark Epernay,” was published by Houghton Mifflin during the late fall of 1963. At the time, Galbraith was the U.S. ambassador to India. Portions of the book had already appeared in Esquire and Harper’s. One reviewer, who was clearly in on the joke, introduced Mark Epernay as “a gifted young journalist who has specialized in the popularization -- one might almost say the vulgarization -- of what one has learned to call the behavioral sciences.”
The pen name combined an allusion to Mark Twain with a reference to a town in France that Galbraith had come across in a book about the Franco-Prussian war. (Either that, or on the side of a wine crate; he was not consistent on this point.) “The pseudonym was necessary because I was then an ambassador,” recalled Galbraith in a memoir, “and the State Department required its people to submit their writing for review while forbidding them to take compensation for it.... However, it did not seem that this rule need apply to anything written in true anonymity under a false name. Accordingly, I wrote to the then Attorney General, Mr. Robert Kennedy, proposing that I forego the clearance and asking if I might keep the money. So difficult was the question or so grave the precedent that my letter was never answered.”
But Epernay was just the foil for Galbraith’s real alter ego -- the famous Herschel McLandress, the former professor of psychiatric measurement at the Harvard Medical School and chief consultant to the Noonan Psychiatric Clinic in Boston. The researcher was a frequent recipient of grants from the Ford Foundation, the Rockefeller Foundation, and sundry other nonprofit geysers of soft money. His ideas were the subject, as Epernay put it, “of some of the most trenchant debates in recent years at the Christmas meetings of the American Association for Psychometrics.” While his name was not yet a household word, McLandress had an impressive (if top-secret) list of clients among prominent Americans.
The work that defined his career was his discovery of “the McLandress Coefficient” – a unit of measurement defined, in laymen’s terms, as “the arithmetic mean or average of intervals of time during which a subject’s thoughts centered on some substantive phenomenon other than his own personality.”
The exact means of calculating the “McL-C,” as it was abbreviated, involved psychometric techniques rather too arcane for a reporter to discuss. But a rough estimate could be made based on how long any given person talked without using the first-person singular pronoun. This could be determined “by means of a recording stopwatch carried unobtrusively in the researcher’s jacket pocket.”
A low coefficient -- anything under, say, one minute -- “implies a close and diligent concern by the individual for matters pertaining to his own personality.” Not surprisingly, people in show business tended to fall into this range.
Writers had a somewhat higher score, though not by a lot. Epernay noted that Gore Vidal had a rating of 12.5 minutes. Writing in The New York Review of Books, Vidal responded, ““I find this ... one finds this odd.”
What drew the most attention were the coefficients for various political figures. Nikita Khrushchev had the same coefficient as Elizabeth Taylor – three minutes. Martin Luther King clocked in at four hours. Charles de Gaulle was found to have the very impressive rating of 7 hours, 30 minutes. (Further studies revealed this figure to be somewhat misleading, because the general did not make any distinction between France and himself.) At the other extreme was Richard Nixon, whose thoughts never directed beyond himself for more than three seconds.
Epernay enjoyed his role as Boswell to the great psychometrician. Later articles discussed the other areas of McLandress’s research. He worked out an exact formula for calculating the Maximum Prestige Horizon of people in different professions. He developed the “third-dimensional departure” for acknowledging the merits of both sides in any controversial topic while carefully avoiding any form of extremism. (This had been mastered, noted Epernay, by “the more scholarly Democrats.”)
And McLandress reduced the size of the State Department by creating a fully automated foreign policy -- using computers to extrapolate the appropriate response to any new situation, based on established precedent. “Few things more clearly mark the amateur in diplomacy,” the reporter explained, “than his inability to see that even the change from the wrong policy to the right policy involves the admission of previous error and hence is damaging to national prestige.”
One piece in the book covered the life and work of someone who has played a considerable role in the development of the modern Republican Party, though neither Galbraith nor Epernay could have known that at the time.
The figure in question was Allston C. Wheat, “one of the best tennis players ever graduated from Cornell” as well as a very successful “wholesaler of ethical drugs, antibiotics, and rubber sundries in Philadelphia.” Upon retirement, Wheat threw himself into he writings of Ludwig von Mises, Ayn Rand, and Barry Goldwater, among others. His studies left Wheat sorely concerned about the menace of creeping socialism in America. As well he might be. Certain developments in the American educational system particularly raised his ire. Wheat raised the alarm against that insidious subversive indoctrination in collectivist ideology known as “team sports.”
“Every healthy able-bodied young American is encouraged to participate in organized athletic events,” Wheat noted in a widely-circulated pamphlet. This was the first step in brainwashing them. For an emphasis on “team spirit” undermines good, old-fashioned, dog-eat-dog American individualism. “The team,” he warned, “is the social group which always comes first.... If you are looking for the real advance guard for modern Communism, you should go to the field-houses and the football stadiums.”
The tendency of the Kennedys to play touch football at family gatherings proved that “they are collectivist to the core.” And then there was the clincher: “Liberals have never liked golf.”
Wheat’s dark suspicions had a solid historical basis. “In 1867,” Epernay pointed out in a footnote, “the first rules for college football were drawn up in Princeton, New Jersey. That was the year of the publication of Das Kapital.... Basketball was invented in 1891 and the Socialist Labor Party ran its first candidate for President in the following year.” Coincidence? Don’t be gullible. As the saying has it, there’s no “I” in “team.”
The goal of Wheat’s movement, the Campaign for Athletic Individualism, was to ensure that young people’s McLandress Coefficients were low enough to keep America free. Today, Wheat has been forgotten. No doubt about it, however: His legacy grows.
In many ways,The McLandress Dimension was in many ways a product of its moment -- that is, Camelot, the early 60s, a time of heavy traffic on the wonky crossroads where social science and public policy meet.
Books like Vance Packard’s The Status Seekers were showing that the American social hierarchy, while in transition, was very much in place. A celebrity culture in the arts, politics, and academe was emerging to rival the one based in Hollywood. The sort of left-liberal who read Galbraith with approval could assume that the McCarthyist worldview belonged in the dustbin of history.
The McLandress Dimension satirized all these things -- but in a genial way. It said, in effect: “Let’s not be too serious about these things. That would be stupid.”
So Galbraith’s timing was good. But it was also, in a way, terrible. Articles about the book started appearing in early December -- meaning they had been written at least a few weeks earlier, before the assassination of the president. There was a lightheartedness that must have been jarring. Most of the reviewers played along with the gag. One magazine sent a telegram to the embassy in India, asking Galbraith, “Are you Mark Epernay?” He cabled back, ”Who’s Mark Epernay?”
But the season for that kind of high spirits was over. If Herschell McLandress was the embodiment of the number-crunching technocratic mentality in 1963, his place in the public eye was soon taken by Robert McNamara. Such “extremists in defense of liberty” as Allston Wheat were trounced during the 1964 presidential campaign -- only to emerge from it stronger and more determined than ever. Galbraith’s serious writings were a major influence on the Great Society programs of the Johnson administration. But that consummation that was also, with hindsight, a swan’s song.
As for The McLandress Dimension itself, the writings of Mark Epernay found a place in the bibliographies of books on Galbraith. But they were ignored even by people writing on the development of his thought. I recently did a search to find out if anyone ever cited the work of Herschel McLandress in a scholarly article, perhaps as an inside joke. Alas, no. All that turns up in JSTOR, for example, is a brief mention Galbraith’s book in an analysis of the humorous literature on Richard Nixon. (There is, incidentally, rather a lot of it.)
And yet the story does not quite end there.
In 1967, the Dial Press issued Report from Iron Mountain: On the Possibility and Desirability of Peace,  which the publisher claimed was in fact a secret government document. The topic was the socio-economic implications of global peace. It was prepared, according to the introduction, by a group of prominent but unnamed social scientists. The prose was leaden, full of the jargon and gaseous syntax of think-tank documents.
The challenge facing the Iron Mountain group, it seemed, was to explore any adverse side-effects of dismantling the warfare state. The difficulties were enormous. Military expenditures were basic to the economy, they noted. Threat from an external enemy fostered social cohesion. And the Army was, after all, a good place for potentially violent young men.
It would be necessary to find a way to preserve all the useful aspects of war preparation, and to contain all the problems it helped solve. A considerable amount of social restructuring would be required should the Cold War end. The think tank proposed various options that leaders might want to keep in mind. It could prove necessary to sponsor new forms of extremely violent entertainment, introduce slavery, and concoct a plausible story about the threat of extraterrestrial invasion.
This was, of course, a satire on the “crackpot realism” (as C. Wright Mills once termed it) of the Rand Institute and the like. It was concocted by Leonard Lewin, a humor writer, and Victor Navasky, the editor of The Nation. But the parody was so good as to be almost seamless. It proposed the most extreme ideas in an incredibly plodding fashion. And the scenarios were only marginally more deranged-sounding than anything mooted by Herman Kahn, the strategist of winnable thermonuclear war.
Serious journals devoted articles to debating the authenticity of the document. One prominent sociologist wrote a long article suggesting that it was so close to the real thing that one might as well take it seriously. At one point, people in the White House were reportedly making inquiries to determine whether Report from Iron Mountain might not be the real thing.
In the midst of all this, Herschel McLandress, who had retreated into silence for almost four years, suddenly returned to public life. In an article appearing in The Washington Post, the great psychometrician confirmed that Report from Iron Mountain was exactly what it claimed to be. He had been part of the working group involved in the initial brainstorming. He chided whoever was responsible for leaking the document. By no means were Americans ready to face the horrors of peace. He did not challenge any of the report’s conclusions. “My reservations,” McLandress stated, “relate only to the wisdom of releasing it to an obviously unconditioned public.”
Writing from behind his persona, Galbraith turned in a credible impression of social-science punditry at its most pompous. (You can read the entire review here. ) It must have been very funny if you knew what was going on. And presumably some people did remember that McLandress was himself a figment of the imagination.
But not everyone did. Over time, Report from Iron Mountain became required reading for conspiracy theorists -- who, by the 1990s, were quite sure it was a blueprint for the New World Order. After all, hadn’t a reviewer vouched for its authenticity in The Washington Post?
And what did Galbraith think of all this? I have to.... One has to wonder.