Charlatan: The Fraudulent Life of John Brinkley - Pope Brock

If someone casually mentioned to you that they had discovered the secret to eternal youth and vitality, would you sit up and listen? If they then told you that in order to achieve this, and the rampant sex drive which would naturally accompany it, you may have to undergo surgery, would you ask for more information? What, then, would you say if you were told that this secret required you to go under the knife of an unlicensed doctor, who would slice open your scrotum (or abdomen if you were a woman) and literally drop in to the incision a pair of goat’s testicles (or ovaries), and then charge you half your annual salary for the privilege. Would you run a mile or get the chequebook out?

It seems that thousands of poor souls didn’t run. In fact, thousands were so convinced by the person who I would safely say was the father of spin and PR, that they subjected themselves to this ridiculous procedure (and many died) and happily paid the bill.

Charlatan is the story of one of the most amazing examples of clever marketing I have ever seen. Brinkley was a charlatan through and through. Yet he was also a brilliant ideas man when it came to self promotion, realising that there were ways he could broadcast to hundreds of thousands of people during the Great Depression when his rivals were still standing in county fairs. Brinkley was one of the first people to use radio to self promote. He also used direct mail including psychological tactics to convince people to come and have the procedure. He took the promotion required for running for politics to the next level. And for more than 20 years, he remained one step ahead of the people who knew, and right in front of the poor, stupid and hopeful souls who didn’t.

The reason Brinkely flourished was that he was fortunate enough to be born at a time where medical licensing was haphazard, and quacks and magical remedies were rife. He was also one of the first and being the first meant that the majority of people simply didn’t even think to question his methods. But for almost the whole period of his long career, he was pursued by another, equally as egotistical medico, Morris Fishbein who had made it his life’s mission to bring down the quacks who were threatening the lives of the nation.

Pope Brock has written an incredibly entertaining, journalistic account of the battle between these two characters. His statement “…though perhaps not the worst serial killer in American history, ranked by body count alone he is at least a finalist for the crown” exemplifies his quick, amusing prose and pacey storyline. Perhaps the most interesting thing about this book is that it is as much didactic as it is historical. We may scoff at people doing something so ridiculous for youth and sexual prowess, but when you see the demand for Viagra, the ridiculous pseudo-scientific and new age claims for eternal youth, long life and rejuvenation, and the aggressive marketing campaigns aimed at making us do and buy anything to hold the wrinkles back for another year, you have to ask whether we are in fact any different? OK, so perhaps not so many goats may suffer in our quest, but Brinkley’s master stroke was identifying a basic human desire, and putting in the average man’s grasp for a fee. I am sure there is many a marketer today who surreptitiously takes notes from ‘Doctor’ John Brinkley, and his unbelievable goat testicle cure for all.

Rating: 8/10
ISBN: 978-0-297-84566-9
Publisher: Orion Books
Year: 2008
Date Finished: 24 July 2008
Pages: 305
Challenges:

The Demon-Haunted World - Carl Sagan

I am a podcast addict as any of you who know can attest. I listen to an awful lot of podcasts about an awful lot of things, but my particular favourites are podcasts dealing with science, scepticism (or skepticism depending on which side of the pond you are from), astronomy, rationalism, evolutionary biology and critical thinking. In all of them, I kept hearing mention one book - The Demon Haunted World by Carl Sagan. I knew of Sagan anyway, having seen video of him and heard him recorded, but I had never actually sat down to read one of his books. When I finally got my hands on a copy I began to discover what all of the hype was about.

I think it is safe to say that Sagan is one of the fathers of the sceptical movement. But there is nothing about how he writes that suggests cynicism, dismissiveness or arrogance. This book, which deals particularly with the phenomenon of alleged UFO abductions to a large extent, but traverses through witchcraft, critical thinking and the need for education, the wonder of science and the absolutely incredible scope of the universe. Did Sagan know that this was the last book he was going to write? Deep down he may have, as all of us are only on this earth for a short time, but you would never be able to tell. This book is suffused with such optimism and determination, it is as if it has been written at the beginning of his long career rather than at the end.

What I enjoyed so much was the questions he poses throughout the book. They are all logical, reasonable questions which, if faced, would surely show the conspiracy theorists, irrational thinkers and fantasy prone personalities that there was another possibility for what they thought they knew. I didn’t detect any frustration in the questions thought - they were simply a string of things to consider. If there was one point perhaps I did detect the frustration in the author, it would have been in the chapters where he lamented the poor education of children of today. I think he hoped that the children he saw around him would pick up the mantle and ask the same questions that he was posing when he was no longer there to pose them.

The Demon Haunted World cannot be taken in with one single reading. Although I have completed it, I barely scratched the surface. The chapter on logical fallacies alone deserves going back to again and again, but there has been so much included in the pages that a single reading simply could not do it justice. I leave the book sitting by my bed to dip into every now and then, but I will sit down and read it in its entirety several times over. It should be a compulsory text in schools, simply to give children the ability to question. No amount of technology, internet, gadgets or developments can alter the fundamental human need for that if we really are to go forward into the unknown future.

Other Reviews

http://www.skepdic.com/refuge/sagan.html
http://blogcritics.org/archives/2002/10/16/232052.php

Rating: 10/10
ISBN: 978-0-345-40946-1
Publisher: Ballantine Books
Year: 1996
Date Finished: 11 July 2008
Pages: 457
Challenges:

Quirkology: The Curious Science of Everyday Lives - Richard Wiseman

Have you ever wondered whether a black cat crossing your path really brings you bad luck? How about what the funniest joke in the world is? Are you really connected to Sir Richard Branson by just six degrees? And how can you tell whether someone is actually lying? Richard Wiseman seems to spend his life cogitating over these kinds of questions, but unlike all the rest of us, he then decides he is going to find out what the answer is for once and for all.

Quirkology is a fabulous collection of Richard’s experiments, many of which produce some true surprises. His book successfully brings the fun into science and makes you think about those odd little aspects of life which we take for granted or believe without question. I just love his audacity in his search to find the truth. I have seen Richard speak and watched him perform his magic tricks (he is a magician as well as a scientist) and his book reads exactly like he speaks in person. It is entertaining, engaging and informative all at the same time. It’s a tough book to put down, and if you are ever looking for fascinating after dinner conversation or trivia, this is definitely the book to turn to.

If offered a jumper which had been rubbed in dog poo but not thoroughly laundered, or one which had been worn by a serial killer and thoroughly laundered, which would you prefer to put on? What do you think the majority of people said?

The one point I laughed out loud? Soon after he had been talking about Freud, the following line appeared

“Although Freud claimed to be a scientist, many of his ideas are completely untesticle”

Freudian slip perhaps? Or a deliberate ploy to see if you were paying attention. In either case, I absolutely loved this book and am looking forward to a sequel.

Rating: 9/10
ISBN: 978-0-230-70215-8
Publisher: Macmillan
Year: 2007
Date Finished: 3 May 2005
Pages: 298
Challenges: 4/8 of category 6: Science and Scepticism; W from the A-Z Challenge

Related articles by Zemanta

• Skeptic: Weirdonomics and Quirkology

A Short History of Nearly Everything - Bill Bryson

Quite often, the books I read will make me wish I could live more than one lifetime in order to pursue all of the different careers which spark my interest. A Short History of Nearly Everything by Bill Bryson was one of those book. The difference with this book is that rather than an alternative career path, this one found me wishing I could pursue 10 or 15 other career paths because they all sounded so interesting and all left me wanting to know more.

Bryson sets himself no small task with this book. His idea is to describe in as much depth as possible, the origins of the earth, life and science, traversing over astronomy, geology, astrophysics, physics, chemistry, genetics, evolution, biology, zoology, anthropology and a huge armload of other scientific fields which make this planet so utterly fascinating and amazing to be a part of. He writes in a very accessible style, so even as he is trying to describe Einstein’s Theory of Relativity or the still contentious string theory, the reader never feels alientated. Within less than 500 pages, you can begin to grasp the very basics of quantum theory, the theory of the Big Bang and evolutionary selection, all things which every living person on earth should know to give them a better understanding of the world around them.

I am always impressed by Bryson’s exhaustive research. Even though he hasn’t set out to write an academic text, he appears to have made every effort to verify his facts as well as give personality to the characters who have helped the human race build their scientific knowledge to now. Granted, I am sure there are many glaring gaps and many individuals who may have been missed in his narrative. Granted, there is undoubtedly poetic licence in Bryson’s anecdotal personalities. But the poetic licence is necessary to turn this book into an enjoyable read, whether you have a scientific background or not.

I took immense pleasure in being reminded of my high school chemistry in the chapters about the elements. But I think what surprised me and pleased me most of all about A Short History of Nearly Everything is the realisation of how little we know. Not just how little I know as an individual, but how little we know as a race. I think common perception is that we have mentally conquered much of the earth and universe. In fact, we have barely breathed on the surface. And that is what makes it all the more exciting. As a new, tiny piece of knowledge is achieved, one more mystery is resolved, and two more mysteries arise. What an amazing field to be involved in.

Rating: 9/10
ISBN: 0-385-40818-8
Publisher: Doubleday
Year: 2003
Date Finished: 11 April 2008
Pages: 423pp (not including bibliography and notes)
Challenges: 3/8 of Science and Skepticism category.

Why People Believe Weird Things: Pseudoscience, Superstition and Other Confusions Of Our Time - Michael Shermer

During the Second World War, the Nazi’s orchestrated the systematic murder of millions of Jews in the gas chambers of concentration camps around Europe. This horror known as the Holocaust is remembered and studied by students and academics alike. But there are a few people out there who, for some reason, deny that it ever happened and try and suggest that the whole thing is a big conspiracy.

In the mid-nineteenth century, a brilliant scientist called Charles Darwin finally gave a name to the scientific theory explaining life and how it came to be here today in the form that it is. His Theory of Evolution precipitated a complete change in the understanding not just of science, but of the amazing world in which we live. But there are a few people out there who spend their entire lives trying to deny that it ever happened.

These two ‘weird things’ are just several of the many beliefs which Shermer discusses in Why People Believe Weird Things. Although I only read the first edition which is now 11 years old, it was a fascinating and still very relevant expose of some of the strange beliefs that humans hold dear and why they hold them so closely.

Shermer is a sceptic (or, to use the American spelling which is presented in the book - a skeptic) which, as he explains, offers a way of examining things, not a belief unto itself. To be sceptical, one must approach each claim with an open mind and base the truth or falsity of that claim on evidence in a scientific manner. He employs Hume’s motto

That no testimony is sufficient to establish a miracle, unless the testimony be of such a kind, that its falsehood would be more miraculous than the fact which it endeavors to establish.

So essentially, if the alternative explanation (other than the miraculous one) is completely unbelievable, then one would default to the miraculous explanation. If it was more miraculous that someone could fall asleep and experience a waking dream than it was if that said person was abducted by aliens and used for alien experiments, then the falling asleep explanation would have to be discarded. However, as one can clearly see, this simple reasoning tends to assist in disproving most supernatural claims.

Shermer’s  book isn’t just a treatise on debunking claims such as alien abduction, Holocaust denial, cults, witch crazes, near death experiences and the ubiquitous creationism. It is also an examination into why people believe such things. In this he touches on psychology, human need for comfort, biology and history. Ultimately, it is human nature to look for causality and to try and find simple explanations. Because of this, all too often human allow themselves to be seduced by fallacies to the point of refusing to listen to anything else. This book causes you to take a step back and look at your own beliefs and try and test each one for its plausibility. Without realising it, we are all subjected to fallacious thinking and convincing myths and often accept them without question, despite our ability to critically think and assess evidence.

Shermer’s overarching reason, however, for why people believe weird things is that hope springs eternal. Even if there is solid proof to the contrary, hope that the pseudoscience or myth is true continues to dominate. Perhaps that is an inescapable aspect of the human condition? And really, the majority of people who do believe in ‘weird things’ aren’t doing it because of political, racial or religious prejudice, or because they lack the ability to think for themselves. The majority truly hold that hope. But Shermer demonstrates that exploration, examination and critical thinking can result in explanations which are so amazing that you feel privileged to be alive and living within it. The reality of the world in which we live is far better than hope, if people would just walk out of the door and see.

I will definitely try and get my hands on the more recent edition of this book and re-read it because there was a wealth of information and a deliciously long bibliography at the back. It was the thing I adored when I was doing my MA - when you had finished a chapter, book or article, you came away with another list of related chapters, books or articles from the bibliography that you could go and explore further. Seems my academic years will never truly leave me.

Rating: 9/10
ISBN: 0-7167-3387-0
Publisher: W.H. Freeman and Co.
Year: 1997
Date Finished: 30 March 2008
Pages: 278
Challenges: 1/8 of Category 6: Science and Scepticism