Charlatan: America's Most Dangerous Huckster, the Man Who Pursued Him, and the Age of Flimflam by Pope Brock
Pope Brock's writing style is perfectly suited to this story of the heyday of American hucksterism. Ebullient and seemingly effortless, his account of "Doctor" J.R. Brinkley, who became a millionaire by performing goat-gland transplants in the 1920s, is wide-ranging and in-depth, replete with period slang and so many wonderful words that don't get used nearly often enough. Brock includes an extensive bibliography, endnotes, and an excellent index. I could've used more signposts indicating the exact timeline of events and more parallel conversions of past and current moneys (Brock might state the doctor's monthly salary but then refer to the modern equivalent as an annual salary), but I suspect the fault there is with me, being as numerically challenged as I am.
One of the reasons Brinkley was so successful was that he exploited radio like no one before or perhaps even after. In the 1920s, radio stations were such a new and marvelous medium, few folks could conceive of "polluting the airwaves" with advertising. But Brinkley was the most ambitious of those greedy few, and when the FCC kicked him off American airwaves, he established a border blaster in Mexico that, at one million watts, was the most powerful in the world. So powerful, it invaded phone lines and Canadian radio broadcasts. Brinkley could be heard in Alaska, Finland, and the Java Seas! While peddling his colored water and "rejuvenation" procedures, Brinkley inadvertently changed the music scene, introducing listeners worldwide to country music and Tejano.
Brinkley's bogus promises of endless rejuvenation, although entertaining in themselves, triggered provocative philosophical considerations. People worried about the fate of introspective poetry: What would become of the sonnet if poets weren't sublimating angst over their mortality? Insurance companies fretted over their soon-to-be-defunct actuarial tables: one company even told a client who had a monkey-gland transplant: "...you are younger today than you were when you signed the contract...In view of this fundamental change we find ourselves obliged to cancel the contract with you."
Brinkley's adversary was Morris Fishbein, quackbuster extraordinaire of the American Medical Association. Brock characterizes their decades-long game of cat 'n' rat with a term used by military strategists, "replication." The idea, new to me, is that over time, great opponents become more and more alike, though neither would ever admit it. I recognize this thesis-antithesis-synthesis process from the Cold War, and from Nietzsche's quote about looking into the abyss. I hope it's not happening to the characters in my WiP. *frets*
The last bit too good not to note is from Brock's epilogue, wherein he demonstrates the similarities between Brinkley and his clients' obsessions with current, equally desperate youth-pursuits:
"In 2001 a form of bovine collagen was blamed for an outbreak of Creutzfeldt-Jakob syndrome, a potentially lethal disorder linked to mad cow disease, yet this did nothing to slow the stampede for fuller lips and smoother skin. 'Most women find the prospect of dying wrinkled a lot worse than the prospect of dying of dementia from collagen.'"
Sticking goat and monkey nuts in *our* nuts? That's insane. But how about injecting our faces with botulism and sticking cow tissue in our wrinkles?