Management Communication Principles and Practice 3rd Edition Michael Hattersley
Management Communication Principles and Practice 3rd Edition Michael Hattersley
Management Communication Principles and Practice 3rd Edition Michael Hattersley
Management Communication Principles and Practice 3rd Edition Michael Hattersley
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8. Management
Communication
PRINCIPLES AND PRACTICE
THIRD EDITION
Michael E. Hattersley
Former Course Head,
Management Communication,
Harvard Business School
Linda McJannet
Bentley College
Boston Burr Ridge, IL Dubuque, IA New York San Francisco St. Louis
Bangkok Bogotá Caracas Kuala Lumpur Lisbon London Madrid Mexico City
Milan Montreal New Delhi Santiago Seoul Singapore Sydney Taipei Toronto
10. About the Authors
MICHAEL ELKINS HATTERSLEY graduated from Swarth-
more College and received his Ph.D from Yale University in
1976. He has worked as communication director or con-
sultant for major companies, governments, academic insti-
tutions, and nonprofit organizations. From 1985 to 1993 he
taught in and headed the Management Communication
course at Harvard Business School.
LINDA McJANNET (formerly LINDA McJ. MICHELI) gradu-
ated from Wellesley College and received her Ph.D. from
Harvard University. She has taught at Harvard Business
School, and she is currently Professor of English at Bentley
College in Waltham, MA. She is the coauthor of Managerial
Communication (Scott, Foresman, 1984).
v
12. This book is dedicated to our parents (in memoriam)
Enid Valerie Elkins Hattersley,
E. Vanness Hattersley,
Antoinette D. McJennett, and
John F. McJennett.
14. Contents
PREFACE xiii
PART ONE
PRINCIPLES OF EFFECTIVE COMMUNICATION
1. Foundations of Management Communication 3
Overview of the field, main schools of thought, basic analytical
tools, key ethical considerations, and how to serve as a credible
source
2. Setting Goals 17
Defining and organizing communication tasks in a general
management context; clarifying goals
CASE 2.1: YELLOWTAIL MARINE, INC. 21
3. Audience Analysis 39
Identifying, understanding, and ranking your audiences
CASE 3.1: WEYMOUTH STEEL CORPORATION 46
4. Point of View 49
Understanding competing motives, needs, and viewpoints;
interpersonal communication
CASE 4.1: SMITH FINANCIAL CORPORATION 54
5. Message: Content and Argument 59
Shaping the messages that will achieve your goal
CASE 5.1: CUTTYHUNK BANK (A) 67 ix
15. 6. Structure 71
Shaping your argument to the needs of your audience
CASE 6.1: MCCREGOR’S LTD. DEPARTMENTS STORE 81
7. Choosing Media 86
What media best convey your messages; upward and downward
communication
CASE 7.1: THE TIMKEN COMPANY 92
8. Style and Tone 103
Delivering your messages in language suitable to your audience
CASE 8.1: VANREX, INC. 111
PART TWO
APPLICATIONS
9. Giving and Receiving Feedback 123
Hearing and being heard
CASE 9.1: BAILEY & WICK 129
10. Managing Meetings 134
Participation and leadership
CASE 10.1: LINCOLN PARK REDEVELOPMENT PROJECT 142
11. Communicating Change 146
Using communication to overcome resistance to change
CASE 11.1: HAMMERMILL PAPER COMPANY 152
12. Communicating with External Audiences 163
Selling your organization’s point of view to concerned
constituencies
CASE 12.1: OXFORD ENERGY 167
CASE 12.2: NUTRASWEET 183
13. Diversity and Intercultural Communication 190
Multicultural and international communication
CASE 13.1: REED-WATKINS PHARMACEUTICALS 193
CASE 13.2: INTERNATIONAL OIL 197
x
Contents
16. 14. Personal and Corporate Ethics 200
Making individual and organizational ethical choices
CASE 14.1: HAL OF ERHARDT & COMPANY: ONE AUDIT SENIOR’S DILEMMA 206
CASE 14.2: MCARTHUR PLACE 210
15. Electronic Communication 214
Shaping the message to the medium
CASE 15.1: THE E-MAIL ENCOUNTER 223
CASE 15.2: UNIFONE COMMUNICATIONS 231
PART THREE
TECHNIQUE
16. Effective Writing: A Brief Manual of Style 237
Style manual to be cross-referenced throughout the course
17. Effective Speaking: A Brief Manual of Style 257
Style manual on speaking, use of graphics, and group presentations
to be cross-referenced throughout the course
APPENDIX 269
CASE 16: DOTSWORTH PRESS 270
CASE 17: “FAIR IS FAIR,” ISN’T IT? 275
INDEX 281
xi
Contents
18. Preface
xiii
To the Student
This book covers the range of communication issues a manager will face in the com-
ing decade. It addresses enduring issues—how to write well, how to speak well, how
to devise a successful communication strategy—as well as evolving issues, such as
how to make the best use of telecommunications technology.
We have subtitled the book Principles and Practice for two reasons. Most of
the principles of effective communication have been well researched and docu-
mented in work going back to the ancient Greeks. These include defining a clear
goal, analyzing the context in which you’re operating, understanding the needs and
interests of your audience, defining an appropriate message, choosing the right
media, and providing ample opportunity for feedback. The practice in the text con-
sists of a collection of classic and contemporary cases which address a representa-
tive range of organizational communication challenges. These invite you to move
from the abstract to the concrete: Given my analysis of this real situation, what
should I do, write, or say?
Communication is a tricky subject both to teach and to learn. In one way or an-
other, all of us have been communicating for our whole lives. While the principles
of effective communication have been well established and documented, the prac-
tice is the hard part. Every student has his or her own background, personality, val-
ues, strengths, weaknesses, and personal goals. Consequently, when reading each
chapter or preparing each case, you must constantly weigh two factors: What do I
believe, and what can I learn from how my audiences react to me?
This text offers a wide variety of opportunities to look at yourself as a credible
source, a writer, a speaker, a meeting participant, a strategist—in short, a manager.
Learn from the principles we teach, but learn more from the reactions you get—
from your teacher, your classmates, and yourself. A course in management commu-
nication may be the last opportunity you have to get unbiased feedback in a
supportive learning environment. Being praised is easy. Taking constructive criti-
cism is hard, but you’ll learn more if you let yourself hear it.
19. No book can include everything every manager should know about communi-
cation; consequently, we regularly refer the reader to additional resources on writ-
ing, speaking, the use of graphics, how to work in meetings or groups, managing
crisis communication, bringing about change, maximizing effective use of the In-
ternet, negotiations and conflict resolution, and how to communicate well both in-
ternally and externally. We do not pretend to tell you all you should know about
interpersonal relationships, organizational behavior, marketing, or public relations,
although each of these topics come into play in the following pages.
Some would argue that good writing and good speaking are out of date on the
information highway. Nothing could be further from the truth. The same principles
that applied to delivering a good speech in the Roman Senate apply to sending an
effective E-mail message. People must trust you, you must get their attention, you
need to be in command of your material, and you must have a clear road map to get
where you’re going. You also need to demonstrate that your idea is superior to the
alternatives in the marketplace. This text will help you master the full range of skills
required by a successful manager.
To the Instructor
This text, aimed at advanced undergraduates and MBA candidates, is evenly divided
between principles (how to communicate based on best current research) and
practice (cases that put students in the roles of decision-makers and communicators
in real business situations). We also include guides on writing and speaking, which
students can refer to both during the course and for the rest of their careers. Given
the increasing pervasiveness of electronic communications, consider encouraging
students to read and discuss Chapter 15 early in the course.
Management communication courses (by whatever name) range from electives
on writing and speaking to required courses covering all aspects of communication
strategy. Often, the courses face constraints of time, scheduling, and resources. We
have tried to provide a flexible package, adaptable to these varying circumstances.
The Teacher’s Manual, written by the authors, includes scheduling advice, an
overview of best-practice case teaching, suggested assignments, and detailed teach-
ing notes on each case.
Pieces of these materials are available elsewhere; many instructors, for exam-
ple, use a good style guide, articles on particular types of communication such as
speaking and graphics, and cases ordered from Harvard Business School Press or
elsewhere. Here, we pull all these materials together. We also address a number of
current (and future) issues hardly touched on by other pedagogical materials, such
as personal and organizational ethics, multicultural and electronic communication,
and managing diversity.
Some schools offer only limited communication training because they don’t
believe that the field has been sufficiently defined or that good teaching materials
are available. This text aims to fill that gap. In considering whether to adopt
Management Communication, we suggest that the instructor alternate reading the
text chapter and case and the matching chapter in the Teacher’s Manual. This will
suggest how theory, experience, and practice can be joined in each class or module.
xiv
Preface
20. Acknowledgments
xv
The authors would like to thank all their colleagues, especially those with whom
they taught at Harvard Business School, among them Robert W. Kent, Linda Doyle,
Frank V. Cespedes, Thomas J. Raymond, Donald Byker, Gwen L. Nagel, Mary
Gentile, Susan Kelly, Sally Seymour, Thomas Piper, Ellen D. Herman, J. Janelle
Shubert, S. Lindsay Craig, and Sharon M. Livesey. We learned a great deal from
each of them.
We especially thank David T. Harkins and Michael O’Shea for their personal
and technical support, and Harvard Business School Press for permission to use
some of the following material.
We also thank the reviewers for their valuable insights and suggestions in refin-
ing the manuscript. These include Robert W. Kent, Harvard Business School (re-
tired); Charlotte Rosen, Cornell University; J. Douglas Andrews, University of
Southern California; John D. Stegman, Ohio State University; Joanne Yates, Massa-
chusetts Institute of Technology; Sherron Kenton, Emory University; Christine Kel-
ley, New York University; Dr. Billy F. Broun, William Carey College on the Coast;
Kathleen A. Fitzgerald, University of Maryland, College Park; Lon Addams,Weber
State University; Sandra Stark, University of Wisconsin, Madison; Donna Luse,
University of Louisiana at Monroe; Beverly Y. Langford, Georgia State University;
Robert H. Stowers, College of William & Mary; Anne Orinals, University of Illinois,
Champaign; Brian Polk, Penn State Abington; Kristen DeTienne, Brigham Young
University; Mary J. Faure, The Ohio State University; Cynthia C. Barnes, Lamar
University; Gary F. Kohut, The University of North Carolina at Charlotte; Richard L.
Jines, Oakland City University; Henrietta Shirk, Montana Tech of the University of
Montana.
27. this was not the only proof we had that they were creatures of order
and subordination. * * * * We had no opportunity of seeing them
actually engaged in any work of industry or art; and so far as we
could judge, they spent their happy hours in collecting various fruits
in the woods, in eating, flying, bathing, and loitering about upon the
summits of precipices. * * * * But although evidently the highest
order of animals in this rich valley, they were not its only occupants.
Most of the other animals which we had discovered elsewhere, in
very distant regions, were collected here; and also at least eight or
nine new species of quadrupeds. The most attractive of these was a
tall white stag with lofty spreading antlers, black as ebony. We
several times saw this elegant creature trot up to the seated parties
of the semi-human beings I have described, and browse the herbage
close beside them, without the least manifestation of fear on its part
or notice on theirs. The universal state of amity among all classes of
lunar creatures, and the apparent absence of every carnivorous or
ferocious species, gave us the most refined pleasure, and doubly
endeared to us this lovely nocturnal companion of our larger, but
less favored world. Ever again when I 'eye the blue vault and bless
the useful light,' shall I recall the scenes of beauty, grandeur, and
felicity, I have beheld upon her surface, not 'as through a glass
darkly, but face to face;' and never shall I think of that line of our
thrice noble poet,
——'Meek Diana's crest
Sails through the azure air, an island of the blest,'
without exulting in my knowledge of its truth."
With the careful inspection of this instructive valley, and a scientific
classification of its animal, vegetable, and mineral productions, the
astronomers closed their labors for the night; labors rather mental
than physical, and oppressive, from the extreme excitement which
they naturally induced. A singular circumstance occurred the next
day, which threw the telescope quite out of use for nearly a week,
28. by which time the moon could be no longer observed that month.
The great lens, which was usually lowered during the day, and
placed horizontally, had, it is true, been lowered as usual, but had
been inconsiderately left in a perpendicular position. Accordingly,
shortly after sunrise the next morning, Dr. Herschel and his
assistants, Dr. Grant and Messrs. Drummond and Home, who slept in
a bungalow erected a short distance from the observatory circle,
were awakened by the loud shouts of some Dutch farmers and
domesticated Hottentots (who were passing with their oxen to
agricultural labor), that the "big house" was on fire! Dr. Herschel
leaped out of bed from his brief slumbers, and, sure enough, saw his
observatory enveloped in a cloud of smoke.
Luckily it had been thickly covered, within and without, with a coat
of Roman plaster, or it would inevitably have been destroyed with all
its invaluable contents; but, as it was, a hole fifteen feet in
circumference had been burnt completely through the "reflecting
chamber," which was attached to the side of the observatory nearest
the lens, through the canvass field on which had been exhibited so
many wonders that will ever live in the history of mankind, and
through the outer wall. So fierce was the concentration of the solar
rays through the gigantic lens, that a clump of trees standing in a
line with them was set on fire, and the plaster of the observatory
walls, all round the orifice, was vitrified to blue glass. The lens being
almost immediately turned, and a brook of water being within a few
hundred yards, the fire was soon extinguished, but the damage
already done was not inconsiderable. The microscope lenses had
fortunately been removed for the purpose of being cleaned, but
several of the metallic reflectors were so fused as to be rendered
useless. Masons and carpenters were procured from Cape Town with
all possible dispatch, and in about a week the whole apparatus was
again prepared for operation.
The moon being now invisible Dr. Herschel directed his inquiries to
the primary planets of the system, and first to the planet Saturn. We
need not say that this remarkable globe has for many ages been an
29. object of the most ardent astronomical curiosity. The stupendous
phenomenon of its double ring having baffled the scrutiny and
conjecture of many generations of astronomers, was finally
abandoned as inexplicable. It is well known that this planet is
stationed in the system 900 millions of miles distant from the sun,
and that having the immense diameter of 79,000 miles, it is more
than nine hundred times larger than the earth. Its annual motion
round the sun is not accomplished in less than twenty-nine and a
half of our years, whilst its diurnal rotation upon its axis is
accomplished in 10h. 16m., or considerably less than half a
terrestrial day. It has not less than seven moons, the sixth and the
seventh of which were discovered by the elder Herschel in 1789. It is
thwarted by mysterious belts or bands of a yellowish tinge, and is
surrounded by a double ring—the outer one of which is 204,000
miles in diameter. The outside diameter of the inner ring is 184,000
miles, and the breadth of the outer one being 7,200 miles, the space
between them is 28,000 miles. The breadth of the inner ring is much
greater than that of the other, being 20,000 miles; and its distance
from the body of Saturn is more than 30,000. These rings are
opaque, but so thin that their edge has not until now been
discovered. Sir John Herschel's most interesting discovery with
regard to this planet is the demonstrated fact that these two rings
are composed of the fragments of two destroyed worlds, formerly
belonging to our solar system, and which, on being exploded, were
gathered around the immense body of Saturn by the attraction of
gravity, and yet kept from falling to its surface by the great
centrifugal force created by its extraordinary rapidity on its axis. The
inner ring was therefore the first of these destroyed worlds (the
former station of which in the system is demonstrated in the
argument which we subjoin), which was accordingly carried round
by the rotary force, and spread forth in the manner we see. The
outer ring is another world exploded in fragments, attracted by the
law of gravity as in the former case, and kept from uniting with the
inner ring by the centrifugal force of the latter. But the latter, having
a slower rotation than the planet, has an inferior centrifugal force,
and accordingly the space between the outer and inner ring is nearly
30. ten times less than that between the inner ring and the body of
Saturn. Having ascertained the mean density of the rings, as
compared with the density of the planet, Sir John Herschel has been
enabled to effect the following beautiful demonstration. [Which we
omit, as too mathematical for popular comprehension.—Ed. Sun.]
Dr. Herschel clearly ascertained that these rings are composed of
rocky strata, the skeletons of former globes, lying in a state of wild
and ghastly confusion, but not devoid of mountains and seas. * * *
* The belts across the body of Saturn he has discovered to be the
smoke of a number of immense volcanoes, carried in these straight
lines by the extreme velocity of the rotary motion. * * * * [And
these also he has ascertained to be the belt of Jupiter.—But the
portion of the work which is devoted to this subject, and to the other
planets, as also that which describes the astronomer's discoveries
among the stars, is comparatively uninteresting to general readers,
however highly it might interest others of scientific taste and
mathematical acquirements.—Ed. Sun.]
* * * * "It was not until the new moon of the month of March, that
the weather proved favorable to any continued series of lunar
observations; and Dr. Herschel had been too enthusiastically
absorbed in demonstrating his brilliant discoveries in the southern
constellations, and in constructing tables and catalogues of his new
stars, to avail himself of the few clear nights which intervened.
"On one of these, however, Mr. Drummond, myself, and Mr. Holmes,
made those discoveries near the Bay of Rainbows, to which I have
somewhere briefly alluded. The bay thus fancifully denominated is a
part of the northern boundary of the first great ocean which I have
lately described, and is marked in the chart with the letter O. The
tract of country which we explored on this occasion is numbered 6,
5, 8, 7, in the catalogue, and the chief mountains to which these
numbers are attached are severally named Atlas, Hercules,
Heraclides Verus, and Heraclides Falsus. Still farther to the north of
these is the island circle called Pythagoras, and numbered 1; and yet
nearer the meridian line is the mountainous district marked R, and
31. called the Land of Drought, and Q, the Land of Hoar Frost; and
certainly the name of the latter, however theoretically bestowed, was
not altogether inapplicable, for the tops of its very lofty mountains
were evidently covered with snow, though the valleys surrounding
them were teeming with the luxuriant fertility of midsummer. But the
region which we first particularly inspected was that of Heraclides
Falsus (No. 7), in which we found several new specimens of animals,
all of which were horned and of a white or grey color; and the
remains of three ancient triangular temples which had long been in
ruins. We thence traversed the country southeastward, until we
arrived at Atlas (No. 6), and it was in one of the noble valleys at the
foot of this mountain that we found the very superior species of the
Vespertilio-homo. In stature they did not exceed those last
described, but they were of infinitely greater personal beauty, and
appeared in our eyes scarcely less lovely than the general
representations of angels by the more imaginative schools of
painters. Their social economy seemed to be regulated by laws or
ceremonies exactly like those prevailing in the Vale of the Triads, but
their works of art were more numerous, and displayed a proficiency
of skill quite incredible to all except actual observers. I shall,
therefore, let the first detailed account of them appear in Dr.
Herschel's authenticated natural history of this planet."
[This concludes the Supplement, with the exception of forty pages of
illustrative and mathematical notes, which would greatly enhance
the size and price of this work, without commensurably adding to its
general interest.—Ed. Sun.]
32. APPENDIX.
THE MOON AS KNOWN AT THE PRESENT TIME.
"Ye sacred muses, with whose beauty fir'd,
My soul is ravish'd, and my brain inspir'd.
Whose priest I am, whose holy fillets wear;
Would you your poet's first petition hear;
Give me the ways of wandering stars to know:
The depths of heav'n above, and earth below.
Teach me the various labours of the moon,
And whence proceed th' eclipses of the sun.
Why flowing tides prevail upon the main,
And in what dark recess they shrink again.
What shakes the solid earth, what cause delays
The summer nights, and shortens winter days."
Virgil.
The picture on the title-page is probably the best and minutest view
of the moon, that has ever been laid before the public. Most of our
readers are aware that the mountains and hollows of the moon have
been accurately and thoroughly mapped by astronomers, and
baptized by appropriate names. For the benefit of meritorious
students of astronomical geography, we subjoin the names of all
those which have been christened. At the present season it will
amply repay the possessor of a small telescope to identify the
several localities with the aid of the map.
33. In olden time the moon was a goddess. Whatever the ignorant mind
of the time was incapable of grasping was supernatural. Thus arose
the pale, chaste Deity of the Night, robed in virgin white, roaming
dreamily under the partial shade of trees, loving to see her fair
image reflected in streams, and shedding a complacent light on
tender meetings. We are not heathens—far from it: but who among
us has not at some time or other paid homage to the Queen of
Night[1], and thanked her for the gentle light which has shown the
way to some fair hand.
We say, in blunt scientific terms, that she—or it—is a satellite of the
earth, suspended in her—or its—present position by the contrasted
attraction of the sun and the earth. This is the unromantic version of
the naked fact.
There was a time when the earth was an uncomfortable semi-
incandescent mass, in the act of cooling off for practical purposes.
The atmosphere was tropical throughout the globe. All things were
intensely impregnated—or, as the philosophers say, supersaturated—
with carbon. Between the dry land and the waters there was no
division. There was no ocean, and consequently no continents. All
was hot mud, with here and there a lake or a short river, and here
and there a dry, parched, torrid eminence. In those days there were
animals and plants, but no human beings. Both animals and plants
were like the age in which they flourished—to our notions
monstrous. Monsters were the rule, both in the vegetable and the
animated world. Creatures were born, and grew to sizes which dwarf
the elephant. Plants thrust their heads above the mud, and, in that
carboniferous atmosphere, attained heights which would have
towered above the tallest trees of our forests. But in proportion to
the rapidity of their growth was the brevity of their life; for these
were the days of earthquakes and terrestrial convulsions. Probably
no day elapsed without some earthquake or volcanic eruption.
The light of day was dull and obscured. Masses of opaque matter
floated through the atmosphere as thickly as dust specks float
through a ray of sunlight in a darkened room.[3] The hot air, thick
34. and dull, hung a listless mist over the face of the earth, which was
even then almost without form and void. When the sun went down,
dense darkness covered the earth. There was no lesser light to rule
the night; dim twinklings in the far distance, hardly piercing the pall
which wrapped our planet, were the only contrasts to the Egyptian
blackness of the dark hours.
But the internal fires which sprung from the vitals of the earth
almost supplied the want of a nocturnal luminary. It is probable that
there were but few spots on the globe which were out of view of
some flaming volcano. We count the active volcanoes by integers.
When we have enumerated Etna, Vesuvius, Hecla, Jorullo, Colima,
and one or two others, we have reached the end of our list. In the
days of Homer the volcanoes were counted by scores; in the
carboniferous age they may have, must have, flourished by
hundreds and thousands. That vast incandescent mass, of which the
crust only had cooled, kept boiling up every few hours, and furiously
pouring out the vials of its wrath upon an earth inhabited by
transitory creatures. Go where the traveller may, he will still find
traces of this terrible age. That tell-tale rock—"the trap"—is peculiar
to no meridian; and from the Hudson's Bay territories nearly to Cape
Magellan, from Spitzbergen to Borneo, either this, or some mountain
range of volcanic origin, here with scoriæ disseminated through the
more regular formations, there with copper or gold held in a native
state in half-decayed quartz, tell a very legible story of the time
when all the component parts of the earth were in a fluid state, and
were thrown off by the boiling mass beneath as a kettle throws off
froth and scum.
There came a day when the under crust could no longer bear the
weight of the mass which, after being thrown off daily, returned, by
the force of gravitation, to the surface of its parent. A time came
when the incandescent and inchoate planet—if so daring a figure
may be ventured—felt the necessity of unusually strenuous
measures. It gathered all its fiery energies, and mustered all its
fearful strength. The effect was universal, not local. With such
35. bodies distances of 25,000 miles must be trifling, and the earth's
meridian—a paltry 8000 miles—not worth mentioning. One can
imagine the purpose and effort being common to the entire molten
and raging mass.
It came at last. After throes of inconceivable agony, with a roar and
a convulsion which must have destroyed every living thing then
existent upon the face of the planet, in the midst of general chaos,
confusion, and desolation, the earth relieved itself. It tore from its
half-cooled surface immense masses, and projected them with
monstrous force into space; not on one side alone, but on all. Lumps
of earth four and five miles in thickness, and thousands of miles long
and wide, were in an instant forced upwards with such force as to
pass beyond the circle of the earth's attraction. These various
masses, thus launched into space, soon felt the attraction of each
other, and assembled together. They met, and, agreeably to the
sublime law of celestial bodies, remained suspended in space at the
point where the attraction of the earth meets that of the sun. That
other celestial law which forbids the torpidity of any atom of matter
compelled the aggregated mass to revolve, and the revolution forced
the mass into a spherical shape.
Thus the moon came into being. An offshoot from the earth, it pays
homage to its parent by revolving round it, and reflecting back to it
a part of the sun's light during the period when that luminary is
obscured to us. Had the force with which its substance was expelled
from the body of the earth been less, it would have returned to our
surface, just as those fragments of matter called aerolites do at
regular intervals; had that force been greater, it would have entered
upon the vast area which is the domain of the sun, and would have
been attracted to that great cosmical body, and been fused by its
intense heat. It was sent abroad with precisely the force necessary
to sustain it in equilibrio between the earth and the sun, and hence
it is "the lesser light which rules the night."
This is not the only service which it renders us. By its creation it
caused great hollows in the surface of the earth. Into these hollows
36. the waters which lay on the face of the deep naturally gathered, and
became oceans, lakes, seas, and rivers. The cavities drained the
earth of the moisture which had rendered it unfit for the habitation
of the higher order of vertebrated creatures. Thus by degrees were
formed the great Atlantic and Pacific, the Northern and the Southern
oceans, leaving here and there tracts of cool, dry land for man to
inhabit at the word of his Creator. Nor did the office of the moon
stop here. While it was upheld in space by the attraction of the
earth, it returned the compliment by exercising a reciprocal
attraction upon the waters for which it had created beds. With the
beautiful regularity which is the characteristic of heavenly bodies, it
affected them at uniform intervals, causing the tides to flow and to
ebb, and to vibrate between the spring and the neap flow. Lastly, it
relieved the earth of a vast quantity of superincumbent matter,
equal, in fact, to over one-fiftieth of the whole bulk of the planet.
One must imagine the earth in the condition of a gentleman who has
dined copiously, and whose interior is troubled by an unusual
burden; the convulsion which led to the creation of the moon is
similar to the effect of the dose which the gentleman, if he be wise,
will instantly take.
In departing from us, and setting up for herself, the moon forgot
some articles of baggage which were essential to her future comfort
and prosperity. Among these were air and water. How we came by
these two useful commodities it were hard to say.
This is made quite certain by the discoveries of astronomers. Rains,
dews, oceans, lakes, hail, snow, clouds, are all unknown to the
moon. Nothing shields its surface from the burning rays of the sun.
Wherever the light of that fierce luminary penetrates the moon's
surface is incessantly hot.
Of volcanic origin, the moon is true to its descent. It is full of
volcanoes, most of which, however, perhaps from a conviction of the
uselessness of further action—there being nothing to destroy, and no
one even to see their explosions—are now silent and torpid. But they
wrought out their destiny so long and so faithfully, that the surface
37. of the moon is frightfully disfigured and uneven. Switzerland is a
prairie compared to the smoothest part of the moon's surface. It is
nothing but incessant mountain and hollow. Lunar Alps and Rocky
Mountains intersect every few miles of the surface. The Himalayas
would be unnoticed among the gigantic ranges which ornament the
lunar superficies. And the projections, mighty as they are, are but
trifling in comparison with the hollows. It would seem as though the
moon, with apish weakness, had tried to imitate the earth in
throwing off space for rivers and oceans—forgetting that it contained
no water to fill the cavities. Astronomers have made the most
extraordinary discoveries in reference to these lunar hollows. Some
of them appear to be about fifty miles deep, and a hundred miles or
so wide, with precipitous sides; Mitchell has vividly described these
terrible places. Those who have looked over a precipice a few
hundred feet in depth may perhaps form some rude idea of what it
must be to gaze down into a hole fifty miles deep—so deep that the
bottom would almost escape the eye, were there an intervening
atmosphere—a great, monstrous cave, with no vegetation either on
the borders or on the top, or on the sides or on the bottom; no life
of any kind, not even, the least sound, to break the endless
monotony of silence—everywhere dull, warm scoriæ, lava, and
stones of volcanic origin. But even these are the smallest of the
lunar cavities. Latterly, acute astronomers, with improved
instruments, have gazed into holes in the moon's surface, and
estimated them to be no less than two hundred and fifty and three
hundred miles deep, with fissures in them through which the
sunlight penetrated.
Fancy the scene! Well may it have been termed the abomination of
desolation. Surely this fair earth, with all its gloomy places and all its
dreary scenes, contains nothing so overwhelming in its terrible
despair as the moon. And who, gazing at its mild white face as it
emerges from the cover of a cloud, would deem it so sad and
desolate a sphere?
38. There are no "men in the moon," There cannot be, for they could
not exist without air and water. 'Tis a pity, for the sight of this planet
of ours, thirteen times the size which the moon appears to us, as
fair, and bright, and shining as our nightly luminary, would be a sight
worth seeing.
Science has made such progress, and common sense has so far kept
pace with it, that the old idea that this was the only inhabited sphere
in the universe is now completely exploded. There is no reason to
believe that our planet is the only one in our solar system which is
devoted to a useful career; nor is there any ground for imagining
that our sun is the only one, of the myriad of suns we see every
night, which gives light, and heat, and happiness to human
creatures. On the contrary, the supreme wisdom of the Deity affords
a fair presumption that this little planet of ours is but as a grain of
sand among the worlds which have been created for the glory of
God, and that each planet after its kind is fitted for the habitation of
creatures whose office and purpose it is to thank and bless Him for
their existence. Moons may be an exception for a time.
Of all this we know but little, and can only conjecture vaguely. As
science advances, we may have telescopic instruments so superior
to those now in use that we shall be able to decipher the moon's
surface as plainly as a distant shore on our own planet. But visits
thither must ever remain as impossible as they are at present. The
story of Hans Pfall will remain a brilliant imagination to the end of
time.
"In consequence of the moon having no atmosphere, or but a very
thin one, all celestial objects must be seen with very great
distinctness. The earth, when full, appears to an inhabitant of the
moon thirteen times as large as the moon appears to us; that is, its
diameter is about 3-6/10 times as large as our apparent lunar
diameter. It is always on the same part of the heaven, when seen
from the same part of the moon. M. Quetelet, in his Astronomie
Elémentaire, Paris, 1826, a very good work, which ought to be
translated, has the following remarks on the appearance of the earth
39. at the moon, which we would rather quote than vouch for, though
they may possibly be well founded.
"Our vast continents, our seas, even our forests are visible to them;
they perceive the enormous piles of ice collected at the poles, and
the girdle of vegetation which extends on both sides of the equator;
as well as the clouds which float over our heads, and sometimes
hide us from them. The burning of a town or forest could not escape
them, and if they had good optical instruments, they could even see
the building of a new town, or the sailing of a fleet."
The lunar day, as we shall afterwards see, is equivalent to our actual
month of 29½ days: though the rotation of the moon on her axis is
performed in the sidereal month of 27 days 8 hours nearly. Hence
the inhabitant of the moon sees the sun for 14¾ of our days
together, which time is followed by a night of the same duration. Of
course the existence of any animal like man is impossible there, as
well on this account as on that of the want of an atmosphere.
The phases which the earth presents to the moon are similar in
appearance to those which the moon presents to the earth, but in a
different order. Thus, when it is new moon at the earth, it is full
earth at the moon: and the contrary. When the moon is in her first
quarter, the earth is in its third quarter, and so on; while half-moon
at the earth is accompanied by half-earth at the moon.
There is no branch of science better fitted to be made the leading
subject of general instruction than that which relates to the
planetary and sidereal universe. The truths which it reveals are so
startling in their nature, and apparently so far beyond the reach of
human intelligence, that men of high literary name have confessed
their incapacity to understand them, and their inability to believe
them. There are few, indeed, we fear, who really believe that they
sojourn on a revolving globe, and that each day and year of life is
measured by its revolutions. There are few who believe that the
great luminary of the firmament, whose restless activity they daily
witness, is an immovable star, controlling, by its solid mass, the
40. primary planets of our system, and forming, as it were, the gnomon
of the great dial which measures the thread of life and the tenure of
empires. Fewer still believe that each of the million of stars—those
atoms of light which the telescope can scarcely descry—are the
centres of planetary systems that may equal or surpass our own;
and still smaller is the number who believe that the solid pavement
of the globe upon which we nightly slumber is an elastic crust,
imprisoning fires and forces which have often burst forth in
tremendous energy, and are, at this very instant, struggling to
escape—now finding an outlet in volcanic fires—now heaving and
shaking the earth—now upraising islands and continents, and
gathering strength perhaps for some final outburst which may
shatter our earth in pieces, or change its form, or scatter its waters
over the land. And yet these are truths than which there is nothing
truer, and nothing more worthy of our study.
In order to learn, then, what is the constitution, and what has been
or may be the probable history of the various worlds in our
firmament, we must study the constitution and physical history of
our own. The men of limited reason who believed that the earth was
created and launched into its ethereal course when man was
summoned to its occupation, must have either denied altogether the
existence of our solar system, or have regarded all its planets as
coeval with their own, and as but the ministers to its convenience.
Science, however, has now corrected this error, and liberated the
pious mind from its embarrassments. The Palæontologist—the
student of ancient life—has demonstrated, by evidence not to be
disputed, that the earth had been inhabited by animals and adorned
with plants during immeasurable cycles of time antecedent to the
creation of man—that when the volcano, the earthquake, and the
flood, had destroyed and buried them, nobler forms of life were
created to undergo the same fiery ordeal:—and that, by a series of
successive creations and catastrophes, the earth was prepared for
the residence of man, and the rich materials in its bosom elaborated
for his use, and thrown within his grasp. In the age of our own
globe, then, we see the age of its brother planets, and in the
41. antiquity of our own system we see the antiquity of the other
systems of the universe. In our catastrophes, too, we recognise
theirs, and in our advancing knowledge and progressive civilization,
we witness the development of the universal mind—the march of the
immortal spirit to its final destiny of glory or of shame.
The following are the names which have been given to the
mountains and valleys, or hollows, in the moon, and which are
referred to in the accompanying picture [See title page].
MOUNTAINS.
1. The Apennines. | 6.The Altai Mountains.
2. The Caucasus. | 7.The Cordilleras.
3. The Alps. | 8.The Riphæ Mountains.
4. Taurus. | 9.The Carpathians.
5. Taurus. | 10.The Hercynian Mountains.
HOLLOWS, OR VALLEYS.
A. The Crisian Sea. | L.The Middle Bay.
B. The Sea of Fertility (!!). | M.The Sea of Clouds.
C. The Sea of Nectar. | N.The Sea of Mist.
D. The Tranquil Sea. | O.The Bay of Epidemics.
E. The Serene Sea. | P.The Stormy Ocean.
F. The Sea of Dreams. | Q.The Showery Sea.
G. The Sea of Death. | R.The Sea of Rainbows.
H. The Dreamy Marsh. | S.The Sea of Dews.
I. The Cold Sea. | T.Humboldt's Sea.
K. The Sea of Vapors. |
As will be seen, astronomers have done what they could to relieve
the dreariness of nature by a free indulgence in fanciful names.
Dr. Chalmers, speaking of the advantages derived from the discovery
of the telescope and microscope, says, "The one led me to see a
system in every star. The other leads me to see a world in every
42. atom. The one taught me that this mighty globe, with the whole
burden of its people, and of its countries, is but a grain of sand on
the high field of immensity. The other teaches me that every grain of
sand may harbor within it the tribes and families of a busy
population. The one told me of the insignificance of the world I tread
upon. The other redeems it from all its insignificance; for it tells me
that in the leaves of every forest, and in the flowers of every garden,
and in the waters of every rivulet, there are worlds teeming with life,
and numberless as are the glories of the firmament. The one has
suggested to me that beyond and above all that is visible to man,
there may lie fields of creation which sweep immeasurably along,
and carry the impress of the Almighty's hand to the remotest scenes
of the universe. The other suggests to me, that within and beneath
all that minuteness which the aided eye of man has been able to
explore, there may lie a region of invisibles; and that, could we draw
aside the mysterious curtain which shrouds it from our senses, we
might there see a theatre of as many wonders as astronomy has
unfolded; a universe within the compass of a point so small, as to
elude all the powers of the microscope, but where the wonder-
working God finds room for the exercise of all his attributes, where
he can raise another mechanism of worlds, and fill and animate
them all with the evidences of his glory."
Opinions of the American Press Respecting the Foregoing Discovery.
"Herschel's Great Discoveries.—We are too much pleased with the
remarks of the sensible, candid, and scientific portions of the public
press upon the extracts which we have published relative to these
wonders of the age, to direct our attention very severely to-day to
that sceptical class of our contemporaries to whom none of these
attributes can be ascribed. Consummate ignorance is always
incredulous to the higher order of scientific discoveries, because it
cannot possibly comprehend them. Its mental thorax is quite
43. capacious enough to swallow any dogmas, however great, that are
given upon the authority of names; but it strains most perilously to
receive the great truths of reason and science. We scarcely ever
knew a very ignorant person who would believe in the existence of
those myriads of invisible beings which inhabit a drop of water, and
every grain of dust, until he had actually beheld them through the
microscope by which they are developed. Yet these very persons will
readily believe in the divinity of Matthias the prophet, and in the
most improbable credenda of extravagant systems of faith. The
Journal of Commerce, for instance, says it cannot believe in these
great discoveries of Dr. Herschel, yet it believes and defends the
innocence of the murderer Avery. These who in a former age
imprisoned Galileo for asserting his great discoveries with the
telescope, and determined upon sentencing him to be burnt alive,
nevertheless believed that Simon Magus actually flew in the air by
the aid of the devil, and that when that aid was withdrawn he fell to
the ground and broke his neck. The great mechanical discoverer,
Worcester, obtained no credence for his theories in his day, though
they are now being continually demonstrated by practical operation.
Happily, however, those who impudently and ignorantly deny the
great discoveries of Herschel, are chiefly to be found among those
whose faith or whose scepticism, would never be received as a guide
for the opinions of other men. From among that portion of the public
press whose intelligence and acquirements render them competent
judges of the great scientific questions now before the community,
we extract the following frank declarations of their opinions."—New
York Sun, Sep. 1, 1835.
"No article, we believe, has appeared for years, that will command
so general a perusal and publication. Sir John has added a stock of
knowledge to the present age that will immortalize his name, and
place it high on the page of science."—Daily Advertiser.
"Discoveries in the Moon.—We commence to-day the publication of an
interesting article which is stated to have been copied from the
Edinburgh Journal of Science, and which made its first appearance
44. here in a contemporary journal of this city. It appears to carry
intrinsic evidence of being an authentic document."—Mercantile
Advertiser.
"Stupendous Discovery in Astronomy.—We have read with unspeakable
emotions of pleasure and astonishment, an article from the last
Edinburgh Scientific Journal, containing an account of the recent
discoveries of Sir John Herschel at the Cape of Good Hope."—Albany
Daily Advertiser.
"It is quite proper that the Sun should be the means of shedding so
much light on the Moon. That there should be winged people in the
Moon does not strike us as more wonderful than the existence of
such a race of beings on earth; and that there does or did exist such
a race rests on the evidence of that most veracious of voyagers and
circumstantial of chroniclers, Peter Wilkins, whose celebrated work
not only gives an account of the general appearance and habits of a
most interesting tribe of flying Indians, but also of all those more
delicate and engaging traits which the author was enabled to
discover by reason of the conjugal relations he entered into with one
of the females of the winged tribe."—N. Y. Evening Post.
"We think we can trace in it marks of transatlantic origin."—N. Y.
Commercial Advertiser.
"The writer (Dr. Andrew Grant) displays the most extensive and
accurate knowledge of astronomy, and the description of Sir John's
recently improved instruments, the principle on which the
inestimable improvements were founded, the account of the
wonderful discoveries in the moon, &c., are all probable and
plausible, and have an air of intense verisimilitude."—N. Y. Times.
"Great Astronomical Discoveries!—By the late arrivals from England
there has been received in this country a supplement to the
Edinburgh Journal of Science containing intelligence of the most
astounding interest from Prof. Herschel's observatory at the Cape of
45. Good Hope.... The promulgation of these discoveries creates a new
era in astronomy and science generally."—New Yorker.
"Our enterprising neighbors of the Sun, we are pleased to learn, are
likely to enjoy a rich reward from the late lunar discoveries. They
deserve all they receive from the public—'they are worthy.'"—N. Y.
Spirit of '76.
"After all, however, our doubts and incredulity may be a wrong to
the learned astronomer, and the circumstances of this wonderful
discovery may be correct. Let us do him justice, and allow him to tell
his story in his own way."—N. Y. Sunday News.
"The article is said to be an extract from a supplement to the
Edinburgh Journal of Science. It sets forth difficulties encountered by
Sir John, on obtaining his glass castings for his great telescope, with
magnifying powers of 42,000. The account, excepting the
magnifying power, has been before published" [i. e., in the
Supplement to the Edinburgh Journal of Science.—Ed. Sun].—U. S.
Gazette.
"It is not worth while for us to express an opinion as to the truth or
falsity of the narrative, as our readers can, after an attentive perusal
of the whole story, decide for themselves. Whether true or false, the
article is written with consummate ability, and possesses intense
interest."—Philadelphia Inquirer.
"These are but a handful of the innumerable certificates of credence,
and of complimentary testimonials with which the universal press of
the country is loading our tables. Indeed, we find very few of the
public papers express any other opinion. We have named the Journal
of Commerce as an exception, because it not only ignorantly
doubted the authenticity of the discoveries, but ill-naturedly said that
we had fabricated them for the purpose of making a noise and
drawing attention to our paper.
"Col. Webb of the Courier and Inquirer has said nothing upon the
subject; but he only feels the more, and we are this moment
46. assured that he has made arrangements with the proprietors of the
Charleston steam-packets to take the splendid boat William Gibbons
of that line, and charter her for the Cape of Good Hope, whither he
is going with all his family—including Hoskin.
"We yesterday extracted from the celebrated Supplement, a
mathematical problem demonstrating an entirely new, and the only
true method of measuring the height of the lunar mountains. We
were not then aware of its great importance as a demonstration,
also, of the authenticity of the great discoveries. But several eminent
mathematicians have since called and assured us, that it is the
greatest mathematical discovery of the present age. Now, that
problem was either predicated by us, or by some other person, who
has thereby made the greatest of all modern discoveries in
mathematical astronomy. We did not make it, for we know nothing
of mathematics whatever; therefore, it was made by the only person
to whom it can rationally be ascribed, namely, Herschel the
astronomer, its only avowed and undeniable author."—Editor of the
Sun.
FOOTNOTES:
[1]
47. "As when the Moon,[2] refulgent lamp of night!
O'er heav'n's clear azure spreads her sacred light,
When not a breath disturbs the deep serene,
And not a cloud o'ercasts the solemn scene;
Around her throne the vivid planets roll,
And stars unnumber'd gild the glowing pole,
O'er the dark trees a yellower verdure shed,
And tip with silver ev'ry mountain's head;
Then shine the vales, the rocks in prospect rise,
A flood of glory bursts from all the skies."
Homer.
The earth is accompanied by a Moon or satellite, whose distance is
237,000 miles, and diameter 2,160. Her surface is composed of hill
and dale, of rocks and mountains, nearly two miles high, and of
circular cavities, sometimes five miles in depth and forty in diameter.
She possesses neither rivers, nor lakes, nor seas, and we cannot
discover with the telescope any traces of living beings, or any
monuments of their hands. Viewing the earth as we now do, as the
third planet in order from the sun, can we doubt that it is a globe
like the rest, poised in ether like them, and, like them, moving round
the central luminary?
[2] As when the moon, &c. This comparison is inferior to none in
Homer. It is the most beautiful night-piece that can be found in
poetry. He presents you with a prospect of the heavens, the seas,
and the earth; the stars shine, the air is serene, the world
enlighten'd, and the moon mounted in glory.
[3] For an account of the singular views which the ancients had
entertained on this subject, see "The Theology of the Phœnicians,"
by Sanchoniatho, who flourished about the time of the Trojan war.
Published in a collection of Ancient Fragments. New York. 1835.
48. *** END OF THE PROJECT GUTENBERG EBOOK THE MOON HOAX
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