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Second Section
MEDFORD, OREGON, MONDAY, JULY 11, 1955
Six Pages
' L
TROPHY IS HANDED to Mrs. Frances Bara, Ixb Angeles and her sister and co-pilot, Mrs.
Edna Bower (right), Long Beach, by Leonard Kelly, Aero Club official, for winning ninth
annual All-Women's Transcontinental Air Derby from Long Beach to Springfield, Mass.,
where presentation occurred. They share cash prize of $800 and trophy. - (International)
Science Said Entering Stage of
Chemical Control of Behavior
By DELOS SMITH
United Prow Science Editor
New York (U.R) In seeking
to give comfort to unscientific
neoole who are aghast over the
possibilities in scientific "beha
vior control," Prof. B. F. Skinner
of Harvard may have scared
them even more than they were,
"We are -entering the age of
the chemical control of human
behavior," he said, and then pre
dicted the development of puis
which will make fearless heroes
of any and all soldiers whether
or not they wish to be heroic.
"Our government would prob
ably not hesitate to use drug
which taken by servicemen be
fore combat, would eliminate
all signs of fear, thus depriving
the individual of the protective
reflexes which man has acquired
through a long process of evo
lution," he said in a lecture at
the New York Academy of Sci
ences. r Whether we like it or not, he
continued, "in, the npt-too-distant ,
future, the "motivational ' a n d
emotional conditions of normal
daily life will probably be main
tained in any desired state
through the. use of drugs."
But as long as there have been
men, there have been controls
over their behavior for in
stance the control exercised by
"the bully," or "cajolery, seduc
tion, incitement, and the various
forms of what biographers call
"influence. "
Produce 'Counter-Controls'
However, controls have always
produced "counter-controls
until now when the controls are
becoming more and more subtle,
he said that people interested in
the continued "freedom" of man
within those limits in which
it is possible for him to be free
would be better advised to en
courage the scientific "analysis
of controlling practices" instead
of befogging "our understand
ing of the need for counter-control."
He described three methods of
behavior control:
(1) "Emotional conditioning."
Example: "Advertising which
shows a product being used by
or otherwise associated with
pretty- girls or admired public
fieures. The controllee is not
likely to revolt against such con
trol, and he may carry the re
sulting ; prejudices contentedly
to his grave."
(2) "Motivation control." Ex-
ample:-"The deliberate design of
art and literate (as in movies
and 'comics') to appeal to peo
ple with sadistic tendencies is
easily detected, but the subtle
design of an automobile so that
riding in it is in some measure
a sexual experience is not so
easily spotted. Neither practice
may meet any, objection from
the people so controlled."
A Classical Pattern
(3) "Positive reinforcement"
Here "wages, bribes, and tips
suggest a classical pattern." But
"better ways of using reinforce
ment in shaping up new be
havior and in maintaining the
condition called interest, or
enthusiasm, have been recently
discovered. The reinforcing ef
fect of personal attention "and
affection is coming to be better
understood."
He said if was easy but also
useless "to object to the control
of human behavior by applying
the slogans of democracy." Peo
ple who do so forget that the
democratic revolution freed
men "from autocratic rulers em-
Price Fixing Charged
In Salmon Industry-
Washington CP.) The Fed
eral Trade Commission yester
day charged a canners' associa
tion, a boat owners' group and
a fishermen's union with con
spiring to fix prices in the Puget
Sound salmon industry. -
The complaint alleged that
they."prevented ' price -competi
tion and restrained salmon
catching in the Puget Sound
area in violation of the federal
trade act..
The complaint named Puget
Sound Salmon Canners, Inc., Se
attle, an association of canners
and packers; Purse Seine Vessel
Owners Assn., Tacoma, Wash.,
comprising about ISO boat own-
and Allied Workers division, In
ternational Longshoremen and
Warehousemen's Union, Seattle,
representing union fishermen
employed in the area by the
vessel owners.
They were given 30 days to
answer the complaint. The FTC
scheduled a hearing on it for
Sept. 26 at Seattle.
Moro Man Drowned
In Ochoco Reservoir
Prineville, Ore. U.P.) WU
liam E. McLachlan, 47, of Moro,
Ore., drowned Friday afternoon
after , he overturned his motor-
boat while fishing in Ochoco res
ervoir five miles east of here.
His companions, Jerry Wilson
of Moro and Jack. Lyons of Kent,
were uninjured. Wilson had just
gotten out of the boat and was
walking toward-his car when
he heard an outcry. He turned
to see McLaughlin clinging to
the bottom of the overturned
boat. '
Several boats set out to res
cue him, but McLaughlin sud
denly released his hold and dis
appeared about 50 yards off
shore. The Prineville volunteer fire
department recovered his body
about a half hour later.
COOL HEAT IK LONDON
London U.R) Temperatures
climbed to 78 degrees for the
second straight day today and
London newspapers called it a
heat wave.
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LOBBY HOTEL JACKSON
ploying techniques based upon
force or the threat of force.
"It does not follow that men
were thus -freed of all control,
and it is precisely the other
forms of control which we must
now learn to contain." .
'Wealthy' Ex-Convict
To Return To Court
Las Vegas,- Nev. 0J.R) An
ex-convict who left town last
week with some $87,000 in crisp
new bills was scheduled to re
appear here today for a court
hearing to determine - how he
and his companion obtained the
money.
James Ellsworth, .36. of
Omaha, Neb., was released Fri
day on- a writ of habeas corpus
returnable today following his
arrest with Raymond Wilson,
33, of Tulsa, Okla. Wilson gained
his freedom Saturday on a sep
arate writ.
Their arrest touched off na
tional attention. Frank McGlynn
Jr., of the New York District
Attorney's office flew here to
question the men in connection
with the $350,000 robbery April
6 of a Queens bank.
Local authorities arrested Ells
worth and Wilson when the pair
flashed large denomination bills
in one of the casinos. A record
check showed Ellsworth was
free on an appeal . of armed
robbery convictions in Tulsa and
Memphis. Wilson was convicted
of robbery in Oklahoma.
A NATURAL
Boston (U.R) A gunman rob
bed the Keith Memorial theater
boxoffice of $28 while patrons
were watching "Six Bridges to
Cross," a movie based on Bos
ton's unsolved $1,219,000
Dead line for Sunday Classified a
at noon Saturday
Pocket Radios Used
To Bring Important
Data To Customers
Chicago (U.R) The message
went something like this: "134.
Mrs. Jones. 2380 Maple. Tem
perature 103. Urgent."
Somewhere a doctor with a
miniature radio in his pocket
got the message and drove off
to attend to Mrs. Jones.
This might sound like comic
strip stuff, but it's routine proce
dure in the radio paging busi
ness. Business Still Young
The business is only a couple
of years old, but there already
are radio paging services in
more than a dozen large cities.'
Chicago has two rival firms,
Aircall Chicago and Pocket
Phone Broadcast. For the most
part their operations are similar.
A customer is issued a code
number and a tiny , radio, not
much bigger : than a pack of
king-size cigarettes. It fits easily
into his shirt pocket.
The customer notifies his bus
iness associates and friends that
he can be reached by telephoning
the radio paging service. Once
each hour he must put the radio
to his ear and press a little but
ton on the plastic case.
Short Check
Usually only a dozen or so cus
tomers are being paged at any
one time, so the subscriber need
listen for only a minute to learn
whether his code number is
being called. ......
Each of the firms has a- down
town transmitting station with a
radius of about 30 miles, with a
frequency assigned by the Fed
eral - Communications Commis
sion. Most of the customers are doc
tors, particularly general practi
tioners and obstetricians. Babies
areborn most any time, and it's
mighty handy for a golfing doc
tor, to be able to tune in on the
back nine and take off for the
hospital if his services are re
quired. .
.Both companies number
among their customers salesmen,
trucking firms and various busi
nesses with men in the field. In
Detroit, a major oil company
uses the Pocket-Phone service to
dispatch trucks on emergency
calls to householders running
out of fuel oil.
Abbreviated Form
Pocket-Phone broadcasts . an
actual message in abbreviated
form, usually consisting of a
telephone number for the cus
tomer to call.
Aircall operates on the theory
the subscriber doesn't want his
business blurted out over the air,
and transmits only his code num
ber. The subscriber then calls
the transmitting station to get
the complete message.
Both companies are working
on a system which would .elimi
nate the need of listening in each
hour. Instead, the little radio
would make a buzzing noise in
the customer's pocket whenever
he was being paged .
Charles Bates Jr., station man
ager for Pocket-Phone, said the
service is designed for anyone
who travels about the city in his
work, and it's intended for "real
ly important messages."
"Bring home beer and pretzels."
San Francisco (U.R) Julius
J. Thomson, an official of the
Chase National . bank, returned
to the United Stater early Satur
day after five . years detention
behind Red China's Bamboo cur
tain.
COLD DRIVE
East Hartford, Conn (U.R)
Carl L. Anderson had to ride
several miles to work in a cold
automobile because a window
was shut too tight A window in
the car '"exploded" shortly aft
er he set out for work. A glass
-company official later told An
derson the window exploded be
cause it fitted too tight and there
was no room for expansion when
the car began to warm up.
Use Tribune Want Ads
CALLING COLLECT
Sacramento, Calif (UJ9
The California Highway Patrol
has initiated a service allowing
motorists to make emergency
calls to the patrol free of charge
by . telephoning ZEnith 1-2000.
ine pairoi says motorists mak
ing emergency calls from unin
corporated areas may call the
number collect. California is the
first state to have such a system
for fast and efficient reporting of
auto accidents and other high
way emergencies. -
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