The "Silent Springs" of Rachel Carson: mass media and the origins of modern environmentalism.

This essay explores the different meanings of the 1960s' pesticide controversy as conveyed by the multiple representations of Rachel Carsons's Silent Spring (1962). I argue that to understand the impact of Carson's work on a heterogeneous audience in the early '60s, we must move beyond an examination of the book, Silent Spring, to consider its other media manifestations, as a serialization for The New Yorker and as a television exposé for "CBS Reports." Each conveyed a unique message stylized for the audience of that particular media. This analysis demonstrates the problems and opportunities for scholars attempting to gauge the influence of a book on the public understanding of science. This argument also suggests that to understand the transition of environmentalism from a grass-roots movement to near universal consensus, we need to examine carefully the role of media in shaping divergent messages for different audiences--a phenomenon that assisted in transforming local environmental issues into a matter of national concern.