Contemporary Authors

• Vermont: Scenes and Seasons ( photographs by George Robinson) New England Press (Shelburne, VT), 1989
• For God, Country and Coca-Cola: The Unauthorized History of the Great American Soft Drink and the Company That Makes It Maxwell Macmillan (New York, NY), 1993
• Victims of Memory: Incest Accusations and Shattered Lives Upper Access (Hinesburg, VT), 1995
• Uncommon Grounds: The History of Coffee and How It Transformed Our World Basic Books (New York, NY), 1999
• Mirror Mirror: A History of the Human Love Affair with Reflection Basic Books (New York, NY), 2004
• Inside the Outbreaks: The Elite Medical Detectives of the Epidemic Intelligence Service Houghton Mifflin Harcourt (Boston, MA), 2010
• Memory Warp: How the Myth of Repressed Memory Arose and Refuses to Die Upper Access Books (Hinesburg, VT), 2017
• City on the Verge: Atlanta and the Fight for America's Urban Future Basic Books (New York, NY), 2017
• The Repressed Memory Epidemic: How It Happened and What We Need to Learn from It Springer Science+Business Media (New York, NY), 2017

1. The repressed memory epidemic : how it happened and what we need to learn from it LCCN 2017949178 Type of material Book Personal name Pendergrast, Mark. Main title The repressed memory epidemic : how it happened and what we need to learn from it / Mark Pendergrast. Published/Produced New York, NY : Springer Science+Business Media, 2017. Projected pub date 1707 Description pages cm ISBN 9783319633749 Library of Congress Holdings Information not available. 2. City on the verge : Atlanta and the fight for America's urban future LCCN 2016039907 Type of material Book Personal name Pendergrast, Mark, author. Main title City on the verge : Atlanta and the fight for America's urban future / Mark Pendergrast. Published/Produced New York : Basic Books, [2017] Projected pub date 1111 Description pages cm ISBN 9780465054732 (hardcover) CALL NUMBER HT177.A77 P46 2017 Request in Jefferson or Adams Building Reading Rooms 3. Memory warp : how the myth of repressed memory arose and refuses to die LCCN 2017013233 Type of material Book Personal name Pendergrast, Mark, author. Main title Memory warp : how the myth of repressed memory arose and refuses to die / Mark Pendergrast. Published/Produced Hinesburg, Vermont : Upper Access Books, [2017] Projected pub date 1710 Description pages cm ISBN 9780942679410 (alk. paper) Library of Congress Holdings Information not available. 4. For God, country and Coca-Cola : the definitive history of the great American soft drink and the company that makes it LCCN 2012051356 Type of material Book Personal name Pendergrast, Mark. Main title For God, country and Coca-Cola : the definitive history of the great American soft drink and the company that makes it / Mark Pendergrast. Edition Third Edition: Revised and Expanded. Published/Produced New York : Basic Books, [2013] Description ix, 523 pages ; 24 cm ISBN 9780465029174 (pbk. : alk. paper) 9780786723324 (e-book) Shelf Location FLM2014 014146 CALL NUMBER HD9349.S634 C674 2013 OVERFLOWA5S Request in Jefferson or Adams Building Reading Rooms (FLM1) 5. Inside the outbreaks : the elite medical detectives of the epidemic intelligence service LCCN 2009029871 Type of material Book Personal name Pendergrast, Mark. Main title Inside the outbreaks : the elite medical detectives of the epidemic intelligence service / Mark Pendergrast. Published/Created Boston : Houghton Mifflin Harcourt, 2010. Description xiv, 418 p., [8] p. of plates : ill. ; 24 cm. ISBN 9780151011209 0151011206 40017785277 Links Contributor biographical information http://www.loc.gov/catdir/enhancements/fy1010/2009029871-b.html Publisher description http://www.loc.gov/catdir/enhancements/fy1010/2009029871-d.html Sample text http://www.loc.gov/catdir/enhancements/fy1106/2009029871-s.html Shelf Location FLM2014 145260 CALL NUMBER RA653 .P46 2010 OVERFLOWA5S Request in Jefferson or Adams Building Reading Rooms (FLM1) 6. Mirror mirror : a history of the human love affair with reflection LCCN 2003002544 Type of material Book Personal name Pendergrast, Mark. Main title Mirror mirror : a history of the human love affair with reflection / Mark Pendergrast. Published/Created New York : Basic Books, 2004. Description xii, 404 p. : ill. ; 24 cm. ISBN 0465054714 (pbk.) Links Contributor biographical information http://www.loc.gov/catdir/enhancements/fy0830/2003002544-b.html Publisher description http://www.loc.gov/catdir/enhancements/fy0830/2003002544-d.html CALL NUMBER TP867 .P46 2004 Copy 1 Request in Jefferson or Adams Building Reading Rooms CALL NUMBER TP867 .P46 2004 Copy 2 Request in Jefferson or Adams Building Reading Rooms 7. For God, country, and Coca-Cola : the definitive history of the great American soft drink and the company that makes it LCCN 00701571 Type of material Book Personal name Pendergrast, Mark. Main title For God, country, and Coca-Cola : the definitive history of the great American soft drink and the company that makes it / Mark Pendergrast. Edition 2nd ed., rev. and expanded Published/Created New York : Basic Books, c2000. Description xiv, 621 p. ; 24 cm. ISBN 0465054684 Links Contributor biographical information http://www.loc.gov/catdir/enhancements/fy0833/00701571-b.html Publisher description http://www.loc.gov/catdir/enhancements/fy0833/00701571-d.html CALL NUMBER HD9349.S634 C674 2000 Copy 1 Request in Jefferson or Adams Building Reading Rooms CALL NUMBER HD9349.S634 C674 2000 FT MEADE Copy 2 Request in Jefferson or Adams Building Reading Rooms - STORED OFFSITE 8. Uncommon grounds : the history of coffee and how it transformed our world LCCN 2002319013 Type of material Book Personal name Pendergrast, Mark. Main title Uncommon grounds : the history of coffee and how it transformed our world / Mark Pendergrast. Published/Created New York, NY : Basic Books, c1999. Description xix, 458 p. : ill., maps ; 23 cm. ISBN 0465036317 (cloth) Links Publisher description http://www.loc.gov/catdir/enhancements/fy0832/2002319013-d.html CALL NUMBER TX415 .P45 1999 FT MEADE Copy 3 Request in Jefferson or Adams Building Reading Rooms - STORED OFFSITE 9. Victims of memory : incest accusations and shattered lives LCCN 94034855 Type of material Book Personal name Pendergrast, Mark. Main title Victims of memory : incest accusations and shattered lives / by Mark Pendergrast. Published/Created Hinesburg, Vt. : Upper Access, 1995. Description 603 p. ; 25 cm. ISBN 0942679164 (pbk. : alk. paper) : CALL NUMBER RC455.2.F35 P46 1995 Copy 1 Request in Jefferson or Adams Building Reading Rooms 10. For God, country and Coca-Cola : the unauthorized history of the great American soft drink and the company that makes it LCCN 93031771 Type of material Book Personal name Pendergrast, Mark. Main title For God, country and Coca-Cola : the unauthorized history of the great American soft drink and the company that makes it / Mark Pendergrast. Edition 1st Collier Books ed. Published/Created New York : Collier Books , 1994. Description xvii, 556 p. : ill. ; 24 cm. ISBN 0020360355 : CALL NUMBER HD9349.S634 C674 1994 Copy 1 Request in Jefferson or Adams Building Reading Rooms 11. For God, country, and Coca-Cola : the unauthorized history of the great American soft drink and the company that makes it LCCN 92030317 Type of material Book Personal name Pendergrast, Mark. Main title For God, country, and Coca-Cola : the unauthorized history of the great American soft drink and the company that makes it / Mark Pendergrast. Published/Created New York : Scribner's ; Toronto : Macmillan Canada ; New York : Maxwell Macmillan, c1993. Description xvii, 556 p. : ill. ; 24 cm. ISBN 0684193477 : CALL NUMBER HD9349.S634 C674 1993 Copy 1 Request in Jefferson or Adams Building Reading Rooms CALL NUMBER HD9349.S634 C674 1993 FT MEADE Copy 2 Request in Jefferson or Adams Building Reading Rooms - STORED OFFSITE 12. Vermont : scenes and seasons LCCN 89063661 Type of material Book Personal name Robinson, George. Main title Vermont : scenes and seasons / photographs by George Robinson ; text by Mark Pendergrast. Edition 1st ed. Published/Created Shelburne, Vt. : New England Press, c1989. Description 77 p. : col. ill. ; 28 cm. ISBN 0933050658 : CALL NUMBER F50 .R63 1989 Copy 1 Request in Jefferson or Adams Building Reading Rooms

• LinkedIn - https://www.linkedin.com/in/mark-pendergrast-6660657/

  Mark Pendergrast
  3rd degree connection3rd
  Author, CITY ON THE VERGE
  Writer Simmons College
  Colchester, Vermont 500+ 500+ connections
  Send InMail
  I have broad interests and have written books (and articles) on a wide variety of subjects, ranging from caffeinated beverages (coffee and Coca-Cola) to quack psychotherapy to disease detectives, Japanese renewable energy, mirrors, astronomy, funny children's books, etc. I consider myself a science writer, but I am also a historian, writer of narrative non-fiction, etc. Two of my books (Uncommon Grounds and For God, Country & Coca-Cola) have inspired 3-hour documentaries called Black Coffee and The Cola Conquest. I write a column about coffee for the Wine Spectator Magazine. I also sing in Social Band, a fine Vermont a capella group. And I serve on the board of the National Center for Reason and Justice (www.ncrj.org), an innocence project. See less See less of Mark’s summary
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  CITY ON THE VERGE review copies available
  Mark Pendergrast on LinkedIn
  Publish date April 25, 2017
  April 25, 2017
  See all articles
  Experience
  Writer
  Sole proprietor
  Company NameWriter
  Dates EmployedJan 1974 – Present Employment Duration43 yrs 10 mos
  LocationColchester, VT, USA
  Society of Environmental Journalists
  member
  Company NameSociety of Environmental Journalists
  Dates EmployedJan 2004 – Present Employment Duration13 yrs 10 mos
  Mirror Mirror
  Author
  Company NameMirror Mirror
  Dates EmployedMay 2003 – Present Employment Duration14 yrs 6 mos
  LocationColchester, VT
  I wrote the book Mirror Mirror: A History of the Human Love Affair with Reflection
  National Center for Reason and Justice
  Board of Directors
  Company NameNational Center for Reason and Justice
  Dates Employed2002 – Present Employment Duration15 yrs
  This is an innocence project. I help recruit volunteers to help the NCRJ, among other things
  National Association of Science Writers
  member
  Company NameNational Association of Science Writers
  Dates EmployedJan 1999 – Present Employment Duration18 yrs 10 mos
  See more positions
  Education
  Simmons College
  Simmons College
  Degree NameMLS Field Of StudyLibrary science
  Dates attended or expected graduation 1974 – 1975
  Harvard University
  Harvard University
  Degree NameB. A. Field Of StudyEnglish literature
  Dates attended or expected graduation 1966 – 1969

• Mark Pendergrast Home Page - http://markpendergrast.com/media-room.html

  Media Room
  Regarding City on the Verge
  “An enchanting story of a Sunbelt city that will captivate both urban planners and the general public. An Atlanta native, the author brings an engaging and insightful voice to this work, and his research is meticulously thorough.”
  – Library Journal
  Comments on His Presentations

  From Professor Heidi Hurd, University of Illinois, Champaign-Urbana Mark: Your visit to Illinois has been wonderfully engaging for students and faculty alike. I have heard so many great things from the students about your talk yesterday, and about how much they enjoyed reading your work and thinking about the costs and benefits of coffee through the fascinating historical narrative that you construct. Your lecture and work proved a perfect vehicle for teaching students how to connect their daily consumer choices to far-flung practices around the globe that affect some of the world’s most burdened people. I am so grateful to you for making the journey to Illinois to spend time with all of us, and for inspiring students to think beyond the rim of their coffee cups!

  Thank you, also, for your generosity in bringing along so many of your other fascinating books. I will devour all of them in the weeks to come, and I will buy the ones I don’t have so as to sustain my “Pendergrast marathon”. It will be an eye-opening experience to read and learn from your insightful tales, and I will look forward in the future to the fruits of your energies as they are realized between the covers of your books to come.

• Wikipedia - https://en.wikipedia.org/wiki/Mark_Pendergrast

  Mark Pendergrast
  From Wikipedia, the free encyclopedia
  For the similarly named Scottish actor, see Mark Prendergast.
  Wiki letter w.svg
  This article's lead section does not adequately summarize key points of its contents. Please consider expanding the lead to provide an accessible overview of all important aspects of the article. Please discuss this issue on the article's talk page. (April 2010)
  Mark Pendergrast (born 1948) is an American independent scholar and author of five books, including Mirror Mirror: A History of the Human Love Affair With Reflection .

  Contents [hide]
  1 Biography
  2 Career
  3 Published works
  3.1 Non-fiction
  3.2 Children's literature
  4 References
  5 External links
  Biography[edit]
  Pendergrast was born in 1948 to Nan and Britt Pendergrast,[1] the fourth of seven children. He was raised in Atlanta, Georgia. He earned a Bachelor of Arts degree in English Literature from Harvard College, after which he taught for several years in public schools. Pendergrast later attended Simmons College in Boston, where he obtained a Master of Arts degree in Library Science. He worked as an academic librarian and freelance writer until becoming a full-time writer in 1991. Pendergrast lives in Essex Junction, Vermont.[2]

  Career[edit]
  Pendergrast has published five books on various topics. Two are histories of caffeinated beverages (Coca-Cola and coffee). His latest (2010) non-fiction book is a history of the Epidemic Intelligence Service.

  Pendergrast has also reviewed books for The Philadelphia Inquirer and Atlanta Journal-Constitution. He has contributed articles to the Wall Street Journal, the New York Times, the Financial Analyst, The Sun, Vermont Life Magazine, Sea History, Library Journal, and Professional Psychology.

  Pendergrast co-edited The Aftermath: A Survivor's Odyssey Through War-Torn Europe, a Holocaust memoir by Henry Lilienheim. He has spoken at scientific and journalism seminars and on college campuses. He writes a regular column about coffee for the Wine Spectator.

  Pendergrast is a member of the National Association of Science Writers, the Society of Environmental Journalists, and the League of Vermont Writers. He is a member of the governing board of the National Center for Reason and Justice, a nonprofit organization which works with innocent people falsely accused or convicted of child abuse (related to the subject of his book Victims of Memory). That book's introduction states that Pendergrast is a member of the False Memory Syndrome Foundation, which provides information for "distraught accused parents, mental health professionals, and all those caught up in the repressed-memory phenomenon."[3]

  Published works[edit]
  Non-fiction[edit]
  Pendergrast, Mark (1996). Victims of memory: sex abuse accusations and shattered lives (2nd ed.). Upper Access. ISBN 0-942679-18-0.
  Pendergrast, Mark (1999). Uncommon grounds: the history of coffee and how it transformed our world. Basic Books. ISBN 0-465-05467-6.
  Pendergrast, Mark (2000). For God, country, and Coca-Cola: the definitive history of the great American soft drink and the company that makes it (2nd ed.). Basic Books. ISBN 0-465-05468-4.
  Pendergrast, Mark (2003). Mirror Mirror: A History of the Human Love Affair With Reflection . Basic Books. ISBN 0-465-05470-6.
  Pendergrast, Mark (2010). Inside the Outbreaks: Elite Medical Detectives of the Epidemic Intelligence Service. Houghton Mifflin Harcourt. ISBN 978-0-15-101120-9.
  Pendergrast, Mark (2011). Japan's Tipping Point: Crucial Choices in the Post-Fukushima World. Nature's Face Publications. ISBN 978-0982900437.
  Pendergrast, Mark (2015). Beyond Fair Trade: How One Small Coffee Company Helped Transform a Hillside Village in Thailand. Greystone Books. ISBN 978-1771640473.
  Children's literature[edit]
  Pendergrast, Mark (October 1, 2010). Jack and the Bean Soup. Nature's Face Publications. ISBN 978-0982900406.
  Pendergrast, Mark (June 1, 2013). Silly Sadie. Nature's Face Publications. ISBN 978-0982900451.
  Pendergrast, Mark (September 1, 2015). The Godfool. Nature's Face Publications. ISBN 978-0982900475.
  References[edit]
  Jump up ^ Mirror Mirror, dedication on flyleaf
  Jump up ^ Biography
  Jump up ^ Pendergrast, Mark (1996). Victims of Memory: Sex Abuse Accusations and Shattered Lives (2nd ed). Upper Access Books. p. 23. ISBN 0-942679-18-0.

• Mark Pendergrast Home Page - http://markpendergrast.com/

  About Mark
  Biography

  Mark Pendergrast was born and raised in Atlanta, Georgia, the fourth of seven children in a family that valued civil rights, the environment, sailing, reading, and games of chase and charades. He earned a B.A. in English literature from Harvard, taught high school and elementary school, then went back to Simmons College for a master’s in library science and worked as an academic librarian—all the while writing freelance articles for newspapers and magazines. In 1991, he began writing books full time, which allows him to follow his rather eclectic interests.

  Pendergrast’s books have been published in 15 languages. For God, Country & Coca-Cola was named a notable book of the year by the New York Times, and Discover Magazine chose Mirror Mirror as one of the top science books of the year. Pendergrast has given speeches to professional groups, business associations, and college audiences in the United States, Canada, the U.K., and Germany. He has appeared on dozens of television shows, including the Today Show, CBS This Morning, and CNN, and has been interviewed on over 100 radio programs, including All Things Considered, Marketplace, and many other public radio shows. He lives in Colchester, Vermont.

QUOTE:
A welcome look at a city--a mass of cities--not often heard from in the urban-studies
literature and of wide interest well beyond the I-95 corridor.
Pendergrast, Mark: CITY ON THE VERGE
Kirkus Reviews.
(Apr. 1, 2017):
COPYRIGHT 2017 Kirkus Media LLC
http://www.kirkusreviews.com/
Full Text:
Pendergrast, Mark CITY ON THE VERGE Basic (Adult Nonfiction) $30.00 5, 16 ISBN: 978-0-465-05473-2
Given enough political will and enough choice, we can save the world. Or, as this case study shows, we can let things
continue to go to hell in a handbasket lined with peach blossoms.Atlanta, the titular center city, contains only some 7
percent of the 6 million inhabitants of the greater area called Atlanta. That metropolis, writes native son Pendergrast
(Beyond Fair Trade: How One Small Coffee Company Helped Transform a Hillside Village in Thailand, 2015, etc.),
constitutes a "vast world where most people who say they live 'in Atlanta' actually reside" strung out somewhere on a
beltway or endless avenue named, inevitably, Peachtree. The BeltLine is one, "a twenty-two-mile ring of mostly defunct
rail lines, running through forty-five neighborhoods girdling Atlanta's downtown." Faced with this crumbling bit of
infrastructure, Atlanta writ large has been trying to remake it to spur development and redevelopment, bringing life to
an often ghostly downtown, and, with luck, easing the city's notorious gridlock. In all this, Atlanta has discernible
options that may lead to better tomorrows in a nation not well known for long-term thinking. The author turns in a lively
urban history, charting Atlanta's growth and linking it to political developments over time--not least of them Jim Crow
laws that forged many of those wrong-side-of-the-tracks neighborhoods. He is generally optimistic, even in a time when
taxpayers are reluctant to shoulder the burden of improving the commonweal: "Change is in the air in Atlanta," he
writes, "mostly for the good." Where money and political will have been spent, that is, things have changed for the
better, though the author also reckons, eyes open, that the possibility also exists that Atlantans will "continue to live
segregated and unequal lives." A welcome look at a city--a mass of cities--not often heard from in the urban-studies
literature and of wide interest well beyond the I-95 corridor.
Source Citation (MLA 8th
Edition)
"Pendergrast, Mark: CITY ON THE VERGE." Kirkus Reviews, 1 Apr. 2017. General OneFile,
go.galegroup.com/ps/i.do?
p=ITOF&sw=w&u=schlager&v=2.1&id=GALE%7CA487668553&it=r&asid=048c94ae0a0d1dec998ca522ef8b20e1.
Accessed 22 Oct. 2017.
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City on the Verge: Atlanta and the Fight for
America's Urban Future
Publishers Weekly.
264.11 (Mar. 13, 2017): p72.
COPYRIGHT 2017 PWxyz, LLC
http://www.publishersweekly.com/
Full Text:
City on the Verge: Atlanta and the Fight for America's Urban Future
Mark Pendergrast. Basic, $30 (352p) ISBN 978-0-465-05473-2
Pendergrast (For God, Country, and Coca-Cola), an Atlanta native, devotes this detailed study to how the city might be
revived and reimagined for the 21st century. Mixing planning, history, and personal anecdotes, he describes an urban
renewal project's path from grassroots idea to $4 billion project, slated for 2030 completion. The BeltLine, a collection
of abandoned rail lines ringing Atlanta, could reconnect wildly disparate elements of a city that "sold its soul to the
automobile" and has long been equated with urban sprawl riven with racial and economic inequality. The key:
connected light rail, trails, pedestrian paths, and improved accessibility. Pendergrast has an obvious love for both the
city and the energy behind the BeltLine project, but the level of neighborhood-by-neighborhood detail may be daunting
for nonresidents. At the conclusion, the scope widens as he invokes similar projects, but this section touches only lightly
on broader planning principles. More tellingly, his most powerful anecdote involves a beloved African-American maid
who worked for his family for decades and lived less than eight miles away. He first saw her house nearly 40 years after
her death in 1975, while doing research for the book. Agent: Lisa Bankoff, ICM. (May)
Caption: A Chinese poster from 1972 that reads, "Long Live the Victory of Chairman Mao's Line on Revolutionary
Literature and Art, "from Communist Posters, edited by Mary Ginsberg (reviewed on p. 12).
Source Citation (MLA 8th
Edition)
"City on the Verge: Atlanta and the Fight for America's Urban Future." Publishers Weekly, 13 Mar. 2017, p. 72. General
OneFile, go.galegroup.com/ps/i.do?
p=ITOF&sw=w&u=schlager&v=2.1&id=GALE%7CA485971673&it=r&asid=06e987ef8e38ae7300a9dd307fe28acf.
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QUOTE:
encyclopedic history of Coke and its culture.
For God, Country & Coca-Cola, third edition
The Bookwatch.
(July 2013):
COPYRIGHT 2013 Midwest Book Review
http://www.midwestbookreview.com/bw/index.htm
Full Text:
Mark Pendergrast
Basic Books
c/o Perseus Books Group
11 Cambridge Center, Cambridge, MA 02142
www.perseusbooksgroup.com
9780465029174, $21.99, www.basicbooks.com
For God, Country & Coca-Cola: The Definitive History of the Great American Soft Drink and the Company That
Makes It appears in its third revised, expanded edition to provide an encyclopedic history of Coke and its culture. More
than being the history of a drink, however, it covers the company's evolution, the social environment of its evolution,
and updates Coke leadership to include three new chapters of CEOs Doug Daft, Neville Isdell and Muhtar Kent.
Controversies over Coke bottling, connections to paramilitary groups in other countries, and underlying Coke culture
and events makes for a lively and powerful coverage highly recommended for any fan of popular cultural histories.
Source Citation (MLA 8th
Edition)
"For God, Country & Coca-Cola, third edition." The Bookwatch, July 2013. General OneFile,
go.galegroup.com/ps/i.do?
p=ITOF&sw=w&u=schlager&v=2.1&id=GALE%7CA337720689&it=r&asid=cb6715c2c7a507a993884abaf1f3eb10.
Accessed 22 Oct. 2017.
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Inside the Outbreaks: The Elite Medical
Detectives of the Epidemic Intelligence Service
Rachel Zelkowitz
Science News.
178.1 (July 3, 2010): p30.
COPYRIGHT 2010 Society for Science and the Public
http://www.sciencenews.org
Full Text:
Inside the Outbreaks: The Elite Medical Detectives of the Epidemic Intelligence
Service
Mark Pendergrast
[ILLUSTRATION OMITTED]
In 1951, a group of American men suited up to go to war. This wasn't unusual at the time--the Korean War was on--but
this brigade was armed with field note books and test tubes, and was trained to take aim at threats to public health.
Inside the Outbreaks tells the story of this little-known corps, the Epidemic Intelligence Service of the Centers for
Disease Control and Prevention.
Taking a historical approach to the subject, Pendergrast, a science journalist, uses interviews and archival materials to
bring to life the people of the EIS, such as the service's founder, epidemiologist Alexander Langmuir, described by his
daughter as someone who "people knew when he entered the room."
After training, "Langmuir's boys," as the initial officers were called, traveled the world in search of natural and social
causes of cholera epidemics, smallpox outbreaks, food contamination and other ills. The book chronicles these early
forays and then recounts the history of the EIS, as it opened its ranks to women, veterinarians, and social scientists and
expanded its purview to chronic diseases such as heart disease, diabetes, HIV/AIDS and cancer.
Pendergrast's pace is nearly as frenetic as that of the EIS: Activities in Brazil, Africa and California unfold within a few
pages. The effect is jarring at times but does reflect the intensity of those serving at the front lines of public health.--
Rachel Zelkowitz Houghton Mifflin Harcourt, 2010, 432 p., $28.
Zelkowitz, Rachel
Source Citation (MLA 8th
Edition)
Zelkowitz, Rachel. "Inside the Outbreaks: The Elite Medical Detectives of the Epidemic Intelligence Service." Science
News, 3 July 2010, p. 30. General OneFile, go.galegroup.com/ps/i.do?
p=ITOF&sw=w&u=schlager&v=2.1&id=GALE%7CA231408472&it=r&asid=84165752ed35413c149abe6391024eda.
Accessed 22 Oct. 2017.
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QUOTE:
Fans of medical mysteries will find scores of EIS case histories to slake their appetites in this meticulous history.
Pendergrast, Mark: INSIDE THE OUTBREAKS
Kirkus Reviews.
(Feb. 15, 2010):
COPYRIGHT 2010 Kirkus Media LLC
http://www.kirkusreviews.com/
Full Text:
Pendergrast, Mark INSIDE THE OUTBREAKS Houghton Mifflin Harcourt (Adult NONFICTION) $28.00 Apr. 13,
2010 ISBN: 978-0-15-101120-9
Pendergrast (Mirror Mirror: A History of the Human Love Affair with Reflection, 2003, etc.) provides an exhaustive
account of the "shoe-leather epidemiologists" who trek to the world's troubled spots when a serious or unusual disease
strikes.
The author digs deep into the archives of the Centers for Disease Control and Prevention (CDC) to produce an
impressive, occasionally awe-inspiring narrative about the CDC's Epidemic Intelligence Service. The organization is
comprised of idealistic young men and women who sign up for two years of training and field work, postings during
which they can face Ebola in Africa, bird flu in Asia or other more routine clusters of salmonella food poisoning in
America. When EIS was founded in 1951, it was a haven for doctors seeking to avoid the draft for the Korean War, and
EIS recruits were envisioned as first responders in the case of biowarfare. The early EIS decades were largely devoted
to infectious outbreaks--bat rabies, Asian flu, oyster-borne hepatitis, etc.--and EIS sleuthing then and now looks at
patient histories and environmental clues, often conducting case-control studies. Pendergrast does not gloss over the
moral shortcomings of the early years--the infamous Tuskegee study, vaccines tested on prisoners or institutionalized
children--nor does he ignore the role of bureaucratic in-fighting and politics. The author celebrates EIS's successes and
occasional triumphs--like the eradication of smallpox--and the commitment, intelligence and passion of its trainees and
alums.
Fans of medical mysteries will find scores of EIS case histories to slake their appetites in this meticulous history.
Source Citation (MLA 8th
Edition)
"Pendergrast, Mark: INSIDE THE OUTBREAKS." Kirkus Reviews, 15 Feb. 2010. General OneFile,
go.galegroup.com/ps/i.do?
p=ITOF&sw=w&u=schlager&v=2.1&id=GALE%7CA221151650&it=r&asid=9153cb960f6e411a5ad0723dd26bf2eb.
Accessed 22 Oct. 2017.
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Pendergrast, Mark. Inside the Outbreaks: The
Elite Medical Detectives of the Epidemic
Intelligence Service
Elizabeth Williams
Library Journal.
135.3 (Feb. 15, 2010): p109.
COPYRIGHT 2010 Library Journals, LLC. A wholly owned subsidiary of Media Source, Inc. No redistribution
permitted.
http://www.libraryjournal.com/
Full Text:
Pendergrast, Mark. Inside the Outbreaks: The Elite Medical Detectives of the Epidemic Intelligence Service. Houghton
Harcourt. Apr. 2010. c.432p. ISBN 978-0-15-101120-9. $28. MED
[ILLUSTRATION OMITTED]
Pendergrast (Uncommon Grounds: A History of Coffee) turns his focus to a department of the Centers for Disease
Control that investigates outbreaks of illness around the globe. Formed in 1951, the Epidemic Intelligence Service (EIS)
originated during the polio years and progressed through anthrax, salmonella, rabies, smallpox, HIV, and Ebola to the
present day. You name it, they identified it. Appealing to CSI geeks, the individual stories unfold as mysteries: What is
causing this outbreak of paralysis or death? Why are all of the high school kids or factory workers getting the flu? The
EIS investigated norovirus on cruise ships and malaria in Niger. VERDICT A great reminder of the importance of
public health, both in the United States and around the world, this is good reading for those who wonder whether
vaccinations and other simple disease preventatives such as clean water and mosquito nets are relevant today. The zippy
manga cover and engrossing tales will pull in nonfiction readers not usually up for medical history.--Elizabeth Williams,
Washoe Cry. Lib. Syst., Reno, NV
Williams, Elizabeth
Source Citation (MLA 8th
Edition)
Williams, Elizabeth. "Pendergrast, Mark. Inside the Outbreaks: The Elite Medical Detectives of the Epidemic
Intelligence Service." Library Journal, 15 Feb. 2010, p. 109. General OneFile, go.galegroup.com/ps/i.do?
p=ITOF&sw=w&u=schlager&v=2.1&id=GALE%7CA222486450&it=r&asid=e10b85754b55d7cbbfdee567ceec4011.
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QUOTE:
makes for an often engrossing browse
Inside the Outbreaks: The Elite Medical
Detectives of the Epidemic Intelligence Service
Publishers Weekly.
257.6 (Feb. 8, 2010): p38.
COPYRIGHT 2010 PWxyz, LLC
http://www.publishersweekly.com/
Full Text:
Inside the Outbreaks: The Elite Medical Detectives of the Epidemic Intelligence Service
Mark Pendergrast, Houghton Mifflin Harcourt, $28 (432p) ISBN 978-0-15-101120-9
Plucky epidemiologists track the world's ailments in this hectic public health saga. Pendergrast (For God, Country and
Coca-Cola) chronicles the exploits of the doctors, nurses, statisticians, and sociologists of the Centers for Disease
Control's Epidemic Intelligence Service, who jet around investigating the causes and remedies of disease outbreaks
from Alabama to Zaire. Looming large is the ever-present, life-threatening problem of diarrhea, whose outbreaks they
trace variously to contaminated water, iffy tofu, and Oregon cultists who in 1984 sprinkled salmonella into restaurant
salad bars. The investigators also take on more exotic cases, including Ebola outbreaks, the post-9/11 anthrax letters,
and a grade-school itching epidemic that turned out to be mass hysteria. These epidemiologists have also led long
campaigns to eradicate smallpox--in Pendergrast's telling, an epic struggle against both germs and cultural prejudices--
and tried to abate social ills like smoking, obesity, and gun violence. There's not much story-telling frippery in
Pendergrast's episodic six-decade narrative, just bare-bones accounts of barely individuated sleuths busting one
microbial perp after another by collecting samples and conducting surveys. Still the scientific fight against these
cunning, deadly pathogens makes for an often engrossing browse. Photos. (Apr. 13)
Source Citation (MLA 8th
Edition)
"Inside the Outbreaks: The Elite Medical Detectives of the Epidemic Intelligence Service." Publishers Weekly, 8 Feb.
2010, p. 38+. General OneFile, go.galegroup.com/ps/i.do?
p=ITOF&sw=w&u=schlager&v=2.1&id=GALE%7CA219307366&it=r&asid=0e9be94c43979e965bb7ee73fcd700da.
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Pendergrast, Mark. Mirror/mirror; a history of the
human love affair with reflection
Daniel Levinson
Kliatt.
39.2 (Mar. 2005): p42.
COPYRIGHT 2005 Kliatt
http://hometown.aol.com/kliatt/
Full Text:
PENDERGRAST, Mark. Mirror/mirror; a history of the human love affair with reflection. Basic Books. 404p. illus.
notes. index. c2003. 0-465-05471-4. $17.00. SA
Although one of the book jacket blurb's from The New York Times says that this book is an "entire liberal arts education
in itself," it probably will be of primary interest to students of science. There's some history, art and literature here, but
the bulk of the discussion relates to telescopes, light and light rays. The style is described as "breezy" by several other
reviewers, and this is both a strength and a weakness. Perhaps Pendergrast tries to cover too much too quickly, but the
subject is fascinating and the links to the humanities are amazingly broad. The book's highlights, for me, were two 10+
page sections of photos and illustrations with wonderfully concise captions. These sections comprise a mini-book by
themselves, and could tempt many browsers to read further. Daniel Levinson, Teacher, Thayer Acad., Braintree, MA
S--Recommended for senior high school students.
A--Recommended for advanced students and adults. This code help librarian and teachers working in high schools
where there are honors and advanced placement students. This also will help extend KLIATT's usefulness in public
libraries.
Levinson, Daniel
Source Citation (MLA 8th
Edition)
Levinson, Daniel. "Pendergrast, Mark. Mirror/mirror; a history of the human love affair with reflection." Kliatt, Mar.
2005, p. 42. General OneFile, go.galegroup.com/ps/i.do?
p=ITOF&sw=w&u=schlager&v=2.1&id=GALE%7CA130568924&it=r&asid=aa5b459e69d89fce4b19e67d4e611698.
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QUOTE:
adopts an object that we alternately ignore or obsess over
as a foil to examine the expanse of human history, psychology, art, and science.
Reflecting on time and space
Reflected in
Pendergrast's exposition on mirrors is a succinct history of the world, scientific thought, and culture itself.
Jennifer Birriel
Astronomy.
32.2 (Feb. 2004): p98.
COPYRIGHT 2004 Kalmbach Publishing Company
http://corporate.kalmbach.com/
Full Text:
Mirror Mirror: A History of the Human Love Affair with Reflection
Mark Pendergrast, 404 pages, Basic Books, New York, 2003; ISBN 0-4650-5470-6; hardcover, $27.50.
In the morning, a mirror looks back at us. Hidden in a telescope at night, it helps us view the stars. We gaze into mirrors
or avoid them, polish and adjust them, but for the most part, they are little more than backdrop, tool, decoration.
At first glance, these glossy slabs of glass and metal hardly seem substantive enough to fashion a book around. But then
Mark Pendergrast begins to reflect on them.
As he did with that other morning mainstay, coffee, in his earlier book Uncommon Grounds, the author of Mirror
Mirror: A History of the Human Love Affair with Reflection adopts an object that we alternately ignore or obsess over
as a foil to examine the expanse of human history, psychology, art, and science.
The history of mirrors, ventures Pendergrast, begins with the study of light. Understanding how light bounces (reflects)
and bends (refracts) fed the development of telescopes from small, hand-ground lenses in leather tubes to the mammoth
315-inch mirrors of the Very Large Telescope in Chile. His history of mirrors naturally transforms into a history of
astronomy.
Pendergrast follows the arc of scientific thought from Plato and his student Aristotle, who speculated on sight and
rainbows, to Archimedes, whose ingenious military inventions supposedly included large mirrors capable of focusing
enough light to set fire to marauding ships.
The author's gift for storytelling enlivens the time line. In 16th-century England, mirror-gazing blurred the lines
between magic and science. Mathematician and optical scientist John Dee became obsessed with the practice of
"scrying," the divination of mysteries using mirrors. He fell under the spell of an unscrupulous scryer who ultimately
coerced him into a wife-swapping affair with Dee's reluctant bride.
Organist-turned-astronomer William Herschel, who would go on to discover Uranus, ground his own reflectors that
soon surpassed those from the United Kingdom's national academy of science, The Royal Society. Once, while trying to
pour his biggest mirror ever, Herschel and his assistants had to make a quick getaway when molten copper leaked onto
the cool basement floor, causing the flagstones to expand and explode like bombs.
The history of mirror-making for telescopes is fraught with such problems. Exasperatingly, glass bubbles or cracks,
cutting tools go berserk, and furnaces collapse, leaving gashes on pristine surfaces. Pendergrast describes innumerable
setbacks in the making of masterpieces like Palomar's 200-inch mirror as well as the driven and mercurial personalities,
such as George Ellery Hale, behind the projects.
Pendergrast doesn't forget about the specialized mirrors necessary for observing non-visible light, such as the chicken
wire-like mesh of radio dishes and the nested, iridium-coated mirrors of the orbiting Chandra X-ray Observatory.
Like the sleight-of-hand mirror-gazers he documents, Pendergrast uses a seamlessly joined collection of facts and
anecdotes--sometimes only tenuously mirror-related--to charm the reader. But we are the better for his ruse. Reflected in
Pendergrast's exposition on mirrors is a succinct history of the world, scientific thought, and culture itself.--Jessa Forte
Netting is a science writer in Los Angeles.
Einstein's Clocks, Poincare's Maps: Empires of Time
Peter Galison, 389 pages, W. W. Norton & Co., New York, 2003; ISBN 0-3930-2001-0; hardcover, $23.95.
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What do train schedules, alarm clocks, submarine telegraph cables, astronomers' charts, a mapping expedition to
Ecuador, and a coal mining disaster have to do with mathematical theories of relativity? For readers of Einstein's
Clocks, Poincare's Maps, the answer is--everything.
Peter Galison, a professor of physics and science history at Harvard University, has woven together a seemingly
disparate collection of physical objects, political preoccupations, and competing philosophies to create a coherent
account of the events that led to Albert Einstein's seminal paper on special relativity in 1905. Einstein broke away from
the Newtonian idea that space and time are fixed frames of reference. He suggested that the speed of light remains the
same for all observers, regardless of their motion relative to the light source, and that all observers moving at a constant
speed should observe the same physical laws. This can happen only if measurements of time and length are relative, not
absolute.
Galison begins his introduction to the finer points of relativity theory by setting out why clock synchronization was so
critical to Einstein. Then, a whirlwind tour of early 20th-century state departments, academic establishments,
observatories, and railway stations shows how ideas about the simultaneity of events were gripping Europe and North
America.
That broad focus may seem to introduce irrelevancies, but structuring the book around national archives offers an
essential perspective. Historians of science often discuss the merits of interpreting ideas in their correct historical
context, and Galison labors to show that concept and context cannot be disentangled.
One brickbat concerns style: Galison's attempts to persuade the reader through the use of seductive language
occasionally become tiresome. This is especially true in the closing chapter, where an obscure phrase, "critical
opalescence," crops up repeatedly, to grating effect.
But while that kind of runaway language distracts, it does not detract from the book's overall quality. Galison meshes
even the tiniest details beautifully, and he never "dumbs down" the physics of relativity, explaining the subtle
differences between mathematical arguments clearly and precisely. Einstein's Clocks, Poincare's Maps is enormously
engaging, entertaining, and informative.--Paula Gould is a science writer and a member of the British Society for the
History of Science.
The Orion Nebula: Where Stars Are Born
C. Robert O'Dell, 192 pages, Harvard University Press, Cambridge, Massachusetts, 2003; ISBN 0-6740-1183-X,
hardcover, $27.95.
Orion is among the most readily identifiable constellations and home to the colorful Orion Nebula. A mere 1,500 lightyears
away, the nebula is an easy naked-eye target on a clear, crisp winter night.
The Orion Nebula: Where Stars Are Born takes an in-depth look at this gaseous cocoon glowing with thousands of hot,
young stars. Author C. Robert O'Dell, an astrophysicist at Vanderbilt University, is an impeccable and eminently
qualified tour guide, having devoted much of the past fifty years to studying the nebula.
Although the book is about a single astronomical object, it touches on the evolution of astronomy over the past four
hundred years. O'Dell begins with the nebula's discovery--Nicholas Peiresc, a contemporary of Galileo, first recognized
it in 1610. The list of the nebula's intrepid mariners reads like a who's who in astronomy: William Herschel, William
Parsons, and Charles Messier each made sketches of Orion; Henry Draper took its first snapshot.
As former chief scientist of the Hubble Space Telescope, O'Dell also gives us an insider's perspective on the famous
orbiting observatory. He discusses the physics of light, the lives of stars, and the interaction of matter and radiation--all
critical for understanding the Orion Nebula. Then, he paints a 3-D picture of the cloud, detailing its inner workings, age,
and likely fate, ruminating on whether there might be planets forming around its stars.
O'Dell deftly weaves his own experiences into this entertaining and informative book, and beautiful photographs,
portraits of astronomers, and historic sketches complete the volume.
Jennifer Birriel teaches physics and astronomy at Morehead State University in Kentucky.
Birriel, Jennifer
Source Citation (MLA 8th
Edition)
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Birriel, Jennifer. "Reflecting on time and space." Astronomy, Feb. 2004, p. 98. General OneFile,
go.galegroup.com/ps/i.do?
p=ITOF&sw=w&u=schlager&v=2.1&id=GALE%7CA114647100&it=r&asid=3a6677b74eac673f002f35c917d7178a.
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QUOTE:
weaves together a small canon of serendipitous knowledge, a good scattershot for one
book.
Vanity, Vanity. (Books)
Simon Ings
New Scientist.
179.2404 (July 19, 2003): p50.
COPYRIGHT 2003 New Scientist Ltd.. For more science news and comments, see http://www.newscientist.com.
http://www.newscientist.com/
Full Text:
Mirror Mirror: A history of the human love affair with reflection
by Mark Pendergrast, Basic Books, $27.50, ISBN 0465054706
MARK Pendergrast's history of human reflection tries to make a virtue of virtuosity as it leaps from history, to science,
to mysticism and to biography. It weaves together a small canon of serendipitous knowledge, a good scattershot for one
book.
The trouble with detouring through half a dozen or more disciplines -- optics, archaeology, psychology, cosmology and
materials science -- is that you lay yourself open to every smart-alec reviewer whose little nub of knowledge you left
out.
We will ask questions such as: why didn't he say anything about mirrors in nature? In particular, why didn't he say
anything about eyes? Had he only referred to the patina which makes cats' eyes glow in the dark, his discussion of
extromission, the classical theory of vision that asserted that eyes emit something that enable them to see, could have
been made much more immediate and convincing.
And had he only mentioned Michael Land and Klaus Vogt's independent discoveries that the compound eye of the
lobster uses mirrors not lenses, he would surely have stumbled across Roger Angel's plan to apply their knowledge to a
new sort of X-ray telescope, a story sadly omitted from his otherwise excellent account of reflecting telescopes.
Mirror Mirror is an entertaining catalogue of human vanity and curiosity. It recounts -- partially--how these antagonistic
impulses fought over the mirror, and were sometimes reconciled in it.
Had Pendergrast gambolled modishly through some interdisciplinary space of his own devising, his omissions would
have seemed integral to his design. But he simply cites one establishment account after another, and at worst, scrambles
from history to science to biography and back again with the desperate predictability of a lungfish spasming its way
from one shrinking puddle to the next.
Regardless of its merits, the pedants and the literalists are going to have this book for breakfast.
Simon Ings is a writer in London
Ings, Simon
Source Citation (MLA 8th
Edition)
Ings, Simon. "Vanity, Vanity. (Books)." New Scientist, 19 July 2003, p. 50+. General OneFile,
go.galegroup.com/ps/i.do?
p=ITOF&sw=w&u=schlager&v=2.1&id=GALE%7CA105851878&it=r&asid=1016833f034290db257892f23fa0e342.
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QUOTE:
Art and science mix in
Pendergrast's panorama, sometimes oddly, always intriguingly.
Pendergrast, Mark. Mirror Mirror: a History of
the Human Love Affair with Reflection
Gilbert Taylor
Booklist.
(June 1, 2003): p1718.
COPYRIGHT 2003 American Library Association
http://www.ala.org/ala/aboutala/offices/publishing/booklist_publications/booklist/booklist.cfm
Full Text:
July 2003. 352p. index. Basic, $27.50 (0-465-05470-6). 535.
Mirrors, from ancient obsidian shards to modern space telescopes, have been conceived to control and refine light for
purposes as varied as flattering one's appearance or probing the history of the universe. Pendergrast arranges a
kaleidoscopic chronology that touches on people as different as Etruscans and NASA astrophysicists, and literature that
encompasses both Shakespeare and advertising. It is that variety that summarizes how Pendergrast's narrative bounces
off any topic conceivably connected to mirrors. However, it acquires coherence through the author's recurring summary
of the improving technology of mirror manufacturing over time. The author also highlights the fact that mirrors were
rare luxury items and often invested with mysticism as reflectors of the soul or the future. Art and science mix in
Pendergrast's panorama, sometimes oddly, always intriguingly.
YA/C: Integrates science and history for cross-curricular studies. BL.
Taylor, Gilbert
Source Citation (MLA 8th
Edition)
Taylor, Gilbert. "Pendergrast, Mark. Mirror Mirror: a History of the Human Love Affair with Reflection." Booklist, 1
June 2003, p. 1718+. General OneFile, go.galegroup.com/ps/i.do?
p=ITOF&sw=w&u=schlager&v=2.1&id=GALE%7CA103993120&it=r&asid=ad9f0cd12d9409eff7b17a79096e97ee.
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Pendergrast, Mark. Mirror, Mirror: A History of
the Human Love Affair with Reflection
Donna Marie Smith
Library Journal.
128.10 (June 1, 2003): p150.
COPYRIGHT 2003 Library Journals, LLC. A wholly owned subsidiary of Media Source, Inc. No redistribution
permitted.
http://www.libraryjournal.com/
Full Text:
Basic Bks: Perseus. Jul. 2003. c.352p. index. ISBN 0-465-05470-6. $27.50. SOC SCI
Pendergrast (Uncommon Grounds: The History of Coffee and How It Transformed Our World) traces the significance
of reflective surfaces from ancient cultures to contemporary times. He provides a cursory treatment of the religious,
literary, and artistic uses of mirrors throughout history, instead focusing on the scientific and technological
achievements resulting from the applications of mirrors. As Pendergrast reveals, mirrors played a significant role in the
advancements of such scientific fields as optics, astronomy, and the study of light. He explains at length that telescopes
were only possible through refinements in mirror technology. This well-researched treatise on mirrors and science
would have made for an interesting book in its own right; the less-developed chapters on mirror symbolism in the
humanities and pop culture would have been more true to the book's subtitle if developed as a separate study. More
comprehensive studies of the mirror and its sociological impact may be found in Benjamin Goldberg's The Mirror and
Man or Sabine Melchior-Bonnet's The Mirror: A History. Overall, however, Pendergrast's book is a worthwhile addition
to general collections in large public or academic libraries.--Donna Marie Smith, Palm Beach Cty. Lib. Syst., FL
Smith, Donna Marie
Source Citation (MLA 8th
Edition)
Smith, Donna Marie. "Pendergrast, Mark. Mirror, Mirror: A History of the Human Love Affair with Reflection."
Library Journal, 1 June 2003, p. 150+. General OneFile, go.galegroup.com/ps/i.do?
p=ITOF&sw=w&u=schlager&v=2.1&id=GALE%7CA103125691&it=r&asid=d637a9100d3c5825cee5c988f512b057.
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Mirror, Mirror: A History of the Human Love
Affair with Reflection. (Nonfiction)
Publishers Weekly.
250.18 (May 5, 2003): p207.
COPYRIGHT 2003 PWxyz, LLC
http://www.publishersweekly.com/
Full Text:
MARK PENDERGRAST. Basic, $27.50 (352p) ISBN 0-465-05470-6
After exploring the history of coffee in Uncommon Grounds, Pendergrast now takes up another common object-the
mirror. How it evolved from the polished ornaments of ancient sun worshippers and an essential of 17th-century palace
decor to the modern glass in everyman's bathroom is only one theme in this chronological survey. Throughout its
history, Pendergrast shows, the mirror has symbolized vanity, self-examination and the limits of human understanding.
He identifies the mirror as a favorite metaphor in Elizabethan literature; he also traces mirrors back to Creek myths and
forward to Lewis Carroll's classic Through the Looking-Class. A third theme is the magic mirror, into which conjurers
have peered to communicate with the other world. Though condemned by the Church, this practice, called scrying,
enjoyed a revival during the Renaissance and again during the Victorian spiritualism craze, while vaudevillian "smoke
and. mirror" shows flourished and toys for creating optical illusions provided home entertainmen t. Shifting to mirrors
in science, Pendergrast describes optics from early philosophers' theories of vision through quantum physicists'
discovery of light's dual particle-wave nature. Though informative, long technical sections about reflecting telescopes
and other subjects will frustrate the reader lured by the book's suggestive subtitle. In the conclusion, Pendergrast
speculates on the ability to recognize oneself in the mirror as evidence of a self-awareness unique to higher animals. If
Pendergrast had shown more self-awareness as a writer, however, he might have resisted the urge to impose a
chronological framework and to include seemingly every fact from his notes. The result would have been a more
coherent and thoughtful book. (July 1)
Source Citation (MLA 8th
Edition)
"Mirror, Mirror: A History of the Human Love Affair with Reflection. (Nonfiction)." Publishers Weekly, 5 May 2003, p.
207+. General OneFile, go.galegroup.com/ps/i.do?
p=ITOF&sw=w&u=schlager&v=2.1&id=GALE%7CA101860146&it=r&asid=4b23148a9bc014a5e4e35342f261f5b8.
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QUOTE:
Impressive in its wide-ranging research, and sometimes overwhelmingly detailed: best consumed a chapter at a time.
Mirror Mirror: A History of the Human Love
Affair with Reflection. (Nonfiction)
Kirkus Reviews.
71.9 (May 1, 2003): p664.
COPYRIGHT 2003 Kirkus Media LLC
http://www.kirkusreviews.com/
Full Text:
Pendergrast, Mark
Basic (352 pp.)
$27.50
Jul. 2003
ISBN: 0-465-05470-6
An encyclopedic treatment of the looking glass, from the bathroom variety to its use in high-powered telescopes.
Business journalist Pendergrast has an eclectic mind and writes about deceptively narrow topics (Uncommon Grounds,
1999, etc.) that have, in fact, figured in world history for millennia. Here, he demonstrates how mirrors have been
intimately connected to human consciousness. Archaeologists have uncovered artificial mirrors made of polished
obsidian, a natural black glass created during volcanic eruptions, dating from around 6200 B.C.F., at a site in what is
now Turkey. Mirrors themselves are nothing more than objects that, as Pendergrast says, "are meaningless until
someone looks in them." At that juncture, the literal and psychological reflections multiply. As with his history of coffee
and how it transformed the world in so many ways, Pendergrast had little conception of how many directions a history
of mirrors would take. He traveled to modern-day locales to view a 300-foot diameter radio telescope in rural West
Virginia, lay on his back in upstate New York to see into the world's largest kaleidoscope, loo ked at himself in a true
mirror (not flipped right-to-left), and entered a French nudist colony (few mirrors there, as Pendegrast had rightly
surmised). These are largely descriptive ruminations, though at times the author becomes reflective himself about the
deeper meaning of what humans see when they see themselves or their cosmological surroundings with the help of
mirrors.
Impressive in its wide-ranging research, and sometimes ovewhelmingly detailed: best consumed a chapter at a time.
Source Citation (MLA 8th
Edition)
"Mirror Mirror: A History of the Human Love Affair with Reflection. (Nonfiction)." Kirkus Reviews, 1 May 2003, p.
664. General OneFile, go.galegroup.com/ps/i.do?
p=ITOF&sw=w&u=schlager&v=2.1&id=GALE%7CA101797732&it=r&asid=19873559f9e974f366d3dcf97040c96a.
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THE CAPPUCCINO YEARS
Will Hobhouse
Management Today.
(June 2001): p44.
COPYRIGHT 2001 Haymarket Media Group
http://www.haymarket.com/home.aspx
Full Text:
This study captures coffee's rich history, but its flavour will appeal to the connoisseur rather than the marketeer,
Uncommon Grounds
By Mark Pendergrast Texere [pound]18.99
This is a serious book, but don't let that put you off. It deserves to be serious, not only because of the rich history of
coffee as a crop, a commodity, a drink [and, if we are to believe the coffee tales, a source of inspiration and certainly
stamina), but also because of the extraordinary place it has in our lives.
How much did you spend on coffee last month? How many times did you visit your local coffee bar? Once you work it
out (and frighten your domestic accountant), it's an amazing figure for many of us. Had we been asked 10 years ago, we
would have thought it inconceivable that we could spend so much on coffee.
It has taken Pendergrast more than three years to research this book. He traces the history of coffee back to the legend of
the Ethiopian goatherd who found his goats unusually lively one day after they'd grazed on a clump of coffee trees,
through the production cycle, commodity speculation, marketing, invention and re-invention -- all of which is covered
in extraordinary depth. Pendergrast also takes a long look at alternative sustainable methods of cultivating coffee crops,
noting the attempts of various plantations to be environmentally friendly as well as profitable. Uncommon Grounds:
The History of Coffee and How It Transformed the World follows on from the author's previous work on Coca Cola,
which similarly traced every aspect of that ubiquitous American beverage.
It's an American view, tracing the changes, brands and developments in the US and giving the details on production
largely based on South America (where North Americans generally source their coffee]. The work ing conditions of
Latin American coffee berry harvesters are recreated in meticulous detail, giving the reader a real feel for where their
daily cup is coming from. But despite the interesting aspects of so many African coffees, the rich history of their
growers receives nothing like the same treatment.
There are nuggets of dinner party wisdom: the coffee break started after world war two, in stant coffee was first
formulated in 1906, the cowboy loved his coffee macho and black -- 'de horned' -- and coffee houses in Mecca were
once banned, as they were thought to encourage their patrons to 'indulge in improper pastimes'. Pender-grast also
includes a wealth of horticultural information - 12 pounds of coffee cherries pro duce only two pounds of green coffee
beans; the coffee tree's evergreen leaves, as well as the coffee berries, are laced with caffeine. There is also a full
account of the growth in the industry through to the speciality business sweeping the world.
The comprehensiveness of the coverage of his subject makes this quite a read: essential for anyone in the industry. A
little dry, though, for the casual latte drinker and very much concentrated on industry matters such as production,
technical innovation (including the development of instant coffee), commodity trading and roasting.
And this is a pity, because the change in habits sweeping the world courtesy of Starbucks et al would be fascinating as a
case study in marketing and business development. It is as profound a change and as much an American invasion as the
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hamburger from McDonald's.
Much of this story has been lost because the author takes a purist view (unsurprising, given the dedication in the book to
Alfred Peet, the father of the purist world of speciality coffee). It remains to be seen whether our cappuccino obsession
will last longer than the one in the '60s, but if it does, it is a phenomenon worthy of study, and to have covered the
business development aspects would have made Uncommon Grounds a more rounded read and given it wider appeal.
But this is a premier cru look at coffee, and the fact that a coffee bar spends more on milk than on coffee is good reason
for the purist to dismiss the marketing.
It's worth adding to your business library, though. After all, it costs less than 10 cappuccinos at your local coffee bar.
Will Hobhouse is chairman of Whittard
Will Hobhouse helped to transform Tie Rack, opening more than 150 shops in eight countries, so he knows how
companies grow. He moved on before the tie chain began to unravel and in 1988 joined Whittard's of Chelsea, which at
the time had just three shops. Today, after slow but steady growth, there are more than 100 . Now Whittard's CEO,
Hobhouse wrote our review of Mark Pendergrast's book on coffee, Uncommon Grounds, while holidaying in the
Bahamas.
Source Citation (MLA 8th
Edition)
Hobhouse, Will. "THE CAPPUCCINO YEARS." Management Today, June 2001, p. 44. General OneFile,
go.galegroup.com/ps/i.do?
p=ITOF&sw=w&u=schlager&v=2.1&id=GALE%7CA75670212&it=r&asid=5cfc2c6bb3ab9c0dc1a7b99b52bfa9e2.
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QUOTE:
At last the trade has been graced with an authoritative narrative on the history of coffee and the impact of the bean and
beverage on our society. At the same time, Mark Pendergrast, in his masterful telling of coffee's story, has researched
and annotated his work so thoroughly as to render Uncommon Grounds a fountainhead for all future historical writing
on the subject.
Uncommon Grounds
Donald N. Schoenholt
Tea & Coffee Trade Journal.
172.4 (Apr. 2000): p105.
COPYRIGHT 2000 Lockwood Trade Journal Co., Inc.
http://www.teaandcoffee.net/
Full Text:
By Mark Pendergrast
Basic Books, New York * 520 Pages US $27.50/ Canada $40.00
At last the trade has been graced with an authoritative narrative on the history of coffee and the impact of the bean and
beverage on our society. At the same time, Mark Pendergrast, in his masterful telling of coffee's story, has researched
and annotated his work so thoroughly as to render Uncommon Grounds a fountainhead for all future historical writing
on the subject. Here is solid foundation of knowledge from which to build your understanding of the bean and the
beverage along with the notable personalities, political movements, and economic programs associated with coffee over
the centuries.
Pendergrast spotlights for the reader both the kindenss and the cruelties that are part and parcel of coffee's history. He
does this without compromising his virtue, and he shows a true affection for his subject and the men and women who
toil each day to bring the perfect cup to the world.
Uncommon Grounds does not have coffee recipes in the appendix. You will not learn how to fix your Gaggia here, only
how to fix your perspective. The book focuses us on what today's cup has come from, as well as where and from whom.
It educates the reader as to coffee's various historical life forms to date. Pendergrast brings us to the present and leaves
open for our generation to determine what directions it will take in the future.
Whatever your particular historical coffee pursuit there is something in Uncommon Grounds to suit. Should advertising
and marketing be your area of interest, you can follow the history of coffee advertising from radio days Capt'n Andy's
Maxwell House Showboat through television's early coffee ads starring characters created by the young Jim Hensen to
today's Juan Valdez commercials. You can read of the first great advertising war, spawned by coffee competitors of
course, and watch as brand titans have fought for supremacy on the market shelves of America. Or, if you prefer the
geopolitical or economic or environmentalist perspective, the author has threaded each into his story. You can follow the
stories of the rise and fall of the great brands, and great men. The Hills' are here, and the Arbuckles too, and Chase, and
Sanborn, and the debacle that was Brothers, and the glory that was Starbucks before Schultz and the corporation boys
arrived. Pendergrast leads us along on the riveting adventure of America's c up. The author gives the reader a periodic
coffee break from American trade history to give an aside of what was brewing in Europe's coffee culture and at origin
during the same period.
Mark Pendergrast gives us in-depth understanding supported by both hard and human scale anecdotal evidence of the
effect of coffee on the individual economies of planters and farm families through the years and how this has translated
itself into economic and political policies with global impact. You can follow the adventures of men who cut pathways
through the forest, colonized and planted their crops, and raised and harvested coffee, bringing to the world the brown
gold, and to themselves (when success was theirs) the yellow gold that built fortune, and power. You can also read of
the effect of these efforts on indigenous peoples and the environment. It's not fun to read some of this, as coffee's role in
the development and use of slave labor in the Caribbean, in the Southern Americas, and in the East Indies is real and
ugly. It is important to recognize that coffee is more than the beverage with which we jump-start our day. Bringing a
great commodity to the world is serious business. In the case of coffe e -- as with tobacco, spices, indigo, sugar, rubber,
and countless other categories of goods -- there is a historic trail of anguish and blood that follows the commodity. We
have paid a price in human and environmental suffering for the wealth of flavors and riches coffee has brought to North
America and Europe. It is helpful, too, to judge the actions and attitudes of these early pioneers, remembering that they
are the products of their time and generation, not ours, and that they lived in an insensitive time.
Pendergrast paints a fascinating portrait of coffee, one layered deep with meaning and nuance. In the end it is an
attractive picture, but Uncommon Grounds follows the path of truth. Pendergrast has given us coffee, "warts and all."
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Also here are the entrepreneurs, inventors, commodity dealers, and roaster consumers rising with the popularity of the
beverage after the American Civil War, and the emergence of the great brands, with their economies of scale in
production, mass marketing, and mass advertising which started the slow strangulation of small roasting retailers
followed by small and then larger family wholesale roasting businesses as the giants fought for market share. Radio
speeded the process along by creating an advertising media that only the richest companies could afford to use. Later
TV raised the stakes again, and even the mighty Hills dynasty, and the Schonbrunn business, and that of the Martinson's
went the way of the dodo bird. The market seemed ever expanding, while the introduction of more and more Robustablended
products after WW II enabled roasters to cut the price point again and again. Everyone in America could afford
a cup of coffee with their breakfast, coffee break and lunch. Only those in far away places c ouldn't afford to eat at all
with the world price for green beans often under the cost of production. Here it was believed there was no need for a
quality taste so long as there was a quality pitch, and every can said it contained "A blend of the world's best coffee"
right?
Pendergrast tells us through the voices of participants and in great detail how we got coffee into the fix it was in by
1960, and how a new generation of Americans began to drink Coke for breakfast rather than the foul stuff boiling in the
stovetop percolator.
The author also tells how we almost miraculously found our way out again through the individual efforts of a motley
and diverse bunch of unlikely coffee revolutionaries. Pendergrast characterizes these revolutionaries as "a scattered
band of fanatics" who did their damnedest to upset the downward direction of coffee. He revels in their successes, and
traces their accomplishments as they caused havoc in the halls of the coffee establishment, and brought an awareness of
better coffee to come to all the people. At the same time, he voices concern at the end of his story that as coffee,
particularly specialty coffee, moves from the hands of the "scattered band[ldots]" to the hands of the talking suits, much
may change (perhaps to be lost forever) in America's cup.
The book is illustrated with black and white picture sections that follow the narrative storyline, and there could have
been more of these, because the pictures add texture and faces to the story as it unfolds. Maps would have been helpful
in discussions of the original propagation of coffee in foreign lands, and a chart here or there might have added to the
books overall clarity. And two sets of images particularly fascinated. The publisher juxtaposes a portrait of Mrs. Olsen,
perhaps by accident, opposite that of specialty coffee godmother Erna Knutsen (she gave the category its name). The
physical resemblance of each to the other is remarkable; however, the physical characteristics in the cup each woman
represents could not be more opposed. The irony is palpable. I enjoyed too the representation of Starbucks original
Mermaid trademark in all her sassy, sexy glory, and the photo of the three Starbucks' founders behind the counter of
their first store. You can sense the fire in their bellies, and feel the p ower of the roasts to come.
Mr. Pendergrast has done manifest research to bring us Uncommon Grounds, which was three years in the making. He
went directly to archival sources, as well as to coffee origins to learn about the beans. He conducted extensive personal
interviews face-to-face, on the telephone, and over the Internet to reach diverse and sometimes mercurial personalities
to get their take on events. He has followed Oliver Cromwell's admonition to paint a true to life portrait of coffee's
history and its part in the life of Western (particularly American) culture. As I have said before, it is not always a pretty
picture, but it is a picture that has the look of truth about it. Coffee, like our own lives, is not perfect.
The history of the bean as told in Uncommon Grounds makes you think, and it lingers in the mind like a bittersweet
memory. Everyone who takes coffee seriously should own a copy of this volume; in the years to come, it will be a
common desk reference for people in the coffee-related trades.
Specialty coffee pioneer Donald Schoenholt, a charter member of the "Scattered band of fanatics" mentioned above, is
currently serving as first chairman of the new Coffee Roasters Guild, a specialty coffee trade group under SCAA
auspices honoring the roasters' craft.
Source Citation (MLA 8th
Edition)
Schoenholt, Donald N. "Uncommon Grounds." Tea & Coffee Trade Journal, Apr. 2000, p. 105. General OneFile,
go.galegroup.com/ps/i.do?
p=ITOF&sw=w&u=schlager&v=2.1&id=GALE%7CA64704733&it=r&asid=f2d0464a633d116a8268b5b9c3f3f530.
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UNCOMMON GROUNDS: The History of
Coffee and How it Transformed our World
Heather Bourbeau
Washington Monthly.
31.10 (Oct. 1999): p54.
COPYRIGHT 1999 Washington Monthly Company
http://www.washingtonmonthly.com/
Full Text:
UNCOMMON GROUNDS: The History of Coffee and How it Transformed our World By Mark Pendergrast Basic
Books, $27.50
SINCE THE FIRST BEANS WERE serendipitously discovered by the legendary goatherd Kaldi, in Ethiopia, coffee has
been the muse and stimulus of imams, artists, writers, and radicals. Once the exclusive treat of nobility and religious
men, coffee would go on to fuel the common man through the industrial age and into the information age. Now our
collective fashions and addictions have made the bean ubiquitous and coffee snobbery de rigeur. And yet few coffee
consumers know the path--geographical, political, even karmic--that their beloved bean has taken.
In his new book, Uncommon Grounds: The History of Coffee and How It Transformed Our World, Mark Pendergrast
does his best to educate the drinker and provide some moral alternatives to conspicuous consumption. While
underscoring the heady brew's role in geopolitics and environmental devastation, the book's strength lies in
Pendergrast's chronicle of quirky factoids and wanton capitalism as exemplified by the lust for the ambrosia of our
times.
He credits coffee with the end of slavery in Brazil, the start of revolutions in Guatemala, and even hints that the French
Revolution was spawned by the culture of coffee. A Renaissance Turkish woman could divorce her husband if he failed
to provide her with her daily quota of coffee. Instead of banning the dreaded "Muslim drink," Pope Clement VIII
baptized coffee, making it a "truly Christian beverage" A century later, Turkish troops fleeing Vienna would leave
behind sacks of coffee, which were discovered by an innovative Franz George Kolschitzky, who launched the Viennese
cafe tradition.
For all his painstaking research, Pendergrast's skill as a non-academic historian shines best when he reaches the modern
New World through his often-witty descriptions of an industry dominated by imperialistic traditions, sexism, and
blinded, arrogant leaders. Among the more engrossing tales is Pendergrast's portrait of the fanatic creator of the
successful coffee-alternative Postum and Grape-Nuts cereal, C.W. Post, and of the coffee men he left in his zealous anticoffee
wake. On the news that his archenemy, Post, had suffered a nervous breakdown after years of denouncing
"coffee-slugged nerves," Tea & Coffee Trade Journal editor William Ukers wrote with sardonic glee, "We would not
appear to gloat over his misfortune." Reveling, he continued, "Indeed, if his breakdown is in any measure due to his
drinking Postum all these years, he has our deep sympathy" In wishing Post a rapid recovery, Ukers suggested a nurse
"slip him a cup of coffee now and then during his convalescence."
To add injury to irony, Post was soon after diagnosed with appendicitis. For years, he had claimed that his Grape-Nuts
cereal cured just such an raiment, For a health-nut who wrote that sickness was the creation of a feeble human mind, the
humiliating need of an operation and recuperation plunged him deeper into a depression that led to his eventual suicide.
He left the family business to his daughter Marjorie Merriweather Post, who would twist fate further by creating
General Foods and purchasing Maxwell House Coffee.
Tucked in between profiles are world wars, cataclysmic frosts and droughts, and the rise and falls of coffee cartels, but
all are personalized via dramatic characterization. Pendergrast provides a biased and bemused account of the men
behind the rise of Starbucks (no glamorization of the chain here). And for those readers still fumbling with kitsch-hip,
bad-brew percolators, Pendergrast has a special appendix on "How to Brew the Perfect Cup."
With so much to offer it would be understandable to overlook the greatest downfall of the book--the misleading title. As
Pendergrast rightly points out, coffee is a worldwide obsession, one that has affected global politics, economy and social
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values. Yet the first 1,200 years of coffee history, filled with political turmoil, ecological disaster, religious devotion,
and clandestine romances, are reduced to a total of 40 pages.
And while his chronicles of European and Latin American developments are extensive enough to argue that
Pendergrast's scope goes beyond the United States, he all but ignores Africa and Asia, where the specialty coffee
evolution has led to increased demand from Indonesian and other desirable arabica-rich regions. There is one very
notable exception: Pendergrast's coverage of Idi Amin's use of Uganda's booming coffee crops to fund his bloody
tyranny, the U.S. congressional delay of a Ugandan product boycott, and the international coffee men who profited from
it, like the American coffee importer Claude Saks. Following a massive heart attack, Saks left coffee and took up New
Age spirituality, writing, "Picture in front of your eyes a light, golden mist which is gentle, warm, and full of
unconditional love just for you." Barely restraining himself throughout his recanting of the ugly Ugandan coffee
dealings, Pendergrast lets loose on Saks, writing in a footnote: "Perhaps Saks could have given these instructions to the
Ugandans in their concentration camps."
Thus it is not so much myopia on Pendergrast's part as mild hubris in the subtitling of the book. A better option might
have been "How Coffee Transformed The Modern American World"--a more accurate and equally appealing tag line.
For even when describing international political, economic, or social developments, Pendergrast highlights how these
events affected the U.S. market, sometimes as if the United States were the only market for coffee and coffee products:
"It appears, then, that the higher costs are probably justified, at least in terms of the U.S. economy and lifestyle," he
writes.
Yet this is a book that deserves to be read without the criticisms and false expectations that come with such grandiose
intentions. North Americans are some of the greatest consumers (though the per capita title goes to Finland), and
Central and South Americans are the greatest producers of coffee in the world. So a book dedicated to the history of,
characters in, and possibilities for the American coffee industries--such as Uncommon Grounds--is not only a good read
but a vital one for anyone who considers him or herself an American political economist. Or simply a responsible coffee
drinker.
HEATHER BOURBEAU is the international-policy reporter for TheStreet.com.
Source Citation (MLA 8th
Edition)
Bourbeau, Heather. "UNCOMMON GROUNDS: The History of Coffee and How it Transformed our World."
Washington Monthly, Oct. 1999, p. 54. General OneFile, go.galegroup.com/ps/i.do?
p=ITOF&sw=w&u=schlager&v=2.1&id=GALE%7CA55983395&it=r&asid=798f79a7f842630f35bce479c444c963.
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QUOTE:
enlightening sociocultural chronicle
Uncommon Grounds: The History of Coffee and
How It Transformed Our World
Richard S. Drezen
Library Journal.
124.12 (July 1999): p125.
COPYRIGHT 1999 Library Journals, LLC. A wholly owned subsidiary of Media Source, Inc. No redistribution
permitted.
http://www.libraryjournal.com/
Full Text:
Pendergrast, Mark. Uncommon Grounds: The History of Coffee and How It Transformed Our World. Basic Bks:
Perseus. 1999. c.400p. illus. index. ISBN 0-465-03631-7. $27.50. BEVERAGES
In this enlightening sociocultural chronicle, journalist Pendergrast (For God, Country & Coca-Cola) focuses on the
popularity of coffee, especially in the Western Hemisphere. Coffee-drinking came late to the New World but was
embraced almost immediately. It accompanied settlers on theft way west (Native Americans referred to it as "black
medicine") and was popular with soldiers in the Civil War and both world wars. Pendergrast's book is filled with stories
about the rise (and fall) of coffee dynasties like Hills Brothers and Folgers and of how the fledgling advertising industry
helped promote each. The book concludes with the advent of specialty firms like Starbucks. While it lacks the extensive
industry overview that characterizes Gregory Dicum and Nina Luttinger's The Coffee Book: Anatomy of an Industry
from Crop to the Last Drop (LJ 4/1/99), it provides substantial background on coffee production as well as making an
entertaining yet serious attempt to understand the popularity of the beverage. Recommended for academic and larger
public libraries.--Richard S. Drezen, Washington Post News Research Ctr., Washington, DC
Source Citation (MLA 8th
Edition)
Drezen, Richard S. "Uncommon Grounds: The History of Coffee and How It Transformed Our World." Library
Journal, July 1999, p. 125. General OneFile, go.galegroup.com/ps/i.do?
p=ITOF&sw=w&u=schlager&v=2.1&id=GALE%7CA55315782&it=r&asid=1406b895cfbbe592786c68fd314b783e.
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QUOTE:
sprightly, yet thoroughly scholarly, history of America's favorite hot beverage packs the pleasurable punch
of a double espresso
Uncommon Grounds: The History of Coffee and
How It Transformed Our World
Mark Knoblauch
Booklist.
95 (June 1, 1999): p1765.
COPYRIGHT 1999 American Library Association
http://www.ala.org/ala/aboutala/offices/publishing/booklist_publications/booklist/booklist.cfm
Full Text:
Pendergrast, Mark. Uncommon Grounds: The History of Coffee and How It Transformed Our World. June 1999. 400p.
index. illus. Basic, $27.50 (0-465-03631-7). DDC: 641.3.
Pendergrast's sprightly, yet thoroughly scholarly, history of America's favorite hot beverage packs the pleasurable punch
of a double espresso. From the drink's origins in sixth-century Ethiopia through the Arab introduction of coffee to
Europe in the sixteenth century, the brown infusion has generated passion and intrigue. Tropical New World nations
became economically (and politically) tied to a volatile market manipulated by financiers far from their shores.
Pendergrast vividly sketches an amazing cast of characters created by the coffee trade, notably Hermann Sielcken, a
coffee monopolist, and C. W. Post, who founded an empire promoting a coffee substitute. Pendergrast also limns the
mutual growth of America's grocery chains and the nation's advertising industry, which created some of the earliest
demand for brand-name products. As baby boomers matured, postwar expansion of specialty coffee roasters burgeoned
in the eighties and yielded the mighty Starbuck's empire and those ubiquitous green and white paper cups that rival
McDonald's arches as contemporary cultural icons.
Source Citation (MLA 8th
Edition)
Knoblauch, Mark. "Uncommon Grounds: The History of Coffee and How It Transformed Our World." Booklist, 1 June
1999, p. 1765. General OneFile, go.galegroup.com/ps/i.do?
p=ITOF&sw=w&u=schlager&v=2.1&id=GALE%7CA55095351&it=r&asid=5dcec76b4c5290ebc7c77404261baeeb.
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QUOTE:
Pendergrast's broad vision, meticulous research and colloquial delivery combine aromatically, and
he even throws in advice on how to brew the perfect cup.
UNCOMMON GROUNDS: The History of
Coffee and How It Transformed Our World
Publishers Weekly.
246.20 (May 17, 1999): p65.
COPYRIGHT 1999 PWxyz, LLC
http://www.publishersweekly.com/
Full Text:
Mark Pendergrast. Basic, $27.50 (400p) ISBN 0-465-03631-7
Caffeinated beverage enthusiast Pendergrast (For God, Country and Coca-Cola) approaches this history of the green
bean with the zeal of an addict. His wide-ranging narrative takes readers from the legends about coffee's discovery--the
most appealing of which, Pendergast writes, concerns an Ethiopian goatherd who wonders why his goats are dancing on
their hind legs and butting one another--to the corporatization of the specialty cafe. Pendergrast focuses on the influence
of the American coffee trade on the world's economies and cultures, further zeroing in on the political and economic
history of Latin America. Coffee advertising, he shows, played a major role in expanding the American market. In 1952,
a campaign by the Pan American Coffee Bureau helped institutionalize the coffee break in America. And the invention
of the still ubiquitous Juan Valdez in a 1960 ad campaign caused name recognition for Colombian coffee to skyrocket
within months of its introduction. The Valdez character romanticizes a very real phenomenon-the painstaking process of
tending and harvesting a coffee crop. Yet the price of a tall latte in America, Pendergrast notes, is a day's wage for many
of the people who harvest it on South American hillsides. Pendergrast does not shy away from exploring such issues in
his cogent histories of Starbucks and other firms. Throughout the book, asides like the coffee jones of health-food
tycoon C.W. Post--who raged against the evils of coffee and developed Postum as a substitute for regular brew--provide
welcome diversions. Pendergrast's broad vision, meticulous research and colloquial delivery combine aromatically, and
he even throws in advice on how to brew the perfect cup. 76 duotones. Author tour. (June)
Source Citation (MLA 8th
Edition)
"UNCOMMON GROUNDS: The History of Coffee and How It Transformed Our World." Publishers Weekly, 17 May
1999, p. 65. General OneFile, go.galegroup.com/ps/i.do?
p=ITOF&sw=w&u=schlager&v=2.1&id=GALE%7CA54727259&it=r&asid=666b24c34ddf840bd076b9cd337f9e4c.
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QUOTE:
Facts still do matter to most of us, however, and this brief that Mr. Pendergrast has filed with
the court of public opinion contains enough evidence to convict the industry of malpractice.
Victims of memory: sex abuse accusations and
shattered lives
Alberta Report.
24.4 (Jan. 6, 1997): p38.
COPYRIGHT 1997 United Western Communications
http://www.ccfd.ca/
Full Text:
VICTIMS OF MEMORY: Sex Abuse Accusations and Shattered Lives By Mark Pendergrast Upper Access Books,
Hinesburg, Vermont 635 pages; softcover; $25
Author Mark Pendergrast is an investigative journalist by trade, but there is also an acutely personal dimension to
Victims of Memory, his account of the "recovered memory industry" and what it does to women who seek help for a
variety of emotional problems. His own grown daughters alleged that they had "recovered" memories of him abusing
them, while denying him any details, or any opportunity to clear his name.
The memory recovery practitioners, he writes, maintain that no woman who suspects she might have been abused ever
decides she was mistaken. Therefore the accused must be guilty. If he protests, he is lying or "in denial." He need not be
informed of the particulars, nor charges laid, nor a trial held. What matters to the recovery industry is not "facts" but the
client's "emotional truth." Facts still do matter to most of us, however, and this brief that Mr. Pendergrast has filed with
the court of public opinion contains enough evidence to convict the industry of malpractice.
He acknowledges that such abuse does occur. But as one woman who later retracted her allegations put it, women are
being deceived by therapists who tell them that their loneliness, or failed relationships, or tendency to cling to other
people, are psychological problems invariably caused by repressed memories of abuse. This bill, first drawn up by
Sigmund Freud, not surprisingly tends to be presented to the kind of patients the good doctor used to treat: "upper-class
educated Caucasians."
The whole industry rests on Freud's theory of "repression," which itself rests on his now discredited theory of memory.
His followers today believe that memories--especially those recalled in analysis, through suggestion or under hypnosis--
are genuine recollections of events that happened but were "repressed." As Mr. Pendergrast demonstrates, however, no
controlled laboratory evidence supports this notion, and mountains of empirical evidence contradict it. Holocaust
survivors do not forget their childhood trauma, for example, yet we are told that people repress the memory of
childhood assaults by Satanists (which incidentally would probably have killed them) because cult leaders told them to.
Following Freud, these "therapists" pressure their patients to dig for traumatic memories while repeating Freud's
assurance that "we are not in a position to force anything on the patient." Clinical psychologist Renee Fredrickson tells
patients who can't remember being abused to pretend for a week that they were, then see what they remember. John
Bradshaw, whose television show reaches millions, urges women to try pretending for six months. Mr. Pendergrast
discovered legions of these psychologists working "to expand the problem space," so that clients seeking help with
work-related problems end up being quizzed about abuse.
The industry also promulgates other strange beliefs. Mr. Bradshaw claims 95% of the population is "dysfunctional."
California "past-life hypnotherapist" Katherine Hylander, a specialist in "healing the wounded inner child," believes in
UFO abductions, and that smoky environments in previous lives cause asthma. Although case after case of Satanic
sexual abuse has collapsed (e.g., the Martinsville, Sask., daycare allegations), clinicians continue to credit patients who
claim that Satanic cults crisscross North America. Some of them, according to the Society for the Investigation,
Treatment and Prevention of Cult Abuse, are organised by the usual suspects: liberals and Jews. Then there's the 22-
year-old woman who accused her father of "incestuous behaviour" because he told her he was dissatisfied with his job.
According to the inaptly named therapist Patricia Love, if you can say "one of my parents is like my best friend" you are
a victim of "emotional incest." Nor is it considered strange that the "memories" of so many patients resemble stories
found in best-sellers like The Courage To Heal, Sybil or The Three Faces of Eve.
Investigator Pendergrast's most damning revelations concern the fate of women who come to believe they have been
betrayed by their fathers. For them, leading therapists urge a "healing" program that "ravages" the old self, advising
them to cut off relations with everyone except other "survivors," and to adopt a lesbian lifestyle wherein they will find
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"a supportive community." Georgia therapist Eugene Deming, he maintains, having convinced one woman that she had
multiple personalities, ordered her phone calls to her husband tapped, and had her drugged. She regained freedom only
after her insurance company stopped paying for treatment, leaving despite Dr. Deming's warnings that the Satanic cult
would try to kill her.
In Canada, as another example, there's Nell Charette's story. Assuring her that the gaps in her memory were caused by
childhood sexual abuse, Dr. Milton Kramer hypnotized her and led her to a forest clearing where she was introduced to
"Little Nellie," the first of the many "alters" she discovered under his guidance--all of which vanished after she left
therapy.
What sentence, one wonders, should be passed on so-called healing therapists who are in fact weakening and defrauding
their clients?
--Nathan M. Greenfield
Nathan Greenfield is a professor of English at Algonquin College, Nepean, Ont.
Source Citation (MLA 8th
Edition)
"Victims of memory: sex abuse accusations and shattered lives." Alberta Report, 6 Jan. 1997, p. 38. General OneFile,
go.galegroup.com/ps/i.do?
p=ITOF&sw=w&u=schlager&v=2.1&id=GALE%7CA30301205&it=r&asid=21f1b5eea29fdc29eb318103f10172bf.
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Victims of Memory: Sex Abuse Accusations and
Shattered Lives
Peter Huston
Skeptical Inquirer.
21.1 (January-February 1997): p53.
COPYRIGHT 1997 Committee for the Scientific Investigation of Claims of the Paranormal
Full Text:
Ever since Freud, many educated people have believed that the mind sometimes represses memories of unpleasant or
unacceptable events, and that a skilled psychotherapist can dramatically facilitate the "recovery" of these hidden
memories, thus producing therapeutic results. Unfortunately, there are problems with this concept. First, there is little
scientific evidence that memories can be repressed. Second, if memories are truly forgotten, they probably can't be
recovered. They are, like Clementine, lost and gone forever. Third, it is highly questionable whether these procedures do
produce therapeutic effects. Finally, if the "memories" are of childhood sexual abuse, as they frequently have been over
the last few years, then somebody is likely to get accused, falsely, as the perpetrator of one of the most horrible crimes
that exists. All in all, "repressed memory therapy" is not a pretty thing.
Victims of Memory: Sex Abuse Accusations and Shattered Lives, by Mark Pendergrast, is the most comprehensive
book currently available on this timely and important subject. Pendergrast, an investigative journalist, knows firsthand
what it feels like to lose children to this form of therapy. He has lost all contact with his two daughters. This book is all
the more remarkable, then, since it provides such a well-researched, evenhanded look at this phenomenon.
In this, the second, updated edition of this critically acclaimed book, Pendergrast begins with a chapter that chronicles
how the "survivor movement" began in the early 1980s and provides horrifying quotations from books, such as The
Courage to Heal that helped promote the concept of repressed memories of sexual abuse. Then, in a chapter on human
memory, he looks at the controversy from all angles and concludes that there is no evidence for the repression of longterm,
continuous abuse - what he terms "massive repression." Next, he explains how people can come to "believe the
unbelievable," through hypnosis, misinterpretation of panic attacks and sleep paralysis, dream analysis, group pressure,
and other means. Another chapter debunks multiple-personality-disorder and satanic-cult claims. These sections are,
like all of the book, thoroughly documented and footnoted.
At the heart of the book are unique, valuable interviews with persons on all sides of the issue - therapists, "survivors,"
the accused (generally parents), and "retractors," those who once believed themselves to be victims but have concluded
that their "recovered memories" were in fact false. Through these voices, we get a very real, human picture of the issue
from all sides. We learn of the social value that "victimhood" has for some persons. We also get to see the trauma
resulting from real sexual abuse, as well as inappropriate therapy.
This issue tends to polarize people. True sexual abuse is horrible, and assistance, support, and aid must be provided for
victims, as Pendergrast repeatedly stresses. Yet one reason the abuse is horrible is simply because people do not forget
it. Memories of the abuse intrude at inappropriate times, interfering with day-to-day living, causing further problems
and continuous emotional suffering to the victims. To some extent, "therapies" that falsely induce such memories inflict
similar emotional suffering on people who have never been sexually abused. Such therapy is inhuman and cruel. All
concerned with the state of mental health care should examine this issue intellectually, instead of accusing critics as
somehow "uncompassionate" or "anti-victim."
Through these interviews, Pendergrast provides insights into how such memories are induced by well-meaning
therapists in unsuspecting patients. Several pseudoscientific forms of therapy are represented in the interviews or
discussed elsewhere in the book, including "past life therapy," recovery of "body memories" through massage, and
recall of "repressed UFO abduction memories."
The rest of this massive book covers related matters. Chapter nine reveals how false accusations of child sexual abuse
occur and develop, including bizarre, multivictim daycare-center cases of alleged satanic ritual abuse, as well as smaller,
more confusing reports involving individual parents and children. Chapter ten provides historical context, briefly
describing witchcraft trials, strange therapy crazes, and Freud's theories and legacy. Chapter eleven, "Why Now?,"
places the whole debate in its current social context. Chapter twelve, "Survivorship as Religion," compares the
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repressed memory movement to a religious sect or cult, with interesting anthropological, psychological, and theological
insights. Chapter thirteen offers a summary, an estimate of the scope of the problem (millions of cases, according to
Pendergrast), and concludes with legal and professional recommendations and advice to affected families.
Victims of Memory is an "impressive display of scholarship," as the Scientific American review of the first edition
termed it. The book's only drawback is its length, which at 635 pages is somewhat overwhelming, but there are
compensations such as extensive indexing and largely self-contained chapters that can stand on their own.
Those who already own the first edition may want to save twenty-five dollars by reading new sections in a library copy,
but Pendergrast has added a substantial amount of material here, including a riveting interview with a "retractor
therapist" who is agonized over what she did to former clients, an appendix of "myths and realities," and much material
about so-called "Christian counselors" who have helped destroy families. Those who haven't read the first edition -
particularly skeptics or affected family members - should own this fascinating, disturbing book.
Peter Huston writes from Schenectady, New York. He is the author of two books, including Scams from the Great
Beyond, due out in January 1997 from Paladin Press.
Source Citation (MLA 8th
Edition)
Huston, Peter. "Victims of Memory: Sex Abuse Accusations and Shattered Lives." Skeptical Inquirer, Jan.-Feb. 1997, p.
53+. General OneFile, go.galegroup.com/ps/i.do?
p=ITOF&sw=w&u=schlager&v=2.1&id=GALE%7CA19226329&it=r&asid=d164eb83a54ca7defbf3dea19a16ec9f.
Accessed 22 Oct. 2017.
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QUOTE:
emotionally charged diatribe against the recovered memory movement would have benefited greatly from substantive editing and a
more scholarly approach to this controversial subject.
Victims of Memory: Incest Accusations and
Shattered Lives
Publishers Weekly.
241.49 (Dec. 5, 1994): p71.
COPYRIGHT 1994 PWxyz, LLC
http://www.publishersweekly.com/
Full Text:
Mark Pendergrast. Upper Access (Login, dist.), $24.95 (603p) ISBN 0942679-16-4
Pendergrast, an investigative journalist and author of the well-received For God, Country and Coca-Cola, here abandons
any pretext of objectivity in an emotionally charged diatribe against the recovered memory movement. Accused of
sexual abuse by one of his daughters on the basis of recovered memories, he describes his personal anguish and inability
to find out any specifics of the allegations. Prime targets of his wrath are manipulative therapists who "facilitate"
recovery of childhood memories of abuse, which they claim to be the cause for whatever mental illness their patients
(usually, but not always, female) may suffer. Using hypnosis, psychotherapy, age regression, dream work, automatic
writing, sodium Amytal, they guide troubled patients into remembering lurid scenes of sexual abuse (graphically
described by Pendergrast), satanic rites and demonic possession. The unfortunate "incest survivors" usually cut off all
contact with their families, becoming dependent on therapists for years. Pendergrast devotes four chapters to interviews
he conducted, but without scientific control or scholarly basis, the narratives of therapists, survivors, the accused and
retractors (those who have taken back their allegations) lack weight. Also detracting from his thesis are the repetitious
accusations and titillating accounts of sexual abuse, which, after several hundred pages, seem obsessive and needlessly
sensational. Pendergrast is a skilled journalist, but his book would have benefited greatly from substantive editing and a
more scholarly approach to this controversial subject. (Feb.)
Source Citation (MLA 8th
Edition)
"Victims of Memory: Incest Accusations and Shattered Lives." Publishers Weekly, 5 Dec. 1994, p. 71. General OneFile,
go.galegroup.com/ps/i.do?
p=ITOF&sw=w&u=schlager&v=2.1&id=GALE%7CA15949112&it=r&asid=a3f2109fc34ce449d0746d6ec76a12bd.
Accessed 22 Oct. 2017.
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QUOTE:
detailed account of CocaCola
within the context of American culture and its influence on the 20th century.
It works. The best quality of this book - and it has many - is its balance.
For God, Country and Coca-Cola
Robert Dawson
Management Today.
(Nov. 1993): p129.
COPYRIGHT 1993 Haymarket Media Group
http://www.haymarket.com/home.aspx
Full Text:
The trouble with company histories is that they're rather like holiday snaps. All very interesting if they're yours, rather
tedious if they're someone else's. Mark Pendergrast neatly skirts this problem by placing his detailed account of CocaCola
within the context of American culture and its influence on the 20th century.
It works. The best quality of this book - and it has many - is its balance. Coca-Cola arouses such strong emotions that
the truth is easily obscured. There is the saccharined official version you will find at the Coca-Cola museum in Atlanta.
There is also the big bad multinational so beloved of conspiracy theorists, the giant that buys-off governments, awards
valuable bottling concessions to despots and manipulates peasants into parting with the cost of a day's food for a warm
sticky bottle of Coke.
It's hardly surprising the company has attracted so much attention. Coke is the world's most recognised word, let alone
brand. Instant recognition makes it an easy target for anyone wanting to take a pot shot at American cultural imperialism
- though even protestors will admit that many other multinationals have far worse records regarding working conditions,
labour exploitation and support of oppressive regimes.
But what exactly are we drinking when we crack open a can of Coke? Stripped to its essentials, Coca-Cola is no more
than a carbonated soft drink consisting 99% of sugared water. Probe a little deeper and we find a caffeine-laced
refreshment. Not quite the pick-me-up it was, since the spoilsports removed the cocaine in 1903. However that is to
miss the point about Coca-Cola. Whenever we reach out for the |pause that refreshes', what we're really doing is
imbibing from the soda fountain of the American dream.
Coca-Cola is an essential case history for anyone interested in either the global organisation or the development of
advertising. Aided by the innovative D'Arcy agency, Coca-Cola pioneered the modern advertisement, abandoning the
long-winded testimonials in favour of a simple, direct message. Coke is cheap to produce, and the high mark up has
enabled the company to spend a huge proportion of its revenue on relentless promotion. The staggering brand awareness
which the drink enjoys today is a legacy of billions of dollars invested over a century.
Early chapters place Coca-Cola withinitssociologicalandhistorical context. At the end of the 19th century cocaine was
the new wonder drug, yet the threat of prohibition loomed constantly on the horizon. John Pemberton's soft drink
seemed the perfect marketing solution but it was just one of hundreds of competing tonics or patent medicines. As it
gained a toe-hold in the south, people would walk into soda fountains and ask for a |dope', a custom that threw Asa
Candler, puritanical founder of the modern company, into paroxysms of rage.
Pendergrast has enjoyed extensive access to company archives and to senior personnel. The only area of cageyness
concerned the couple of individuals privy to the secret 7X ingredient of the formula. Any information about their
movements, or about the logistics of moving the ingredient to bottling plants around the world, was strictly off-limits.
To little avail. Someone mistakenly gave Pendergrast a copy of the original recipe, which he faithfully reproduces in the
appendix. The calamitous decision to tinker with the recipe in 1985 came about as a result of blind tastings which
showed that consumers preferred the sweeter taste of Pepsi. |The Imitator', as it's known by company men to whom the
mention of the upstart's name is tantamount to blasphemy, has almost always been a thorn in the giant's side. Steady
inroads into Big Coke's market share was creating panic at corporate HQ. So, after extensive market research, New,
Coke was launched. Americans may have wanted a sweeter taste, but they didn't like the idea of any, one messing with
their Coke. It was like whipping away a national security blanket. Company switch-boards and mailbags were
overwhelmed. Eventually Coca-Cola succumbed to public pressure, restoring the original as |Classic Coke'.
It all sounds like insanity, but that's Coca-Cola. Everything connected with the beverage seems devoid of any sense of
proportion. Yet For God, Country and Coca-Cola comes like a rush of common-sense. It is well researched, and seeks to
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understand what makes Coca-Cola men tick, while gently mocking their genuflection before the sacred drink. The
company may not approve of this |unauthorized history', but it has no grounds for complaint.
Source Citation (MLA 8th
Edition)
Dawson, Robert. "For God, Country and Coca-Cola." Management Today, Nov. 1993, p. 129+. General OneFile,
go.galegroup.com/ps/i.do?
p=ITOF&sw=w&u=schlager&v=2.1&id=GALE%7CA14922841&it=r&asid=d0da7dbb7d691fc03cbcebb243cb641b.
Accessed 22 Oct. 2017.
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For God, Country and Coca-Cola
The Economist.
328.7825 (Aug. 21, 1993): p74.
Source Citation (MLA 8th
Edition)
"For God, Country and Coca-Cola." The Economist, 21 Aug. 1993, p. 74. General OneFile, go.galegroup.com/ps/i.do?
p=ITOF&sw=w&u=schlager&v=2.1&id=GALE%7CA14236860&it=r&asid=8c8158aa9a873445dfa086c33b3fd7c9.
Accessed 22 Oct. 2017.
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QUOTE:
The central thrust of Mark Pendergrast's biography of a beverage is that capitalism, religion and patriotism
are irrevocably fused in the American psyche, and that this caramel-coloured, mysteriously flavoured sugar-water has
become that fusion's most emblematic incarnation
For God, Country and Coca-Cola: The
Unauthorized History of the World's Most
Popular Soft Drink
Charles Shaar Murray
New Statesman & Society.
6.263 (July 30, 1993): p37.
COPYRIGHT 1993 New Statesman, Ltd.
http://www.newstatesman.com/
Full Text:
A message in a bottle? Astonishingly enough, it was as late as 1938 before anyone got around to describing Coca-Cola--
the world's only truly international word as well as the world's most recognisable trademark--as "the sublimated essence
of America". Considering that Coca-Cola is a former patent medicine that owed its initial success to the original recipe's
cocaine and caffeine content (and its subsequent institutionalisation to hardball business and strenuous marketing), this
may just be a libel on America.
Allegedly. The central thrust of Mark Pendergrast's biography of a beverage is that capitalism, religion and patriotism
are irrevocably fused in the American psyche, and that this caramel-coloured, mysteriously flavoured sugar-water has
become that fusion's most emblematic incarnation: the very life-blood of the nation. Even the standard Father Christmas
image--an obese, hirsute pensioner in Coke-red rompers--was defined by one of the company's 1931 ad campaigns.
A little history is required, because this bulging, two-litre family-size book provides a lot: 410 pages of basic text, an
epilogue, an appendix that reveals the religiously guarded secret formula, 110 pages of notes and sources, and one of the
most comprehensive, reader-friendly indices of our era. The original, pre-1903 Coca-Cola recipe, complete with fullstrength
coca leaf and cola nut, was created in 1886 as a tonic for the neuraesthenics of the temperance era by Dr John
Pemberton: the small-town druggist of company legend, but also a formidable pharmacist with a sizable morphine habit.
Its institutional, as opposed to alchemical, father was Atlanta drugstore tycoon Asa Candler, who emerged with the
rights to the name and formula after an epic battle involving multiple sales of the same stock, forged signatures and the
odd dead body. It was Candler who transformed a dodgy patent medicine into a dominant soft drink, and built a
monument to wholesome patriotic values out of a product so thoroughly linked to its druggy origins that, until the mid-
1920s, you could get a glass in any drugstore by wandering up to the soda fountain and ordering "dope". For many
years, the company even resisted the "Coke" diminutive, as it is equally applied to the Bolivian marching powder that
caused them so much embarrassment in the early days.
It was Candler, and his immediate successor Robert Woodruff, who pulled Pemberton's beverage ahead of its many
competitors in an initially crowded soft-drink market. These days, whether or not Coca-Cola is outsold by Pepsi-Cola in
any given financial year is only relevant to the company's stockholders.
Pepsi, after all, is only a drink--and an oversweet, faintly metallic one at that--while Coca-Cola is an iconic product that
sought to locate itself at the psychic centre of American life and found itself defining the key values of that life. Their
battle was simply a wrangle for the same dollar between two near-identical products, but in sheer self-defence the
upstart Pepsi--with the handicap of being considered a low-rent "nigger drink"--had to develop its own vision thing. The
result was "The Pepsi Generation"--for go-ahead youth--but Pepsi covered its bets by backing conservative Republican
candidates, as opposed to Coke's fondness for Southern Democrats. In fact, every time the White House changes hands-
-as when Carter took over from Ford--they have to replace all the soft-drink machines.
Each fizz has backed its own pet presidents and enjoyed its media coups. Coca-Cola got in first because Woodruff was a
key Eisenhower booster and financial adviser both before and after the 1952 election. It stayed ahead by sponsoring
every postwar president with the exception of Richard Nixon. Reagan, typically, accepted donations from both, though
Pepsi provided his packagers. Coke got the 1984 Olympics, but Diet Pepsi snaffled the Gulf war, thanks to a big time
photo-op as Stormin' Norman signed the ceasefire. "There was no more essential difference between Coke and Pepsi
than the line separating most Democrats and Republicans," writes Pendergrast, whose Atlanta-druggist grandfather had
a walk-on part in the early stages of the Coke saga.
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Pepsi's greatest triumph was the celebrated "new Coke" debacle, when Coca-Cola--shaken by taste tests in which
consumers claimed they preferred Pepsi--lost its nerve and changed the formula. (Bill Clinton, spiritually a true Pepsigeneration
president but politically a Coke man, re-enacted this in reverse by caving in to the competition's values as
soon as he got his trainers under the Oval Office desk.) The resulting consumer revolt was skilfully spin-doctored by
Coke into a marketing triumph that left them with two brands instead of one: Classic Coke and Coca-Cola II. The point
it proved was that, for battalions of punters, tampering with Coca-Cola was like redesigning the flag or rewriting the
Constitution. The obvious questions--for Brits, at any rate--is why? After all, it's only a bloody fizzy drink. Isn't it?
This is another of Pendergrast's points: that, for Americans, virtually every aspect of national life is specifically
associated with branded goods. The first Brit to get a handle on this stuff was Ian Fleming, whose James Bond books
effectively introduced the notion of brand-name metaphysics into postwar Britain. Bond was obsessed with the idea that
you define yourself by what you consume. Even though this obsession was manifested in a Pecksniffian British way, the
notion of brand loyalty was fundamentally American.
The Coke ritual differs from its equivalent British experiences of pint-and-cuppa because the latter exist independently
of specific brands. Any tea or ale will do as long as it's tasty enough; indeed, ale snobs take pride in swilling the most
stubbornly obscure regional pint they can locate.
Other great American productions--the Zippo lighter, the Fender Telecaster, Levis denims and the Harley-Davidson
motor-cycle, to name but four--pride themselves on the durability that comes with genuine craftsmanship and quality of
manufacture. Buy one and, with a little care and maintenance, it will serve you faithfully for decades. In fact, the Zippo
was guaranteed for life to the original purchaser. (The current Levis are an unfortunate exception: possibly because
consumer taste demands jeans that fade and fray almost instantly, and possibly because it's cheaper to make 'em out of
dyed and compressed tissue paper. Allegedly.)
Coca-Cola, on the other hand, is gone in seconds--unless you allow it to get warm and flat. Though the unit price of a
Coke is a lot cheaper than a Harley, consider the cost of a supply of Coca-Cola that lasts as long as a well-made, wellkept
motorcycle.
In the meantime, Coca-Cola rules the world, and very probably has designs on the next. It has even provided a template
for that other Atlanta success story, CNN, which mass-circulates canned fizzy news packed with additives, only
palatable when consumed ice-cold, given to rapid evaporation and leaving a sticky residue as the sole trace of its
presence.
Source Citation (MLA 8th
Edition)
Murray, Charles Shaar. "For God, Country and Coca-Cola: The Unauthorized History of the World's Most Popular Soft
Drink." New Statesman & Society, 30 July 1993, p. 37+. General OneFile, go.galegroup.com/ps/i.do?
p=ITOF&sw=w&u=schlager&v=2.1&id=GALE%7CA14361977&it=r&asid=76346d6220dbdb397dd607b5bdf73292.
Accessed 22 Oct. 2017.
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For God, Country and Coca Cola
John Shelton Reed
Washington Monthly.
25.6 (June 1993): p54.
COPYRIGHT 1993 Washington Monthly Company
http://www.washingtonmonthly.com/
Full Text:
"Southerners need carbonation," according to a character in one of Nancy Lemann's novels. Certainly the South's hot
climate, its religious strictures on alcohol, and perhaps a regional tendency to hypochondria combined in the late
nineteenth century to make it the principal font of the modem soft drink, and for whatever reason, Southerners still lead
the nation in soda pop consumption. In one recent year, North Carolina's per capita consumption was 55.4 gallons--
enough, I'm told, to leach the calcium from many Tar Heel bones and make stress fractures a minor public health
problem.
Like Carolina's Pepsi and Texas' Dr Pepper, Georgia's Coca-Cola began as a patent medicine. John Pemberton, a
Confederate veteran who had moved to Atlanta to seek his fortune, was one of many Southern pharmacists who saw the
commercial opportunities offered by the newly popular soda fountain in a region characterized by widespread
"neurasthenia" among Southern ladies (who were supposed to be high-strung) and depression, alcoholism, and drug
addiction among Confederate veterans (Pemberton himself was a morphine addict). When Atlanta went dry in 1886,
Pemberton was ready with a "temperance drink" he called Coca-Cola, after the coca leaf and the kola nut used in its
production. Yes, despite what the guides at Coke's new Atlanta museum have been told to say and the company
president's insistence in a 1959 statement that Coca-Cola was a "meaningless but fanciful and alliterative name," the
real Classic Coke did contain cocaine.
By 1902, however, the dope had been removed because of pressure from clergy and public opinion alarmed by the
spectre of Negro coke fiends. By then the marketing genius of Frank Robinson, a native of Maine and a Union army
veteran, had transformed the product from a nostrum to a soft drink, and this Southern gift to civilization soon escaped
its native habitat. Fifty years after its invention, Coca-Cola had become as much of a symbol of America as the Statue of
Liberty, "a sublimated essence of all that America stands for," in the words of journalist William Allen White. By its
centenary, Coke had transcended mere nationality, and its advertising was teaching the world to sing in over 135
countries and over 60 languages. Today, three-quarters of the company's profits come from overseas sales, and Iceland
(of all places) leads the world in per capita consumption. In its first 50 years, the company sold nearly a billion gallons
of syrup; in the next decade, the company sold a billion more. A $200 share of 1892 stock, with dividends reinvested,
would be worth $500 million today.
The key to the Coca-Cola story lies in the enormous profits to be made selling colored, flavored water. At the turn of the
century, a $1 gallon of syrup yielded $6.40 at the fountain, enough for everyone involved to make money (often a great
deal of it) while leaving enough to spend on marketing to guarantee that nobody could escape the product, its
spokesmen, or its advertising. (The company now spends $4 billion annually on marketing.) The result, as Mark
Pendergrast amply documents, has been a sort of cultural ubiquity. As one company man put it, not exaggerating at all,
Coke has "entered the lives of more people . . . than any other product or ideology, including the Christian religion."
Pendergrast is an Atlantan on both sides of his family, and his interest in Coke is practically congenital. (Coke president
Robert Woodruff proposed, unsuccessfully, to Pendergrast's grandmother.) He tells this commercial success story well,
tracing the ins and outs of ownership and management struggles, examining the tensions between the company and its
independent bottlers, and sketching profiles of the powerful and often unpleasant characters who built and managed the
company. Along the way he looks at Coke's deft dealings with an array of critics at home and abroad, from the U.S.
Bureau of Chemistry in 1902, to the Women's Christian Temperance Union, the Nazi Health Ministry, Mao Tse Tung
(who denounced Coke as the "opiate of the running dogs of revanchist capitalism"), and Jesse Jackson.
Coca-Cola has, after all, affected everything from urban mythology (the Coke and aspirin high) to Cold War mixology
(the Cuba Libre). It has inspired country songs ("Coca-Cola Cowboy") and rock lyrics ("Coca-Cola Douche"). In
movies, Coke containers have dropped from the Kalakari sky in The Gods Must Be Crazy, and tapped at an end-of-theworld
radio key in On the Beach. In real life they've figured in allegations of sexual misbehavior against Fatty Arbuckle
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and Clarence Thomas. The beverage has longstanding ties to such American touchstones as McDonald's and
Disneyland, and Coke ads have appropriated icons ranging from Uncle Sam to Santa Claus to Mickey Mouse.
In fact, nearly everyone this side of Mother Teresa seems to have had a Coke connection. Every American sport and
entertainment hero except Elvis seems to have appeared in its commercials: Ty Cobb, Jesse Owens, Ozzie and Harriet,
Eddie Fisher, Anita Bryant, Floyd Patterson, Ray Charles (who later defected to Pepsi), Neil Diamond, Bill Cosby, and
scores of others. Hitler reportedly quaffed the drink while watching Gone With the Wind in his private theater. In postwar
Germany, Marshal Zukhov couldn't be seen drinking imperialist brew, so General Mark Clark provided him with
Coke specially made to be colorless. Desmond Tutu defused a protest over Coke's half-hearted South African
disinvestment policy by appearing in a smiling picture with the company's president. Adolfo Calero was a Coca-Cola
bottler until the Sandinistas grabbed his plant. Even the young Hillary Rodham makes an appearance in this book,
denouncing Joseph Califano as a "sell out" and a "shit" for representing a Coca-Cola executive before a Senate
subcommittee investigating conditions for migrant workers in the company's citrus groves.
It's all here: everything you ever wanted to know about Coca-Cola (including the secret formula) and probably much
else besides. One chapter, for instance, examines how American fighting men in World War Il completed the
coalescence of Coke and country. Pendergrast offers a barrage of such interesting Coke facts as the price of a wartime
black-market bottle (generally $5 to $40, but one brought $4,000 at an auction in Italy) and the battle password for
crossing the Rhine (guess what). The author of God Is My Co-Pilot was not the only American who believed himself to
be fighting for "America, Democracy, and Coca-Cola"; Pemberton quotes extensively from other GIs' letters home to
prove the point. So important was Coke to the war effort ("the cause that refreshes," as one wag put it) that the company
was exempted from sugar rationing, and German and Japanese POWs were assigned to work in its bottling plants.
Ironically, just as European intellectuals began to complain about the "coca-colonization"--meaning Americanization--
of the postwar world, Coca-Cola began its transformation (as one executive put it) from "an American company with
branches abroad [to] a multi-national business," overcoming such obstacles as the Arab boycott and the fact that the
Chinese characters closest to the sound of Coca-Cola mean "bite the wax tadpole." The company's internationalization
illustrates Jefferson's observation that the merchant has no country. It offers something to offend everyone, whether it be
Coke's third-party supply arrangements with Communist China during the Cold War, lingering acquiescence in
apartheid, or the replacement of Norman Rockwell by "I'd Like to Teach the World to Sing."
Cola nuts
Pendergrast also examines Coke's changing responses to the Pepsi challenge. For decades Big Red could simply ignore
its competitor. In a 1948 poll of veterans, two thirds identified Coke as their favorite soft drink; only 8 percent chose
Pepsi. True, Pepsi offered more drink for the consumer's nickel, but it was widely viewed as "oversweet bellywash for
kids and poor people," and, in the South, as a Negro drink. Coke's often radical marketing innovations have been
coupled with extreme conservatism. The company's logo dates from 1887, its formula from the turn of the century, its
six-ounce "Mae West" bottle from 1914. But during the fifties and sixties Pepsi slowly gained ground, and by the late
seventies it actually surpassed Coke in supermarket sales and advertising dollars. The company's executives responded
reluctantly: first, in 1955, with "King Size Coke"; then with competitive advertising, which implicitly recognized that
Pepsi existed; finally, in 1985, with the sweeter, more Pepsi-like "New Coke."
My favorite of the many delightful stories in this book has to do with New Coke's reception. Despite its victories in
"scientific" blind taste tests, the new product was rejected by American consumers as inferior in every way (even,
according to a Harvard Medical School study, in its spermacidic properties). Interviewed at a supermarket, one elderly
Atlanta lady said, "To use the vernacular of the teenagers, it sucks." The company received over 40,000 letters of protest
and as many as 8,000 irate phone calls a day. "There are only two things in my life: God and Cca-Cola," one customer
wrote. "Now you have taken one of these things away from me." Another complained, "I don't think I would be more
upset if you were to bum the flag on our front yard."
During the furor, the company's president joked, "I'm sleeping like a baby. I wake up crying every hour." Although he
continued to insist that the new formulation was superior, Coca-Cola (unlike, say, the Episcopal Church or the U.S.
Government) knows how to cut its losses when it has a product nobody wants. When the restoration of "Classic Coke"
was greeted with hosannas, ironically turning the greatest marketing blunder of all time into a commercial triumph, one
executive said: "Some critics will say Coca-Cola made a marketing mistake. Some cynics will say we planned the
whole thing. The truth is that we are not that dumb, and we are not that smart." (The company's president still doggedly
drinks New Coke, now relabeled "Coke II." When it was renamed, Atlanta Journal-Constitution readers suggested such
slogans as "Coke II: The embarrassment continues," and "Coke II: It's not like we spilled it in Prince George Sound.")
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The book is full of wonderful stories and tidbits like these. Pendergrast's asides on the world and national politics are
often banal, and his efforts at anthropological analysis have an earnest, term-paper quality about them ("As a sacred
symbol, Coca-Cola includes varying |worshipful' moods, ranging from exaltation to pensive solitude, from nearorgasmic
togetherness to playful games of chase."). But when he simply sticks to reporting the Cokelore he has gathered
so assiduously, he is superb.
Source Citation (MLA 8th
Edition)
Reed, John Shelton. "For God, Country and Coca Cola." Washington Monthly, June 1993, p. 54+. General OneFile,
go.galegroup.com/ps/i.do?
p=ITOF&sw=w&u=schlager&v=2.1&id=GALE%7CA13816862&it=r&asid=461be7b23ae47a9c4fd5864aa39f201b.
Accessed 22 Oct. 2017.
Gale Document Number: GALE|A13816862
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QUOTE:
entertaining, fair-minded history without much scandal
For God, Country, and Coca Cola: The
Unauthorized History of the Great American Soft
Drink and the Company That Makes It
Publishers Weekly.
240.7 (Feb. 15, 1993): p221.
COPYRIGHT 1993 PWxyz, LLC
http://www.publishersweekly.com/
Full Text:
Mark Pendergrast. Scribners, $25 (384p) ISBN 0-684-19847-7
"Unauthorized" it may be, but freelance business journalist Pendergrast, granted access to Coca-Cola company files, has
produced an entertaining, fair-minded history without much scandal. He traces the roots of "the world's most widely
distributed product" as a patent medicine, describes the development of the unique "Hobbleskirt" bottle and depicts the
canny use of advertising, which enabled Coke to "permeate every aspect of American life." He also covers the work of
legendary company leader Robert Woodruff, Coke's quasi-military expansion during WW II, the growing competition
from Pepsi and the company's ill-fated mid-1980s reformulation of the Coke recipe. If the book doesn't always make for
smooth reading, it has many amusing details: lists of the names of Coke imitators ("Revive-ola" "Tokatona"); the antics
of a biology prefessor who, acting as a Coca-Cola defense witness, ingested bugs marinated in the drink; a hilarious
glimpse of football star Mean Joe Greene filming a commercial for which he chugged down 18 Cokes, even though he
vomited after the sixth. Photos not seen by PW. Reader's Digest Condensed Books selection. (Apr.)
Source Citation (MLA 8th
Edition)
"For God, Country, and Coca Cola: The Unauthorized History of the Great American Soft Drink and the Company That
Makes It." Publishers Weekly, 15 Feb. 1993, p. 221+. General OneFile, go.galegroup.com/ps/i.do?
p=ITOF&sw=w&u=schlager&v=2.1&id=GALE%7CA13467337&it=r&asid=43275b60e813f58d4e2ddf52d7439ecf.
Accessed 22 Oct. 2017.
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For God, country & Coca-Cola; the definitive
history of the great American soft drink and the
company that makes it, 3d ed
Reference & Research Book News.
28.3 (June 2013):
COPYRIGHT 2013 Ringgold, Inc.
http://www.ringgold.com/
Full Text:
9780465029174
For God, country & Coca-Cola; the definitive history of the great American soft drink and the company that makes it,
3d ed.
Pendergrast, Mark.
Basic Books
2013
523 pages
$21.99
HD9349
Although Coca-Cola no longer contains cocaine, the company still uses an extract of coca leaves in its beloved soft
drink. This and many other surprising facts are revealed in this illustrated, behind-the-scenes history of Coca-Cola's rise,
falls, resurrections, and scandals. This third edition contains three new chapters on three CEOs from 2000 to the present,
plus new material investigating claims that Coca-Cola bottlers conspired with paramilitary groups in Colombia,
Guatemala, and Turkey to quell labor organizers. This edition also includes a copy of the original drink formula. The
book is illustrated with b&w historical photos, ads, and posters, and the eye-catching red cover displays the book's title
in the Coca-Cola font.
([c] Book News, Inc., Portland, OR)
Source Citation (MLA 8th
Edition)
"For God, country & Coca-Cola; the definitive history of the great American soft drink and the company that makes it,
3d ed." Reference & Research Book News, June 2013. General OneFile, go.galegroup.com/ps/i.do?
p=ITOF&sw=w&u=schlager&v=2.1&id=GALE%7CA332372203&it=r&asid=c9df1626a32fc7e2bcb7d8b49ec8e0ef.
Accessed 22 Oct. 2017.
Gale Document Number: GALE|A332372203
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Pendergrast, Mark. Inside the outbreaks: the elite
medical detectives of the Epidemic Intelligence
Service
K.H. Jacobsen
CHOICE: Current Reviews for Academic Libraries.
48.6 (Feb. 2011): p1120.
COPYRIGHT 2011 American Library Association CHOICE
http://www.ala.org/acrl/choice/about
Full Text:
48-3319 RA653 2009-29871 CIP
Pendergrast, Mark. Inside the outbreaks: the elite medical detectives of the Epidemic Intelligence Service. Houghton
Mifflin Harcourt, 2010. 418p index ISBN 9780151011209, $28.00
The Epidemic Intelligence Service (EIS) is a two-year postdoctoral training program run by what is now the US Centers
for Disease Control and Prevention. Founded in 1951, its original goal was to train young physicians in field
epidemiology techniques, primarily for use in control of infectious diseases both in the US and across the globe. Over
the years the program has been opened to a more diverse set of scientists, and the scope has expanded to include a wider
range of public health concerns, including environmental hazards and chronic diseases. This book by journalist
Pendergrast tells the history of the EIS in a series of short (one- to two-page) vignettes presented in chronological order.
These stories, based on research that includes archival materials and interviews, highlight the major projects undertaken
by EIS officers--ranging from investigations of Ebola virus to anthrax to social problems--and the important results of
these investigations. Summing Up: Recommended. ** Lower-level undergraduates through professionals/practitioners;
general readers.--K. H. Jacobsen, George Mason University
Jacobsen, K.H.
Source Citation (MLA 8th
Edition)
Jacobsen, K.H. "Pendergrast, Mark. Inside the outbreaks: the elite medical detectives of the Epidemic Intelligence
Service." CHOICE: Current Reviews for Academic Libraries, Feb. 2011, p. 1120. General OneFile,
go.galegroup.com/ps/i.do?
p=ITOF&sw=w&u=schlager&v=2.1&id=GALE%7CA247738761&it=r&asid=aff4e94ca6b31a37f83545b760b6b9a4.
Accessed 22 Oct. 2017.
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Uncommon grounds; the history of coffee and
how it transformed our world, rev. ed
Reference & Research Book News.
26.1 (Feb. 2011):
COPYRIGHT 2011 Ringgold, Inc.
http://www.ringgold.com/
Full Text:
9780465018369
Uncommon grounds; the history of coffee and how it transformed our world, rev. ed.
Pendergrast, Mark.
Basic Books
2010
424 pages
$19.95
Paperback
TX415
Pendergrast, an independent scholar and author, chronicles the history of coffee from its origins in Ethiopia to current
trends and changes. This revised edition includes the recent crisis that flooded the marketplace with cheap coffee, the
surge in sales and public awareness of Fair Trade coffee, the recession and its impact on Starbucks, and the role of the
internet in making prices transparent and giving growers increased marketing opportunities. He traces the origins and
dissemination of coffee throughout the Arab world and Europe, the modern coffee industry of late nineteenth- century
America, coffee as a major consumer product in the twentieth century, and connected themes like its role in shaping
governments, postponing the abolition of slavery, changing the natural environment, and driving economic growth, as
well as the relationship between poor producing countries and wealthy consuming nations, health effects, trends in
advertising, the process of growing and roasting beans, the shift towards higher quality, and key companies.
([c]2011 Book News, Inc., Portland, OR)
Source Citation (MLA 8th
Edition)
"Uncommon grounds; the history of coffee and how it transformed our world, rev. ed." Reference & Research Book
News, Feb. 2011. General OneFile, go.galegroup.com/ps/i.do?
p=ITOF&sw=w&u=schlager&v=2.1&id=GALE%7CA276434379&it=r&asid=dc764137db5897b1405a4ab5b676b478.
Accessed 22 Oct. 2017.
Gale Document Number: GALE|A276434379
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QUOTE:
Pendergrast's writing style allows access to a seemingly unending series of complex health issues. The
reader becomes patently aware of the history and importance of key public health policies such as vaccination and
disease reporting. The uninitiated will never again look at food, water, vaccinations, sex, and bugs in the same way.
Inside the Outbreaks: The Elite Medical
Detectives of the Epidemic Intelligence Service
Beth E. Meyerson
Environmental Health Perspectives.
119.1 (Jan. 2011): pA44.
COPYRIGHT 2011 National Institute of Environmental Health Sciences
http://www.ehponline.org/
Full Text:
By Mark Pendergrast
New York:Houghton Mifflin Harcourt, 2010.
418 pp. ISBN: 978-0-15-101120-9, $28
The story begins with a classic public health parable: Two physicians observe people floating down the Brown River.
Some were alive and struggling, but with eyes glazed. The doctors spring into action, pulling as many people as
possible from the river. As the flow of bodies continues unabated, the epidemiologist jumps out of the water and begins
to run upstream. Her colleague protests, "For God's sake, help me save these people!" Instead, she ventures upstream to
determine the cause of this carnage. With this parable, every reader gains a basic appreciation for the important yet
ethically challenging work of public health: Despite the significance of immediate need for rescue and treatment, the
cause must ultimately be understood so as to prevent further devastation.
Inside the Outbreaks: The Elite Medical Detectives of the Epidemic Intelligence Service shares the stories of public
health investigations conducted by the Epidemic Intelligence Service (EIS) officers of the Centers for Disease Control
and Prevention since their advent in 1951. The history is told through a series of investigations presented in a rapid
succession, bespeaking the range and pace of public health challenges facing this elite scientific corps of men and
women.
The EIS was established as a training program for physicians and later expanded to include a variety of professions
linked with public health: nurses, veterinarians, dentists, statisticians, laboratorians, epidemiologists, social scientists,
and attorneys. This scientific resource was developed and nationally executed in response to the paucity of public health
capacity in state and local health departments. As with the Public Health Advisors who came before them, the EIS cadre
has been a lithe, public health-trained workforce that can be detailed for service throughout the world. Both programs
are critical to our global community health, and when their forces are combined, their efforts result in amazing
outcomes such as the eradication of smallpox.
Inside the Outbreaks presents a dizzying array of stories from a cross section of EIS officers. The reader is introduced to
the history of this unique troupe of scientists who have been indelibly and culturally imprinted by founder Alexander
Langmuir. The book is divided into three sections (inception of the program, the "golden age," challenges of the
present) to provide some sense of the program's development and challenge. As a history, it is more valuable as one that
tells disease stories than one that tells the history of the EIS. There is a cursory nod to the evolution of EIS composition
in terms of participating professions as well as officer diversity by sex, race/ethnicity, and nationality of membership.
The reader does quickly glimpse, however, the various program iterations and can appreciate the enduring esprit de
corps among EIS officers. Interviews with a selection of current and former EIS officers inform the work, as did
document review and the author's field experience in Niger that was inserted at the end of the volume.
The value of this story cannot be overstated. We are reminded not only of the importance of key public health policies,
such as vaccination and disease reporting, but also of the role of EIS officers in the discovery of diseases themselves:
their etiology, transmission, and treatment. The reader learns about lifesaving inventions emerging from field
investigations, such as the Safe Water System--a simple yet genius invention that prevents recontamination of water by
hands. Further, this book describes the challenging conditions of EIS work, the personal risk undertaken while
investigating dangerous conditions, and the flexibility and resolve needed by EIS officers to reach remote populations.
Those who are looking for exciting examples of public health in action can find them here.
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An important policy story is also told about doing the work of public health in the political context, with the inevitable
invisibility of this work and, by extension, the EIS program. We learn the litany of investigations--yet it is less important
who conducts them than it is that they are in fact conducted. One can easily see how the field scientists who have been
sleuthing and solving our most intractable public health puzzles can be forgotten. Inside the Outbreaks soberly reminds
us that regulatory outcomes do not necessarily follow public health discoveries or even the agendas that emerge from
such discoveries.
Inside the Outbreaks is a good read for the public health audience, those engaged in health policy, and the general
public. Mark Pendergrast's writing style allows access to a seemingly unending series of complex health issues. The
reader becomes patently aware of the history and importance of key public health policies such as vaccination and
disease reporting. The uninitiated will never again look at food, water, vaccinations, sex, and bugs in the same way.
BETH E. MEYERSON
Beth Meyerson is the President/CEO of Policy Resource Group, LLC in Indianapolis Indiana. She has a faculty
appointment at Walden University in the School of Public Policy & Administration, Collage of Social and Behavioral
Sciences. Meyerson is co-author of the book Ready to Go: The History and Contributions of U.S. Public Health
Advisors (ASHA, 2008).
Meyerson, Beth E.
Source Citation (MLA 8th
Edition)
Meyerson, Beth E. "Inside the Outbreaks: The Elite Medical Detectives of the Epidemic Intelligence Service."
Environmental Health Perspectives, vol. 119, no. 1, 2011, p. A44. General OneFile, go.galegroup.com/ps/i.do?
p=ITOF&sw=w&u=schlager&v=2.1&id=GALE%7CA248265205&it=r&asid=37fa18808abb580523ac4f86a2a6946a.
Accessed 22 Oct. 2017.
Gale Document Number: GALE|A248265205
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Searching for the source

Anne-Emanuelle Birn
Nature Medicine.
17.1 (Jan. 2011): p23.
COPYRIGHT 2011 Nature Publishing Group
http://www.nature.com/nm/index.html
Full Text:
Inside the Outbreaks: The Elite Medical Detectives of the Epidemic Intelligence Service
Mark Pendergrast
Houghton Mifflin Harcourt, 2010
432 pp., hardcover, $28.00
ISBN:0151011206
[ILLUSTRATION OMITTED]
In late 2001, with the US on high alert after 9/11 and a spate of anthrax cases, a New Yorker cartoon depicted a
partygoer gushing to her hostess, "and it was so typically brilliant of you to have invited an epidemiologist."
Mark Pendergrast's book serves just what the party ordered: a buffet of disease outbreak discoveries. Tracing the
activities of the Epidemic Intelligence Service (EIS), the epidemiology fellowship program founded by the Centers for
Disease Control and Prevention (CDC) in 1951, Inside the Outbreaks moves at a breathless clip. A whirlwind of
vignettes covers news-grabbing outbreaks such as SIDS, West Nile virus, and food and water-borne diseases. Although
this strategy is effective for time-circumscribed issues, the longer trails of EIS officers' ongoing involvement in cholera,
polio and smallpox control and the identification and control of HIV/AIDS are delivered in disconcerting snippets.
Pendergrast portrays the heroic and mundane aspects of disease puzzles--most are cracked, either quickly or eventually,
but some remain unsolved. Employing case-control methodology, the mostly young and unseasoned EIS
epidemiologists drop everything to investigate each outbreak, whether in Milwaukee or Malaysia. They track down
people who have developed disease (the cases) and compare them to people who have not despite exposure to the same
risks (the controls). Because this entails household-to-household work, it is known as 'shoe-leather' epidemiology. EIS
officers try to pinpoint the exact culprit of each outbreak, such as superabsorbent tampons causing toxic shock
syndrome, or hospital sewage leaking cholera-laced excrement into Bangladeshi canals.
The Johns Hopkins epidemiologist Alexander Langmuir founded the EIS in the early Cold War, capitalizing on fears of
biological warfare. Painted in both valiant and unflattering shades (he defended the Tuskegee syphilis study on
scientific grounds), Langmuir was initially mocked by his colleagues. Why would an ambitious researcher focus on
infectious diseases, which were expected to fizzle away with the postwar proliferation of antibiotics and vaccines? But
"Langmuir's boys" never lacked for material; after his retirement, they took on chronic diseases and a slew of emerging
infectious diseases, most notably AIDS.
Written for a broad audience, the book offers clear explanations and delightful details based on hundreds of interviews.
We learn that the first Legionnaires' disease outbreak occurred during the 1976 swine flu panic, ultimately driving the
policy for mass production of (unnecessary) vaccine. Such misguided moves may only be evident in hindsight.
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The EIS has trained a who's who of public health leaders. D.A. Henderson headed the World Health Organization's
smallpox eradication campaign, later becoming a Johns Hopkins dean and then a White House bioterrorism expert.
Current CDC chief Thomas Frieden cut his EIS shoes on tuberculosis resurgence in early 1990s New York City, helping
pioneer the use of directly observed therapy to address multidrug resistance. Lawrence Altman became the New York
Times' chief medical correspondent. Karen Starko pieced together evidence linking salicylates (from aspirin) with
Reye's syndrome in an article famously rejected by The Lancet (ultimately published by Pediatrics).
Early on, most EIS officers were men. Many joined to avoid the draft; the careers of others were almost derailed by
McCarthyist witch hunts. More recently, the EIS has become far more diverse and includes international officers. The
program's 3,000 alumni form a veritable global disease sleuth network--the go-to team for public health conundrums.
The soundbite approach to Pendergrast's topic makes his book easy to pick up and put down, but the breezy style has its
limits. He only briefly touches on the broader conditions leading to outbreaks and fails to underscore that, in almost all
cases, the EIS focuses on immediate causal agents at the expense of societal determinants of disease. Readers are left to
struggle with hurried mentions of "volunteer" prisoners and patients used in EIS medical experiments, exculpating EIS
researchers and never explicitly addressing if the subjects were really volunteers.
Coverage of international EIS activities is both inspiring and terrifying: service to Rwandan refugee camps, performing
war epidemiology in the Balkans and controlling flesh-eating disease all demonstrate the commitment of EIS officers.
But at times it is difficult to disentangle EIS activities from larger efforts. For example, Pendergrast presents the WHO
smallpox campaign as an EIS-CDC affair. Troublingly, he echoes EIS views of incompetent Indian officials and the
necessity of coercion to achieve eradication, even though the rich historical literature on the South Asian smallpox
campaigns dispels such positions.
Back on the home front, the EIS has sought to understand heart disease, stroke and other chronic ailments using
outbreak investigation methods. Alas, its focus has remained largely on behavioral aspects of, for example, diet and
exercise, with far less attention to the structural and political factors involved, such as the underfunding of parks and
mass transit. Likewise, whereas arsenic, lead paint, brown lung disease and pesticide poisoning all figure into the EIS's
portfolio, there is no coverage of insidious, long-term occupational and environmental determinants of cancer and other
diseases for which epidemiology sleuths are sorely needed.
All told, Pendergrast privileges anecdote over analysis, packing in a cornucopia of outbreak lore in a single volume.
Although I finally learned why my father got rid of our pet turtle when I was a child (the EIS connected turtles to
Salmonella), those in search of deeper political and social context to EIS discoveries will need to look elsewhere.
COMPETING FINANCIAL INTERESTS
The author declares no competing financial interests.
Anne-Emanuelle Birn is Professor and Canada Research Chair in International Health at the University of Toronto,
Toronto, Ontario, Canada. e-mail: ae.birn@utoronto.ca
Birn, Anne-Emanuelle
Source Citation (MLA 8th
Edition)
Birn, Anne-Emanuelle. "Searching for the source." Nature Medicine, vol. 17, no. 1, 2011, p. 23. General OneFile,
go.galegroup.com/ps/i.do?
p=ITOF&sw=w&u=schlager&v=2.1&id=GALE%7CA246715424&it=r&asid=c9042a9004037236e185474c3df9ab03.
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Inside the outbreaks: the elite medical detectives
of the epidemic intelligence service
Vincent Racaniello
Journal of Clinical Investigation.
120.8 (Aug. 2010): p2645.
COPYRIGHT 2010 American Society for Clinical Investigation
http://www.jci.org
Full Text:
If there's something strange in your neighborhood, who you
gonna call? EIS!
In the early 1950s, Alexander Langmuir, an epidemiologist for the Communicable Disease Center (CDC) in Atlanta,
Georgia, warned that pathogenic microbes could be used as agents of biological warfare. To counter the threat, he
advised the federal government to establish a ready response team at CDC. This advice was prescient: when Korean
hemorrhagic fever virus infected 25,000 American troops in June 1951, killing 3,000, funding was provided to establish
the Epidemic Intelligence Service (EIS). The two-year program trained young epidemiologists not only to look out for
biological warfare, but to respond quickly to unintentional epidemics.
[ILLUSTRATION OMITTED]
Despite the success of EIS in producing the world's disease detectives, the history of the organization has never been
told. Neither does Mark Pendergrast tell the history of EIS in Inside the Outbreaks--although it is a compelling
collection of dozens of vignettes that cover many of the most interesting disease outbreaks of the past 60 years. If you
are a microbe geek like I am, you will love reading about how EIS officers travel the world to quell lethal threats to
global health.
All of the well-known infectious disease stories are here: pandemic influenza, the eradication of smallpox, the "Cutter
incident" involving contaminated polio vaccine, and the first outbreak of Legionnaires' disease in Philadelphia, to name
just a few. But there are many other less well-known incidents that established disease etiologies. An example is the
finding by the EIS in 1955 of the importance of Staphylococcus aureus in hospital-acquired infections.
Inside the Outbreaks is divided into three sections: "The Grand Adventures of Dr. Langmuir's Boys" covers 1951-1970;
"The Golden Age of Epi" continues to 1982; and "Complex Challenges" takes us to the present. Each section is
composed of individual chapters that are further broken down into outbreak stories, such as "Mystery in Tuba City,"
"Profuse Diaphoresis in Infants," and "An Exhausting Disease." While I found this approach appealing, it does have
weak points. Because of the focus on outbreaks, there is no overall view of the history of the EIS. Furthermore,
character development is minimal: there are few memorable individuals, with the exception of Dr. Langmuir. This book
is about outbreaks, not people. While EIS officers obviously play important roles in each story, we quickly forget them
as we move on to the next problem.
There are so many riveting stories in Inside the Outbreaks that I had difficulty identifying one that conveyed the book's
atmosphere. One of my favorites is "Health-Conscious Sprout Eaters," which describes outbreaks with Salmonella or E.
coli O157:H7 caused by alfalfa sprouts. The sprouts, consumed uncooked, are difficult to sterilize because the bacteria
may be internalized in the inner plant tissues. Sprouts contaminated with E. coli O157:H7 were tracked to Idaho farms,
where deer droppings may have been the source of the bacteria. EIS officer Roger Shapiro concluded, "Raw sprouts are
inherently dangerous. They are the only food I stopped eating as a result of my EIS experience."
I finished Inside the Outbreaks while traveling, and as I looked for a snack in the airport, I had difficulty identifying
food that would be safe. The yogurt looked terrific, but it contained berries, and I had just read about outbreaks of
infections in Texas and Florida with the parasite Cyclospora, caused by raspberries from Guatemala. There were also
lovely sandwiches, but who knew what lurked in the salad greens--perhaps E. coli O157:H7, which caused
gastroenteritis in Illinois when it contaminated mesclun from California. Reading Inside the Outbreaks will cause you to
suspect nearly every food or food supplement, as well you should. The global economy and the demand for fresh food
throughout the year have led to many opportunities for traveling microbes.
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The list of former EIS officers is a Who's Who of significant figures in science and medicine. Some individuals I was
surprised to find in this program include D.A. Henderson and William Foege, architects of the smallpox eradication
program; Neal Nathanson, a prominent virologist; current CDC Director Tom Frieden; former CDC Director Julie
Gerberding; and WHO Assistant Director-General Keiji Fukuda. Neither had I known that Lawrence Altman, the
wellknown New York Times science writer, had been an EIS officer.
You'll have to read Inside the Outbreaks to learn how an EIS trainee learns the craft of disease epidemiology. Perhaps
Alexander Langmuir's approach is the most informative: he would send only one or two EIS officers to an outbreak.
"We'll get them on an epidemic as fast as we can. Throw them overboard. See if they can swim, and if they can't, throw
them a life ring; pull them out and throw them in again."
Mark Pendergrast Houghton Mifflin Harcourt. Boston, Massachusetts, USA. 2010. 432 pp. $28.00. ISBN: 978-0-151-
01120-9 (hardcover).
Reviewed by Vincent Racaniello Columbia University Medical Center, New York, New York, USA.
E-mail: vrr1@columbia.edu
Racaniello, Vincent
Source Citation (MLA 8th
Edition)
Racaniello, Vincent. "Inside the outbreaks: the elite medical detectives of the epidemic intelligence service." Journal of
Clinical Investigation, vol. 120, no. 8, 2010, p. 2645. General OneFile, go.galegroup.com/ps/i.do?
p=ITOF&sw=w&u=schlager&v=2.1&id=GALE%7CA241881810&it=r&asid=c3bcfa42f6511d0034c74d02ed7771e4.
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Inside the outbreaks; the elite medical detectives
of the epidemic intelligence service
SciTech Book News.
(June 2010):
COPYRIGHT 2010 Ringgold, Inc.
http://www.ringgold.com/
Full Text:
9780151011209
Inside the outbreaks; the elite medical detectives of the epidemic intelligence service.
Pendergrast, Mark.
Houghton Mifflin
2010
418 pages
$28.00
Hardcover
RA653
Although you've probably never heard of them, the officers of the Epidemic Intelligence Service have probably saved
millions of lives over the last half-century. In this book, Pendergrast tells the story of how this little-known part of the
Centers for Disease Control has waged war on every imaginable ailment, including successful battles against polio,
cholera, and smallpox. This fascinating (if sometimes a bit scary) book takes readers through the history of the EIS, and
brings them along with EIS officers as they go to some of the most dangerous parts of the globe as they fight the most
lethal and widespread threats to the world's health. Prendergast knows how to tell a story well, and his book should have
wide appeal.
([c]2010 Book News, Inc., Portland, OR)
Source Citation (MLA 8th
Edition)
"Inside the outbreaks; the elite medical detectives of the epidemic intelligence service." SciTech Book News, June 2010.
General OneFile, go.galegroup.com/ps/i.do?
p=ITOF&sw=w&u=schlager&v=2.1&id=GALE%7CA243391018&it=r&asid=28481ffd4783e52f689865a80c826588.
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Mirror mirror; a history of the human love affair
with reflection. (reprint, 2003)
Reference & Research Book News.
20.3 (Aug. 2005): p281.
COPYRIGHT 2005 Ringgold, Inc.
http://www.ringgold.com/
Full Text:
TP867
2003-002544
0-465-05471-4

Mirror mirror; a history of the human love affair with reflection. (reprint, 2003)
Pendergrast, Mark.
Basic Books, [c]2004
404 p.
$17.00 (pa)
This is a paperbound edition of a 2003 book. Touching upon such topics as literature, psychology, sex, scientific
discovery and invention, art, and industrial espionage, this work explores the history of the mirror in human cultures.
The narrative travels from the first known manufactured copper mirrors in Persia to the beryllium mirror used in the
space-launched Infrared Astronomical Satellite.
Source Citation (MLA 8th
Edition)
"Mirror mirror; a history of the human love affair with reflection. (reprint, 2003)." Reference & Research Book News,
Aug. 2005, p. 281. General OneFile, go.galegroup.com/ps/i.do?
p=ITOF&sw=w&u=schlager&v=2.1&id=GALE%7CA135656782&it=r&asid=31c2292abb59e6e227df1317eb82882d.
Accessed 22 Oct. 2017.
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UNCOMMON GROUNDS: The History of

Coffee and How It Transformed Our World
Justine A. Kwiatkowski
The Wilson Quarterly.
24.1 (Winter 2000): p118.
COPYRIGHT 2000 Woodrow Wilson International Center for Scholars
http://www.wilsonquarterly.com/page.cfm/About_Wilson_Quarterly
Full Text:
By Mark Pendergrast. Basic. 522 pp. $30
THE DEVIL'S CUP: Coffee, the Driving Force in History.
By Stewart Lee Allen. Soho. 231 pp. $25
Thought to be the stuff of Satan and insurrection, coffee has been lambasted throughout history. In the 17th century,
Turkish sultan Murad IV banned it for fear that it made subjects disloyal, while King Charles II complained that British
coffeehouses were breeding "false, malicious, and scandalous reports." Two books -- an encyclopedic volume by
Pendergrast and a playful romp by Allen -- suggest that Murad and Charles were right about coffee's potency. With only
a little facetiousness, the authors assert that coffee brought about the French Revolution, the poverty of Latin America,
and most everything in between. They muster a surprisingly compelling case for their overcaffeinated thesis.
Pendergrast, author of For God, Country and Coca-Cola (1994), recounts the story from the berry to the last drop.
Folklore has it that an Ethiopian goatherd named Kaldi discovered coffee sometime before the sixth century A.D., when
his animals "danced" after nibbling the red berries. By the 16th century, the bean had conquered Turkey, where "a lack
of sufficient coffee provided grounds for a woman to seek divorce." In the succeeding two centuries, coffee replaced
beer as the drink of choice in Europe. Wired Frenchmen started getting revolutionary ideas; contented beer drinkers,
Pendergrast suggests, would never have stormed the Bastille.
The author is especially detailed in mapping coffee's role in the United States. Competition among coffee roasters, he
shows, spurred innovations in advertising, shipping, and technology, from brand-name recognition to vacuum-packed
bags, which then found applications in other industries. Developments in coffee also paralleled societal shifts.
Coffeehouses spread during the l920s, when Prohibition shut down bars and sent Americans searching for new places to
socialize. Postwar consumerism fueled the rise of instant coffee, and the hedonistic 1970s spawned a new appreciation
for exotic, gourmet coffees. Uncommon Grounds is exhaustive but not exhausting, with anecdotes easing the reader
through its 522 pages.
Written in the style of a travel journal, The Devil's Cup tells as much about the author's adventures as about coffee.
Most of his time is spent in the Old World, where he sometimes manipulates or overstates for the sake of entertainment:
"The entirety of 20th-century philosophy is simply the result of penny-pinching Parisians [in cafes] falling prey to a
dementia born of boredom, caffeine, and pomposity." Amusing at first, the self-conscious cleverness ultimately wears
thin. Uncommon Grounds provides a more full-flavored account of how the coffee bean has changed the world.
Source Citation (MLA 8th
Edition)
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Kwiatkowski, Justine A. "UNCOMMON GROUNDS: The History of Coffee and How It Transformed Our World." The
Wilson Quarterly, vol. 24, no. 1, 2000, p. 118. General OneFile, go.galegroup.com/ps/i.do?
p=ITOF&sw=w&u=schlager&v=2.1&id=GALE%7CA59227696&it=r&asid=67e425c31dadeacc9205f36428ba2a45.
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QUOTE:
outstanding book; one which treats the abused, the accused and their
families with the utmost respect.
Pendergrast provides a magnificent account of the evidence and thinking that underlie claims of recovered
versus false memories. His analysis forces us to confront a series of difficult questions about the historical and social
factors that operate to create the present accusatory climate. All in all, Victims of Memory should be required reading
for anyone interested in understanding the current controversy.
Victims of Memory: Incest Accusations and
Shattered Lives
Peter A. Ornstein and Catherine A. Haden
American Scientist.
84.5 (September-October 1996): p492.
COPYRIGHT 1996 Sigma Xi, The Scientific Research Society
http://www.americanscientist.org/
Full Text:
A disturbing feature of contemporary society is the skyrocketing frequency of reports of childhood sexual abuse.
Although it is relatively easy to verify claims involving young children when there is physical evidence, it is, of course,
much more difficult to do so when we must rely on young children's accounts of their experiences. But the interpretive
problems increase many-fold when we confront situations involving adults (mostly women, but some men as well) who
come to believe that they were abused at a young age. In many cases, moreover, these beliefs are based on "recovered"
memories of early abuse that have a strong psychological reality to them, regardless of whether or not verification is
possible. If it is hard to evaluate the claims of children concerning what might have happened to them a year or two in
the past, consider the situation in which a woman of 35 "remembers" that she had been abused by her father more than
30 years ago!
As an example, take the hypothetical case of Jill. While in psychotherapy in an effort to come to grips with issues of
relationships and personal worth, Jill becomes convinced that she had been sexually abused by her father when she was
three. When the possibility of early abuse is suggested by her therapist, Jill is initially resistant because she has no
memories of abuse and only positive feelings about her father. However, after "memory work" in therapy and reading
self-help guides for incest survivors, Jill ends up with vivid memories and a strong commitment to the view that she
had, in fact, been victimized long ago.
Unfortunately, such scenarios have become all too common. The individuals in these cases are acting on the discovery
of "new" memories and, as such, are quite different from those who experienced abuse at an early age that they never
forgot, even if they elected to remain silent. Like Jill, many "remembering" women who view themselves as survivors
of incest or other forms of sexual abuse feel that they have gained new insight into their own development. But what are
the personal consequences of this new understanding, particularly as it often involves trading old memories and
emotional supports for new ones? What are the consequences to the family when recovered memories result in
accusations and legal actions? And what price is paid by the accused, especially if the allegations turn out to be
unfounded?
What does research by experimentally oriented psychologists tell us about the factors that might lead to recovered
memories? How does the scientific literature on memory and trauma jibe with the experientially based lore of
psychotherapists? And, most critically, what do the scientific and clinical perspectives tell us about the chances that Jill
could be wrong? These questions - and countless others - are addressed by Mark Pendergrast in Victims of Memory, his
impressive account of remembering and misremembering events of vital personal importance. Pendergrast, a
distinguished journalist, provides a readable and scholarly treatment of the issues that converge when we consider the
mnemonic consequences of childhood sexual abuse. His style is engaging - even riveting - and his account of the
complexities of the raging debate in the professional literature and popular media on recovered vs. false memories is
particularly welcome in the present accusatory climate.
Pendergrast is not a neutral observer. Indeed, as he describes in Victims of Memory, his two adult daughters have
accused him of (largely unspecified) abuse. The shock of these allegations led him to educate himself concerning the
issues so skillfully presented in this book. Although Pendergrast identifies himself as one who believes that he has been
falsely accused, he never lets personal matters interfere with his even-handed treatment of material that is both
controversial and complex. The result is an outstanding book; one which treats the abused, the accused and their
families with the utmost respect. This, of course, does not keep Pendergrast from reaching his own conclusions. Indeed,
he makes a persuasive case for the view that many but not all memories of early abuse are constructions influenced by
expectation, suggestion and imagination. "False memories," he believes, can arise readily in the context of poorly
managed therapy and as a result of reading manuals that may be helpful to genuine victims but dangerous to those who
have not been abused.
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The reader is presented with overviews of memory, suggestibility, hypnosis, trauma, multiple-personality disorder and
related areas. Pendergrast also provides a sensitive account of how individuals seeking solutions to current problems can
come to believe that they had been abused. In addition, he discusses techniques used by some therapists to foster
remembering, often without awareness of the serious dangers involved, and he calls attention to problems, such as selfdiagnosis
by check-list. Pendergrast brings these complex issues to life by including a compelling set of interviews with
therapists, with individuals who view themselves as survivors and with retractors who feel that their earlier accusations
were induced in therapy.
A reading of Victims of Memory leaves us thinking about two interrelated sets of issues that are central to any
consideration of adult recollections of early abuse: the nature of memory and the rules of evidence. As we see it, many
interpretive conflicts stem from different positions with regard to these issues.
First, how do we think about memory? To what extent is memory constructive, as opposed to reproductive, particularly
after very long delays? To what degree are we influenced by our knowledge, expectations and beliefs? And to what
extent are our memories melleable and subject to the suggestions of others and of ourselves? Based on the research
literature, the answer to each of these questions is "Very!" Because memory is driven by our comprehension of what we
experience, interpretation sets the stage for what is remembered. Details are often lost or are embellished with other
information that is consistent with an emerging interpretation. Moreover, the passage of time is associated with
additional information loss and its supplementation by existing knowledge and belief. As a consequence, without
corroborative evidence, we are simply unable to differentiate precisely between real and pseudomemories. This view of
memory is quite different from that held by many therapists. Many in the therapeutic and legal communities seem
committed to a tape-recorder model of memory in which a permanent and non-changing record is presumably made of
everything that we experience. Given this perspective, it is easy to understand a therapeutic intervention that revolves
around a search for early memories.
Second, how do we make decisions based on "evidence"? Contrasting methodological assumptions lead to different
views. Memory researchers opt for the application of principles based on empirical research and theory, whereas many
(but certainly not all) therapists dismiss the literature as not being relevant to clinical reality. Researchers, moreover,
rely on experimental paradigms wherever possible, as well as the systematic evaluation of alternative hypotheses. Of
course, practicing therapists can base their interventions on clinically driven research, but they frequently rely on their
impressions of individual cases or on anecdotal accounts. Although methodologies based on individual subjects cannot
be as strong as those involving larger samples, clinical cases can contribute to a growing body of understanding if
therapists actively pursue alternative hypotheses in their work. Unfortunately, the therapists who figure prominently in
Victims of Memory exhibit great commitment to a single perspective and thus fail to evaluate their clients' statements
for evidence that would be consistent with alternative hypotheses.
Pendergrast's book reflects very accurately the deep divisions among professionals. An American Psychological
Association working group of three clinicians and three researchers (including one of us - Ornstein) sought to forge a
common understanding of memory for traumatic experiences. Differences such as those outlined here led to the drafting
of a document that included parallel treatments of memory (written by the researchers) and trauma (written by the
practitioners), along with rebuttals and rejoinders.
As we see it, Pendergrast provides a magnificent account of the evidence and thinking that underlie claims of recovered
versus false memories. His analysis forces us to confront a series of difficult questions about the historical and social
factors that operate to create the present accusatory climate. All in all, Victims of Memory should be required reading
for anyone interested in understanding the current controversy.
Source Citation (MLA 8th
Edition)
Ornstein, Peter A., and Catherine A. Haden. "Victims of Memory: Incest Accusations and Shattered Lives." American
Scientist, vol. 84, no. 5, 1996, p. 492+. General OneFile, go.galegroup.com/ps/i.do?
p=ITOF&sw=w&u=schlager&v=2.1&id=GALE%7CA18667289&it=r&asid=8edeb5e928ab7f1c2169f9496f977825.
Accessed 22 Oct. 2017.
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Victims of Memory: Incest Accusations and
Shattered Lives
Robert Wanderer
ETC.: A Review of General Semantics.
52.3 (Fall 1995): p357.
COPYRIGHT 1995 Institute of General Semantics
http://www.generalsemantics.org
Full Text:
What has been termed "false memory syndrome" (and which might more accurately be called something like "possibly
improperly enhanced memory syndrome") appears to be a major semantic distortion in America today. This arises when
individuals, usually women, "remember" extensive sexual abuse that occurred when they were young. The accusations
often tear families apart, and in some cases result in criminal charges.
Pendergrast's book is a thoroughly-researched 600-page summation of "all" aspects of the problem. There's almost no
way of "proving" that abuse never happened, but the book presents a convincing and frightening case supporting the
claim that these "memories" are very likely not true. Note well: these "memories" should not be confused with those
arising from genuine cases of incest, although of course there sometimes may be problems in distinguishing between
them.
First, one caution. The author's two daughters have accused him of largely unspecified sexual assaults on them and have
broken off all contact with him. Since he states up front that this is the reason he spent two years researching and
writing this book, the reader is alert for any self-serving whining or prejudice. But because he seems to have taken an
objective, neutral stance in interviewing many people on all sides of this controversy, his reporting comes across as
accurate and fair.
How does a "false memory" arise? The author describes two main sources: one has read one of the strongly-written
books which insist that you too probably suffered sexual abuse (which may be only verbal), even if you do not
remember it. Or such "memories" may result from "confabulation" by a therapist who uses hypnosis, dream analysis,
guided imagery, or constant badgering to convince the patient that abuse happened. (One patient protested, "But I feel
I'm just making this up!", and the therapist ignored her concern.) Once this memory is "retrieved," it becomes part of the
patient's belief system and difficult to dislodge.
The book presents ample evidence of (1) the questionable value of hypnosis, (2) the limitations of our memory, (3) how
easy it is to implant "false memories," and (4) our tendency to believe what we want to believe, no matter what.
Included are extensive interviews with people who tell of their "recovered memories," with people who have since
retracted their belief in this "memory," with therapists, with hypnotists, with accused parents and others, and with
anyone else whose experience pertains to this issue.
There was a time when incest was considered a rare event, but the public has gradually become aware that a substantial
number of people have indeed suffered sexual molestation in childhood. Is there a danger that these real victims might
be downgraded in the effort to expose the "false" claimants? No, the author claims: women who really suffered sexual
abuse remember it; their problem was they could not forget it. Women with "recovered" memories "feel compelled to
tell the world about them, while real incest victims, who have always remembered their abuse, generally do not."
In the 1980s, there were several famous cases in which small children falsely accused day-care personnel of abuse.
Many people look back on those days with wonder that these obviously "weird" tales told by imaginative little children
pressured by adult questioners were ever believed. Now the focus has shifted to women, mostly in their 20's and 30's,
who have advanced charges, usually against their parents. The author here strikes an odd note: one of his daughters
when writing him about her new "memory," before she stopped communicating with him, said it was "nothing
personal." Pendergrast says: "In an odd way, I have come to realize that she was telling the truth."
This is a powerful book that one hopes may help turn the tide of false assertions of incest that rip families apart.
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Robert Wanderer San Francisco
Source Citation (MLA 8th
Edition)
Wanderer, Robert. "Victims of Memory: Incest Accusations and Shattered Lives." ETC.: A Review of General
Semantics, vol. 52, no. 3, 1995, p. 357+. General OneFile, go.galegroup.com/ps/i.do?
p=ITOF&sw=w&u=schlager&v=2.1&id=GALE%7CA17631579&it=r&asid=0eef8565bcddc8f713147dc853c3e553.
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For God, Country and Coca-Cola
T.A.B. Corley
Business History.
36.4 (Oct. 1994): p167.
COPYRIGHT 1994 Frank Cass & Company Ltd.
http://www.tandf.co.uk/journals/journal.asp?issn=0007-6791&linktype=1
Full Text:
Mark Pendergrast has been granted an almost unique opportunity to write the business history of the decade, if not of
the century. The Coca-Cola company is -- in Chandlerian terms -- a prime example of an integrated enterprise which
grew large by pursuing a two-pronged strategy of high-volume output and dynamic marketing, not only in the United
States but world-wide. Its most significant innovation was to concentrate on making the syrup and to get others to bottle
the beverage by means of franchises, while enforcing very high standards. A new full-scale account of this remarkable
progress is clearly needed, as none of consequence has appeared since 1960.
An excellent model to follow was provided by Richard Tedlow in New and Improved: The Story of Mass Marketing in
America (1990, reviewed in Business History, October 1991). As Coca-Cola owed its phenomenal success, nationally
and internationally, to very accomplished marketing, Tedlow analysed that success in the light of various basic
principles. These included the entrepreneurial vision of pursuing a maximum volume strategy of low prices and
margins; integrating the efforts of a highly trained sales force with powerful advertising; and constructing entry barriers
through an intricate network of contractual relations with franchisees and others. In 90 pages of spirited prose, drawing
on a range of relevant quantitative data, Tedlow stylishly outlined both Coca-Cola's historical background and the
phases of its tussles with its rival Pepsi-Cola.
Sadly, Pendergrast has not chosen to build on the framework erected by successive distinguished scholars, even though
he had the signal advantage of writing an 'unauthorised' (because not commissioned) history while being given access to
Coca-Cola's private corporate records and permission to interview current and retired employees. Instead, he has used
his family connections with the company to rope in many of his kinsfolk (even Mom, who worked the coffee-morning
circuit) to elicit information from mainly oral sources. He finally clocked up no fewer than 206 interviews. The outcome
has been a very long drawn-out and only partially digested piece of scissors-and-paste, short on analysis and comprising
chunks of uninspired prose, broken by sub-headings every few hundred words. In an attempt to enliven this soporific
brew, he has introduced each of the book's five sections with brief 'mini dramas' which offer fictional recreations of
dramatic events.
From a business history viewpoint, this book fails because the author never establishes a relationship of trust between
himself and his readers. It is absurd, for example, to claim that a Catholic priest in wartime was supplied with CocaCola
to be used in place of sacramental wine. No source is given for the assertions that some Americans used Coca-Cola
as a douche for preventing babies, or that this know-how was disseminated (if that is the correct verb) by GIs to their
girl-friends after American troops arrived in Britain during 1942. On the same theme, equally unattributed, is the
statement that in 1985 the directors submitted the short-lived new formula to the Harvard Medical School, which found
that the old formula killed five times as many sperm as the new. The author reveals what he alleges is the current secret
formula, but he devotes only a few pages to a desultory and inconclusive discussion of whether or not Coca-Cola can be
regarded as harmful to drink.
The author's underlying theme is that Coca-Cola owed its achievements to 'ingenious, ubiquitous advertising', designed
to project 'an image of high morality and patriotism': hence the overblown title of the book. His explicit aim is to tarnish
that 'glided image'. Yet the company's executives knew precisely what they were doing when they opened up their
archives to him, since they have received a massive publicity scoop at virtually no cost to themselves. In a foreword, the
far more perceptive E.J. Kahn, who had written The Big Drink: The Story of Coca-Cola (1960), fairly characterised the
present book as not so much a corporate history as an attempt to portray more than a century of American and world
history 'as seen through the prism of an ice-cold bottle of Coca-Cola'. To sum up, the discipline of business history can
be advanced by studying over-long failures of historiography as well as by brilliant sketches of the Tedlow kind, despite
the high opportunity costs of ploughing through the former.
T.A.B. CORLEY University of Reading
10/22/2017 General OneFile - Saved Articles
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Source Citation (MLA 8th
Edition)
Corley, T.A.B. "For God, Country and Coca-Cola." Business History, vol. 36, no. 4, 1994, p. 167+. General OneFile,
go.galegroup.com/ps/i.do?
p=ITOF&sw=w&u=schlager&v=2.1&id=GALE%7CA16514330&it=r&asid=7552c6452486ce22475bc4287eb5a423.
Accessed 22 Oct. 2017.
Gale Document Number: GALE|A16514330

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