| From 1874 to 1914, the Family Herald used the rhetoric of "self-help" to teach its own "common sense" lessons in vernacular liberalism. Offering its expertise, the weekly pledged to guide readers on the path to self-improvement. Teachings on hard-work, thrift, moderation, progress, seriousness, and duty were endlessly repeated. This thesis will argue that the magazine brought these abstract ideals into direct and powerful contact with the lived realities of Canadians. The Family Herald was unique in Canada because its editors established an unprecedented dialogue with its readers. It is this tangible relationship---this culture of correspondence---that will be explored throughout this thesis. To begin, the Family Herald will be situated within its historical context, with special emphasis placed on the vision of its founder, Hugh Graham. Following chapters explore the use of the legal advice columns to address grievances while shaping notions of respectability; how other cultures were used as a foil against which white, liberal, and British values were presented as superior, respectable and quintessentially Canadian; and the teaching "proper" and responsible methods of consumption---as the reward for hard work---whereby social upward mobility was constructed as attainable. Finally correspondence clubs for both children and adults will be examined to illustrate how the weekly strove to develop personal relationships with and amongst its readers---building loyalty and a belief that their virtual community was one which always could be relied upon for sound liberal advice. By examining the cultural hegemony established by editors, we are given a wider understanding of how the ideal citizen was constructed with clear racial, material, and social criteria in mind. The Family Herald wished to instruct and to entertain. It was the inspiring vision, practical guide, and working model for the growing ranks of the Canadian middlemost. |
