How Einstein became the first celestial scientist and what should be learned from him

Before Albert Einstein, scientists did not become world famous. Everything was changed by the great physicist, whose name has become synonymous with genius, and a photograph with a tongue hanging out - a real brand.

In the book "The art of promoting yourself. Self-promotion geniuses from Albert Einstein to Kim Kardashian»German historian and sociologist Rainer Zitelmann analyzed the biography Einsteinto understand how he caught the attention of the whole world. The physicist's originality and confidence can only be envied.

With the permission of the Potpourri Publishing House, Lifehacker publishes an excerpt from the first chapter of the book.

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Einstein's biographer Jurgen Neffe calls J. Neffe. Einstein. Eine Biografie, 2018. S. 13 physics "the first global pop star in science." The portrait of Albert Einstein is "known more than anyone else."

His name has become synonymous with genius. If a person is called "Einstein", it speaks of his unsurpassed mind. But genius This physicist was not only that he formulated the theory of relativity, but also that he mastered the art of selling himself better than any other scientist of the time.

Most scientists believe that their field of activity encompasses primarily science. They speak at thematic congresses, write articles for specialized magazines. Anyone who wants to gain credibility in the eyes of the general public can count on the envy of their colleagues, and if, in addition, he tries to express himself in an understandable language, he will be reduced by them to the rank of “popularizer Sciences". It happened so J. Neffe. Einstein. Eine Biografie, 2018. S. 290 and with Einstein, who got the envy of his colleagues because none of them "enjoyed such popularity with the public."

The problems that a scientist deals with are often so complex that most of the uninitiated find it difficult to even approximately understand what is at stake. Einstein was no exception in this respect. Although the public was delighted with him, the newspapers wrote about him on the front pages and everyone knew him by sight, hardly anyone understood him theory.

Charlie Chaplin, with whom Einstein performed together with the public (also one of the means of self-promotion), aptly noted J. Neffe. Einstein. Eine Biografie, 2018. S. 403 : "People applaud me because everyone understands me, and you - because no one can understand anything."

In an interview with the New York Times, Einstein himself asked A. Calaprice. Albert Einstein. Einstein sagt. Zitate, Einfalle, Gedanken, 2007. S. 55 a question to myself: "How did it happen that no one understands me, but everyone adores me?" In a conversation with another journalist, he himself answered A. Calaprice. Albert Einstein. Einstein sagt. Zitate, Einfalle, Gedanken, 2007. S. 226 to him: “Does the fact that the crowd are delighted with my theory, although they don't understand anything about it, amuse me? Yes, I find it funny and at the same time interesting to watch this game. I am firmly convinced that the public is captivated by the mystery of misunderstanding. "

“This theory won over in that both the skeptical 'Come on ...' and the enthusiastic 'Wow!' Were applicable to it, which gave the public room for imagination," W. Isaacson. Einstein. His Life and Universe, 2007. P. 266 Einstein biographer Walter Isaacson. Einstein made fun of this circumstance and saidW. Isaacson. Einstein. His Life and Universe, 2007. P. 267that now every cabman and waiter are discussing the correctness of the theory of relativity.

On the day of the 50th anniversary Einstein in 1929, the Berlin correspondent for the New York Herald Tribune sent J. Neffe. Einstein. Eine Biografie, 2018. S. 15 by telegraph to the editorial office, the complete manuscript of his new scientific work, which the newspaper immediately published word for word. Of course, readers hardly understood at least one paragraph from it, but this is what caused an unprecedented public outcry. For most, the very fact that they don't understand anything has become clear evidence that Einstein must be the genius of the millennium.

Physics amused such popularity, and in one of his poems he even calls J. Neffe. Einstein. Eine Biografie, 2018. S. 185 their admirers are crazy:

I've been in the last five years
I see my portrait everywhere:
At the station, over the table,
At the store around the corner.
I am neither summer nor winter
They do not allow to live in peace,
The crowds are running after me
To get an autograph.
I go to evening sometimes
Reflecting with myself:
Either the world has gone crazy
Either I'm just a donkey.

The Einstein cult began in November 1919. By this time, 14 years had passed since the publication of his work on the special theory of relativity and four years after the completion of the work "General theory of relativity". What was previously only a theory was first confirmed on May 29, 1919 as a result of scientific experiments: Arthur Eddington measured the deflection of light during a solar eclipse and thereby empirically proved Einstein's theory. The results were announced on 6 November at a joint meeting of the Royal Society and the Royal Astronomical Society in London. Biographer Jurgen Neffe wrote J. Neffe. Einstein. Eine Biografie, 2018. S. 15 : “On that day, Albert Einstein was born for the second time: as a legend and myth, as an idol and icon of an entire era”.

But in itself a scientific discovery, which was first reported to the general public by the London Times 7 November 1919, cannot explain the cult that developed around the name of Einstein afterwards.

It was not only the media that helped him achieve fame. He himself actively worked with the public, like, perhaps, no other scientist before him. And in this case, he turned out to be J. Neffe. Einstein. Eine Biografie, 2018. S. 22 master. “At first the newspapers used his name, but gradually he learned to benefit from their influence on society, and every year he used this more and more sophisticated... Through skillful communication with the press, radio and film industry, he created what today's advertising strategists would call brand ".

The story of the emergence of perhaps the most famous photograph of Einstein with his tongue out is indicative. She became his trademark and popular motive for posters, badges, drawings on T-shirts. The picture was taken on the day that Einstein turned 72 years old. The original depicts him with two other people. His ability to create ads for himself was manifested in what he asked J. Neffe. Einstein. Eine Biografie, 2018. S. 440 enlarge the fragment with your face and sent it to numerous friends, acquaintances and colleagues.

Isaacson asks W. Isaacson. Einstein. His Life and Universe, 2007. P. 5 : "Could he have become the most famous person in science, if not for the halo of the mane and the hypnotizing piercing gaze?" In other words, would he have made a cult figure if he looked like his fellow physicists Max Planck or Niels Bor?

Einstein's appearance is not an accident, but the result of an ingenious strategy to sell himself.

He deliberately cultivated the image of a scientist who does not attach any importance to clothes, hates collars and ties, and does not comb long hair. According to J. Neffe. Einstein. Eine Biografie, 2018. S. 399 Neffe, he “superbly personified the cliche of the avant-garde artist from science” and was “the ideal model for photographers, reporters and other preachers of popularity with whom he has developed an unusual symbiosis. " When asked about his profession, he answered J. Neffe. Einstein. Eine Biografie, 2018. S. 325 : "Fashion Model". Went J. Neffe. Einstein. Eine Biografie, 2018. S. 411 rumors that, as soon as he saw the photographer near, he deliberately ruffled his hair with his hands in order to give himself a typical "Einstein" look.

Visiting J. Neffe. Einstein. Eine Biografie, 2018. S. 404 once the leader of the Hopi Indian tribe near the Grand Canyon, Einstein "posed in a full national dress of feathers in front of the cameras of photographers." He did everything to increase his awareness. While other scientists spoke mainly at scientific conferences, he lectured to the general public around the world.

Neffe wrote J. Neffe. Einstein. Eine Biografie, 2018. S. 300 : “Einstein in the manner of a religious missionary who goes on a pilgrimage to bring his teachings to people and summon adherents under his banner, lectured all over the world in crowded auditoriums and theatrical halls ". He was so successful in this that the Foreign Office in Berlin opened a special dossier on the topic "Speeches of Professor Einstein Abroad."

In particular, the German ambassador to Japan reported at the end of 1922 about Einstein's trip to this country: "His trip to Japan turned into a triumphal march." As said J. Neffe. Einstein. Eine Biografie, 2018. S. 304 in the report, "the entire Japanese people - from the highest ranks to the last rickshaw - spontaneously, without preparation and coercion took part in honoring him!"

Einstein's speeches sometimes lasted five hours. “Everyone wanted to at least shake hands with the most famous person of our time,” the ambassador continued. - The press was full of all sorts of stories about Einstein, both real and fictional ... J. Neffe. Einstein. Eine Biografie, 2018. S. 305 and caricatures of him, the main distinguishing features of which were his short pipe, thick tousled mane of hair, as well as hints of some negligence in clothing. "

The Berliner Tageblatt newspaper reported J. Neffe. Einstein. Eine Biografie, 2018. S. 302 on Einstein's visit to the French capital: “This German conquered Paris. All newspapers published his portrait, a whole body of literature about Einstein was formed... He entered fashion. Academics, politicians, artists, common people, policemen, cabbies, waiters and pickpockets know well where Einstein's next lecture will take place... Cocottes from Parisian cafes inquire from their gentlemen if Einstein wears glasses and how he gets dressed. Paris knows everything about Albert Einstein, and tells even more than it knows. "

The Americans greeted him with boundless enthusiasm. In New York, scenes of cult star adoration were constantly played out. People stretched out their hands to at least touch him. They rejoiced J. Neffe. Einstein. Eine Biografie, 2018. S. 398 as if in front of them was a sports idol or a movie star. After him, something similar in America could be seen only in the 60s at the concerts of The Beatles.

The girls screamed and were about to rip the professor's clothes to shreds.

They chanted "Einstein, Einstein!" Hundreds of exalted young women greeted him with the sounds of trumpets, rattles, songs and shouts. Reporters chased J. Neffe. Einstein. Eine Biografie, 2018. S. 396 follow him all over the city. “One of them put a sheet of paper with formulas in front of him and watched if this strange beast swallowed the bait. He was treated like alienfrom which it is not known what to expect. "

Einstein himself, in a conversation with the owner of the New York Times, Adolph Ochs, described J. Neffe. Einstein. Eine Biografie, 2018. S. 398 interest in oneself as a "psychopathology". But he liked all this hype around him, and after visiting one supermarket, where fans did not annoy him too much, he happily told J. Neffe. Einstein. Eine Biografie, 2018. S. 401 : "Everyone recognizes me on the streets and smiles at me." True, sometimes he pretended to be tired of the public attention. Or maybe it was so. In one of his poems, he wrote J. Neffe. Einstein. Eine Biografie, 2018. S. 21 :

Everybody wants to know how I cope
With such great glory.
And I only wish one thing:
Leave me all alone.

Einstein was thrown J. Neffe. Einstein. Eine Biografie, 2018. S. 412 by letters, eccentrics of all stripes, world enhancers and supporters conspiracy theories. One of them wrote: “My sixteen-year-old brother does not want to get his hair cut. He wants to be like you and claims that he will someday become the new Einstein. " He was echoed by another: “I am the successor of Jesus Christ. Hurry up, please". Or: "Write to me, please, whether you need to study physics in order to extend your life."

In the press, one could find stories that only added interest to him. The New York Times claimed that Einstein arrived at his theory of relativity when he saw a man fall from the roof of a nearby house.

At the same time, W. Isaacson. Einstein. His Life and Universe, 2007. P. 266 analogy with Newton: “His, like Newton, inspired a fall, but not an apple, but a man from the roof. " Einstein was not embarrassed by this. He wrote W. Isaacson. Einstein. His Life and Universe, 2007. P. 266 in a letter to a friend that journalists have to work like this. Through such exaggerations, they satisfy the specific needs of their readers.

Fame did not come to Einstein by itself. He deliberately walked towards her.

Scientist biographer Walter Isaacson analyzed W. Isaacson. Einstein. His Life and Universe, 2007. P. 268 : “Einstein’s dislike of publicity existed more in theory than in practice. He could easily refuse all interviews, statements, photographs and performances. Anyone who disgusts the bright light of spotlights, like Einstein, will not go out on the red carpet at the premieres of films with Charlie Chaplin. "

Essayist Charles Percy Snow, having met Einstein, came W. Isaacson. Einstein. His Life and Universe, 2007. P. 268 to the conclusion that he enjoyed the attention of photographers and enjoyed visiting all kinds of ceremonial receptions. “He had something of an exhibitionist and comedian, otherwise photographers and crowds of fans would not have been drawn to him. There is nothing easier than getting rid of annoying attention to yourself. If you don't need it, you won't have it. "

Einstein demonstrated outstanding ability in the role of a genius of self-promotion. Physicist Freeman Dyson stated W. Isaacson. Einstein. His Life and Universe, 2007. P. 269 : "To achieve cult status, a scientist must not only demonstrate genius, but also be able to present himself and enjoy the applause of the audience." It should be borne in mind that in those days, serious people, including scientists, seemed unusual and not entirely proper to advertise themselves and indulge the tastes of the public.

Friends and colleagues increasingly warned Einstein against excessive hype and advised him to be more restrained, but he tended to ignore such recommendations. When an acquaintance of Einstein, who usually wrote satirical stories, decided to publish a book based on conversations with Einstein, a good friend warned W. Isaacson. Einstein. His Life and Universe, 2007. P. 270 physicist, that this should not be allowed in any case, since such a book can only give rise to his accusation of narcissism. He convinced Einstein that he behaves in such situations like a child, and listens only to unsuitable counselors (including his wife).

Einstein justified W. Isaacson. Einstein. His Life and Universe, 2007. P. 273 his craving for self-promotion by the fact that although in the personality cult, in principle, there is nothing good, but in the era materialism is useful when people become heroes whose ambitions are based on intelligence and moral values.

Self-promotion obsession has led to serious conflict between Abraham Flexner, founder of the Institute for Advanced Study at Princeton University, and Einstein, who emigrated to America after Hitler came to power. Flexner wrote W. Isaacson. Einstein. His Life and Universe, 2007. P. 429 a sharp letter to Einstein's wife: “It is this feature that seems to me absolutely unworthy of Professor Einstein. It will damage his credibility with colleagues, as they will think that he is looking for fame. And I don’t know how to convince them that this is not true. ”

Flexner also feared that Einstein's behavior would contribute to the rise of anti-Semitic prejudice, since there is already a stereotype that narcissism and self-promotion are typical Jewish traits. Flexner invited Einstein to Princeton so that he could calmly pursue his research, and his it was annoying that the guest, even in this situation, continues to advertise himself and is politically active.

Flexner even wrote W. Isaacson. Einstein. His Life and Universe, 2007. P. 430 an official letter to the American President, in which he emphasized: interference with scientific work, and that there is absolutely no way to make any exceptions for him, which will inevitably attract the attention of a wide the public ".

In the end, Flexner ordered (without Einstein's knowledge) that any invitations received at the address physicspassed through it. Upon learning of this, Einstein was beside himself and wrote a five-page complaint to his closest rabbi, Stephen Weise. As a return address, he indicated W. Isaacson. Einstein. His Life and Universe, 2007. P. 431 "Princeton concentration camp".

Einstein, like many other specialists in self-promotion, positioned J. Neffe. Einstein. Eine Biografie, 2018. S. 32 yourself as a rebel. He went on provocations and did not want to obey the prevailing norms, considering them contrary to common sense: “He rebelles against any authoritarian structures, against the ossified rules in force in schools and universities, against the norms of bourgeois morality, against the conventions in clothing, against dogmatism in religion and physics, against militarism, nationalism and state ideology, against leaders and employers ".

Einstein's hundreds of aphorisms and poems, which are often quoted today, were an important tool for self-promotion.

"Good aphorism - this is the wisdom of a whole book, contained in one phrase ", - said the German writer Theodor Fontane. Einstein loved the hitting and surprising humorous phrases that showed all of his wisdom.

Here are some examples A. Calaprice. Albert Einstein. Einstein sagt. Zitate, Einfalle, Gedanken, 2007. S. 267, 167, 151, 242, 258 concerning the most varied aspects of life.

• "A person who tells lies in small things cannot be trusted in big things."
• "All science is nothing more than an improvement in everyday thinking."
• “Children do not use the life experience of their parents, peoples do not honor their history. The negative experience is repeated over and over again. "
• "Marriage is an unsuccessful attempt to prolong a happy event."
• On psychoanalysis: "I would prefer to remain in a darkness that has not been analyzed."

When asked by a New York Times reporter about the book he co-authored, Einstein replied A. Calaprice. Albert Einstein. Einstein sagt. Zitate, Einfalle, Gedanken, 2007. S. 240 : "Everything I can say about this book is written in the book itself."

Einstein was an absolutely confident person. “He was a god and he knew it,” he said J. Neffe. Einstein. Eine Biografie, 2018. S. 35 about him his friend and doctor Gustav Bucky. This confidence appeared in him even before he made his great scientific discoveries. The results of his first experiments in science, he sent J. Neffe. Einstein. Eine Biografie, 2018. S. 130 by mail to one of the most prominent physicists of the time, and to another famous physicist, he "pointed out his mistakes."

Such things should not be done by a young man who has not even defended his dissertation yet. His first attempt at writing a doctoral dissertation ended J. Neffe. Einstein. Eine Biografie, 2018. S. 130 conflict with the professor. He developed his special theory of relativity in his free time, since he worked J. Neffe. Einstein. Eine Biografie, 2018. S. 170 then in patent office for 48 hours a week.

Many people who knew Einstein personally stressed that he never managed to grow up emotionally. Howard Gardner, a professor of psychology at Harvard University, considered Einstein an "eternal child," and an American psychoanalyst of German descent Eric Erickson called J. Neffe. Einstein. Eine Biografie, 2018. S. 33 his "victorious child." His biographer Neffe believed that Einstein retained a particle of childhood in himself throughout his life, and this trait unites him, in particular, with Steve Jobs, Muhammad Ali and Donald Trump.

Throughout his life, Einstein gradually became involved in politics. He was especially attracted by pacifism and Zionism. But even as a political activist, he still preferred to swim against the tide and provoke the public with conflicting views. Was political activity part of an advertising strategy or was self-promotion just a means to draw public attention to his views?

If we talk about scientific achievements, then Einstein clearly imagined that no lectures and interviews would help him to explain to the laymen the essence of his work. People sometimes had completely absurd ideas about the theory of relativity. Usually they associated with this concept things that had nothing to do with her. Often they did not know anything about this theory except the name itself.

Some fought this doctrine, which almost no one understood, others extolled it as a panacea for all ills and referred to it in confirmation of their political and philosophical views and theories. Einstein was too smart to devote large sections of the population to the content of his work. Therefore, we can immediately exclude the idea that his strategy of self-promotion could initially be aimed at explaining the essence of scientific achievements.

What about his conflicting political views? It would be too naive to believe that Einstein could initially see politics as a tool for drawing even more attention to his own person. He sincerely advocated peace, "social justice" and the cause of Zionism.

And yet, his activity in this field was aimed, among other things, at improving his image and increasing his own recognition. Conversely, fame helped him spread his political views. Both sides of his personality - self-promotion and political missionary work - enriched each other.

Albert Einstein had to work hard to become a star. He performed all over the world, actively communicated with the press, deliberately shocked the audience and was constantly photographed. And, of course, he created the image of a brilliant professor, indifferent to his appearance.

If you plan to repeat the success of a physicist or at least conquer a couple of cities, "The Art of Self-Promotion" will definitely come in handy. Rainer Zitelmann figured out how celebrities built their personal brand and compiled a list of practical tips.

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