Macfadden, Bernarr (1868-1954)

Macfadden, Bernarr (1868-1954)

Publisher, aspiring politician, and professional eccentric: all of these labels might describe Bernarr Macfadden, one of the characters who populated the American cultural scene of the twentieth century. However, although Macfadden made his fortune publishing the phenomenally successful True Story, he requested that his tombstone would read simply, if not modestly, "the father of physical culture." He was in fact very proud of his publishing successes; however, he always hoped that he would be remembered primarily for his advocacy of modern principles for good health (pro-vegetarianism, pro-exercise, anti-smoking). Ironically, in light of the fact that some of his physical health principles do now appear to have been prophetic, Macfadden was always viewed as a quack. His preference for spectacularly ill-conceived cures (ranging from dunking ailing infants in ice cold water, fasting for days, and refusing all conventional medical care), in tandem with his penchant for publicity stunts of dubious taste (such as publishing photographs of himself and his family half-nude), made him a laughing stock in the first half of the century. His anti-prudery, pro-sexual liberalization stance merely added to his contemporary disrepute. Thus, ultimately, Bernarr Macfadden has not been remembered for his work as the self-proclaimed guru of "physical culture," but remains famous for the role he played as an enormously successful publisher, and infamous as one of the most peculiar popular icons ever to grace the American scene.

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