In the late 1970s the findings of an Elvis related university research study were published in a prominent US psychology journal. At the time, in the absence of the Internet, the tyranny of distance, and a resistance to things academic, the study was not widely publicised in Elvis circles, but when it was it created widespread uproar, incensing many fans!

It is undoubtedly the most controversial academic paper ever published about the Elvis world.

The reason for the uproar was its comparison between fans of Elvis and fans of the Beatles.

Reader feedback follows the article

The article involved a study of a number of randomly selected Elvis and Beatles fans in both the US and Britain. The study was statistically valid and conducted over a 24 or 36 month time period (commenced prior to and overlapping August 1977) within a design framework using the following set of research parameters:

• sex
• age
• socio-economic status
• level of formal education
• allegiance to fan clubs
• ability to work together (being a team member) vs. propensity to cause divisions (need for control/exhibit power)
• IQ level

The findings were very controversial (at least to Elvis fans) as they painted a picture of Beatles fans as 'generally' having a higher socio-economic status than Elvis fans and a greater propensity of Beatles fans to be team members in the longer term.

The study found, typically:

1. Older fans (defined in the study as aged 30 years and above) were more likely to be leaders than followers in fan clubs. There was no discernible difference between Elvis and Beatles fans in this respect.

2. Beatles fan came from a middle class, socio-economic background

3. Elvis fans came from a working class socio-economic background

4. Beatles fans were more likely to have college or university education than Elvis fans

5. Elvis fans had a stronger propensity, and psychological need, to be members of a formal fan club than did Beatles fans

6. Beatles fans were more likely to be 'long term' team members than Elvis fans

7. There was no discernable quantitative or qualitative difference in team allegiance between male and female Beatles fans

8. Female Elvis fans were more likely to be committed long-term team members than male Elvis fans

9. Elvis fans were more psychologically insecure than Beatles fans:

The researchers indicated this manifested itself in several ways. For example, some Elvis fans, primarily male, exhibited a greater tendency to exhibit the need for power/control than Beatles fans. This manifested itself in initial team cohesion followed by a splintering and proliferation of Elvis fan clubs as a minority of 'politically motivated' individuals, initially working as team members, gradually promoted and followed their own agendas (a reflection of their subliminal or overt need for power).

In the researchers opinion this explained both, the relative lesser numbers of Beatles fan clubs compared to Elvis fan clubs, and the ability of Beatles fan clubs to work reasonably effectively together. They stated that in this context, there was an important weakness in the Elvis fan club movement, its general structural inability to mobilise itself as a consolidated, powerful body capable of influencing decision makers (which at the time were the mass media & RCA; in 2006 the mass media, BMG and EPE). [Of course, some would also maintain that the prolific but amorphous mass of Elvis fan clubs, has for a long time, made it easier for EPE to exert its influence and/or manage the clubs registered with it.]

The psychological insecurity in other Elvis fans was said to manifest itself through a deft mix of denial, avoidance and blind faith. The researchers stated this was not necessarily a negative thing, as it was required to allow groups (clubs) to function despite the political manoeuvreings of an often self-absorbed, (leadership) minority.

10. There was no discernible difference between Elvis and Beatles fans regarding their measured IQ levels.

Discussion

The study findings remind us of the Quentin Tarantino view that there are two types of people in the world: Elvis people and Beatles people.

In 2006, the research findings arguably have greater credence than in 1979-80. In the late 70s the Elvis world was characterised by a group of unaligned fan clubs in countries such as the US, Europe, Australia, Japan and South America, and a reasonably consolidated group of fan clubs in Britain under the loose control of Todd Slaughter's 'Official Elvis Presley Fan Club of Great Britain and the Commonwealth'. It must be noted that for a long time Slaughter's club had (possibly still has) influence with both BMG/RCA and EPE. Much of its influence today could well be characterised as a case of "smoke and mirrors" given apparent fractures in its organisational structure and shrinkage in its membership base.

The Slaughter grouping/club is today a shadow of its former self as dissatisfactions with its operations has gradually seen the arrival and rise in influence of competing organisations in England including 'Elvisly Yours' (Sid Shaw) and 'Essential Elvis' (Andrew Hearn). The advent of the Internet has further eroded Slaughter's once formidable power base. Official membership of the Slaughter club is known to have dropped very significantly from the 20,000 claimed in the 1980s. Sid Shaw's long running legal battles with EPE, and indirectly Slaughter, are legendary.

The situation in the US has remained largely unchanged over the decades. The major change was a huge growth in fan club numbers throughout the 80s and 90s with some ongoing contraction in the past five years. Still unchanged is that US fan clubs are typically regionally based and unaligned, the lack of an umbrella body conspicuous by its absence in the country of Elvis' birth.

The same 'missing element' can also be said of fan clubs in the EC, although the cultural differences there understandably impede any coherent, organised structure.

Australia has anywhere between 10 and 30 official Elvis fan clubs depending on your source. The largest seven of these have held an informal grouping under the banner of the Coalition of Australian Elvis Fan Clubs since the late 1990s. The Coalition was essentially formed as a response to concerns within BMG/RCA that it wanted a 'one point of contact' arrangement with the major Australian clubs. At the time of the Coalition's formation the idea of a national Elvis fan club was floated but generally dismissed as unworkable by most club presidents.

The Devil's Advocate Response Subsequent to the study findings being published, a number of critics pointed out that the general themes identified about Elvis fans could also be applied to rock and roll fans. Their argument was that perhaps there was a critical 'generational' correlation or link to the behavior of both Elvis and Beatles fans. The similarities in the behavior of Elvis and rock and roll fans pointed to a "time factor", namely the mid 50s to early 60s, while Beatles fans occupied and were influenced by the socio-cultural mores of the mid 60s.

Some critics also considered that while it wasn't overtly stated, there was an implication in the study findings that because Beatles fans were apparently more highly educated and from a higher socio-economic strata than Elvis fans, they were more socially responsible and aware than their Elvis counterparts.

Which psychology journal were the study findings reported in?

All the writer can say is that it was not Psychology Today (the then premier American psychology journal). The writer's interest in and remembrance of the article was because he was, at the time, completing a sub-major in psychology at university. The year was either 1979 or 1980 and the article was reasonably current at the time.

The foregoing article is based on the writer's recollection, a short summary item about the research study which was published in 1986 in the fan club bulletin, "The Man From Memphis", and (below) the essay 'How Great Thou Art: A Status Report on the Kingdom of Elvis Aaron Presley".

How Great Thou Art:

A Status Report on the Kingdom of Elvis Aaron Presley

In 1997 this voluminous essay was jointly published by fan clubs in the US and Australia. Authored by the elusive Dr John Carpenter (apparently not the same erudite Dr John Carpenter, MD who frequents the For Elvis CD Collectors Only messageboard as Elvis Presley fan and scholar) it was an interesting, if not fully convincing exploration of things Elvis.

Its key themes were eclectic, colorful and diverse, and included dysfunction throughout the Elvis world and the need for an augural rebirth in the strategic approach to things Elvis in the future. Echoing one of the themes of the university study, Carpenter wrote:

'The lack of cooperation between fan clubs is of concern...Individual club independence suggests either a reasonable parochial interest by those running them or alternatively a case of ego maintenance/gratification.'

Elsewhere in his (her?) essay, Carpenter noted the divisive nature of politics in Elvis circles, providing examples from at least three continents, including implying internal conflicts between El Supremo, Slaughter, and secretary, Julie Mundy in the British fan club.

He also devoted a section to what was described as the 'spiteful war' between Slaughter and Shaw, a war which the ordinary fan couldn't care less about. Carpenter took aim at Slaughter whom he obviously perceived as having, on more than one occasion, lowered his sails in his editorials in the long running newsstand publication, Elvis Monthly, including this personal attack on his nemesis:

"Elvis fans couldn't care less if a former East London barrow boy wins a shallow victory over Presley's estate giving him the right to sell Elvis soap! And the intow publicity seeking Elvis clone only endorses our contempt."

Postscript

The links between particular types of music and general personality traits have been well researched since the late 1970s. Most recently, a study, What's Your Soundtrack?, published in the Jan/Feb 2006 edition of Psychology Today), found that knowing the type of music a person likes allows for remarkably accurate personality predictions.

And showing that the findings of such studies continue to have the potential to alienate, this latest research had this to say about people who prefer country and pop music:

"People who like country and pop might be more simpleminded, and that's not necessarily bad"....They just avoid making things unnecessarily complex."

Now this all begs the question, what does it mean if you are an Elvis fan who prefers the King's country and pop recordings over his rock and/or gospel tracks? And conversely, what if you prefer Elvis' rock and gospel recordings over his country and pop tracks? In the words of Elvis himself..."If you're looking for trouble..."

Click to tell us what you think of the university study findings

Read more about "Elvis vs. The Beatles"

JYM (Canada): Another group of babyboomers and Beatles fans trying to explain why there is more Elvis fan clubs...

EIN Response: JYM, a nice point but the study was done in the late 70s when the number of Elvis fan clubs was not an issue. From what I recall it was a straightforward study based on 'in-the-field' findings.

King of the Jungle: I think the findings would be similar if they studied people who preferred:

Hank Williams' or Tony Benett's version of 'Cold Cold Heart'

Woody Guthrie or the Kingston Trio

These findings are meaningless, they are comparing two dissimilar types of art so of course the backgounds of each audience will be different. People trend toward music they can relate to. This means nothing about the quality of the art itself or the listeners.

AJ (USA): IMO, The University Study about Elvis vs. the Beatles is just more psycho-babble  BS.
Anyone that's truly a psychology major can tell you ; The music anyone listens to has more to do with the age/era of the person living through it. As one grows older, faces the demands of "just making a living", raising & feeding their families; ones taste in music can change .It's called "growing up."

It's in the the angry, discontent of our younger people that dare  to question our society and the injustices we see done everyday to "our people" More power to them. If they don't question & demand changes; who will?? I have no quarrel with them; each generation has them; thank God !!
Many of the "older generation" grow complacent & accept what is handed out to them.

Elvis music speaks out to people, even today. From our youngest 3-4 year olds {as in Lilo & Stitch} to the "older generation" with the remembrance of his ballads {love lost or won} to the great Gospel music {as we struggle through another day} Why Me, Lord?

Even his Rock & Roll period held no anger ; just some good clean fun. It is not just the US that feel this way; but many other countries as well. Elvis music covered all genres & cultures & one felt the kinship to Elvis as he sang & expressed his feelings through his music. That's something no other artist can claim or has been able to do since.

I've also noticed  many more male species in the Elvis arena than I ever knew about. Not just the "screaming female" as so often depicted. What does that say about Elvis or his music? In my opinion; it just shows how much we have welcomed him as "one of our own." He belongs to many races, religions & cultures......no socio-economic type. . He doesn't represent any "one people" or generation ....but, remains timeless & fits no slot anyone tries to put him in.

People have tried to "explain" Elvis for many years. As far as I've seen, it hasn't been done. Just accept him for what he is. No one can ask for a more fitting tribute  to ones life work.

Geri Walker: Thank you for this article. I too remember the study and had always wanted to read about it again. I wonder what a similar study would find today? Given the predispositions of the Elvis is alive believers, the results could be even worse. Heaven help us!

dl: This study is thirty years old and says nothing about today. Elvis and The Beatles have become classics in their own way. I like both of them, but the music and the presentation of the music is completely different. The Beatles (especially their work after 1965) made more "intelectual" music than Elvis and the fab four where far more political than the king was, at least regarding their statements in public. In that point I would think this study was right. But it would be far more interesting to know, what the results would have been, if this study had been done nowerdays. Simply, because the world has changed in oh so many ways and the results are now quite vanished in the haze (of times that are a-changing). Maybe another study would bring some Help!

bpd: I can't read the study because I'm as big of a Beatle fan and I am an Elvis fan...I don't want to become conflicted...

Sharon: Not really keen on this study as it leaves more questions than answers. It would be interesting to find out how the participants of this study were chosen - were they randomly selected or chosen through contacting fan clubs - I think it is dangerous to lump people together by socio-economic backgrounds unless you are looking at a large population rather than a representative population.

EIN Response: Sharon raises some good points. The participants were randomly selected and the study was statistically valid. We have revised the article to make this clear.

BenjiXX: Crap study.

Chad Heywood (New Zealand): I'm an Elvis fan who grew up on the Beatles and I have to say I tend to agree with the study. There are a lot of unhinged Elvis fans out there. When I was visiting family in Alabama there were something like 12 Elvis fan clubs. Talk about not being able to get along with each other.

Pingpongelvis: I say to the findings: sod off!

Joe Walsh (Ireland): There is no question that the beatles fans were primarily spawned from white middle class and white upper middle class families. They also tended to be significantly younger than Elvis fans. Why Elvis fans should be annoyed at this I don't know.

There have been thousands of studies, showing all sorts of things. For example, Elvis fans spend more time listening to music. Elvis fans are more likely to be involved in sports. Elvis fans are more likely to go to jail. Elvis fans are more likely to play in bands. Elvis fans are more likely to be entrepreneurs (beatles fans apparently are more likey to be in the professions).

One I haven't seen, but I'm sure is true, beatles fans are more likely to conduct surveys.

Donna409 (USA): Although I am a fan of both elvis and the beatles I’m a much bigger elvis fan. There are those that say the beatles were bigger because they held all top 5 slots on the billboard hot 100 for 1 week in February of 1964. those same people say that the beatles have 19 number one albums on the billboard top 200 album chart to elvis’ 10. they are both right and wrong. When the elvis explosion happened in the mid-fifties it caused the music charts to change significantly. Two years into elvis career as pop and rock’s first true megastar the billboard top 100 became the billboard hot 100 and the extended play album (the ep) vied for popularity with the long playing album (the lp).

Had all of those changes not occurred at billboard at that time elvis would have charted more number 1 singles on the singles chart as well as more number 1 albums on the lp chart. As it is now elvis is only credited with 17 number 1 songs on the billboard top/hot 100 chart and only 10 number 1 albums on the billboard top 200 album chart. Facts are some of the billboard charts during elvis’ first years credit the double A sided single “hound dog” and “don’t be cruel” as 2 separate number 1 songs that were number one at the same time. Those same charts had elvis listed as having several singles in the top 5 or 10 at the same time on several occasions. Also when the ep chart was established in October of 1957 elvis held four of the top 10 slots. One of those eps held the number one spot. Elvis went on to rack up 6 number one eps before the chart was considered dead in the mid-sixties. By 1973 elvis had a combined 15 (now 16) number one albums on both the billboard pop lp and ep albums charts.

In 1957 elvis’ albums both lp and ep dominated. Both  “Loving you” (10 weeks) and “Elvis’ Christmas Album” (5 weeks) were number 1 on the billboard top 200 that year. Also in the same year elvis had three number one eps. The “Jailhouse Rock” ep was number 1 for 28 weeks in 1957 a record elvis broke the next year with the “King Creole” volume 1 ep (29 weeks).

It is also never mentioned that elvis was number one on the billboard pop, country and r&b singles charts simultaneously on 3 or 4 separate occasions in the 1950s. elvis distractors fail to mention that the beatles never had a number 1 ep in America, never appeared at number one on the billboard pop, country and r&b charts at the same time or never had a number one album or song on any other major singles chart except for maybe the adult contemporary chart.

The longest running number one beatles album period was “Sgt. Pepper’s Lonely Hearts Club Band” (15 weeks) whereas elvis had several that were at 20 weeks or more on the lp and ep charts. The elvis distractors also don’t want people to know about the elvis singles “A Little Less Conversation”, “Rubbernecking” and “That’s Alright” going to number 1 on the billboard hot 100 singles sales chart or the 4 weeks that “Heartbreak Hotel” spent at number 1 earlier this year on the same chart.

If only one of those singles would have reached number 1 and not the others billboard magazine would have a reason to write it off as a fluke but all 4 releases? Give me a break! Billboard knows elvis is still “THE KING”, they just want to look hip to the people that listen to hip hop and rap. The fact is that payola is bigger than ever and record companies keep paying off radio stations to play their artists music. So how can billboard get away with adding airplay to singles sold and say that’s the number one song in America?

Earlier this year Universal Music Group (Island Def Jam’s parent company) paid millions admitting they paid major radio stations to play their artist’s music. Mariah Carey is under contract to Island Def Jam. Last year she supposedly had her 16^th and 17^th solo number 1 singles on the billboard hot 100 tying elvis. The facts are 3 of her number ones on that chart were duets with groups or another solo artist. People forget that in the 1990s miss carey settled out of court for committing plagiarism (sampling other people’s music without permission). Also people forget most of miss carey’s number 1 singles got there by way of airplay (payola) not sales. Since billboard is going to continue with this lie shouldn’t they recognize “A Little Less Conversation”, “Rubbernecking”, “That’s Alright” and “Heartbreak Hotel” as number ones for elvis? Sales don’t lie.

Some people recognize digital downloading these days but it is also flawed in the fact that record companies can pay one or more of the downloading services to rack up numbers of downloads. After all you can download songs for less than a dollar a piece. In 1992 when single sales started to decline billboard should have simply stayed with sales as how a song ranked because every once in a while there will come a song that will sell 100,000 or more. “A Little Less Conversation” was recently cited as going gold. It might have taken it a little while to sell that many but then again 99.999% of songs today take just as long or longer to sell that many.

Had elvis’ record label paid off radio stations to play “A Little Less Conversation” or any of the others I’m sure they would have reached number one in airplay. The facts are elvis never needed any help when it came to selling music and he sure wouldn’t advocate his record label paying off radio stations to play his music. But getting back to the elvis and the beatles, they both were and are the biggest acts in music history. No one has sold as many singles and albums as they have and no one ever will. Mariah Carey and her label's claims are lies and her exhusband Tommy Mattola knows it and so does Randy Jackson.

Quote:

"Elvis Presley is the supreme socio-cultural icon in the history of pop culture"

(Dr. Gary Enders)

Quote:

"Elvis is the 'glue' which holds our society together....which subconciously gives our world meaning"

(Anonymous)

Quote:

"Eventually everybody has to die, except Elvis"

(humorist Dave Barry)

Quote:

"He is the "Big Bang", and the universe he detonated is still expanding, the pieces are still flying"

(Greil Marcus, "Dead Elvis")

Quote:

"I think Elvis Presley will never be solved"

(Nick Tosches)

Quote:

"He was the most popular man that ever walked on this planet since Christ himself was here"

(Carl Perkins)

Quote:

"When I first heard Elvis' voice I just knew I wasn't going to work for anybody...hearing him for the first time was like busting out of jail"

(Bob Dylan)

Quote:

"When we were kids growing up in Liverpool, all we ever wanted was to be Elvis Presley"

(Sir Paul McCartney)

Quote:

"You can't say enough good things about Elvis. He was one of a kind"

(Johnny Cash)

Quote:

"And don't think for one moment he's just a passing fancy....he's got enough of it to keep him on top for a long time"

(R. Fred Arnold, Fury magazine, Aug 1957)

Quote:

"It isn't enough to say that Elvis is kind to his parents, sends money home, and is the same unspoiled kid he was before all the commotion began. That still isn't a free ticket to behave like a sex maniac in public"

(Eddie Condon, Cosmopolitan)

Elvis records reaching #2 & #3 on the Cashbox Pop Singles chart:

#2: A Fool Such As I (1959)

#2: A Big Hunk Of Love (1959)

#3: Hard Headed Woman (1958)

#3: One Night (1958)

#3: (You're The Devil) In Disguise (1963)

Elvis Facts:

Tickets for Elvis' show on March 29, 1957 in St. Louis cost $2.00 to $2.50

While in Germany Elvis was hospitalised with tonsillitis in October 1959

Despite being an illegal immigrant, photographic evidence shows Colonel Tom Parker traveled to Canada with Elvis in 1957

Elvis strongly believed there weren't enough good songs in King Creole to justify releasing a soundtrack album. RCA initially agreed, releasing two very successful EPs from the movie. A soundtrack LP eventually followed

During the 1960s Elvis had his own football team, Elvis Presley Enterprises, which played in the Memphis touch football league. In the 1962 final, EPE narrowly lost to Delta Automatic Transmission, 6-13

In Clambake, (Elvis) Scott Hayward's driving licence shows February 23, 1940...taking 5 years off Elvis' real age

In the 1970s Elvis was offered $5m to stage a concert in front of the Pyramids in Egypt. When the Colonel declined the offer, Saudi billionaires raised the offer to $10m