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Design, Representation, and the Making of the Telephone

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Design, Representation, and the Making of the Telephone COMMUNICATING MODERNITY: DESIGN,REPRESENTATION, AND THE MAKINGOF THE TELEPHONE Janin Hadlaw B.F.A., Concordia University, 1977 M.A., Concordia University, 1996 THESIS SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE DEGREE OF DOCTOR OF PHILOSOPHY in the School of Communication of the Faculty of Applied Sciences 63 Janin Hadlaw 2004 SIMON FRASER UNIVERSITY March 2004 All rights reserved. This work may not be reproduced in whole or in part, by photocopy or other means, without the permission of the author. Janin Hadlaw Doctor of Philosophy COMMUNICATINGMODERNITY: DESIGN, REPRESENTATION,AND THE MAKINGOF THE TELEPHONE Dr. Gary McCarron, Chair Dr. Richard Gruneau, Professor Senior Supervisor School of Communication, Simon Fraser University Dr. Paul Heyer, Professor Supervisor Communication Studies, Wilfred Laurier University Dr. Aniko Bodroghkozy, Associate Professor Supervisor Media Studies, University of Virginia Dr. Gail Faurschou, Independent Scholar Supervisor Dr. Martin Laba, Professor Internal Examiner School of Communication, Simon Fraser University Dr. Susan Douglas, Professor External Examiner Communications Studies, University of Michigan 29 March 2004 Partial Copyright Licence The author, whose copyright is declared on the title page of this work, has granted to Simon Fraser University the right to lend this thesis, project or extended essay to users of the Simon Fraser University Library, and to make partial or single copies only for such users or in response to a request fiom the library of any other university, or other educational institution, on its own behalf or for one of its users. The author has further agreed that permission for multiple copying of this work for scholarly purposes may be granted by either the author or the Dean of Graduate Studies. It is understood that copying or publication of this work for financial gain shall not be allowed without the author's written permission. The original Partial Copyright Licence attesting to these terms, and signed by this author, may be found in the original bound copy of this work, retained in the Simon Fraser University Archive. Bennett Library Simon Fraser University Burnaby, BC, Canada This dissertation is a cultural history of the telephone. It explores how the telephone came to be imagined, developed, promoted, and ultimately integrated into everyday life in the United States in the late nineteenth and twentieth centuries. By drawing on a wide-range of archival materials-including artifacts, design documents, corporate correspondence, trade journals, consumer advertisements, and popular texts-the dissertation reveals how the design of the telephone acted as a site of negotiation for competing concepts of modernity and reflected the shifting power relations between inventors, managers, manufacturers, subscribers, engineers, designers, and advertising experts. It considers the earliest conceptions of the telephone system and shows how these visions-along with the material expansions of the telephone network-were profoundly bound up with the transformations of economic forces and social conditions which marked the shift from market to modern capitalism. Finally, the dissertation examines the role of telephone advertising in shaping and advancing new, 'modern' ways of thinking about time, space, and identity. Evidence is presented to suggest that ongoing negotiations over the appearance, uses, and meanings of the telephone played a significant role both in shaping the social and political identity of America's emerging middle class and in defining popular understanding about what it meant to be 'modern.' iii A.G.H. and E.H. I would like to acknowledge the generous support my doctoral work has received from Fonds pour la formation des chercheurs et I'aide a la recherche (FCAR) and the Social Sciences and Humanities Research Council (SSHRC). This funding and a Smithsonian Pre-doctoral Fellowship made it possible for me to immerse myself in the study of the telephone at the Cooper-Hewitt National Museum of Design in New York, the Archive Center at the National Museum of American History (NMAH) in Washington DC, the AT&T Archive in New Jersey, and the Bell Canada Historical Collection (BCHC) in Montreal. Numerous individuals at these four institutions provided encouragement, information, and useful advice that helped me make sense of what Iwas finding and learning. Among the many capable and enthusiastic curators, librarians, and archivists I met, I'd like to acknowledge Stephen Van Dyk, Donald Albrecht, and Ellen Lupton as well as Claire Gunning and Luis Badillo at the Cooper-Hewitt; Bernard Finn, Elliot Sivowitch, Carlene Stephens, John Fleckner, and Vanessa Broussard- Simmons at the NMAH; Lorraine Croxen and Lise Noel at BCHC; and Sheldon Hochheiser at AT&T. Jeff Tinsley, head of the Photography Branch at the NMAH, deserves special mention for his help and advice on documenting evidence. When it came time to pull together all the material for my dissertation I was offered unstinting assistance from David Massey at the Bell System Memorial, Kay Peterson at the Archive Center at the NMAH, Chip Larkin and George Kupczak at the AT&T Archives, and Ron Christianson at the Cyber Telephone Museum. Closer to home, I would like to thank the members of my committee who helped me think through my ideas about the telephone and modern life: my supervisor Rick Gruneau, Paul Heyer, Aniko Bodrogkozy, and in particular, Gail Faurschou, whose critical insights and genuine interest in my ideas always recharged me when my energy would start to flag. I have benefited from the contributions of many teachers and scholars along the way. Stephen Kline's encouragement and feedback on my early investigations into telephone advertising helped me to shape some of my key arguments. In making me aware of the pivotal role independent telephone companies played in the early history of the telephone, Dan Schiller gave me an important piece of the puzzle I needed to make sense of the telephone's design history. Sally Clarke shared her knowledge and early drafts of her article on the development of the French telephone. Despite many commitments, Susan Douglas agreed to be my external examiner, finding time to comment thoughtfully on my dissertation and to offer valuable advice. My stay at the Fellows' Office at the NMAH gave me the opportunity to meet and exchange ideas with many scholars working in related areas. In particular, I'd like to thank Reggie Blaszczyk, Sarah Johnson, Carolyn de la Pena, and Helen Shurmak not only for their contributions to my project but also for their friendship. My friends and colleagues in the graduate program in the School of Communication at Simon Fraser University, have been-and Ihope will continue to be-a source of inspiration and support. Dave Murphy, in his multiple roles as friend, fellow grad student, and the School's technology wizard, has never failed to impress. Neena Shahani and Lucie Menkveld, respectively graduate facilitator and administrative assistant at the School, deserve mention for their sheer competence and dedication to grad students. Finally, Iwould like to thank my family for their patience and encouragement. My parents, Emil and Aniela Hadlaw, and my sons, Jozef and Aleksander Hadlaw- Murray, have been unwavering in their support. My greatest debt though is to Ben Bradley who lovingly and loyally took on the duties of reader, editor, cheerleader, chief cook and bottle-washer, and in the most pragmatic sense made this dissertation possible. vii ii iii iv v viii ix 1 CHAPTER2 FROMFUNCTION TO FASHION: CONSUMERISM AND THE RISE OF THE DESIGN AESTHETIC CHAPTER3 NINETEENTH CENTURYVISIONS OF THE TELEPHONESYSTEM: BELL'S "GRAND SYSTEM," HUBBARD'S "DEMOCRATIC INSTRUMENT"AND VAIL'S 'UNIVERSAL SERVICE" 115 CHAPTER4 BUILDING THE TELEPHONENETWORK AND ENGINEERING THE BELLSYSTEM CHAPTER5 ADVERTISING THE TELEPHONE: IMAGESOF MODERNTIME, SPACE,AND SELF CHAPTER6 CONCLUSIONS AND CONNECTIONS viii 1.1 The Box telephone, prototype of the first commercial telephone, 1877. This telephone sat on a desk or tabletop and the aperture was used for both listening and speaking. (Used with permission of AT&T Archives and David Massey, Bell System Memorial website.) 2 1 1.2 The Butterstamp telephone, 1876. Re-designed to hang on a wall, the Butterstamp also featured an transmitterlreceiver that could be moved back and forth between the caller's mouth and ear. It was an improvement over the Box telephone because callers could sit or stand upright when using it. (Used with permission of AT&T Archives and David Massey, Bell System Memorial website.) 2 1 1.3 'Williams' Coffin," 1878. The telephone was re-designed again in response to subscribers' complaints about the Butterstamp's single transrnitterlreceiver. (Used with permission of AT&T Archives and David Massey, Bell System Memorial website.) 23 1.4 The first desk stand telephone (prototype), 1879. Little more than a Blake transmitter mounted on a wooden stand, the first desk stand telephone was very rudimentary in appearance. (Used with permission of AT&T Archives and David Massey, Bell System Memorial website.) 25 1.5 The Magneto wall set, 1882. Western Electric's first 'standard' telephone, the Magneto featured an oak casing, a Blake transmitter, and a Bell receiver. With the side-winder model shown here, subscribers turned the crank on the side to signal the operator. (Used with permission of AT&T Archives and David Massey, Bell System Memorial website.) 3 2 1.6 Western Electric Folding Cabinet Desk Set, 1892. Most often used in hotels and clubs but also in residential estates, cabinet desk sets were the most elaborate examples of the marriage of craftsmanship and technology that marked early telephone manufacturing. (Used with permission of the Christianson Telephone Collection.) 34 Kellogg Corner Vanity, 1902. This vanity was made by American Hardwood Telephone Cabinet Mfg. Co. and equipped with Kellogg Hardware. (Used with permission of the Christianson Telephone Collection.) Western Electric 'fiddleback' telephone, 1896. Introduced in 1895, the fiddleback was the first common battery telephone.
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