Telephonic Time(s), 1910â1918: AT&T, Periodical Advertisements, and Managerialist Modernity

Martin LÃ¼the

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Chapter 12 Telephonic Time(s), 1910â1918: AT&T, Periodical Advertisements, and Managerialist Modernity

In: Modernity and the Periodical Press

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Martin LÃ¼the

Martin LÃ¼the
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Type:: Chapter

Pages:: 211â229

DOI:: https://doi.org/10.1163/9789004468269_013

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Abstract

Discussing print advertisements for the American Telegraph & Telephone Company (AT&T) published between 1908 and 1920, this chapter highlights how the company sought to place telephonic communication at the heart of a larger discourse about American modernity. On the one hand, AT&Tâs ads from the period played up the speed and efficiency of the telephone by differentiating it from older, slower-paced technologies such as the mass printing pressâbut, on the other, the companyâs claims about the benefits of instant communication were necessarily articulated in within a medium that operated according to the schedules of periodical publication. The effectiveness of the campaignâs messaging was furthermore contingent on the magazine contexts in which the ads appeared, as framing contents generally exceeded the control of AT&T. Working through these tensions, the essay teases out how the companyâs advertisements positioned the telephone as a powerful tool for the efficient management of business, time, and modern life more generally.

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Modernity and the Periodical Press

Trans-Atlantic Mass Culture and the Avant-Gardes, 1880-1920

Series:Â Studies in Periodical Cultures, Volume: 2

Cover Modernity and the Periodical Press

E-Book ISBN:: 9789004468269

Publisher:: Brill

Print Publication Date:: 18 Oct 2022

Subjects
- Jewish Studies
  - Sephardic & Mizrahi
- Literature and Cultural Studies
  - General
  - Modernist Studies

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Chapter 12 Telephonic Time(s), 1910â1918: AT&T, Periodical Advertisements, and Managerialist Modernity

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Modernity and the Periodical Press

Trans-Atlantic Mass Culture and the Avant-Gardes, 1880-1920

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Chapter 12 Telephonic Time(s), 1910â1918: AT&T, Periodical Advertisements, and Managerialist Modernity