Visualizing Black Telephone Users: Technological Whiteness and Racial Exclusion in Bell System Advertising.

ABSTRACT

This study considers the broad implications of white technological modernity as a mode of symbolic and systemic exclusion. The visual absence of Black telephone users in mass-market advertising-and the struggle to make them visible-underscores the exclusionary power of technological whiteness and its lasting effects on conceptions of Black technology users, communities, and innovation. In the first half of the twentieth century, American Telephone and Telegraph (AT&T) tirelessly promoted its national telephone network as a model of technological progress and universal service, but this vision did not include African Americans. This article examines the historical exclusion of African Americans in Bell System advertising and the emergence of Black telephone users in advertising imagery during the 1950s and 1960s, drawing attention to the civil rights work of Ramon S. Scruggs, the first African American to rise to Bell System upper management.