Difference between revisions of "Electric Typewriter"

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''“Since 1865 (in Europe) or 1868 (in America) writing has no longer consisted of those ink or pencil traces of a body, whose optical or acoustical signals were irretrievably abandoned in order that the readers, at least, might flee into the surrogate sensuality of handwriting” (Kittler, Mucke, and Similon 113).''
 
''“Since 1865 (in Europe) or 1868 (in America) writing has no longer consisted of those ink or pencil traces of a body, whose optical or acoustical signals were irretrievably abandoned in order that the readers, at least, might flee into the surrogate sensuality of handwriting” (Kittler, Mucke, and Similon 113).''
  
The electric typewriter was an advanced version of the original typewriter, to which the above quote refers. If the original typewriter distanced us from the "optical or acoustical signals" of "a body," then the electric typewriter simply exaggerated that effect by perfecting those functions that a typewriter performs. It contained a motor and improved upon its predecessor in a number of ways. For example, it greatly reduced the instance of “jams,” in which two keys pressed at once became “stuck.” It also created higher-quality documents than traditional typewriters and simplified the typing process. The electric typewriter eliminated the need for type bars and moving carriages and allowed for proportional letter spacing. This improved both typing speed and document legibility. The primary difference between the electric typewriter and the non-electric typewriter was that the former employed a cylindrical typewheel and a motor where the latter engaged individual typebars. The new technology of the typewheel allowed for many of the improvements mentioned previously and ultimately facilitated the widespread popularity of the electric typewriter.
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The electric typewriter was an advanced version of the original typewriter, to which the above quote refers. If the original typewriter distanced us from the "optical or acoustical signals" of "a body," then the electric typewriter simply exaggerated that effect by perfecting the functions that a typewriter performs. It contained a motor and improved upon its predecessor in a number of ways. For example, it greatly reduced the instance of “jams,” in which two keys pressed at once became “stuck.” It also created higher-quality documents than traditional typewriters and simplified the typing process. The electric typewriter eliminated the need for type bars and moving carriages and allowed for proportional letter spacing. This improved both typing speed and document legibility. The primary difference between the electric typewriter and the non-electric typewriter was that the former employed a cylindrical typewheel and a motor where the latter engaged individual typebars. The new technology of the typewheel allowed for many of the improvements mentioned previously and ultimately facilitated the widespread popularity of the electric typewriter.
  
 
[[File:TypeBalls.jpg|200px|thumb|right|Pivoting Type Balls.]]
 
[[File:TypeBalls.jpg|200px|thumb|right|Pivoting Type Balls.]]

Revision as of 20:22, 13 December 2010

An IBM "Selectric" Typewriter circa 1961.

“Since 1865 (in Europe) or 1868 (in America) writing has no longer consisted of those ink or pencil traces of a body, whose optical or acoustical signals were irretrievably abandoned in order that the readers, at least, might flee into the surrogate sensuality of handwriting” (Kittler, Mucke, and Similon 113).

The electric typewriter was an advanced version of the original typewriter, to which the above quote refers. If the original typewriter distanced us from the "optical or acoustical signals" of "a body," then the electric typewriter simply exaggerated that effect by perfecting the functions that a typewriter performs. It contained a motor and improved upon its predecessor in a number of ways. For example, it greatly reduced the instance of “jams,” in which two keys pressed at once became “stuck.” It also created higher-quality documents than traditional typewriters and simplified the typing process. The electric typewriter eliminated the need for type bars and moving carriages and allowed for proportional letter spacing. This improved both typing speed and document legibility. The primary difference between the electric typewriter and the non-electric typewriter was that the former employed a cylindrical typewheel and a motor where the latter engaged individual typebars. The new technology of the typewheel allowed for many of the improvements mentioned previously and ultimately facilitated the widespread popularity of the electric typewriter.

Pivoting Type Balls.

The first electric typewriter was patented by Thomas Edison in 1872. Yet his creation was “large, cumbersome and expensive” (IBM archives) and thus enjoyed little success. During Edison’s time, the cylindrical typewheel had not been invented, so he relied on a series of magnets to power his machine. George Blickenderfer was the first to create a modern electric typewriter and also the first to employ the new typewheel technology, which functioned in the following manner: “when a key was struck, the cylinder pivoted to that letter, then brushed over an ink roller on its way down to strike the paper on the platen” (Champlin 47). Though certainly an improvement over Edison’s invention, Blickenderfer’s model was likewise unsuccessful. Nonetheless, it did lay the groundwork for the IBM electric typewriter. In 1933, IBM acquired a company called “Electromatic Typewriters, Inc.,” the successor of the Northeast Electric Company, which had worked with Remington to produce the first commercially successful electronic typewriters. IBM developed its own innovative model, the “Selectric” typewriter, which included a pivoting ball. This technology can be viewed in action here: http://www.history.com/videos/history-rewind-electric-typewriter-1961#history-rewind-electric-typewriter-1961.

Marketing and Advertising: An IBM Case Study

An IBM Electric Typewriter Ad circa 1955.

Various patents for various typing machines exist throughout history, but the most significant are those which IBM bought from Electromagnetic Typewriters, Inc. This is because IBM was the first company to successfully market electric typewriters on a commercial scale. One factor that likely enhanced the marketability of the electric typewriter was the previous success of the traditional typewriter. One scholar writes that “typewriter sales were initially slow but increased rapidly in the 1880s, particularly after 1882, when competing machines began to crowd the Remington market … By 1900, Remington alone had sold more than one-half million machines” (Hoke 76). Despite this obvious popularity, both individual consumers and corporations were skeptical of electric typewriters for two main reasons. First, they doubted the new machines’ superiority and second, they feared the use of electricity. Thus, in IBM’s marketing strategy, the company emphasized the improved functionality of the machines as well as the safety of their electric components (IBM archives). Furthermore, by highlighting the electric typewriter’s advanced performance in business environments, IBM created a successful marketing campaign.

That this marketing technique differed vastly from those that preceded it is worth noting. Previously, typewriters were advertised for personal use more so than anything else. One of Remington’s original typewriters resembled a sewing machine and they drew on this fact to market its appeal. They advertised the typewriter as “the size of a sewing machine, and an ornament to an office, study or sitting room … it is certain to become indispensable in families as the sewing machine” (IBM archives). In this light, IBM’s targeted marketing toward corporations rather than families is striking. Eventually, the company also began to offer their electric typewriters in various colors and with changeable typebars, which allowed for greater consumer choice and customization. By doing this, they drew on proven advertising strategies to increase their client base.

The Electric Typewriter and Gender