Poster power: rural electrification,visualization, and legibility in the United States

This article examines graphic visualization and visuality in Lester Beall’s 1937 series of posters for the United States Rural Electrification Administration. The posters are commonly thought of as raising public awareness of the benefits of electricity in the rural America, but what was meant by public and awareness in 1937 in terms of rural reform in the United States has remained unclear until now. This article posits that to understand how these posters were seen in 1937 requires an acknowledgment of how Beall’s posters graphically visualized the complexities of rural electrification, and how graphic visualization was contiguous with bureaucratic communication and the visual sensitivity of a public.