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Postcards of Phoenix: Images of Desert Ambivalence and Homogeneity

The postcard is useful in understanding a city’s public image as well as the evolving notions of what constitutes the picturesque in different locations. Changes in the image of Phoenix, Arizona were often driven by the business elite and their efforts to market investment opportunities and profit from development. Early descriptions of Phoenix likened it to a midwestern city, while post-war messages concentrated on its exotic, tropical qualities. Interestingly, neither description accurately conveys the city’s desert landscape. This study analyzed the content of 357 postcard images of Phoenix obtained from a primary postcard archive, to determine whether images prior to WWII were significantly different from images after WWII. Our findings supported our hypothesis that the image of Phoenix shifted toward a tropical oasis. The majority of postcards from the two time periods contained images indistinguishable from the Midwest or California (73% and 61%, respectively). Reasons for the lack of authentic Phoenix or distinctive southwestern images were identified. A comparison between the city’s history and the postcard images illustrated how the images selectively presented the community’s evolving character. This "editing" process in our postcards extended beyond minor visual obstructions and omitted important utility and transportation infrastructure, evidence of technological advancements, and cultural diversity.