MCM MEDIUM

The Mid-Century Linen Post Card evolved as a unique hybrid of photography, painting, and printing. Well represented as subjects throughout the Linen Period, were the new patterns and formations of a rapidly transforming landscape, rich in natural beauty, through architecture and urban design, initiated to suit man’s growing need for commerce, transportation, industry, entertainment, business, education, and public institution infrastructures. Nowhere is that change more evident than in the American West at Mid-Century.

The linen post card was almost a form of advertising for this young part of the country, and a successful one at that. Close to a billion cards were printed and mailed throughout the United States from 1931 to 1959, with postal delivery several times a day. The ubiquity of penetration then, was not unlike the adoption of social media today. As a highly accessible art form for the everyman, it allowed a visual, tactile, and aspirational connection to places as yet unknown, while at the same time, creating a visual history of everything at one of the most dynamic economic, social, and environmental transformations of the 20th century.

Animation of A Unique Architectural Landscape. Source: WOWA WEST, 2017.