In 2008 Ebony magazine made available much of its archive, dating all the way back to 1959. The archive can be read here, and it offers a fascinating perspective on America during the past. Most magazines write from the normal perspective of the white community. Ebony, however, writes from the quite different lens of black America. This perspective is quite interesting from the viewpoint of the modern reader.
All in all, most of the Civil Rights era passes quite unremarkably. It is quite hum-drum, as if nobody realizes what an enormous change is happening. Dr. Martin Luther King Jr.’s Letter From Birmingham Jail is interspersed with articles such as “Should a Machine Select Your Mate?”
Some events are mentioned. The March on Washington gets front-page coverage on the November 1963 issue. On the other hand, the momentous passage of the 1964 Civil Rights Act and 1965 Voting Rights Act go entirely unwritten about.
It is really after the Civil Rights era that things seem to change. The tone, for instance, undergoes a subtle but clear shift. Before the Civil Rights era, Ebony’s tone was perhaps best described as aspirational and optimistic. It was aspirational in the sense that the magazine seemed to be aspiring to be white. The female models, for instance, looked like exact replicas of white ’60s models, with straight hair and skin so light many could have passed for white (to be fair, both trends are still occurring today). The tone was also optimistic and hopeful. There might be much discrimination against “Negroes,” as the magazine put it, but things would definitely get better.
After Civil Rights, however, this optimism and aspiration disappears – even as things do get very much better. The tone of Ebony shifts, to something that is more familiar to those acquainted with racial politics. It takes on a harder, more cynical edge. Ebony becomes less hopeful and optimistic, more demanding and proud. One example of this pride occurs in June 1966, when Ebony debuts a women wearing natural, non-straightened black hair. The title is “The Natural Look.”
The conversation becomes a lot more familiar in other ways. Before and during the Civil Rights era Ebony uses the word “Negro” in place of where the word “black” would be used today. Then one issue, in the summer of 1968, Ebony simply drops “Negro” and starts using “black.” In September 1966, another familiar term appears: “Black Power”. The next year, in October 1967, Ebony addresses the decaying inner city. A year later, Ebony starts using the term “ghetto.”
Fundamentally, by the late 1960s the voice of black America has essentially become the same as it is today. Ebony’s voice in 1960 is almost unrecognizable compared to its voice in 2011, but its tone in 1970 is pretty much the same as its tone today. The irony is that while in 1950s blacks occupied a far worse position in American society, their voice was a lot lighter and more optimistic. By 1970 the status of African-Americans had improved tremendously. Yet one could be forgiven for thinking, in comparing Ebony’s tone in 1958 to its tone in 1968, that blacks were worse off in 1968 than they were in 1958.