William I. "Billy" Serad, Pitcher, Toronto Canucks, from the Old Judge series (N172) for Old Judge Cigarettes 1888

Editor: Here we have a portrait of William I. "Billy" Serad, a pitcher for the Toronto Canucks. It's an 1888 print made by Goodwin & Company for Old Judge Cigarettes. It has this sepia tone that lends the image an antique quality. What stands out to me is the way Serad is holding the bat, almost delicate. What do you see in this piece? Curator: What I see is a reflection of the intersection of commercial interests and the burgeoning culture of celebrity at the end of the 19th century. Tobacco companies used athletes' images to sell their products. Consider the gendered aspect of this image: tobacco consumption was coded masculine, and by associating their brand with strong athletes, the company reinforced those ideals. And we need to question that. Editor: That's a great point! I hadn't thought about the connection between smoking and the promotion of masculinity. So, the baseball player becomes a symbol for a certain type of man? Curator: Exactly! This is about constructing identity. Also, who had access to these images? How did they circulate within different communities? Considering that access, this portrait tells us so much about who was being included in popular culture at this time, and of course, who was being excluded. Editor: I see now. So it's not just a picture of a baseball player; it is a piece of a much larger societal narrative about gender and identity. Thank you for pointing that out! I learned a lot. Curator: It goes to show how something as seemingly simple as a baseball card can open up complex and relevant social and political issues!