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Because he didn't know anything about electrons, and the experiment he did involving rubbing amber and glass rods on fur and silk cloth only showed that something was transferred between the two materials, and that when the material containing the substance was brought near to the other material containing the other substance, the property conferred by the substances appeared to negate. If you read Teaching Introductory Physics the author very clearly points out that there is no way of knowing the direction of the charge. It must instead be decided by convention. And Franklin simply chose a convention that we stick with. This is where the need to use mathematical formalism to describe physical concepts becomes clear. Numbers and numeric quantities aren't a real thing that exists in the world. They exist only in our minds. And so does the concept of negation. Calling electrons "negative" is simply a tool for us to model how the substance behaves when it interacts with an "opposing" substance using numbers. We could just as easily have called it "black" or "white" charge, except that we then need to adapt arithmetic and algebra and calculus and so on to work with the concept of "black" or "white" quantities if we are to use them to understand the substance of charge. |
"We suppose as aforesaid, That Electrical Fire is a common Element, of which every one of the three Persons abovementioned has his equal Share before any Operation is begun with the Tube. A who stands on Wax, and rubs the Tube, collects the Electrical Fire from himself into the Glass; and his Communication with the common Stock being cut off by the Wax, his Body is not again immediately supply’d. B, who stands upon Wax likewise, passing his Knuckle along near the Tube, receives the Fire which was collected by the Glass from A; and his Communication with the common Stock being likewise cutt off, he retains the additional Quantity received. to C, standing on the Floor, both appear to be electrised; for he having only the middle Quantity of Electrical Fire receives a Spark on approaching B, who has an over-quantity, but gives one to A, who has an under-quantity. If A and B touch each other, the Spark between them is stronger, because the Difference between them is greater. After such Touch, there is no Spark between either of them and C; because the Electrical Fire in all is reduced to the original Equality. If they touch while Electrising, the Equality is never destroyed, the Fire only circulating. Hence have arisen some new Terms among us. We say B (and other Bodies alike circumstanced) are electrised positively; A negatively: Or rather B is electrised plus and A minus. And we daily in our Experiments electrise Bodies plus or minus as we think proper. These Terms we may use till your Philosophers give us better. To electrise plus or minus, no more needs to be known than this; that the Parts of the Tube or Sphere, that are rub’d, do, in the Instant of the Friction, attract the Electrical Fire, and therefore take it from the Thing rubbing: the same Parts immediately, as the Friction upon them ceases, are disposed to give the Fire they have received, to any Body that has less. Thus you may circulate it, as Mr. Watson has shewn; You may also accumulate or subtract it upon, or from any Body, as you connect it with the Rubber or with the Receiver; the Communication with the common Stock being cut off."
from Benjamin Franklin's letter to Peter Collison, May 25, 1747.