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JFK and the Early JFK and the Early 1960s1960s

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America, 1960America, 1960• Traditionally, our culture was Traditionally, our culture was

segregated in many ways. segregated in many ways.

• By the 1960s, a shared national By the 1960s, a shared national culture was emerging that culture was emerging that threatened traditional segregated threatened traditional segregated lifestyles. lifestyles.

• Everyone across the country was Everyone across the country was watching the same mass watching the same mass mediated TV programming.mediated TV programming.

• Old, traditional barriers that Old, traditional barriers that divided North from South and divided North from South and rural from urban were breaking rural from urban were breaking down.down.

• The power of local elites was The power of local elites was being usurped by a nationally being usurped by a nationally connected, expert-oriented connected, expert-oriented national elite and the Federal national elite and the Federal government.government.

• A centralized mass society had A centralized mass society had emerged.emerged.

The Southern Jim Crow system was dependent upon localized power structures.

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Symbols of 1960 Symbols of 1960 AffluenceAffluence• The American car was a The American car was a

significant status symbol.significant status symbol.

• Big powerful cars symbolized Big powerful cars symbolized individual/societal power. individual/societal power.

• Suburban homes symbolized Suburban homes symbolized stability, security, warmth.stability, security, warmth.

• The family was also a haven The family was also a haven of escapism in context of of escapism in context of Cold War hostilities.Cold War hostilities.

• Lots of new gadgets symbolized Lots of new gadgets symbolized a new lifestyle of leisure and a new lifestyle of leisure and consumerism.consumerism.

• http://www.youtube.com/watch?http://www.youtube.com/watch?v=EZL6RGkPjwsv=EZL6RGkPjws

• The family vacation symbolized The family vacation symbolized the new hedonism - that life the new hedonism - that life should be fun. After all, these should be fun. After all, these were good times.were good times.

The 1960 Cadillac, stylized by the famous Harley Earl, was a symbol of power and elegance.

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SuburbsSuburbs• The American Dream of The American Dream of

affluence, security, comfort.affluence, security, comfort.

• The housing boom in the The housing boom in the suburbs brought massive suburbs brought massive migration from the inner city migration from the inner city by affluent whites.by affluent whites.

• Suburbs were efficient and Suburbs were efficient and bland, but they were bland, but they were comfortable. They were a new comfortable. They were a new melting pot for everyone who melting pot for everyone who could afford it – and who were could afford it – and who were white.white.

• Suburbs united everyone as a Suburbs united everyone as a consumer. Everyone in the consumer. Everyone in the suburb was participating in the suburb was participating in the new national shared culture, new national shared culture, guided by mass mediated guided by mass mediated commercial television.commercial television.

It’s no surprise that suburbia would be a backdrop for romance, too. The wildly popular fictional novel Peyton Place (Grace Metalious, 1956) explored sex, adultery, abortion, and other taboos of the 1950s.

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Early 60s Popular Early 60s Popular CultureCulture

• California was symbolized as California was symbolized as the promised landthe promised land• In the Beverly Hillbillies, this is

where the Clampetts moved (away from the small town and toward suburban affluence)

• The new land of opportunity and prosperity

• Youth culture values emphasized

• By the early 60s, many Americans were celebrating a new style of living based on a search for what fits the self.• Self fulfillment and self-

expression were starting to become the “in” thing and California led the way.

On to California!

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Early 60s Popular CultureEarly 60s Popular Culture• The Barbie doll (1959) taught girls The Barbie doll (1959) taught girls

conventional patriarchal values conventional patriarchal values plus the new values of youthful plus the new values of youthful consumerism.consumerism.

• The pill (1959) encouraged the The pill (1959) encouraged the sexual revolution as well as sexual revolution as well as feminism.feminism.

• It allowed sexual freedom for It allowed sexual freedom for young women, along with a young women, along with a new sensual hedonism.new sensual hedonism.

• The youth culture had developed The youth culture had developed its own styles, and advertising its own styles, and advertising helped entrench these styles.helped entrench these styles.

• Because youth culture Because youth culture borrowed from the Beats, anti-borrowed from the Beats, anti-establishment expressions establishment expressions were becoming more common.were becoming more common.

With the pill, women gained control over reproduction. This fueled the sexual revolution.

Most girls had Barbie dolls in the 1960s.

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Early 60s Popular CultureEarly 60s Popular Culture• Rock’n’roll broke Rock’n’roll broke

down traditional down traditional barriers and taboos. barriers and taboos. • Be sexual, not Be sexual, not

repressedrepressed• Be free and Be free and

expressive, not a expressive, not a blind conformistblind conformist

• Be loose, not uptightBe loose, not uptight• Be yourself, not Be yourself, not

what your parents what your parents want you to bewant you to be• Be authentic, not a Be authentic, not a

cookie-cut cookie-cut reproduction of reproduction of what a repressive what a repressive mass society mass society wants you to be. wants you to be.

Andy Warhol’s 1962 Campbell Soup featured the theme of mass reproduction.

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Early 60s Popular Early 60s Popular CultureCulture• The BeatlesThe Beatles

• Galvanized the new youth Galvanized the new youth culture with their mop culture with their mop haircuts and challenging haircuts and challenging messages.messages.

• The were the Pied Pipers – The were the Pied Pipers – and everyone listened and everyone listened when they became more when they became more critical of the critical of the establishment.establishment.• Ex: Eleanor Rigby, Ex: Eleanor Rigby,

Paperback Writer, Paperback Writer, Nowhere ManNowhere Man

• The Beatles, along with The Beatles, along with Dylan and others, taught Dylan and others, taught youth culture to question youth culture to question authority and be free.authority and be free.

The Beatles arrived in the U.S. in 1964 and remained the premier rock music artists of the 1960s.

http://www.sing365.com/music/lyric.nsf/Nowhere-Man-lyrics-The-Beatles/A47D370E54FB65B348256BC200138D54

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Early 60s Popular Early 60s Popular CultureCulture• In context of the In context of the

celebration of celebration of affluence, youthful self-affluence, youthful self-discovery and discovery and freedom, American freedom, American culture increasingly culture increasingly permitted youth to permitted youth to explore new lifestyles.explore new lifestyles.

• However, for African However, for African Americans, frustration Americans, frustration and anger increased. and anger increased. • They had been denied They had been denied

these freedoms, and these freedoms, and they were taking they were taking organized, direct action organized, direct action to change the to change the establishment.establishment.

Blacks trying to use a public pool have chlorine poured on them by a manager enforcing the Jim Crow system in the South.

Rock music fueled hedonism, experimentation, and the sexual liberation movement.

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American Contradictions, American Contradictions, 19601960• Despite the stereotypical “happy days” Despite the stereotypical “happy days”

images conveyed in early 1960’s American images conveyed in early 1960’s American televisiontelevision

• Racial segregation persisted, contradicting equality.Racial segregation persisted, contradicting equality.• Racism was most severe in the Jim Crow South.Racism was most severe in the Jim Crow South.

• Gender polarization continued, contradicting equality.Gender polarization continued, contradicting equality.• Polarization was heightened by the baby boom, Polarization was heightened by the baby boom,

which produced 3.8 children per household at its which produced 3.8 children per household at its height. height.

• Women were expected to be the caregivers.Women were expected to be the caregivers.

• U.S. foreign policy tolerated many right-wing U.S. foreign policy tolerated many right-wing dictatorships, contradicting values of freedom dictatorships, contradicting values of freedom democracy, and sovereignty.democracy, and sovereignty.• The Third World was uncomfortable with both U.S. The Third World was uncomfortable with both U.S.

and USSR superpower status because and USSR superpower status because bothboth had used had used imperialism.imperialism.

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American Contradictions, American Contradictions, 19601960• In 1960 Eisenhower was In 1960 Eisenhower was

the President, yet he too the President, yet he too had contradictions.had contradictions.• He belonged to a white He belonged to a white

males-only country club.males-only country club.

• This type of country club still This type of country club still exists today. What does this exists today. What does this say about our progress say about our progress toward equality?toward equality?

Phone booth stuffing was one of many fads of the early 1960s and was particularly popular among college students. There was little interest in places like Vietnam at that time.

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American Contradictions, American Contradictions, 19601960

• During the 1950s and early During the 1950s and early 60s, the prevailing ideology 60s, the prevailing ideology was that what was good for was that what was good for GM was good for the country. GM was good for the country.

• Yet Big Business was acquiring Yet Big Business was acquiring Big Brother influence. Big Brother influence.

• Widespread poverty Widespread poverty contradicted notions of contradicted notions of affluence.affluence.

• 20% of Americans lived in 20% of Americans lived in poverty.poverty.

• By 1960, 55% of the poor By 1960, 55% of the poor lived in cities. American inner lived in cities. American inner citiescities

• becoming over-stressed.becoming over-stressed.

• Unlike the rural poor, the Unlike the rural poor, the urban poor were very visible.urban poor were very visible.

At the time this photo was taken, 1973, Chicago’s West Side had yet to recover from the ghetto riots of the 1960s.

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Daniel Bell: The Cultural Daniel Bell: The Cultural Contradictions of Contradictions of

CapitalismCapitalism• Post-WWII U.S. culture was caught between two Post-WWII U.S. culture was caught between two

contradictory sets of capitalist values:contradictory sets of capitalist values:• 1. early industrial values of hard work, thrift, 1. early industrial values of hard work, thrift,

moderation, discipline, and delayed gratification.moderation, discipline, and delayed gratification.• 2. post-industrial values, with an emerging emphasis 2. post-industrial values, with an emerging emphasis

on hedonism, self-expression, consumerism, on hedonism, self-expression, consumerism, materialism, and instant gratification. materialism, and instant gratification.

• Earlier values of thrift, moderation, discipline, and Earlier values of thrift, moderation, discipline, and delayed gratification were giving way to wasteful, delayed gratification were giving way to wasteful, credit-based consumerism and instant gratification.credit-based consumerism and instant gratification.

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Summary of American Summary of American ContradictionsContradictions

• Racism and sexism contradicted equality.Racism and sexism contradicted equality.• Suburbs were booming, inner cities were Suburbs were booming, inner cities were

decaying.decaying.• The U.S. touted sovereignty and democracy yet The U.S. touted sovereignty and democracy yet

supported right-wing dictatorships.supported right-wing dictatorships.• U.S. corporations provided material abundance, U.S. corporations provided material abundance,

but acquired Big Brother influence.but acquired Big Brother influence.• Widespread poverty contradicted notions of Widespread poverty contradicted notions of

affluence.affluence.• American consumerism contradicted earlier American consumerism contradicted earlier

values.values.• Suburban conformity contradicted Suburban conformity contradicted

individualism.individualism.

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JFKJFK• By 1960, many Americans By 1960, many Americans had begun to wonder if had begun to wonder if America had lost its way. America had lost its way. They could see the They could see the contradictions. contradictions.

• This was the backdrop to This was the backdrop to JFK’s inaugural speech JFK’s inaugural speech “ask not what your “ask not what your country can to for you, ask country can to for you, ask what you can do for your what you can do for your country.”country.”• JFK promised a new purpose JFK promised a new purpose

beyond the pursuit of self-beyond the pursuit of self-pleasures.pleasures.

• JFK inspired a new idealism, JFK inspired a new idealism, aimed at youth especially, aimed at youth especially, that anything is possible.that anything is possible.

John Kennedy, or “Jack Kennedy” as many called him, had youthful charisma and was well liked within the youth culture.

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JFK versus Nixon on JFK versus Nixon on Foreign PolicyForeign Policy

• Both candidates were quite similar on foreign policy.Both candidates were quite similar on foreign policy.• Both were anti-communist Cold War politicians and Both were anti-communist Cold War politicians and

saw communism as the key threat to national saw communism as the key threat to national security.security.

• Both used strong rhetoric against communism.Both used strong rhetoric against communism.• Both supported imperialist U.S. policies in the name Both supported imperialist U.S. policies in the name

of anti-communism. of anti-communism. • Both saw Castro’s Cuba as a key issue.Both saw Castro’s Cuba as a key issue.• Both supported the nuclear arms race, at least in Both supported the nuclear arms race, at least in

1960.1960.• Both were trapped by their Cold War rhetoric into a Both were trapped by their Cold War rhetoric into a

militaristic rather than a diplomatic approach to militaristic rather than a diplomatic approach to problems.problems.

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JFK versus Nixon on Domestic JFK versus Nixon on Domestic PolicyPolicy

• JFK differed from Nixon somewhat on domestic JFK differed from Nixon somewhat on domestic policies.policies.

• JFK was more liberal than Nixon.JFK was more liberal than Nixon.• More sensitive to the needs of minority groups.More sensitive to the needs of minority groups.• More willing to use the Fed. Gov’t as a resource More willing to use the Fed. Gov’t as a resource

to help the poor and other social marginals.to help the poor and other social marginals.• However, the Dixiecrats prevented JFK from However, the Dixiecrats prevented JFK from

embracing many policies that would bring embracing many policies that would bring significant domestic reforms. significant domestic reforms.

• JFK did not focus very much on domestic JFK did not focus very much on domestic policies until late in 1962 – after the Cuban policies until late in 1962 – after the Cuban Missile Crisis.Missile Crisis.

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Kennedy-NixonKennedy-Nixon TV debate, TV debate, 19601960

• Whereas radio listeners tended to think Nixon won Whereas radio listeners tended to think Nixon won the debate, TV watchers preferred JFK. the debate, TV watchers preferred JFK. • JFK’s image: young, handsome, witty, intelligent, likeable.JFK’s image: young, handsome, witty, intelligent, likeable.

• JFK was America’s first television President.JFK was America’s first television President.• Later, both Reagan and Clinton understood what this meant.Later, both Reagan and Clinton understood what this meant.

• This debate highlighted the importance of image This debate highlighted the importance of image in this Brave New World of mass media television. in this Brave New World of mass media television. • Political campaigns from now on would prioritize TV ads Political campaigns from now on would prioritize TV ads

and TV images as crucial to winning, thus eroding trust and TV images as crucial to winning, thus eroding trust and confidence in a political system based on images.and confidence in a political system based on images.

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You Decide Nixon V You Decide Nixon V KennedyKennedy

• http://www.livingroomcandidate.org/chttp://www.livingroomcandidate.org/commercials/1960ommercials/1960

• How much does the media play a How much does the media play a role in the common man’s vote for role in the common man’s vote for president?president?

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JFK’s Foreign PolicyJFK’s Foreign Policy• JFK, like every president since JFK, like every president since Truman, prioritized foreign Truman, prioritized foreign policy over domestic policy.policy over domestic policy.

• JFK goal: expand the empire JFK goal: expand the empire and protect against and protect against communism with a dual communism with a dual approach:approach:

• 1. Peace Corps (reflected 1. Peace Corps (reflected his idealism and inspired his idealism and inspired youth toward self-youth toward self-sacrifice).sacrifice).

• 2. Green Berets (reflected 2. Green Berets (reflected a realistic grasp of the a realistic grasp of the grass roots nature of grass roots nature of insurgency, but read by insurgency, but read by some generals as an attack some generals as an attack on the reigning on the reigning conventional military conventional military model).model).

• JFK’s foreign policy JFK’s foreign policy emphasized military emphasized military containment of communism. containment of communism.

• He viewed Cuba as the key He viewed Cuba as the key nearby Cold War nearby Cold War battleground.battleground.

In 1956 Soviet Premier Khrushchev seemingly claimed “We will bury you!” but the translation was off. A better translation is "Whether you like it or not, history is on our side. We will dig you in." In any event Americans felt deeply threatened by the USSR.

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JFK and CubaJFK and Cuba• Concerned with Cuba as Concerned with Cuba as

a nearby front of the a nearby front of the Cold War.Cold War. • Fidel Castro represented Fidel Castro represented

the spread of communism the spread of communism in our own backyard (our in our own backyard (our own sphere of influence). own sphere of influence).

• Would the U.S. - a Would the U.S. - a superpower - tolerate such superpower - tolerate such an event?an event?

• JFK, somewhat obsessed JFK, somewhat obsessed with Castro, secretly with Castro, secretly authorized the CIA to kill authorized the CIA to kill him. him.

• JFK also endorsed the JFK also endorsed the pre-existing CIA plan for pre-existing CIA plan for a covert invasion of a covert invasion of Cuba using Cuban exiles.Cuba using Cuban exiles.

Fidel Castro visited the U.S. in 1959 seeking a meeting with the President. He had overthrown the U.S.-supported right-wing dictatorship of Fulgencio Batista in January of that year. Castro was a fierce nationalist. Eisenhower rejected his views. He then visited Khrushchev and achieved a favorable reception. An alliance was forged.

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Bay of Pigs Invasion (1961)Bay of Pigs Invasion (1961)• In January of 1959 Fidel In January of 1959 Fidel

Castro, leader of the Castro, leader of the nationalist guerillas, nationalist guerillas, overthrew Fulgencia Batista overthrew Fulgencia Batista – the U.S. supported right-– the U.S. supported right-wing dictator of Cuba.wing dictator of Cuba.

• Castro and other Cuban Castro and other Cuban nationalists attacked Batista nationalists attacked Batista as too friendly to the as too friendly to the American corporate, political American corporate, political and mafia elite.and mafia elite.

• The USSR scored a Cold War The USSR scored a Cold War victory when Cuba went red, victory when Cuba went red, embarrassing the U.S. and embarrassing the U.S. and setting in motion a response.setting in motion a response.

• In 1959, Eisenhower In 1959, Eisenhower approved plans for a U.S. approved plans for a U.S. sponsored invasion of Cuba sponsored invasion of Cuba using Cuban exiles living in using Cuban exiles living in Miami. Miami. • The CIA was over-confident The CIA was over-confident

from earlier similar from earlier similar successful overthrows in successful overthrows in Guatemala and Iran. Guatemala and Iran.

Batista placed himself in power (once again) in 1952 in a coup against a democratically elected leader. He suspended Cuba’s constitution and courted the Americans, who supported his right-wing dictatorship in this era of Cold War rivalry. When Castro ousted Batista, the U.S. set in motion efforts to remove Castro by force.

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Bay of Pigs InvasionBay of Pigs Invasion• JFK endorsed the basic CIA invasion plan involving about JFK endorsed the basic CIA invasion plan involving about

1500 Cuban exiles armed and covertly trained by the CIA.1500 Cuban exiles armed and covertly trained by the CIA.• The CIA erroneously assumed that Castro was unpopular The CIA erroneously assumed that Castro was unpopular

and unprepared for such an attack. They assumed native and unprepared for such an attack. They assumed native Cubans would rise up and join the 1500 exiles to displace Cubans would rise up and join the 1500 exiles to displace Castro.Castro.

• The attack (April 15-17, 1961) was a disaster, embarrassing The attack (April 15-17, 1961) was a disaster, embarrassing JFK, who had been in office only about three months. JFK, who had been in office only about three months. • CIA director Allen Dulles, one of the planners, was forced CIA director Allen Dulles, one of the planners, was forced

to resign.to resign.• The attack strengthened regional guerilla movements that The attack strengthened regional guerilla movements that

claimed that the U.S. was imperialistic. “Yankee go home!” claimed that the U.S. was imperialistic. “Yankee go home!” • JFK went on U.S. television to admit his role in the failed JFK went on U.S. television to admit his role in the failed

invasion. “Victory has a hundred fathers but defeat is an invasion. “Victory has a hundred fathers but defeat is an orphan.”orphan.”

• JFK continued covert operations against Castro, and the 1962 JFK continued covert operations against Castro, and the 1962 Cuban Missile Crisis would be the next big confrontation.Cuban Missile Crisis would be the next big confrontation.

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Bay of Pigs InvasionBay of Pigs Invasion• The willingness of The willingness of

the U.S. elite to the U.S. elite to invade Cuba (note invade Cuba (note the moralistic fear the moralistic fear of communism) of communism) despite their despite their professed support professed support for the sovereignty for the sovereignty of other nations of other nations revealed revealed contradictions that contradictions that would haunt the would haunt the idealistic youth of idealistic youth of the early 1960s.the early 1960s.

Cuban counter-revolutionaries after their capture at the Bay of Pigs in April 1961. American policy makers underestimated the popularity of Castro, just as they misunderstood the significance of nationalism elsewhere across the globe among less developed nations and former colonies.

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The Cuban Missile Crisis The Cuban Missile Crisis (1962)(1962)

• Fidel Castro, coming to power and facing U.S. Fidel Castro, coming to power and facing U.S. hostility, sought resources from the USSR. The Soviets hostility, sought resources from the USSR. The Soviets obliged.obliged.• Cuban and Soviet tensions with the U.S. were high. Cuban and Soviet tensions with the U.S. were high.

• In April, 1962, Castro agreed to allow Soviet nuclear In April, 1962, Castro agreed to allow Soviet nuclear missiles on Cuban soil. They arrived in September.missiles on Cuban soil. They arrived in September.• The Soviets knew that the U.S. had already The Soviets knew that the U.S. had already

installed nuclear missiles in Turkey (in the Soviet installed nuclear missiles in Turkey (in the Soviet sphere of influence). sphere of influence).

• The Soviets publicly denied they were installing The Soviets publicly denied they were installing missiles in Cuba.missiles in Cuba.

• In October, U.S. spy planes discovered the missiles in In October, U.S. spy planes discovered the missiles in Cuba.Cuba.

• JFK decides to confront the Soviets and Cubans.JFK decides to confront the Soviets and Cubans.

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Cuban Missile CrisisCuban Missile Crisis• Three military response options were Three military response options were

debated by the U.S. National Security debated by the U.S. National Security CouncilCouncil

• Air attack on the missile basesAir attack on the missile bases

• Full military invasion of CubaFull military invasion of Cuba

• Naval blockade of Cuba (quarantine)Naval blockade of Cuba (quarantine)

• JFK opted for the naval blockade for the JFK opted for the naval blockade for the time being, but did not rule out the time being, but did not rule out the possibility of an invasion.possibility of an invasion.

• On October 22, 1962, JFK announced On October 22, 1962, JFK announced the quarantine.the quarantine.

• Khrushchev claimed it was illegal and Khrushchev claimed it was illegal and would cause a war.would cause a war.

• On October 24, about 19 Soviet ships On October 24, about 19 Soviet ships were blocked as the U.S. and Soviets were blocked as the U.S. and Soviets engaged in a furious standoff. engaged in a furious standoff.

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Cuban Missile CrisisCuban Missile Crisis• The crisis deepened when neither The crisis deepened when neither

side showed any signs they would side showed any signs they would back down.back down.• Castro was convinced a U.S. Castro was convinced a U.S.

invasion was immanent and invasion was immanent and urged a hard line to urged a hard line to Khrushchev. Khrushchev.

• This was the closest the U.S. and This was the closest the U.S. and USSR had ever come to nuclear USSR had ever come to nuclear war.war.

• Through difficult and awkward Through difficult and awkward negotiations, the U.S. and Soviets negotiations, the U.S. and Soviets worked out an arrangement.worked out an arrangement.• The Soviets would remove their The Soviets would remove their

missiles from Cuba and the U.S. missiles from Cuba and the U.S. would stop the quarantine and would stop the quarantine and promise not to invade Cuba. promise not to invade Cuba. The U.S. also privately agreed The U.S. also privately agreed to remove their missiles from to remove their missiles from Turkey, pending NATO approval.Turkey, pending NATO approval.

Kennedy meets with advisors.

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Cuban Missile CrisisCuban Missile Crisis

• Because it appeared in the public eye that Because it appeared in the public eye that Khrushchev had backed down, the outcome Khrushchev had backed down, the outcome weakened Khrushchev and strengthened weakened Khrushchev and strengthened JFK. JFK. • Khrushchev would remain in power only two Khrushchev would remain in power only two

more years.more years.• The Soviets resolved to escalate their nuclear The Soviets resolved to escalate their nuclear

weapons program.weapons program.• JFK’s image as a powerful world leader would rise JFK’s image as a powerful world leader would rise

and JFK learned some dangerous lessons (1) a and JFK learned some dangerous lessons (1) a macho foreign policy works and (2) the CIA and macho foreign policy works and (2) the CIA and other secret agencies are essential programs.other secret agencies are essential programs.

• The U.S. military increased its hubris (military The U.S. military increased its hubris (military solution in Vietnam).solution in Vietnam).

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Cuban Missile CrisisCuban Missile Crisis• Castro’s position in Cuba was strengthened.Castro’s position in Cuba was strengthened.

• Both superpowers resolved to establish good Both superpowers resolved to establish good communications with each other to avoid communications with each other to avoid another similar confrontation.another similar confrontation.• The U.S. and USSR created a direct-link “red The U.S. and USSR created a direct-link “red

telephone” system.telephone” system.• Greater U.S. and Soviet diplomacy led to a SALT Greater U.S. and Soviet diplomacy led to a SALT

(Strategic Arms Limitations Treaty) agreement by (Strategic Arms Limitations Treaty) agreement by 1963.1963.

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EndEnd