ANAN

AFFLUENT AFFLUENT SOCIETYSOCIETY 1950s1950s

AN AFFLUENT SOCIETYAN AFFLUENT SOCIETY

Post-WWII Recession Post-WWII Recession (1946)(1946) Reduced government spendingReduced government spending high inflation high inflation

pent-up demand, pent-up demand, available savings & incomeavailable savings & income elimination of government rationing & price controlselimination of government rationing & price controls

labor unrestlabor unrest

AN AFFLUENT SOCIETY: AN AFFLUENT SOCIETY: Economic Economic ProsperityProsperity

General economic expansion 1945-1972General economic expansion 1945-1972 GNP grew 250% between 1945 and 1960: $200B to over $500BGNP grew 250% between 1945 and 1960: $200B to over $500B Low Unemployment - 5% or lower through 50sLow Unemployment - 5% or lower through 50s Low inflation – during Eisenhower admin, averaged 1.5% per yearLow inflation – during Eisenhower admin, averaged 1.5% per year Rapid Growth Incomes – more than tripled 1945-1960Rapid Growth Incomes – more than tripled 1945-1960

Average family in 1955 had double the income of comparable family during 1920sAverage family in 1955 had double the income of comparable family during 1920s

Highest standard of living in worldHighest standard of living in world Dominant economy in worldDominant economy in world

Unemployment, 1950-Unemployment, 1950-19701970

Inflation, 1940-Inflation, 1940-19801980

AN AFFLUENT SOCIETY: AN AFFLUENT SOCIETY: Economic Economic ProsperityProsperityReasons for Prosperity:Reasons for Prosperity: Pent-up savings Pent-up savings Lack of foreign competitionLack of foreign competition Government spending Government spending

military (Korean War, Cold War)military (Korean War, Cold War) G.I. BillG.I. Bill

Expansion of suburbs – grew 47% during decade Expansion of suburbs – grew 47% during decade stimulated demand for cars and homesstimulated demand for cars and homes

AN AFFLUENT SOCIETY: AN AFFLUENT SOCIETY: Economic Economic ProsperityProsperity G.I. Bill of Rights G.I. Bill of Rights (Servicemen’s Readjustment Act of 1944)(Servicemen’s Readjustment Act of 1944)

EducationEducation job training job training college college

Loans for homes and businessesLoans for homes and businesses

G.I. Bill & College G.I. Bill & College EnrollmentEnrollment

AN AFFLUENT SOCIETY: AN AFFLUENT SOCIETY: Economic Economic ProsperityProsperity Regional Growth: The SunbeltRegional Growth: The Sunbelt

Warmer climate, lower taxes, lower labor costsWarmer climate, lower taxes, lower labor costs Military spending Military spending

Population Change, 1950-1960Population Change, 1950-1960

CHANGES IN SCIENCE, TECHNOLOGY & MEDICINECHANGES IN SCIENCE, TECHNOLOGY & MEDICINECHANGES IN SCIENCE, TECHNOLOGY & MEDICINECHANGES IN SCIENCE, TECHNOLOGY & MEDICINE

1951 -- 1951 -- First IBM First IBM (commercial)(commercial)

Mainframe ComputerMainframe Computer

1952 -- 1952 -- Hydrogen BombHydrogen Bomb Test Test

1953 -- 1953 -- DNADNA Structure Discovered Structure Discovered

1954 -- 1954 -- Polio VaccinePolio Vaccine Tested Tested –– JonasJonas SalkSalk

1957 -- First Commercial 1957 -- First Commercial U. S. Nuclear Power PlantU. S. Nuclear Power Plant

1958 -- 1958 -- NASANASA Created Created

ENIAC, first mainframe computer, ENIAC, first mainframe computer, 19451945

Automation: 1947-1957 - factory Automation: 1947-1957 - factory workers decreased by 4.3%, workers decreased by 4.3%, eliminating 1.5 million blue-collar jobs.eliminating 1.5 million blue-collar jobs.

CONSENSUSCONSENSUS && CONFORMITYCONFORMITYSUBURBIA AND MIDDLE-CLASS AMERICA SUBURBIA AND MIDDLE-CLASS AMERICA IN THE 1950sIN THE 1950s

CONSENSUS AND CONFORMITY: CONSENSUS AND CONFORMITY: PoliticsPolitics

Election of 1952: Dwight D. Election of 1952: Dwight D. Eisenhower Eisenhower vs.vs. Adlai Stevenson Adlai Stevenson Ike won: 34 million to 27 million popular Ike won: 34 million to 27 million popular

votes; 442 to 89 electoral votes.votes; 442 to 89 electoral votes.

““Modern Republicanism”Modern Republicanism” Fiscal Conservative: Fiscal Conservative: sound sound

business principles, Reduce federal business principles, Reduce federal spending, balance budget and cut taxesspending, balance budget and cut taxes

Social Moderate: Social Moderate: maintain existing maintain existing social and economic legislationsocial and economic legislation

Tried to avoid partisan conflictsTried to avoid partisan conflicts Federal Highway Act Federal Highway Act (1956)(1956)

President President EisenhowerEisenhower (Courtesy Dwight D. (Courtesy Dwight D. Eisenhower Library)Eisenhower Library)

Ike with VP Ike with VP Nixon on the Nixon on the Links.Links.

The Challenge of The Challenge of SputnikSputnikThe Challenge of The Challenge of SputnikSputnik

● SputnikSputnik● National Defense National Defense Education ActEducation Act (1958)(1958)

● NASANASA (1958)(1958)

● ““missile gap”missile gap”

AN AFFLUENT SOCIETY: AN AFFLUENT SOCIETY: SocietySociety

baby boombaby boom population grew 20% population grew 20%

1950s (150M 1950s (150M 180M) 180M)

Birthrate, 1940-1970Birthrate, 1940-1970

U.S. Birth Rate, 1900–1980U.S. Birth Rate, 1900–1980

AN AFFLUENT SOCIETY:AN AFFLUENT SOCIETY: Growth of SuburbsGrowth of SuburbsAN AFFLUENT SOCIETY:AN AFFLUENT SOCIETY: Growth of SuburbsGrowth of Suburbs

SHIFTS IN POPULATION DISTRIBUTION, 1940-1970SHIFTS IN POPULATION DISTRIBUTION, 1940-1970

19401940 19501950 19601960 19701970Central CitiesCentral Cities 31.6% 32.3% 32.6% 32.0%31.6% 32.3% 32.6% 32.0%SuburbsSuburbs 19.5% 23.8%19.5% 23.8% 30.7% 41.6% 30.7% 41.6%Rural Areas/Rural Areas/ 48.9% 43.9%48.9% 43.9% 36.7% 26.4% 36.7% 26.4%Small TownsSmall TownsU. S. Bureau of the Census.U. S. Bureau of the Census.

Nash, The American People 6e

AN AFFLUENT SOCIETY: AN AFFLUENT SOCIETY: Growth of Growth of SuburbsSuburbsREASONS FOR THE GROWTH OF SUBURBS REASONS FOR THE GROWTH OF SUBURBS Growth of families Growth of families (“baby boom”)(“baby boom”) Home-ownership became more affordableHome-ownership became more affordable

Low-interest mortgage loans Low-interest mortgage loans gov’t-backed & interest tax-deductablegov’t-backed & interest tax-deductable

Mass-produced subdivisions Mass-produced subdivisions Expressways – facilitated commutingExpressways – facilitated commuting Decline in inner city housing stockDecline in inner city housing stock

Also: congestion, pollutionAlso: congestion, pollution Race – “white flight”Race – “white flight”

AN AFFLUENT SOCIETY: AN AFFLUENT SOCIETY: SuburbiaSuburbia Mass-produced housing on the edge of citiesMass-produced housing on the edge of cities

Levittown – 17,000 mass-produced, low-priced homes Levittown – 17,000 mass-produced, low-priced homes 1949 1949 William Levitt produced 150 houses per week. William Levitt produced 150 houses per week. $7,990 or $60/month with no down payment.$7,990 or $60/month with no down payment.

““The American Dream”The American Dream” Effect on inner cities: Effect on inner cities:

increasingly poor and racially increasingly poor and racially divideddivided

Aerial view of Levittown, Pennsylvania, c. 1959Aerial view of Levittown, Pennsylvania, c. 1959

CONSENSUS AND CONFORMITY: CONSENSUS AND CONFORMITY: SUBURBIASUBURBIA Car cultureCar culture

Car registrations: 1945 - 25,000,000; 1960 - 60,000,000Car registrations: 1945 - 25,000,000; 1960 - 60,000,000 2-car families double from 1951-19582-car families double from 1951-1958

Federal Highway Act Federal Highway Act (1956)(1956) (National Defense and) Interstate Highway System(National Defense and) Interstate Highway System

Result: a more homogeneous nationResult: a more homogeneous nation

1958 Pink 1958 Pink CadillacCadillac

CONSENSUS AND CONFORMITY: CONSENSUS AND CONFORMITY: CarCar CultureCultureCONSENSUS AND CONFORMITY: CONSENSUS AND CONFORMITY: CarCar CultureCulture

First McDonald’s First McDonald’s (1955)(1955)

America became a more America became a more uniform nation because of the uniform nation because of the automobile.automobile.

Drive-In MoviesDrive-In Movies

Howard Howard Johnson’sJohnson’s

CONSENSUS AND CONFORMITY: CONSENSUS AND CONFORMITY: TelevisionTelevision Television arrived in the 50sTelevision arrived in the 50s

1946 - 7,000 TV sets in U.S.; 1960- 46,000,000 1946 - 7,000 TV sets in U.S.; 1960- 46,000,000 (1 per 3.3 (1 per 3.3 persons)persons)

““vast wasteland” vast wasteland” Common mass culture Common mass culture

Suburban middle class Suburban middle class

RADIO AND TELEVISION OWNERSHIP, 1940–1960RADIO AND TELEVISION OWNERSHIP, 1940–1960

Suburban Living: The Typical TV Suburban FamiliesSuburban Living: The Typical TV Suburban FamiliesSuburban Living: The Typical TV Suburban FamiliesSuburban Living: The Typical TV Suburban Families

The The Donna Donna Reed Reed ShowShow1958-1958-19661966

Leave It Leave It to Beaverto Beaver1957-19631957-1963

FatherFather Knows Knows BestBest

1954-19581954-1958

The Ozzie & Harriet The Ozzie & Harriet ShowShow

1952-19661952-1966

CONSENSUS AND CONFORMITY: CONSENSUS AND CONFORMITY: Corporate AmericaCorporate America ConsolidationConsolidation

1960 - 600 corporations (1/2% of 1960 - 600 corporations (1/2% of all U.S. cos.) 53% of corporate all U.S. cos.) 53% of corporate income income

Conglomerates Conglomerates (food processing, (food processing, hotels, transportation, insurance, hotels, transportation, insurance, banking)banking)

More Americans in white collar More Americans in white collar than blue collar jobsthan blue collar jobs

Corporate culture - Corporate culture - “The “The Company Man”Company Man”

Sloan Wilson’sSloan Wilson’s The Man in The Man in the Gray Flannel Suitthe Gray Flannel Suit

CONSENSUS AND CONFORMITY: CONSENSUS AND CONFORMITY: Gender Roles &Gender Roles & Women Women Traditional gender Traditional gender

roles reaffirmed roles reaffirmed baby boombaby boom home in suburbshome in suburbs mass media mass media Dr. Benjamin Spock’s Dr. Benjamin Spock’s

best-selling book best-selling book Baby Baby and Child Care and Child Care (1946)(1946)

CONSENSUS AND CONFORMITY: CONSENSUS AND CONFORMITY: Gender Roles Gender Roles & Women & Women

At end of WWII, many women At end of WWII, many women left the work forceleft the work force ““pink collar” jobspink collar” jobs Paid less Paid less - seen primarily as wives - seen primarily as wives

and mothersand mothers Yet by end of decade 1/3 women Yet by end of decade 1/3 women

held jobsheld jobs More married women joined More married women joined

workforce, especially as they workforce, especially as they reached middle age reached middle age

Other Other AmericasAmericas

OTHER AMERICAS:OTHER AMERICAS: NONCONFORMISTS & NONCONFORMISTS & CULTURAL REBELSCULTURAL REBELS

Teen Culture developed (free time, Teen Culture developed (free time, spending money)spending money) ““teenager”teenager” consumerism consumerism

By 1956, 13 million teens with $7 billion By 1956, 13 million teens with $7 billion to spend a year.to spend a year.

Rock and Roll Rock and Roll Elvis PresleyElvis Presley

James Dean, James Dean, “Rebel without a Cause”“Rebel without a Cause”

““juvenile delinquency”juvenile delinquency” J.D. Salinger, J.D. Salinger, The Catcher in the RyeThe Catcher in the Rye

Beginnings of Rock MusicBeginnings of Rock Music

The The DominoesDominoes

Alan FreedAlan Freed

Bill Haley & the CometsBill Haley & the Comets

Elvis(Michael Barson Collection/Past Perfect)

Cold War Cold War Tensions Tensions

& & SocietySociety

Duck and Duck and CoverCover

Invasion of the Body Invasion of the Body SnatchersSnatchers

"Fallout shelter built by Louis Severance adjacent to his home "Fallout shelter built by Louis Severance adjacent to his home near Akron, Mich., includes a special ventilation and escape near Akron, Mich., includes a special ventilation and escape hatch, an entrance to his basement, tiny kitchen, running water, hatch, an entrance to his basement, tiny kitchen, running water, sanitary facilities, and a sleeping and living area for the family of sanitary facilities, and a sleeping and living area for the family of four. The shelter cost about $1,000. It has a 10-inch reinforced four. The shelter cost about $1,000. It has a 10-inch reinforced concrete ceiling with thick earth cover and concrete walls."concrete ceiling with thick earth cover and concrete walls."

Cold War Conflict

Democracy vs. Communism

U.S and Soviet aims around the world

United States•Encourage democracy in other countries to help prevent the rise of new totalitarian governments.

•Gain access to raw materials and markets for its booming industries.

•Rebuild European governments to ensure stability and to create new markets for American goods.

•Reunite Germany, believing that Europe would be more secure if Germany were productive and less bitter about defeat.

Soviet Union•Encourage Communism in other countries as part of the worldwide struggle between workers and the wealthy.

•Transfer the industrial equipment of Eastern Europe to the Soviet Union to help rebuild its war-ravaged economy.

•Control Eastern Europe to balance the US influence in Western Europe.

•Keep Germany divided and weak, since the Germans had waged war against Russia twice in 30 years and had caused most of the 20 million Soviet deaths in WWII.

Cold War Terms to Know

Terms Associated with the Soviet Union

Satellite Nations – Countries dependent upon the Soviet

Union for all forms of existence.

Iron Curtain – Communist stronghold in Europe…a term

coined by Winston Churchill. (Separates democratic and

Communist Countries)

Warsaw Pact – Military alliance between the Soviet Union

and other Eastern European nations.

Cold War Terms to Know

Terms Associated with the United StatesContainment – The U.S. policy of blocking or stopping the

spread of Communism. (Or democracy…Soviet Union)

Truman Doctrine – U.S. plan to support any nation or

government opposed to Communist rule.

Marshall Plan – U.S. plan to economically and industrially

rebuild Europe with U.S. funds.

NATO – Military alliance between the U.S. and other

non-Communist nations.