1

The Pre-1960sThe Pre-1960s

Powerpoint 1Powerpoint 1

2

Pre-World War II AmericaPre-World War II America

• 1. International 1. International DepressionDepression– FDR’s New DealFDR’s New Deal

• 2. U.S. foreign policy 2. U.S. foreign policy relations before WWIIrelations before WWII– AnticommunistAnticommunist– Fairly isolationistFairly isolationist

• 3. U.S. domestic 3. U.S. domestic policiespolicies– Racism, sexism, anti-Racism, sexism, anti-

Semitism and other Semitism and other group superiority group superiority values prevailedvalues prevailed

Poverty was (and is) concentrated in inner city and rural areas. White bigotry contributed to minority group poverty.

The Southern Jim Crow system imposed apartheid, promoted bigotry, and locked many minorities members in poverty.

3

The Domestic Scene The Domestic Scene (1940s-50s)(1940s-50s)

• The politics of anti-The politics of anti-communism stifled communism stifled progressive reform progressive reform movements.movements.– Many conservatives labeled Many conservatives labeled

reformers interested in reformers interested in securing rights for women, securing rights for women, blacks, students, or workers as blacks, students, or workers as “communist sympathizers.” “communist sympathizers.” To To hear audio excerpts of Joseph hear audio excerpts of Joseph McCarthy go to McCarthy go to this site.

– A “true American” was A “true American” was patriotic, machismo, believed in patriotic, machismo, believed in a Christian God, was opposed a Christian God, was opposed to social agitation, and hated to social agitation, and hated communists.communists.

– The Cold War was fed by a The Cold War was fed by a moralistic rhetoric – we were moralistic rhetoric – we were “free” and our enemies were “free” and our enemies were tyrants (good versus evil).tyrants (good versus evil).

– A fear culture prevailed and A fear culture prevailed and fear of domestic communism fear of domestic communism meant civil rights could be meant civil rights could be sacrificed.sacrificed.

Joe McCarthy, the infamous red-baiter of the early 1950s, promoted fear from the inside – that there were communists in our own hallowed institutions who were undermining our way of life. McCarthy, a conservative Republican, also singled out homosexuals and other marginal groups as threats to our way of life.

4

Four norms aimed at Four norms aimed at youthyouth

• 1. obey authority1. obey authority• 2. control your 2. control your

emotionsemotions• 3. fit in with the group3. fit in with the group• 4. don’t even think 4. don’t even think

about sexabout sexThese messages reveal the These messages reveal the

desire for normalcy and desire for normalcy and security in a post-security in a post-Depression, post-war Depression, post-war conservative culture. In the conservative culture. In the 60s, all four of these norms 60s, all four of these norms would be rejected by the would be rejected by the youth counterculture.youth counterculture.

Mattel Corporation offered the Barbie Doll beginning in 1959. Barbie symbolized certain values and behaviors considered “normal” in this era for women, particularly traditional gender roles, and the joys of materialistic consumerism.

5

Despite the politics of Despite the politics of anticommunism, rapid changes anticommunism, rapid changes were occurring. were occurring. • Between 1945-1960, the GNP grew Between 1945-1960, the GNP grew

by 250%.by 250%.• At the start of WWII, only 40% of At the start of WWII, only 40% of

citizens owned their own home. By citizens owned their own home. By 1960 it would be 60%. 1960 it would be 60%.

• By 1960, about 60% of citizens By 1960, about 60% of citizens were in the middle class, compared were in the middle class, compared with only 31% before the 1930s.with only 31% before the 1930s.

• The rise of television greatly The rise of television greatly altered leisure time activities.altered leisure time activities.– the home became more the home became more

privatized.privatized.– Less going out to public life Less going out to public life

activities like the movies, activities like the movies, restaurants, the ball game, etc.restaurants, the ball game, etc.

– Emphasis on the private Emphasis on the private security of the traditional security of the traditional nuclear family, with traditional nuclear family, with traditional gender roles too.gender roles too.

Levittown, a suburb in New Jersey, was one of the first modern housing developments after WWII. It was built using the basic ideas of an assembly line. New houses were therefore more affordable, especially given the new GI loans available to returning veterans. Americans were getting more affluent.

6

Economic shifts: rise of a post-Economic shifts: rise of a post-industrial economyindustrial economy

• White collar workers began to White collar workers began to outnumber blue collar workersoutnumber blue collar workers

• A new managerial class was A new managerial class was emerging: college trained emerging: college trained workers for large corporations workers for large corporations who were specialists.who were specialists.– Large corporations promoted Large corporations promoted

a new managerial personality a new managerial personality that some called “that some called “the the organization man.organization man.” ”

• ConformsConforms to corporate to corporate rules.rules.

• Sociable and sharp. Sociable and sharp.

Conformity to bureaucratic rules would be rewarded by upward mobility within the system, but at the expense of individual autonomy.

7

Suburbia and Suburbia and ConsumerismConsumerism• Between 1950-60, 18 Between 1950-60, 18

million people would move million people would move to the 11 million homes to the 11 million homes being built in the suburbs.being built in the suburbs.

• By 1960, one-fourth of the By 1960, one-fourth of the U.S. population lived in a U.S. population lived in a suburb. Suburbs suburb. Suburbs represented “the good life.” represented “the good life.” – relative affluence (had $$)relative affluence (had $$)– a materialistic, consumption-a materialistic, consumption-

oriented lifestyle (spends $$)oriented lifestyle (spends $$)– stability and community (in a stability and community (in a

volatile world)volatile world)– privacyprivacy– a nuclear family oriented a nuclear family oriented

around the kidsaround the kidsSuburbs offered comfort and security, but notice two points: (1) the aerial photo suggests homogenization and (2) the TV enjoys the most attention.

8

ConsumerismConsumerism• The new consumerism The new consumerism

focused on focused on recreationrecreation and the new expectation and the new expectation that life should be fun, as that life should be fun, as promoted in corporate promoted in corporate TV ads.TV ads.– Families were encouraged to Families were encouraged to

take vacations.take vacations.• There were new sources of There were new sources of

pleasures, like Disneyland.pleasures, like Disneyland.– The station wagon was the The station wagon was the

family car - the vacation car.family car - the vacation car.– The rise in motels and food The rise in motels and food

chains like McDonalds chains like McDonalds catered to this new car catered to this new car culture.culture.

– Suburbia was to be fun too.Suburbia was to be fun too...• These new, high These new, high

expectations influenced expectations influenced youth .youth .

Advertising promoted new values and lifestyles. Television became advertising’s new, powerful tool of persuasion.

9

The Price of SuburbiaThe Price of Suburbia• Suburbs promoted a form Suburbs promoted a form

of group living that of group living that undermined individualism undermined individualism (a core value).(a core value).

• Too conformist, too bland, Too conformist, too bland, too uniform, too plastic, too too uniform, too plastic, too cookie-cutter, too cookie-cutter, too rationalized.rationalized.

• Who would reject Who would reject suburbia? Non-conformists, suburbia? Non-conformists, and those concerned about and those concerned about authenticity of self.authenticity of self.– Existentialists and radicalsExistentialists and radicals– Artists, especially the BeatsArtists, especially the Beats– Social marginals (delinquents, Social marginals (delinquents,

rockers, and other elements of rockers, and other elements of the emerging youth culture)the emerging youth culture)

City Lights, in San Francisco, was a haven for Beats during the 1950s and 60s.

10

Women’s LivesWomen’s Lives• Traditional gender roles Traditional gender roles

placed women in the home placed women in the home as housewife and mother. as housewife and mother.

• The Feminine Mystique The Feminine Mystique (Betty Friedan, 1963).(Betty Friedan, 1963).– Young women were socialized Young women were socialized

to yearn for marriage and to yearn for marriage and children as the single source children as the single source of fulfillment. This was of fulfillment. This was “normalcy” for females.“normalcy” for females.• any deviation was any deviation was

improper.improper.– This critical book touched a This critical book touched a

nerve among women, who nerve among women, who began to question the began to question the patriarchal system.patriarchal system.

– Women were in a tug-of-war Women were in a tug-of-war between traditional family between traditional family values (patriarchal) versus values (patriarchal) versus modern values (equality).modern values (equality).

11

Women’s Lives, con’tWomen’s Lives, con’t• Anomic conditions could even Anomic conditions could even

be found in the 1950s suburbs:be found in the 1950s suburbs: – Rising alcoholism and tranquilizer Rising alcoholism and tranquilizer

usage.usage.• What was What was

“Mother’s Little Helper” - that - that little yellow pill that the Rolling little yellow pill that the Rolling Stones referred to in 1965? Stones referred to in 1965?

– Rising divorce rates.Rising divorce rates.– Millions of women had wage jobs, Millions of women had wage jobs,

despite the feminine mystique, despite the feminine mystique, and most liked their jobs. and most liked their jobs.

• It was clear by the middle of It was clear by the middle of the 1960s that women were the 1960s that women were ready for a change, and ready for a change, and patriarchy would come under patriarchy would come under attack by these emerging attack by these emerging feminists.feminists.

Corporate advertising generally reaffirmed the feminine mystique notion that a woman’s place was in the home.

12

Popular Culture of the Popular Culture of the 1950s1950s

13

1. Growth of television1. Growth of television• TV dominated the popular TV dominated the popular

culture of the 50s.culture of the 50s.• TV encouraged a national TV encouraged a national

shared culture.shared culture.• The family itself adopted and The family itself adopted and

adapted to TV life and adapted to TV life and schedules.schedules.

• TV mainly reinforced TV mainly reinforced conservative values, but also conservative values, but also teased with breakthrough teased with breakthrough programs like Twilight Zone, programs like Twilight Zone, Kraft Television Theater, Kraft Television Theater, Playhouse 90, etc.Playhouse 90, etc.– Father Knows Best, Leave Father Knows Best, Leave

it to Beaver, Donna Reed it to Beaver, Donna Reed Show, Ozzie and Harriet, Show, Ozzie and Harriet, etc emphasized importance etc emphasized importance of suburbia, traditional of suburbia, traditional conservative values, the conservative values, the family.family.

The Lone Ranger symbolized rugged masculinity fighting for right on the rural frontier.

Rod Serling’s Twilight Zone remains one of the most creative and humanistic television shows ever shown on TV.

14

1950s Television, con’t1950s Television, con’t• TV was a commercial tool TV was a commercial tool

used to reinforce the used to reinforce the dominant values of the era:dominant values of the era:– Materialism and consumerism Materialism and consumerism

as a way of lifeas a way of life• Hedonism, as defined by Hedonism, as defined by

capitalistscapitalists– Progress Progress

(capitalist/technological/bureau(capitalist/technological/bureaucratic growth)cratic growth)

– Suburbia and the nuclear family Suburbia and the nuclear family – Traditional gender and race Traditional gender and race

roles (sexism, racism)roles (sexism, racism)– Law and orderLaw and order– Conformity to authority and to Conformity to authority and to

bureaucratic rulesbureaucratic rules– Patriotism and a strong militaryPatriotism and a strong military– Fear of communism and Fear of communism and

deviancedeviance

The Lucy Show, though light on the surface, subtly captured women’s alienation in the form of a character who was trapped in the role of housewife by her loving-but-patriarchal husband. Yet at the same time, Lucy was a “silly girl” not to be taken seriously.

15

2. Films of the 50s2. Films of the 50s• Unlike TV, films had Unlike TV, films had

more variation, more more variation, more substance, and more substance, and more aesthetic interest.aesthetic interest.

• Gender messages were Gender messages were ambiguous.ambiguous.– Doris Day (clean) versus Doris Day (clean) versus

Marilyn Monroe (saucy)Marilyn Monroe (saucy)

• Women were Women were increasingly sexualized, increasingly sexualized, feeding the emergence feeding the emergence of a sexual liberation of a sexual liberation movement. movement.

• The ideal man was a The ideal man was a rugged individualist.rugged individualist.

Marilyn Monroe symbolized the sexpot image. She was featured on the cover of the first issue of Playboy Magazine (1953), as well as many movies.Marlin Brando, seen here in the movie “The Wild Ones,” epitomized rugged youthful masculinity in this movie. The movie explored youth alienation.

16

ExistentialismExistentialism

• Themes supported by Themes supported by existentialism.existentialism.– 1. Individualism 1. Individualism

against collective against collective conformity.conformity.

– 2. Free will against 2. Free will against determinism. determinism.

• Fight the power of the Fight the power of the machine/bureaucracy/facemachine/bureaucracy/faceless authority to run your less authority to run your life.life.

– 3. Rebellion against 3. Rebellion against the system. the system.

Albert Camus, another founder of modern existentialism.

17

4. Rise of Youth Culture4. Rise of Youth Culture• Before WWII, the generation gap Before WWII, the generation gap

was not wide, and the popular was not wide, and the popular culture of teens was not that culture of teens was not that different from their parents. The rise different from their parents. The rise of youth culture radically altered the of youth culture radically altered the social landscape of the 50s, and social landscape of the 50s, and especially the 60s.especially the 60s.

• The baby boom.The baby boom.– The sheer number of teens gave The sheer number of teens gave

them a sense of their own identity them a sense of their own identity as teens.as teens.

• Rising affluence and consumerism.Rising affluence and consumerism.– Teens began to get an allowance Teens began to get an allowance

and became consumers, allowing and became consumers, allowing them to forge their own consumer them to forge their own consumer styles.styles.

• Rise of suburbia. Rise of suburbia. – Suburbs allowed larger families Suburbs allowed larger families

centered around the children. centered around the children. Teens developed high Teens developed high expectations about life and expectations about life and pleasure.pleasure.

U.S. birthrate from 1934 to 2004. Notice the spike just after WWII that continued into the 1960s.

18

Rise of youth culture, con’tRise of youth culture, con’t• Emphasis on school, a Emphasis on school, a

differentiated institution with differentiated institution with differentiated statuses.differentiated statuses.– Institutional differentiation Institutional differentiation

encouraged status encouraged status differentiation, and the teenager differentiation, and the teenager became an age-differentiated became an age-differentiated status, complete with different status, complete with different role expectations. Teens hung role expectations. Teens hung out with each other, fostering out with each other, fostering their own identities apart from their own identities apart from adults. Peer groups of teens were adults. Peer groups of teens were powerful influences.powerful influences.

• Schools were becoming Schools were becoming rationalized, with obedience rationalized, with obedience to rules required. to rules required. – Teens began to differentiate Teens began to differentiate

themselves from the adult themselves from the adult oligarchy, and this fostered oligarchy, and this fostered rebellion against school rules and rebellion against school rules and authority.authority.

By the 1950s, most middle class teens received an allowance. They purchased clothes, music, and other styles that differentiated themselves from adults. Industry encouraged the formation of a youth consumer demographic. The generation gap widened dramatically and contributed to the generational conflicts of the 1960s.

19

Teen traitsTeen traits Adult Adult traitstraits

• Anti-authority Anti-authority • Anti-rational Anti-rational • Expressive behavior Expressive behavior • SpontaneousSpontaneous• UnconventionalUnconventional• Informal and looseInformal and loose• Personal freedomPersonal freedom• Instant gratificationInstant gratification• Irreverent Irreverent • Openly sexualized Openly sexualized

and hedonisticand hedonistic

• Pro-authorityPro-authority• Rational Rational • Instrumental beh.Instrumental beh.• CalculatingCalculating• ConventionalConventional• FormalFormal• ConformityConformity• Delayed gratificationDelayed gratification• Serious minded Serious minded • Less openly sexual Less openly sexual

and hedonisticand hedonistic

20

Rise of youth culture, con’tRise of youth culture, con’t• Teen Values.Teen Values.

– Teens forged their own Teens forged their own subculture, complete with subculture, complete with its own distinguishing its own distinguishing values: hedonism, values: hedonism, irreverence (to authority), irreverence (to authority), freedom, rejection of freedom, rejection of rationality, passionate rationality, passionate romanticism. romanticism.

• Rock’n’roll Rock’n’roll emerged as emerged as the voice of teen culture.the voice of teen culture.– Hedonistic, sexualized, Hedonistic, sexualized,

individualized, youth individualized, youth oriented.oriented.

– Irreverent.Irreverent.

Chuck Berry is one of the founders of rock n’ roll. His race was a concern to parents more than teens.

21

Sources of DiscontentSources of Discontent

22

1. The Existentialists1. The Existentialists

• Intellectuals, college campuses, very Intellectuals, college campuses, very influential.influential.

• Provided an ideological basis for Provided an ideological basis for criticism of Western culture.criticism of Western culture.

• Emphasis: Emphasis: – Freedom Freedom – The now (live for today, seize the day)The now (live for today, seize the day)– Viewing the system as the root problemViewing the system as the root problem– Action, change orientedAction, change oriented

23

2. The Beats2. The Beats• Mainstream America had Mainstream America had

lost its soul.lost its soul.– Too bland, materialistic, Too bland, materialistic,

conformist, hypocritical, racist, conformist, hypocritical, racist, militant, corporate, militant, corporate, bureaucraticbureaucratic

• The Beats (late 1940s to The Beats (late 1940s to mid-1960s) rejected mid-1960s) rejected suburbia and prided suburbia and prided themselves on non-themselves on non-conformity and living life to conformity and living life to the fullest. the fullest. – Open to new experiences (sex, Open to new experiences (sex,

drugs, and be bop)drugs, and be bop)– They made their own rules (do They made their own rules (do

your own thing)your own thing)– Bohemian existentialistsBohemian existentialists– Rejected the system but did not Rejected the system but did not

try to openly challenge it, try to openly challenge it, preferring to live underground.preferring to live underground.

• Jack Kerouac, Allen Jack Kerouac, Allen Ginsberg, William Ginsberg, William Burroughs.Burroughs.

Jack Kerouac was one of the founders of the Beats. His best known novel is “On the Road.” This masterpiece is a celebration of Beat values and lifestyles and a rejection of mainstream Western culture lifestyles. To be “beat” is to be down and out yet deliciously open to life and living it to the fullest in every way. Sensual hedonism is one of the many ways to experience life. Many of the beats were artists, musicians, and writers.

24

3. Juvenile Delinquents3. Juvenile Delinquents• Rebels without a cause.Rebels without a cause.• Teens and young adults Teens and young adults

who felt alienated from who felt alienated from their parents, the system, their parents, the system, and mainstream adult and mainstream adult authority.authority.– Rejected the system but Rejected the system but

offered no constructive offered no constructive alternatives other than alternatives other than living in the now and acting living in the now and acting out. out.

• Hollywood’s Rebel Hollywood’s Rebel Without a cause (James Without a cause (James Dean) and The Wild Ones Dean) and The Wild Ones (Marlon Brando) (Marlon Brando) sensationalized the sensationalized the juvenile delinquent.juvenile delinquent.

James Dean captured the brooding juvenile delinquent in “Rebel Without a Cause.” His character felt alienated from his materialistic parents but could only voice his alienation in reckless actions. They were not artists (Beats) or intellectuals (existentialists). Authorities were very concerned about rising juvenile delinquency during the 1950s.

25

4. Rock n’ Roll4. Rock n’ Roll• Helped galvanize youth Helped galvanize youth

culture into their own culture into their own differentiated identity apart differentiated identity apart from adult authority.from adult authority.

• Rejection of old (parental Rejection of old (parental norms and values).norms and values).– Fed the growing Fed the growing

generation gap.generation gap.• Crossed the race barrier, Crossed the race barrier,

bringing changes.bringing changes.• Emphasis on physical Emphasis on physical

sensation, pleasure, soul, sensation, pleasure, soul, expressive behavior (loosen expressive behavior (loosen up and be free).up and be free).

• Little Richard, Chuck Berry, Little Richard, Chuck Berry, and ELVIS (the white and ELVIS (the white version of black soul).version of black soul).

Elvis Presley galvanized the emerging youth culture of the mid-1950s around the values of rock n’ roll, and because he was white parents (and industry) were a bit more accepting. With Elvis, rock took off among mainstream teens.

26

5. Civil Rights Advocates5. Civil Rights Advocates• Criticized the status quo and Criticized the status quo and

its injustices.its injustices.– Early emphasis on the need Early emphasis on the need

for racial equality.for racial equality.• Advocated a distinct, Advocated a distinct,

constructive ideology that constructive ideology that promoted humanism and promoted humanism and social justice.social justice.– EqualityEquality– FreedomFreedom– Well organized, strong leadersWell organized, strong leaders– Supported by the black church Supported by the black church

and many white churchesand many white churches

• Together with the rise of Together with the rise of youth culture, this is the most youth culture, this is the most significant force of change to significant force of change to affect the 1960s.affect the 1960s.

• Rosa Parks, Martin Luther Rosa Parks, Martin Luther King, Jr.King, Jr.

27

End of this section. End of this section.