The Postwar Era Middle-Class Suburbanites Blind to Urban Poverty

What do you think? Why were Americans’ daily lives affected less by the Cold War than by World War II? How do you think peace affected jobs, business, and agriculture?

Veterans of WWII GI bill allowed veterans to enroll in college where they stayed in “Veterans’ Villages” GI Bill of Rights: Legislation passed by Congress in 1944 to provide WWII veterans with education and housing benefits 8 million vets took advantage; eased transition backed to civilian life

Impact of GI Bill “The GI Bill of Rights, of course, had more to do with thrusting us into a new era than anything else. Millions of people whose parents or grandparents had never dreamed of going to college saw that they could go…Essentially I think it made us a far more democratic people.” Nelson Poynter, former GI

Results of G.I. Bill College construction increased during postwar years State aid increased for higher education Offered low-interest mortgages to veterans that wanted to purchase homes 13 million new homes built during the 1950s : rate of homeownership increased from 44-62% of Amer. households

The Shift From War to Peace 16 million Americans served in armed forces during WWII Families requested for family members stationed overseas to come home Demobilization- the postwar process of dismissing the troops from military service and shifting citizens and businesses back to peacetime pursuits

Economic Growth Conservation turned to a growing demand for consumer goods Cars: 2 million in 1946 vs. 8 million in 1955 TV’s: Amer. bought 975,000 in 1948 vs. 7.5 million in 1950 GNP (total value of country’s goods & services) rose from $100 billion in 1940 to $500 billion by Americans now had highest standard of living the world had ever known (US had only 6% of world pop., but produced and used half of worlds goods)

Wage and Price Issues US had 6% of world’s population, yet produced half of the world’s goods Workers salaries not keeping up with rising prices (led to strikes by blue-collar workers) Most Amer. Workers did prosper, however Workers accumulated discretionary income (money to buy what they wanted as well as what they needed)

Persuading the Consumer Advertising fastest growing industry New marketing techniques introduced to entice consumers to buy brand names Advertisers and television networks formed new relationship Commercials were watched just like TV shows (acquiring goods became goal of status-conscious middle class)

New World of Business “Bigger is better” (motto for corporations) Emergence of conglomerates-firms that had holdings in a variety of unrelated industries Companies gave out neckties, membership at country clubs; training programs encouraged workers to adopt the company “point of view” People feared loss of individuality

Up the Corporate Ladder White collar workers (clerical and professional workers) stood to earn a lot if they met the expectations of employers Positions of power in 1950s within corporate world belonged to white males Minority rep. rare; women expected to hold certain jobs: garment trades, office worker and sales lady, teacher and nurse

Opportunities in service sector Workers who performed services began to outnumber those who manufactured products Write down jobs you have already had or hope to have as adults. Which are service jobs? What are some effects on society when some groups are not able to share in a period of prosperity?

Agriculture to Agribusiness Farming went from family business to corporate enterprise Farming communities began to mirror suburban areas (TV’s, incomes doubled) Farmers learned that large-scale farming lowered the cost of production Small farmers moved to urban areas; by 1960 only 8% of Americans lived on farms

An Automobile Culture Americans on the move…cars were needed for new lifestyle (car dealers sold 58 million cars during the 1950s) Americans ate in their cars at drive ins: waitresses and waiters called “car hops” sometimes traveled on roller skates to cars Drive in movies Development of extensive interstate highway system Highway Act of 1956 authorized $32 billion for the construction of over 40,000 miles of fed. highway

Suburbanization During each year of 1950’s, nearly 1/5 of population changed residences Amer. Headed to West and Southwest for warm weather and plentiful jobs California grew the most; passed NY as nation’s most populous state by 1963 White flight-end of 1950s more than 1/5 th of All Americans lived in suburbs

Drive –in Theatre

Rise of Suburbs

GI Bill of Rights

PHILCO TV

Extra Credit (this is not for our class!!!!!!!!!!) Research the 10 largest American companies today. Demonstrate whether it is a conglomerate by listing its products. Interview a WWII veteran. Ask whether and how he or she took advantage of opportunities offered by the GI Bill. Watch one or two current popular TV programs, along with commercials. Keep notes and chart attitudes towards material goods, including connections drawn between happiness and possession of goods. Note expressions of nonmaterialistic values.