THE AMERICAN DREAM IN THE 1950S THE POSTWAR BOOM THE AMERICAN DREAM IN THE 1950S

SECTION 1: POSTWAR AMERICA I. Readjustment and Recovery A. 1944 GI Bill of Rights , Servicemen's Readjustment Act, eases veterans’ return to civilian life 1. Pays tuition, unemployment benefits; provides loans B. Housing Crisis 1. After WWII, severe housing shortage 2. In response to the crisis, developers used assembly-line methods to mass-produce houses 3. Developer William Levitt bragged that his company could build a home in 16 minutes for $7,000- Levittown 4. Suburbs were born—small residential communities around cities See page 634 With the help of the GI Bill, many veterans moved into suburbs

GI Bill Money from the government to WWII veterans for college.

Growth of Suburbia Suburbs that began to grow around U.S. cities. Housing was affordable to veterans. Levittown

Growth of Suburbia

C. REDEFINING THE FAMILY 1. A return to traditional roles after the war was the norm 2. Gender Roles = Men were expected to work, while women were expected to stay home and care for the children 3. Conflict emerged as many women wanted to stay in the workforce 4. Tensions from changed gender roles during war =Divorce rates increase

Women in the 1950s Many suburban women focused on the role of homemaker and raising families. Many still went to work.

Women’s Fashion in the 1950s

D. REMARKABLE ECONOMIC RECOVERY 1. Experts who predicted a postwar depression were wrong. a. they failed to consider the $135 billion in savings Americans had accumulated from defense work, service pay, and investments in war bonds 2. Americans were ready to buy consumer goods 3. Cold War keeps defense spending up; foreign aid creates markets

DESPITE GROWTH, ISSUES PERSIST II. Meeting Economic Challenges A. Defense workers laid off; Compete with returning veterans for jobs B. Office of Price Administration ends price controls= inflation skyrockets 1. after conversion to consumer economy supply caught up with demand. C. One persistent postwar issue involved labor strikes

D. TRUMAN TOUGH ON STRIKERS Truman refused to let strikes cripple the nation 1. He threatened to draft the striking workers and then order them as soldiers to return to work 2. The strategy worked as strikers returned work unions give in

III. SOCIAL UNREST PERSISTS Truman Supports Civil Rights A. African Americans deserved equal rights, especially after hundreds of thousands served in WWII 1. Truman took action in 1948 by desegregating the armed forces a. integrates armed forces 2. Truman ordered an end to discrimination in the hiring of governmental employees

B. THE 1948 ELECTION Dewey 1. The Democrats nominated President Truman in 1948 2. Southern Democrats —Dixiecrats —protest civil rights, form own party 3. Republicans nominated New York Governor Thomas Dewey Polls showed Dewey held a comfortable lead going into election day

TRUMAN WINS IN A STUNNING UPSET 4. Truman’s “Give ‘em heck, Harry” campaign worked - “whistlestop campaign” 5. Truman won a very close race against Dewey Truman holds a now infamous Chicago Tribune announcing (incorrectly) Dewey’s victory

To protest Truman’s emphasis on Civil Rights, the South opted to run a third candidate, South Carolina Governor Strum Thurmond

The Fair Deal C. Truman’s Fair Deal is ambitious economic program, includes: (Extension of the New Deal) 1. higher minimum wage, flood control projects, low-income housing 2. Congress passes parts of Fair Deal

IV. REPUBLICANS PLAN FOR 1952 ELECTION A. By 1951 Truman’s approval rating sank to an all-time low of just 23% 1. Why? Korean War, rising tide of McCarthyism, and a general impression of ineffectiveness Truman doesn’t run The Republican (right) were chomping at the bit in the ’52 election

STEVENSON VS. IKE 1952 ELECTION B. The Democrats nominated Illinois Governor Stevenson; Republicans nominated Dwight David Eisenhower Ike Stevenson

“I LIKE IKE” C. Eisenhower used the slogan, “I Like Ike” for his presidential campaign Republicans used Ike’s strong military background to emphasize his ability to combat Communism worldwide

Nixon and his dog Checkers IKE’S VP SLIP-UP D. Newspapers accuse VP candidate Richard M. Nixon of corruption 1. defends himself in televised “Checkers speech” emotional speech admitting taking a dog for his daughter. One potential disaster for Ike was his running mate’s alleged “slush fund” Richard Nixon responded by going on T.V. and delivering an emotional speech denying charges but admitting to accepting one gift for his children –dog named Checkers The “Checkers speech” saved the ticket E. Eisenhower wins; Republicans narrowly take Congress Nixon and his dog Checkers

IKE WINS 1952 ELECTION

SECTION 2: THE AMERICAN DREAM IN THE FIFTIES I. The Organization and the Organization Man A. After WWII ended, Americans turned their attention to their families and jobs New businesses and technology created opportunities for many B. By the end of the 1950s, Americans were enjoying the highest standard of living in the world Ozzie and Harriet reflected the perfect American family

THE ORGANIZATION AND THE ORGANIZATION MAN C. By 1956, majority of Americans not in blue-collar (industrial) jobs D. More in higher-paying, white-collar (office, professional) positions clerical, management, or professional jobs The fields of sales, advertising, insurance and communications exploded 1. Many white collared jobs in Conglomerates —corporation that owns smaller, unrelated companies Diversify to protect from downturns in individual industries White Collar jobs expanded greatly in the 1950s

CONGLOMERATES EMERGE Conglomerates, major corporations that include a number of smaller companies in unrelated fields, emerged in the 1950s One conglomerate, International Telephone and Telegraph (ITT), bought rental car companies and hotel chains

McDonald’s is one of the leading franchises in the world FRANCHISES EMERGE Another strategy for business expansion was franchising E. Franchise is a company that offers similar services in many locations - also the right to use company name and system 1. Fast-food restaurants among first, most successful franchises McDonald’s is one of the leading franchises in the world

F. SOCIAL CONFORMITY 1. American workers found themselves becoming standardized – to conform to standard or becoming the same 2. Called the “Organization Man,” the modern worker struggled with a loss of individualism 3. Many employees with well-paid, secure jobs lose individuality Companies reward teamwork, loyalty, encourage conformity

Despite their success, some workers questioned whether pursuing the American dream exacted too high a price, as conformity replaced individuality

II. THE SUBURBAN LIFESTYLE A. Most Americans worked in cities, but fewer lived there B. New highways and the affordability of cars and gasoline made commuting possible C. Of the 13 million homes built in the 1950s 85% were built in suburbs For many, the suburbs were the American Dream The American Dream complete with a white picket fence

THE BABY BOOM late 1940s through the early 1960s the birthrate in the U.S. soared D. 1945–1965 baby boom —soaring birth rate after soldiers return At its height in 1957, a baby was born in America every 7 seconds (over 4.3 million babies in ’57 alone) Baby boomers represent the largest generation in the nation’s history

What are the official years of the Baby Boom Generation? 1946 - 1964 saw a marked increase in the number of births in North America. How did the birthrate rise and fall during the baby boom years in the US? 1940 2,559,000 births per year 1946 3,311,000 births per year 1955 4,097,000 births per year 1957 4,300,000 births per year 1964 4,027,000 births per year 1974 3,160,000 births per year

WHY SO MANY BABIES? Why did the baby boom occur when it did? 1. Husbands returning from war 2. Decreasing marriage age 3. Desirability of large families 4. Confidence in economy 5. Advances in medicine

WHAT IT WILL MEAN TO YOU Your generation will be supporting an increasingly aging American population

ADVANCES IN MEDICINE AND CHILDCARE New drugs fight, prevent childhood diseases E. Dr. Jonas Salk develops vaccine for polio Dr. Salk was instrumental in the eradication of polio

Scientific Advances Polio vaccine discovered by Jonas Salk- to prevent Polio

DR. SPOCK ADVISES PARENTS F. Pediatrician Dr. Benjamin Spock writes popular guide for parents Many parents raised their children according to the guidelines of pediatrician Dr. Benjamin Spock He thought children should be allowed to express themselves and parents should never physically punish their kids Dr. Spock’s book sold 10 million copies in the 1950s

IMPACT OF BABY BOOM Baby boom impacts economy, educational system result of the baby boom 10 million students entered elementary schools in the 1950s California built a new school every 7 days in the late ’50s Toy sales reached an all-time high in 1958 when $1.25 billion in toys were sold

Fads of the Baby Boomers Hula Hoops Frozen Foods Poodle Skirts and Saddle Shoes Panty Raids Barbie and GI Joe Dolls Bikinis Frisbees Yo-yos Ouija Boards Dune Buggies What celebrity deaths have most affected the Baby Boomers? John F. Kennedy Marilyn Monroe Martin Luther King John Lennon

WOMEN’S ROLES IN THE 1950S G. 1950s, the role of homemaker and mother was glorified in popular magazines, movies and television

WOMEN AT WORK women who did work were finding job opportunities limited to fields such as nursing, teaching and office support Women earned far less than man for comparable jobs

LEISURE IN THE 1950s H. Americans experienced shorter work weeks and more vacation time than ever before 1. Leisure time activities became a multi-billion dollar industry Labor-saving devices added more spare time Labor-saving devices provided more leisure time for Americans

POPULAR LEISURE ACTIVITES In 1953 alone Americans spent $30 billion on leisure Popular activities included fishing, bowling, hunting and golf Americans attended, or watched on T.V., football, baseball and basketball games Bowling remains one of the top leisure activities in the U.S.

III.THE AUTOMOBILE CULTURE After the rationing of WWII, inexpensive and plentiful fuel and easy credit led many to buy cars By 1960, over 60 million Americans owned autos No public transit in suburbs; cars necessary

INTERSTATE HIGHWAY ACT 1956 A. In 1956 Ike authorized Interstate Highway Act— nationwide highway network unites country 41,000 miles of road linking America

THE INTERSTATE HIGHWAY SYSTEM “Automania” spurred the construction of roads linking major cities while connecting schools, shopping centers and workplaces to residential suburbs Highways enable long-haul trucking, new towns, family vacations Towns near highways prosper; those near older, smaller roads decline

Trucking is the #1 means of moving cargo in the United States today IMPACT OF THE HIGHWAY The Interstate Highway system resulted in: More trucking Less railroad More suburbs, further away Trucking is the #1 means of moving cargo in the United States today

HIGHWAYS “HOMOGENIZE” AMERICA B. Another effect of the highway system was that the scenery of America began to look the same Restaurants, motels, highway billboards, gas stations, etc. all began to look similar 1. The nation had become “homogenized” Anytown, USA

John Keats, The Insolent Chariots 1958 “Our new roads, with their ancillaries, the motels, filling stations, and restaurants advertising eats, have made it possible for you to drive from Brooklyn to Los Angeles without a change of diet, scenery, or culture.” John Keats, The Insolent Chariots 1958

MOBILITY TAKES ITS TOLL While the car industry boom stimulated production, jobs, shopping centers, and the restaurant industry, it also had negative effects Noise Pollution Accidents Traffic Jams Stress Decline of public transportation Money leaves the cities

IV. RISE OF CONSUMERISM A. By the mid-1950s, nearly 60% of Americans were members of the middle class B. Consumerism (buying material goods) came to be equated with success and status

NEW PRODUCTS One new product after another appeared in the marketplace Appliances, electronics, and other household goods were especially popular The first credit card (Diner’s Club) appeared in 1950 and American Express was introduced in 1958 C. Numerous new products appear on market in response to demand Personal debt increased nearly 3x in the 1950s

Advertising is everywhere today in America THE ADVERTISING AGE Most people have satisfied basic needs; ads encourage extra spending Psychological appeals in ads lure consumers to particular products 1. Ads appear in all media; television emerges as powerful new tool Advertising is everywhere today in America

G. The Sunbelt 1. Many people migrated to the Sunbelt to in the defense, aerospace, electronics, and petrochemical industries. Alabama, Arizona, Florida, Georgia, Louisiana, Mississippi, New Mexico, South Carolina, Tennessee, Texas, roughly half of California 55

SECTION 3: POPULAR CULTURE I. Mass Media A. A new era of mass media led by television emerged in the 1950s In 1948, only 9% of homes had T.V In 1950, 55% of homes had T.V. 1. By 1960, 90% of American homes had T.V. B. Federal Communications Commission (FCC) regulates communications

THE GOLDEN AGE OF TELEVISION C. The 1950s was known as the “Golden Age of Television” 1. Comedies were the main attraction as Milton Berle, Lucille Ball and Desi Arnaz were very popular Desi Arnaz and Lucille Ball starred in I Love Lucy

TELEVISION EXPERIMENTS WITH VARIOUS FORMATS Television innovations like on-the-scene-news reporting, interviews, westerns and sporting events offered the viewer a variety of shows Kids’ shows like The Howdy Doody Show and The Mickey Mouse Club were extremely popular

1950s Television

Leave it to Beaver

Ed Sullivan Show

I Love Lucy

Howdy Doody

Elvis Presley

TV ADS, TV GUIDES AND TV DINNERS EXPAND D. TV advertising soared from $170 million in 1950 to nearly $2 billion in 1960 1. TV Guide magazine quickly became the best selling magazine Frozen TV dinners were introduced in 1954 – these complete ready-to-heat meals on disposable aluminum trays made it easy for people to eat without missing their favorite shows

II. A SUBCULTURE EMERGES A. Although mass media and television were wildly popular in the 1950s, dissenting voices emerged B. The “Beat Movement” in literature and rock n’ roll clashed with tidy suburban views of life

BEATNIKS FOLLOW OWN PATH Centered in San Francisco, L.A. and New York’s Greenwich Village C. the Beat Movement expressed social nonconformity Followers, called “beatniks”, tended to shun work and sought understanding through Zen Buddhism, music, and sometimes drugs Beatniks often performed poetry or music in coffeehouses or bars

Beat Movement

III.MUSIC IN THE 1950s A. African American musicians add electric instruments to blues—rhythm and blues B. Rock ‘n’ roll —mix of rhythm and blues, country, pop(Youth Culture) Cleveland DJ Alan Freed was the first to play this music in 1951– he called it “rock and roll” FREED

ROCK N’ ROLL In the early and mid-fifties, Richard Penniman, Chuck Berry, Bill Haley and the Comets, and especially Elvis Presley brought rock and roll to the forefront The driving rhythm and lyrics featuring love, cars, and problems of being young --- captivated teenagers across the Country Has heavy rhythm, simple melodies, lyrics about teenage concerns Music appeals to newly affluent teens who can buy records Many adults concerned music will lead to delinquency, immorality

C.THE KING OF ROCK AND ROLL Elvis Presley’s rebellious style captured young audiences Girls screamed and fainted, and boys tried to imitate him

Entertainment in the 1950s Television Hollywood radio Rock ‘n’ Roll Beat Movement.

SECTION 4: THE OTHER AMERICA I. Urban Poor A. In 1962, 25% Americans living below the poverty level B. Post WW II–1960, 5 million African Americans go from rural South to urban North

Urban Decline C. In the 1950s, millions of middle-class white Americans left the cities for the suburbs 1. White flight results in loss of businesses, tax payers to cities D. Cities can no longer afford to maintain or improve: 1. schools, public transportation, police and fire departments E. Urban renewal —replace rundown buildings with new low-income housing

The 1950s Who were the two presidents during the 1950’s? Truman and Eisenhower What bill of Congress gave veterans money to go to college? GI Bill What types of communities were built around large US cities? Suburbs What Eisenhower program improved transportation? Interstate Highway System

What new type of home entertainment became common in the 1950’s? Television 163. What new type of music became common in the 1950’s? Rock ‘n Roll 164. What was the time of high birthrates from 1946-1964? Baby boom

The Inner Cities Poverty grows rapidly in decaying inner cities Poor economic conditions lead to illness and terrible conditions

Urban Renewal • Urban renewal—replace rundown buildings with new low-income housing • Housing and Urban Development Dept. created to improve conditions • Not enough housing built for displaced people

Warsaw Pact

What line divided Korea? 38th parallel

Why did Truman fire MacArthur? Insubordination, argument over limited war

Who was the Senator that accused government officials of being Communist? McCarthy

Who was elected president in 1952? Eisenhower

What government agency conducted covert missions to prevent other nations from falling to Communism? CIA