1950  Introduction of the Diner’s Card Consumerism 1950  Introduction of the Diner’s Card All babies were potential consumers who spearheaded a brand-new market for food, clothing, and shelter. -- Life Magazine (May, 1958)

Consumerism *Consumer = one who consumes goods or services within an economy

*1. What appliance is this? *2. This housewife & appliance reflects the _________________ of the 50’s. *3. What does “final frost barrier” mean? Refrigerator; Prosperity; Self defrosting

*Growth of Consumer Credit 1951, the 1st bank credit card was issued *Consumer debt rose as Americans used credit cards to purchase labor saving devices such as washing machines, vacuum cleaners, television sets, & other consumer products.

*Worker Productivity Improves After WWII, factories retooled from war to consumer goods. New technology developed during WWII, was now used in industry *Worker productivity improves mostly due to the technological advances.

A Changing Workplace Automation: 1947-1957  factory workers decreased by 4.3%, eliminating 1.5 million blue-collar jobs. By 1956  more white-collar than blue-collar jobs in the U. S. Computers  Mark I (1944). First IBM mainframe computer (1951). Corporate Consolidation: By 1960  600 corporations (1/2% of all U. S. companies) accounted for 53% of total corporate income. WHY?? Cold War military buildup.

A Changing Workplace New Corporate Culture: “The Company Man” 1956  Sloan Wilson’s The Man in the Gray Flannel Suit

*A Changing Workplace *White Collar Workers *Salaried professional or educated worker who performs professional, managerial, or administrative work Corporate expansion created more white-collar jobs. Office work was less dangerous & provided more opportunity for advancement. Give examples of white collared jobs?

*Blue Collar Workers *Jobs requiring manual labor New machines reduced the number of manual labor-intensive jobs. Working conditions & wages improved. Labor unions won important gains; the American Federation of Labor and Congress of Industrial Organizations merged to form the powerful AFL-CIO.

*Agriculture in the 50’s 1950 farmers = 15% of the population 23% increase in farm production in 10 yrs. Farmers forced to become specialized & mechanized “agri-businessmen” *Government began a program of farm subsidies, fixed price supports (government payment to farmers for surplus crops) to keep farm production high & profitable

Television 1946 = 7,000 TV sets in the U.S. Mass Audience = TV celebrated traditional American values I love Lucy; Nat King Cole Show (cancelled after 1 yr); Lassie

Television – The Western Davy Crockett King of the Wild Frontier Sheriff Matt Dillon, Gunsmoke The Lone Ranger (and his faithful sidekick, Tonto): Who is that masked man?? http://www.youtube.com/watch?v=B5xpQ84B30Q

Television - Family Shows Glossy view of mostly middle-class suburban life. But... I Love Lucy The Honeymooners Social Winners?... AND… Losers?

*Television The factor most responsible for creating a uniform culture in 1950s America. *Spurred (encouraged) economic growth through advertisements Truth, Justice, and the American way!

50’s Advertisements http://www. youtube. com/watch

Review What is a consumer? Consumers used credit to purchase? Why did worker productivity improve after WWII? Define: White collar worker Define: Blue collar worker Define: Farm subsidies Why did the government pay farm subsidies? How did the TV encourage economic growth?