Society & Culture in the 1950s Chapters 31 & 32— PART 1 OF 2 Society & Culture in the 1950s

The “Car Culture” Takes Over The explosion of the suburbs in the 1950s led to more dependence on the automobile. New technology and styles increased choice and desirability of new models.

Car Ownership GRAPH

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Suburbs & Highways Interstate Highway Act of 1956— $26 billion program spent to build 40,000 miles of limited access highway. The act resulting in the largest peacetime federal projects exceeding any New Deal legislation.

Migrating to the Sunbelt Southern and western states with appealing climate and jobs in defense. Impact of migration led to California and other southern states gaining population and the Northeast and Midwest losing population (as well as political power).

American Economy Changes Focus In the 1950s, the service sector grew as a result of the information industries (those who built and operated computers). The first computer took up 18,000 square feet and had less capacity than the modern computer. Computers were being used by more industries to track information (e.g. banking, hotels).

American Economy Changes Focus Per capita income (the average income per person) increased from $1,526 to $2,788 between 1950 and 1960. As taxes increased, many women entered the workforce to help supplement the income of the growing family. In the 1950s, entrepreneurs started franchise businesses (a type of business structure which allow a company to distribute products or services through retail outlets owned and operated by independent operators). Holiday Inn and McDonald’s received their franchise start in the 1950s.

American Economy Changes Focus The postwar economy expanded multinational corporations (companies which produced and sold their goods and services all over the world established branches abroad). General Motors, General Electric, Coca Cola, and International Business Machines (IBM) produced large shares of all goods and services sold. Hollywood also found an large film audience both home and abroad.

American Economy Changes Focus Unions consolidate their gains as the AFL and CIO merged in 1955 to form the AFL-CIO (union which increased its political clout supporting Democratic Party candidates). Corruption in the Teamsters Union (a trucking union) created issues for the union in the 1950s. Most white-collar workers did not join unions and unionism declined by the end of the decade.

Education in the 1950s As the economy grew, so did the opportunity for Americans to attain higher education and a more educated workforce boosted productivity. National Defense Education Act of 1955– Provided $1 billion in programs aimed at producing more scientists and science teachers (and low-interest loans to attain college degrees).

Educational Opportunities Expand Education is “democratized” in the 1950s under the California Master Plan which called for three tiers of higher education: research universities, state colleges, and community colleges. Brown v. Board of Education of Topeka (1954)— Segregated schools declared unconstitutional by the Supreme Court and overturned Plessy v. Ferguson (1954) case.

Sec 3: Mass Culture and Family Life The Culture of Consumerism Main Idea: New products in the marketplace and an increase in income led to a rise in consumer spending in the 1950s. Family Life in the Fifties Main Idea: In the 1950s, traditional families, which were described at the time as a mother who stayed home, a father as the breadwinner, and children at the focus, became the center of society. Sec 3: Mass Culture and Family Life 13

Sec 3: Mass Culture and Family Life Television Takes Center Stage Main Idea: Televisions were purchased quickly by Americans, expanded the mass national culture, and had a huge impact on Americans and society. Rock-and-Roll Shakes the Nation Main Idea: Building on traditional African American rhythm and blues music, Elvis Presley helped to spread the popularity of rock-and-roll to youth in the 1950s. Sec 3: Mass Culture and Family Life

Culture of Consumerism Consumerism— The boom in the United States economy as a result of Americans who were caught-up in a wave of buying as much as possible (usually on credit). The median family income rose from $3,319 to $5,417 between 1950 and 1960. Buying new conveniences were made possible by credit cards used to charge goods and services which included home appliances, cars, and other products. New forms of credit were extended with Diner’s Club, American Express, and Bank Americard (VISA).

Family Life in the 1950s The Nuclear family (A household consisting of a mother, father and their children) became the backbone of American society. For the family to operate efficiently, the male went to work and the female remained home to run the household. By 1960, this view that women could not have a job outside of the home became challenged.

Technology Transforms Life By 1953, nearly 90% of all American households owned a television. Television impacted society (especially “Baby Boom” children) as many watched Howdy Doody and the Mickey Mouse Club. Families enjoyed I Love Lucy, Leave it to Beaver, and Father Knows Best.

Rock-and Roll Shakes the Nation Drawing on blues and jazz, Elvis Presley attracting a wider audience with his new rock craze. The cultural revolution in music changed in the 1950s.

Critics Reject the Fifties Culture Dissent and Discontent Critics Reject the Fifties Culture Main Idea: Many intellectuals, artists, and other social critics complained about the conformity of American society after World War II. Rural and Urban Poverty Main Idea: During suburban growth, those in urban and rural areas, especially African Americans suffered from overcrowding, crime, and poverty.

“Other Americans” Face Injustice Dissent and Discontent “Other Americans” Face Injustice Main Idea: Puerto Ricans, Mexicans, and Native Americans were some of the minorities who suffered hardships in housing, employment, and other areas of life. 20

Critics Reject Fifties Culture Many people criticized advertising and the loss of individualism from the conformity of the 1950s. Feminists argued the plight of the suburban housewife as found in Betty Friedan’s, The Feminine Mystique (1963). “Beatniks”— A small group of writers and artists who rejected the 1950s middle-class life. Non-conformists refused to accept mainstream society’s dress, attitude, ideals, and materialism of the 1950s. Favored spontaneity and spirituality.

Rural & Urban Poverty As more people moved to the suburbs, cities suffered a decline in tax revenue from the middle. Urban Renewal– Government cleared large tracts of older housing and built freeways and developments to revitalize downtown areas. The inner city (older areas of central areas of cities) consisted of the urban poor who were forced to seek housing in overcrowded and crime-infested neighborhoods.