Section 2-The American Dream in the Fifties

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Presentation transcript:

Section 2-The American Dream in the Fifties

The Organization and the Organization Man As 1950’s moved forward there were more White Collar (office) jobs available We saw a major increase in service industry and advertising jobs

The Organization and the Organization Man Conglomerates- Major company that owns smaller ones in unrelated fields It was a way to help when your company had hard times Samsung-phones and boats Franchising- They focused on providing similar products in different locations Franchising is where they would sell “Franchise Rights” to an individual looking to open their own location Ray Kroc: McDonalds: He bought it from the brothers for $2.7 million Added the mythic “Golden Arches”

The Organization and the Organization Man Social Conformity- Standardized what people ate and the way they worked Loss of individuality No creative thinkers, rebels, etc. “The Organization Man”: William H. Whyte Study of suburbs People were tested to see if they were a good fit Company People: fitting in to corp. culture Rewards for teamwork, cooperation, loyalty to contribute to conformity (belongingness) People would question if this was good

The Suburban Lifestyle 1950-Job security may have cost workers their individuality but provided “good things” Highways and cars led to Suburbs; could work in the city but commute to work Baby Boom: In 1957, an average of one infant born every seven seconds This created the largest generation in U.S. history partially due to better medicine and childcare, decreased marriage age, and large families were desired Past reasons for a lower birth rate-The Great Depression and WWII

The Suburban Lifestyle Advances in medicine help pioneer new drugs designed to help kids Dr. Jonas Salk creates a vaccine that cured Polio Dr. Benjamin Spock writes several books on childcare Book titled Common Sense Book of Baby and Child Care He felt that the federal government should pay moms to staying home and raise their children Advise not hit or scold children, hold meetings with children Effects of Baby Boomers- Toy Sales boomed! New schools had to be built

The Suburban Lifestyle Women’s Roles- Glorified women’s place in home TV, magazines, everything said, women should be at home Some women started to speak out and say it was isolating them Betty Friedan wrote an influential book titled The Feminine Mystique. Described the problem women faced in society Feeling bored, isolated, and unfulfilled As we neared the 1960’s women were taking jobs outside of home, but sometimes stereotypical Women earned less Often limited to teaching, nursing, and office jobs Were not pushed to go to college

The Suburban Lifestyle Attritional time for leisure in the 1950’s- Americans enjoyed more time then ever before There were more labor saving devices then before Washing machines, dryers, dishwashers, and power lawnmowers They were able to spend time and money playing/enjoying sports and games Many of the books American’s were reading were Do it yourself, comic books, romance, and mysteries Readers’ Digest and Sports illustrated

The Automobile Culture Automania- After the war the car defined America Suburbs made car and highways necessary No public transportation to get to work or for leisure activities Interstate Highway Act 1956 Helped some towns, killed others so suburbs were built farther from cities Made high-speed, long-haul trucking possible so railroads saw a decline 41,000 miles of expressway New vacation ideas popped up due to car Drive-in movies, restaurants, and shopping malls In 1955, Disneyland opens in California It had negative effect too Environment, traffic, noise, flight from cities Created a gap between rich and poor Poor left without jobs and services Rich left the cities for suburbs Public transportation decreased Increased advertising generates increased revenue

Consumerism Unbound Consumerism- In the 1950’s a person’s was measured by how much stuff they had Hundreds of new products became available for purchase: TV’s, tape recorders, HIFI record players People bought clothes and accessories for the fun of it over the function The backyard became a place where families would spend their nights and weekends This increased the desire for gas powered lawn mowers, BBQ and creative lawn decorations!

Consumerism Unbound Planned Obsolescence-A policy where manufactures purposely produced products that easily wore out becoming quickly outdated and obsolete. People were buying new models of their favorite products every few months This was the start of us becoming a throwaway Society

Consumerism Unbound Credit-Our shift to planned obsolescence also led to an increased need for credit Very first Credit Card the Diners Club Card was issued in 1950 The first American Express card was issued in 1958 American’s began to buy expensive items on installment plans This also led to an increase in home mortgages By the end of the 1950’s the private debt of American citizens grew from $73 billion to $179 billion

Consumerism Unbound Advertising Age- Encouraged more spending Took advantage of consumerism Ads were in print (newspapers/magazines), radio, television, and on billboards Billions of dollars a year on advertising In 1950 cooperation's were spending nearly six billion dollars a year on advertising By 1955 the number had reached nearly nine billion Companies' used psychology to convince you what you desperately needed these item TV commercials became main way to convince you that you needed a product