2. The Organization and the Organization Man Franchises Franchise—company offers similar products, services in many places - also the right to use company name and system Fast-food restaurants among first, most successful franchises NEXT Social Conformity Many employees with well-paid, secure jobs lose individuality Personality tests see if job candidates fit in company culture Companies reward teamwork, loyalty, encourage conformity

3. Chapter 13: Postwar Confidence and Anxiety Multinational Corporation - Companies that produced and sold their goods and services all over the world and established branches abroad. General Motors, General Electric, International Business Machines, Coca-Cola Consumerism – large-scale buying, most of it on credit Union Gains ◦ 1955 AFL and CIO combine to form AFL-CIO Educational Opportunities ◦ Number of young people attending college increase ◦ Government funds education (science and math) ◦ California Master Plan

4. New Products 60% of Americans in middle class; twice as many as before WW II Consumerism (buying material goods) equated with success Numerous new products appear on market in response to demand Consumerism Unbound NEXT Planned Obsolescence Planned obsolescence—making products that get outdated, wear out - makes consumers buy or want to buy new ones

5. Buy Now, Pay Later Credit purchases, credit cards, installments extend payment period Private debt grows; consumers confident of future prosperity continued Consumerism Unbound The Advertising Age Most people have satisfied basic needs; ads encourage extra spending Psychological appeals in ads lure consumers to particular products Ads appear in all media; television emerges as powerful new tool

6. Consumerism

7. Well-Defined Gender Roles The ideal modern woman married, cooked and cared for her family, and kept herself busy by joining the local PTA and leading a troop of Campfire Girls. She entertained guests in her family’s suburban house and worked out on the trampoline to keep her size 12 figure. -- Life magazine, 1956 Marilyn Monroe The ideal 1950s man was the provider, protector, and the boss of the house. -- Life magazine, 1955 1956  William H. Whyte, Jr.  The Organization Man A a middle-class, white suburban male is the ideal.

8. Religious Revival Today in the U. S., the Christian faith is back in the center of things. -- Time magazine, 1954 Today in the U. S., the Christian faith is back in the center of things. -- Time magazine, 1954 Church membership: 1940  64,000,000 1960  114,000,000 Television Preachers: 1. Catholic Bishop Fulton J. Sheen  “Life is Worth Living” 2. Methodist Minister Norman Vincent Peale  The Power of Positive Thinking 3. Reverend Billy Graham  ecumenical message; warned against the evils of Communism.

9. Religious Revival Hollywood: apex of the biblical epics. It’s un-American to be un-religious! -- The Christian Century, 1954 The Robe The Ten Commandments Ben Hur 1953 1956 1959 The Robe The Ten Commandments Ben Hur 1953 1956 1959

10. The Suburban Lifestyle NEXT Advances in Medicine and Childcare New drugs fight, prevent childhood diseases Dr. Jonas Salk develops vaccine for poliomyelitis (Polio) Pediatrician Dr. Benjamin Spock writes popular guide for parents Baby boom impacts economy, educational system

11. NEXT New Era of the Mass Media The Rise of Television Mass media—means of communication that reach large audiences TV first widely available 1948; in almost 90% of homes in 1960 Federal Communications Commission (FCC) regulates communications By 1956, FCC allows 500 stations to broadcast Programs: comedies, news, dramas, variety shows, children’s shows Lifestyle changes: TV Guide is popular magazine; TV dinners Popular Culture

12. NEXT New Era of the Mass Media Stereotypes and Gunslingers Women, minorities on TV are stereotypes; few blacks, Latinos Westerns glorify historical frontier conflicts Raise concerns about effect of violence on children Radio and Movies Television cuts into radio, movie markets Radio turns to local news, weather, music, community affairs Movies capitalize on size, color, sound advantages; try gimmicks

13. Television 1946  7,000 TV sets in the U. S. 1950  50,000,000 TV sets in the U. S. Mass Audience  TV celebrated traditional American values. Television is a vast wasteland.  Newton Minnow, Chairman of the Federal Communications Commission, 1961 Truth, Justice, and the American way!

14. Television – The Western Davy Crockett King of the Wild Frontier The Lone Ranger (and his faithful sidekick, Tonto): Who is that masked man?? Sheriff Matt Dillon, Gunsmoke

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

16. NEXT Rock ‘n’ Roll Black musicians add electric instruments to blues—rhythm and blues Rock ‘n’ roll—mix of rhythm and blues, country, pop 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 African Americans and Rock ‘n’ Roll

17. Teen Culture In the 1950s the word “teenager” “teenager” entered the American language. By 1956 13 mil. teens with $7 bil. to spend a year. 1951  “race music”  “ROCK ‘N ROLL” Elvis Presley  “The King”

18. Teen Culture Behavioral Rules of the 1950s: U Obey Authority. U Control Your Emotions. U Don’t Make Waves  Fit in with the Group.

19. NEXT The Beat Movement Beat movement—writers, artists express social, literary nonconformity Poets, writers use free, open form; read works aloud in coffeehouses Beatnik attitudes, way of life attract media attention, students A Subculture Emerges

20. The “Beat” Generation : f Jack Kerouac  On The Road f Allen Ginsberg  poem, “Howl” f Neal Cassady f William S. Burroughs “Beatnik” “Clean” Teen

21. NEXT The Urban Poor White Flight 1962, 25% of Americans below poverty level Post WW II–1960, 5 million blacks go from rural South to urban North White flight results in loss of businesses, tax payers to cities Cities can no longer afford to maintain or improve: - schools, public transportation, police and fire departments The Other America by Michael Harrington – documents changes in cities The Other America Continued...

22. NEXT The Inner Cities Poverty grows rapidly in decaying inner cities Poor economic conditions lead to illness and terrible conditions continued The Urban Poor 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

23. Rural Poor Plight of rural poor just as bad Included Mississippi delta sharecroppers, miners in Appalachia and farmers in remote areas Corporations and large farmers dominated farm production, forcing small farmers out of business Many left to the urban areas, some remained behind hoping for better economic times

24. NEXT Mexicans Seek Employment Many Southwest Mexicans become U.S. citizens after Mexican War 1942–47, Mexican braceros, hired hands, allowed into U.S. to work After war, many remain illegally; many others enter to look for work Poverty Leads to Activism The Longoria Incident Undertaker refuses funeral services to Felix Longoria, WW II veteran Outraged Mexican-American veterans organize G.I. Forum Unity League of CA registers voters, promotes responsive candidates Continued...

25. NEXT Native Americans Continue their Struggle During Depression, U.S. policy of Native American autonomy National Congress of American Indians: civil rights, maintain customs U.S. stops family allotments, wages; outsiders take tribal lands continued Poverty Leads to Activism The Termination Policy Termination policy cuts economic support, gives land to individuals Bureau of Indian Affairs helps resettlement in cities Termination policy is a failure; abandoned in 1963