1. 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)

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

3. *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

4. *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.

5. *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.

6. A Changing Workplace
Automation:
 factory workers decreased by %, 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 % of total corporate income.
WHY?? Cold War military buildup.

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

8. *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?

9. *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.

10. *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

12. 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

13. 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??

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

15. *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!

16. 50’s Advertisements http://www. youtube. com/watch

17. 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?