1. Chapter 5: The Heritage of Abundance
American Culture
Chapter 5: The Heritage of Abundance

2. A History of Abundance (1)
Americans = 5% of world population
Americans use 25% of world’s energy
7 pounds of garbage per person, per day
This abundance has helped to shape the American character

3. A History of Abundance (2, 3)
This abundance is because America is so large – 3,000,000 square miles
Rich fertile land with abundant trees and animals
Relatively few native Americans (1,000,000)
America became wealthy because of this and the values of the early settlers

4. A History of Abundance (4,5)
In Europe, people were either born wealthy or born poor and usually stayed that way
In America, status at birth was not important – people could become rich or poor
People were more protective of their wealth, and sought to acquire more

5. A History of Abundance (6,7,8)
America developed quickly after independence
Trading and manufacture were important industries
Materialism began to develop into a moral value
This material wealth has attracted many people to settle in America

6. From Producers to Consumers (9)
In the 1700s and 1800s most Americans were producers
In the 20th century, they became mostly consumers
This change was caused by mass advertising
Advertisers could broadcast their message to millions of people

7. From Producers to Consumers (10)
Television was a major influence in the development of the consumer society
Advertisers would place their adverts within entertainment programs
In the US, most home have a TV (average = 2) which are watched ~8 hours per day
The Average American sees ~50,000 ads per year

8. From Producers to Consumers (11, 12)
Mass advertising has become an “institution” – it has a large influence on peoples everyday lives
It has been used to change the way people think
Traditionally it is used to sell things – the American economy now depends on consumerism

9. What American Consumers Like (13,14,15,16)
Comfort, cleanliness, novelty
The American desire for comfort comes from the harsh frontier days
The desire for cleanliness may come from their Puritan (Protestant) heritage
The desire for novelty may come from their inventiveness

10. What American Consumers Like (17)
Americans also like convenience
Washing machines
Clothes driers
Microwave ovens
Drive in movies
Drive throughs
ATM’s

11. What American Consumers Like (18)
Convenience has also created ‘fast food’ – served in less than 5 minutes
MacDonald’s
KFC
Burger King
Home delivery (e.g. Pizza, Chinese food)
Microwave dinners

12. What American Consumers Like (19,20)
Despite time-saving devices and fast-food, Americans are not less busy
Most mothers and children under 18 have some work outside of home
Children often have to eat fast-food, and become fat
“Too busy to enjoy the time they save”

13. An Abundance of Technology (21,22,23)
Technology has changed many aspects of American life
TV channels have increased, there are now more people watching cable/satellite than original networks
There are now fewer people watching more programs – mass advertising has adapted by specializing content

14. An Abundance of Technology (24, 25)
By 2000, 50% of households had a PC
Most people under 50 use the internet
Computers are becoming the center of entertainment in American homes
The internet is also used for news, information, and buying and selling

15. Challenges of the Technological Revolution (26, 27, 28, 29)
There are many new problems created by technology
Possible monopoly of media for political purposes as technologies merge
Children spend too much time on the computer and not enough time exercising
Quality of content and exposure of children to indecent media
The digital divide – those who have access to computers and those who don’t

16. The Ever-Expanding Pie? (30, 31)
Throughout American history the abundance of the United States has grown with it
Americans believe that their heritage of wealth would always exist
This has made Americans very optimistic, and helped to form their national values (see previous)

17. Or the Decline of Abundance? (32,33,34)
Recently however, Americans have realized that there may be a limit to their abundant lifestyle.
Energy crisis of 1970s
Stock market decline
The cost of the American Dream has risen, but the rate of pay has declined
Service workers have very low pay
People have to work harder than their parents to have the same standard of living (50-60 hrs/week)
Housing has become very expensive

18. What of the Future? (35,36,37)
The American heritage of abundance has greatly affected the lifestyles and values of the people
A decline in abundance is beneficial in some ways
Less waste
Environmental protection
Recycling
However, a prolonged decline in American abundance could have a profound effect of the American identity and its associated values