1. Chapter Seventh Edition O ut of Many A History of the American People Brief Sixth Edition Copyright ©2012 by Pearson Education, Inc. All rights reserved. Out of Many: A History of the American People, Brief Sixth Edition John Mack Faragher Mari Jo Buhle Daniel Czitrom Susan H. Armitage The Twenties 1920-1929 23

2. The Twenties 1920-1929 Postwar Prosperity and Its Price The State, the Economy, and Business The New Mass Culture Modernity and Traditionalism Promises Postponed Conclusion

3. Chapter Focus Questions How did the “second industrial revolution” transform the American economy? What were the promises and limits of prosperity in the 1920s? How and why did the Republican Party dominate 1920s politics? How did the new mass media reshape American culture?

4. Chapter Focus Questions (cont'd) Which Americans were less likely to share in postwar prosperity and why? What political and cultural movements opposed modern cultural trends.

5. North America and Hollywood

6. The Movie Audience and Hollywood: Mass Culture Creates a New National Community 1920s: Movies most popular form of the new mass culture Huge, national audiences in grand, majestic theaters

7. The Movie Audience and Hollywood: Mass Culture Creates a New National Community (cont’d) Hollywood, California  A frontier boomtown, dominated by the movie stars who lived opulent lives, Hollywood symbolized Americans’ dreams of freedom, material success, and the chance to remake one’s very identity.

8. The Movie Audience and Hollywood: Mass Culture Creates a New National Community (cont’d) What visual themes strike you as most powerful? How do they compare to celebrity images of today? Why were male stars portrayed as exotic foreigners?

9. Creating Celebrity

10. Postwar Prosperity and Its Price

11. A&P advertisements, like this one from 1927

12. Postwar Prosperity and Its Price Harding’s call for a “return to normalcy” masked the profound changes that American experienced during and after World War I. Although production and wealth boomed, the benefits were spread unevenly, foreshadowing the Crash and Depression.

13. The Second Industrial Revolution Technological innovations made it possible to increase industrial output without expanding the labor force. Efficiency became the watchword in all areas of economic life. Driven by electricity and automated machinery, industry concentrated on producing consumer goods.

14. FIGURE 23.1 Stock Market Prices, 1921–32

15. The Modern Corporation Managerial revolution stressed scientific management and behavioral psychology.  integrated production and distribution  diversified products  expanded industrial research  control of entire industries Increasingly, a class of salaried executives rather than stockholders made corporate policy.

16. The Modern Corporation (cont'd) Consumer credit spurred consumption but masked inequities of wealth.

17. FIGURE 23.2 Consumer Debt, 1920–31

18. Welfare Capitalism To improve worker morale and reduce the challenge of unions, corporations employed “welfare capitalism.”  To undercut unions, businesses promoted an “open shop” in which non-union workers received the same benefits as union workers. -Union membership rapidly declined.

19. Welfare Capitalism (cont'd) Auto production spurred production of steel, rubber, glass, petroleum The AFL did not organize workers in the new industries. Overall, the position of workers remained precarious and insecure.

20. The Auto Age The car symbolized the rise of the consumer economy. 1925: Henry Ford’s Highland Park assembly line—a car every 10 seconds Ford enabled workers to be both producers and consumers of his Model T. ($300—three month’s wages)

21. The Auto Age (cont'd) Road building promoted new businesses along highways and changed social habits.

22. Finished automobiles roll off the moving assembly line at the Ford Motor Company

23. Cities and Suburbs The automobile enabled people to move into suburbs. Cities also grew at a fast pace, not only horizontally, but also vertically as new buildings reshaped the skyline. Houston grew from 75,000 to 300,000 residents between 1910 and 1930.

24. Cities and Suburbs (cont'd) Undeveloped land—Grosse Point, Michigan, New York’s Nassau County— became valuable real estate with exploding populations

25. Ford was forced to pay more attention to advertising. This ad was directed at “Mrs. Consumer,”

26. The State the Economy and Business,

27. The State, the Economy and Business Pro-business Republican presidents Harding, Coolidge and Hoover dominated national policy, forged government- business alliances and readily claimed credit for “New Era” prosperity.

28. Harding and Coolidge Warren G. Harding surrounded himself with his Ohio cronies and ran an administration riddled with scandal. Led by Secretary of the Treasury Andrew Mellon, his administration pursued policies that trimmed the budget and reduced the taxes paid by the wealthy.

29. Harding and Coolidge (cont’d) Harding’s death in 1923 brought stern, but honest, Calvin Coolidge to office. Coolidge continued the business-government partnership of Harding’s term, reducing federal spending, cutting taxes, and blocking congressional initiatives.

30. Harding and Coolidge (cont’d) Coolidge won reelection easily in 1924 over Democrat John Davis and Progressive Robert La Follette.

31. Herbert Hoover and the “Associative State” The most influential figure during the period, serving as secretary of commerce under Harding and Coolidge Created trade associations and coordinated conferences to promote business efficiency and facilitated the growing concentration of corporate wealth

32. Herbert Hoover and the “Associative State” (cont'd) A popular and wide-admired president after his election in 1928, he did nothing to change course.

33. War Debts, Reparations, and Keeping the Peace After WWI, U.S. strongest economic power and world’s most important creditor Officials insisted that former allies pay back the money they had borrowed during the war. In the 1920s, the U.S. helped Germany refinance their reparations debt and reduced their payments.

34. War Debts, Reparations, and Keeping the Peace (cont'd) U.S. joined in the idealistic Kellogg-Briand Pact renouncing war.

35. Global Commerce and U.S. Foreign Policy The ultimate foreign policy goal, however, remained economic expansion. Business and government collaborated to expand United States investments and markets overseas, particularly in Latin America.

36. Global Commerce and U.S. Foreign Policy (cont'd) Economically beneficial to America, these policies undermined economic and political development in much of the hemisphere.

37. Weakened Agriculture, Ailing Industries Despite the boom in business, many farmers suffered from overproduction and global competition. Agricultural profits steadily declined and the gap between farm and non-farm income widened. Coolidge vetoed efforts to aid farmers weighed down by debts incurred during wartime expansion.

38. Weakened Agriculture, Ailing Industries (cont’d) Other sick industries included:  coal mining—which faced competition from oil and natural gas  railroads—which faced competition from cars and trucks  New England textiles—which faced competition from low-wage southern producers

39. The New Mass Culture

40. This 1926 publicity photo shows Louis Armstrong and his Hot Five

41. The New Mass Culture New media shaped the 1920s. Movies, radio and sound recording all increased Americans’ access to entertainment but, redefining the “good life,” undermined traditional values and cultural distinctiveness in ethnic and rural communities.

42. Movie-Made America The early movie industry was centered around New York City, but moved to Hollywood and expanded rapidly. Movie ticket sales soared, but studios and moguls dominated the industry. Publicists whetted American appetites by creating an elegant image for movie stars.

43. Movie-Made America (cont'd) Attacked by conservative groups for sexual permissiveness, Hollywood studios came up with a plan of self-censorship by hiring Will Hayes as a morals czar.

44. Radio Broadcasting Radio—nation’s first comprehensive mass entertainment medium  Large companies formed national networks that aired a variety of programs to homes across the country.  “Amos ‘n’ Andy” was the first national radio hit show.  Advertising and sponsors supported and influenced programming.

45. Radio Broadcasting (cont'd) Radio—nation’s first comprehensive mass entertainment medium  Radio also helped to commercialize previously isolated forms of music and build a mass following for sports.

46. New Forms of Journalism 1920s: newspaper tabloids emphasized crime, sex scandals, gossip columns, sports  Walter Winchell’s slangy gossip column  Advertisers appealed directly to working class and immigrant readers.  Journalism saw the trend towards consolidation.

47. New Forms of Journalism (cont'd) 1920s: newspaper tabloids emphasized crime, sex scandals, gossip columns, sports  The Hearst chain controlled 14 percent of the nation’s circulation.

48. Advertising Modernity Advertising became a thriving industry that promoted consumerism. Influenced by psychologist John B. Watson, advertising agencies employed market research and psychology to stress consumer needs, desires, and anxieties rather than the qualities of the product. They celebrated consumption as a positive good.

49. The Phonograph and the Recording Industry By 1914, durable pre-recorded discs became widely available and popular. Fueled in part by dance crazes, the recording industry transformed American mass and regional popular culture. In the later ‘20s as sales declined, record companies focused on regional and ethnic markets to maintain sales.

50. The Phonograph and the Recording Industry (cont'd) Records made American music popular worldwide.

51. Sports and Celebrity Spectator sports reached unprecedented popularity as athletes took on a celebrity status. Babe Ruth’s home run hitting and appetite for publicity helped restore baseball’s tarnished image as it recovered from the 1919 Black Sox scandal.

52. Sports and Celebrity (cont'd) Attendance soared, prompting newspapers and radio stations to broaden their coverage.

53. Sports and Celebrity (cont’d) Although African Americans were excluded from major league baseball, the Negro National League (organized in 1920) provided new opportunities. Radio and newspaper coverage also spurred interest in college sports and made stars of boxers, golfers and tennis players.

54. A New Morality? For some people the new morality of the Twenties was symbolized by the flapper who danced to jazz, smoked cigarettes, drank bootleg liquor, and was sexually active. Writers had encouraged a greater degree of openness about sexuality.

55. A New Morality? (cont'd) Surveys of sexual behavior showed that an increased number of women had sexual relations prior to marriage.

56. A New Morality? (cont’d) The new morality was reflected in American popular culture. Margaret Sanger campaigned to make birth control more widely available. A shadowy but increasingly open homosexual subculture developed in some big cities.

57. Modernity and Traditionalism

58. A woman in a man’s shirt and necktie wears a pair of Paul Jones knickers in this 1922 advertisement

59. Modernity and Traditionalism The cultural changes of the Twenties provoked backlash, from Prohibition to immigration restrictions to the Ku Klux Klan to religious Fundamentalism, all reminders that the era’s culture was not embraced enthusiastically by everyone.

60. Prohibition Enacted in 1919, the Volstead Act enforced the 18th Amendment ban on alcohol. Many looked to prohibition as a way to restore public morality, but public demand for alcohol remained strong. As a result, illegal bootlegging and speakeasies proliferated.

61. Prohibition (cont'd) Bootlegging provided a great boost to organized crime, which became a permanent feature of American life and made a celebrity of mobster Al Capone.

62. Immigration Restriction The movement to restrict immigration of southern and eastern Europeans accelerated in the 1920s. Backed by recurring American beliefs in racial inferiority, and fueled by wartime patriotism, the Red Scare, and nativist sentiment, legislation passed that set quotas on annual immigration.

63. Immigration Restriction (cont'd) Asian immigration was cut off by the 1924 National Origins Act, upheld by the courts.

64. FIGURE 23.3 Immigration Trends to the United States by Continent/Region, 1880–1930

65. The Ku Klux Klan Inspired by The Birth of a Nation, the Klan was reborn after 1915. The Ku Klux Klan was the most effective nativist organization. Hiram W. Evans transformed the Klan into a mass movement by using modern promotional techniques.

66. Women members of the Ku Klux Klan

67. Ku Klux Klan (cont’d) The Klan attacked not only blacks but Catholics, Jews, and immigrants. The Klan claimed over 3 million members and was a powerful force in Democratic Party politics in the South and in several Western and Midwestern states. In 1925, the Klan began to fade, in part due to a scandal that discredited Indiana leader David Stephenson.

68. Religious Fundamentalism Religious fundamentalism paralleled political nativism.  Fundamentalists rejected the tenets of modern science, particularly evolution. -Five states banned its teaching in public schools. -William Jennings Bryan and Clarence Darrow squared off in a celebrated trial in Dayton, Tennessee over teaching evolution. -Despite the apparent modernist victory in the “Monkey Trial,” fundamentalism continued to appeal to millions of Americans.

69. Promises Postponed

70. Mexican workers gathered outside a San Antonio labor bureau

71. Promises Postponed Twenties prosperity was unevenly distributed. Women, Mexican Americans and African Americans all struggled to claim their share of the benefits of modern culture.

72. Feminism in Transition Once suffrage was gained, women’s rights advocates faced a dilemma: should they press for protective legislation or push for legal and civil equality? The National American Woman Suffrage Association:  reorganized itself as the League of Women Voters  promoted women’s involvement in politics and laws protecting women and children

73. Feminism in Transition (cont’d) Alice Paul’s National Woman’s Party, opposed protective legislation and pushed for the Equal Rights Amendment. Women continued to enter white-collar professions, though men still dominated the high-paid occupations. The paternalistic Sheppard-Towner Act creating prenatal and child care clinics was controversial and shortlived.

74. Mexican Immigration Mexicans not affected by the immigration limits. Job opportunities in agribusiness attracted Mexican immigrants and substantial, though segregated Mexican barrios grew up in several urban centers. Mexicans were frequently barred from high-paying jobs and were targets of racist campaigns.

75. Mexican Immigration (cont'd) They established mutual aid societies to assist themselves and to fight for equality.

76. FIGURE 23.4 Mexican Immigration to the United States in the 1920s

77. MAP 23.1 Black Population, 1920

78. The “New Negro” The “New Negro” and the Harlem Renaissance Migration to northern urban communities Harlem  major African-American cultural center, artists explored aspects of black life in new ways New voices of black protest

79. The “New Negro” (cont'd) Marcus Garvey  black pride, black-owned businesses, unity among all people of African descent Most Harlem residents worked long hours at menial jobs for low pay.

80. Alienated Intellectuals Gertrude Stein  1920s—a “lost generation,” alienated from mainstream American culture Ernest Hemingway and John Dos Passos  drew on their WWI experiences and expressed cynicism about society’s goals and purposes F. Scott Fitzgerald  questioned the crass materialism

81. Alienated Intellectuals (cont’d) H. L. Mencken and Sinclair Lewis  mocked the values of small town America. A group of southern writers known as the Fugitives attacked industrialism.

82. The Election of 1928 The presidential election of 1928 was a race between urban, Catholic, wet, Al Smith versus small-town, Protestant, dry, Herbert Hoover. Smith’s Catholicism was widely attacked by Nativists and Klansmen. Both sides promised to support business, though Hoover could claim to have been the architect of the 1920s prosperity.

83. The Election of 1928 (cont'd) Smith lost, but ran strongly in the cities, a harbinger of what lay ahead.

84. 1928 political cartoon. For Democrat Al Smith, that meant the West, and for Republican Herbert Hoover, the East.

85. MAP 23.2 The Election of 1928

86. Conclusion

87. America had become an urban nation, and urban areas increasingly dominated national cultural, economic and political life. While a growing middle class of consumers enjoyed the products of mass production and embraced new technologies, women and minorities struggled to find their place in the “New Era.”

88. Chronology