1. The Birth of Modern America Feminism, consumerism, urbanization and isolationism

2. OVERVIEW In this lesson, you will examine: The socio-political evolution of women The creation of the consumer Life in the metropolis American xenophobia and reactions to change

3. The rise of feminism After years of battle against the government, American “suffragettes” helped women get the vote in 1919 with the passing of the 19 th Amendment to the US constitution The growing combination of economic and political equality led to changing perceptions from and of women

4. The rise of feminism Divorce rates increased throughout the 1920s and 1930s Although women had greater equality, their incomes were limited by the jobs available to them, typically in unskilled labour or low- paying clerical work

5. Cultivation of the consumer Advertising in American society became more sophisticated at the beginning of the 20 th century

6. Advertising left the posters and newspapers and became more dynamic, showing up on packaging and with direct connections to people

7. Life in the metropolis Prior to 1900, America was around 28% urban, but this nearly doubled in the beginnings of the 20th century In 1900, New York City reported a population of around 3.4 million people; in only 20 years, it would nearly double to 5.6 million Until the 1930’s, a substantial percentage of this increasing population was composed of immigration from Europe and Asia

9. Turning inward The combined growth of cities, immigrants and the emergence of new values led to reactions by “nativists” – those opposed to non-white, non-Anglo-Saxon culture The Emergency Immigration Act of 1921 set entry to 3% of the number of immigrants already in America

10. SUMMARY QUESTIONS How was the increasing divorce rate related to the increasing political-economic rise of women? In what ways did advertising evolve to achieve its goals in the increasingly competitive market? What was “nativism” and what factors provoked its surge in the 1920s and 30s?