The Postwar Boom What is the American Dream

The Postwar Boom What is the American Dream of the 1950?

Examine the Issues o How does pressure to conform affect the American dream? o Who might be excluded from the new prosperity? o How does advertising promote certain lifestyles and ideals?

Postwar America Main Idea The Truman and Eisenhower administrations led the nation to make social, economic, and political adjustments following World War II. Why it Matter Today In the years after WW II, the U. S. became the economic and military power that it still is today

Readjustment and Recovery o By the summer of 1946, about 10 million men and women had been released o from the armed forces. Impact of the GI Bill n n Encouraged veterans to get an education Loans for housing o Housing Crisis n n n 1945 -1946 - housing shortage William Levitt & Henry Kaiser Suburbs- small communities surrounding cities. p Leviitown o Redefining the Family n Women were reluctant to give up their jobs o Economic Readjustment n n n Unemployment on the rise June 30, 1946 - prices skyrocketed Congress reestablished controls similar to the wartime controls on prices, wages, and rents. o Remarkable Recovery n The demand for goods and services outstripped the supply and increased production, which created new jobs.

Meeting Economic Challenges o Despite and impressive recovery, Americans faced a number of economic problems. Truman’s Inheritance Economic Challenges “Had Enough” Truman Faces Strikes

Social Unrest Persists o Problems arose not only in the economy but in the very fabric of society o After WW II, a wave of racial violence erupted in the South. Social Unrest Truman Civil Rights 1948 Election The Fair Deal July 1948 Integration of Armed Forces Dixiecrats Gov. Strom Thurmond Thomas Dewey Ext. of Roosevelt’s New Deal Min. wage raised Social Security

Republicans Take the Middle Road o Despite these social and economic victories, Truman’s approval rating sank to an all-time low of 23 % in 1951. o Dem. Adlai Stevenson o Rep. General Dwight D. Eisenhower o I Like Ike! n n Running mate- Richard Nixon “Checkers Speech” p 1 st speech delivered on television o Walking the Middle of the Road n “Dynamic Conservatism”- conservative when it comes to money and liberal when it comes to human beings. n 1954 Brown vs. Board of Education of Topeka p Public schools to be integrated n Rosa Parks p Refused to give up her seat to a white man (Montgomery, AL)

Postwar America Review o How did the GI Bill of Rights help World War II veterans? n Tuition reimbursements provided an incentive for education; a year’s unemployment benefits gave financial support for job searches; loans helped them buy homes or farms or establish businesses. o What domestic and foreign issues concerned voters during the 1952 presidential election? n The Korean War stalemate, the rise of Mc. Carthyism, the threat of communism, the expanding power of the federal government, alleged corruption among Truman’s political allies, inflation, and labor unrest.

The American Dream in the Fifties Main Idea During the 1950’s, the economy boomed, and many Americans enjoyed material comfort. Why it Matters Today The “American dream” a notion that was largely shaped by the fifties, is still pursued today.

The Organization and the Organization Man o During the 1950’s, businesses expanded rapidly. o More people began to work in higher-paid, white-collar positionsclerical, managerial, or professional occupations. Social Conformity Conglomerates Franchises

The Suburban Lifestyle o Most Americans worked in cities, but fewer and fewer of them lived there. o New highways, affordable cars, and gasoline made it easy to commute to the city. o 13 millions homes built in the 1950’s, 85% were built in the suburbs.

Suburban Lifestyles o The Baby Boom n n 1957 - 1 infant born every 7 seconds 1957 - 4, 308, 000 o Advances in Medicine & Childcare n Dr. Jonas Salk p n Cure for Polio Dr. Benjamin Spock p Common Sense Book of Baby & Child Care o Women’s Roles n Betty Frieden- The Feminine Mystique o Leisure in the 50’s n n Fishing, Hunting, Bowling, attended baseball, football games. Magazines- Sport Illustrated, Reader’s Digest

The Automobile Culture Recreational Uses Problems Interstate w/Pollution Automania Highway & Traffic System Increased Mobility

Consumerism Unbound o By the mid-1950’s, nearly 60% of Americans were members of the middle class. o More money to buy and more products on the market. n Consumerism- buying material goods. o New Products n n Appliances- washing machines, dishwashers, blenders, etc. Recreational items- televisions, tape recorders, hi-fi’s o Planned Obsolescence n Manufacturers purposely designed products to become obsolete-that is, to wear out or become outdated. o Buy now, Pay later o The Advertising Age n n n Newspapers, magazines, billboards, radio, and television 1941 - $9 for a 30 second spot 2001 Superbowl- $2. 2 million

The American Dream in the Fifties Review o What shift in employment trends had occurred by the mid-1950’s? n By 1956, the majority of Americans held white-collar jobs. o How did life in the suburbs provide the model for the American dream? n Suburbia offered affordable single-family houses, good schools, a safe environment for children, and neighbors like themselves.

Popular Culture Main Idea Mainstream Americans, as well as the nation’s subcultures, embraced new forms of entertainment during the 1950’s Why it Matters Today Television and rock ‘n’ roll, integral parts of the nation’s culture today, emerged during the postwar era.

New Era of the Mass Media o Compared with other mass media-means of communication that reach large audiences-television developed with lightning speed. o 1948 - 9% had television o 1950 - 55% had television o 1960 - 90% had television Mass Media Rise of T. V. Sterotypes Radio & Movies 1949 - 1 st broadcast FCC Father Knows Best Mainly White Actors Westerns Radio Advertising 1954 - Color 1953 - Cinema. Scope

A Subculture Emerges o Although the mass media found a wide audience for their portrayals of mostly white popular culture. o The Beat Movement n n Expressed the social and literary nonconformity of artists, poets, and writers. “Beatniks”

African Americans and Rock ‘n’ Roll o Musicians in the 1950’s added electronic instruments to traditional blues music, creating rhythm and blues. o The audience was mostly white was usually produced by African. American musicians. o Alan Freed- combination of rhythm and blues and country and pop, called Rock ‘n’ Roll. o Rock ‘n’ Roll n Chuck Berry, Bill Haley & the Comets, Elvis Presley o The Racial Gap n n Nat “King” Cole, Lena Horne Miles Davis, Charlie Parker, Dizzy

Popular Culture Review o What strategies did radio stations use to counteract the mass popularity of television? n Local programming of news, weather, music, ad conformity issues; targeting specific audiences, such as African Americans. o How did African-Americans performers influence American popular culture in the 1950’s? n African-American music and performers greatly influenced rock ‘n’ roll.

The Other America Main Idea Amidst the prosperity of the 1950’s, millions of Americans lived in poverty. Why it Matters Today America today continues to experience a marked income gap between affluent and nonaffluent people.

The Urban Poor o Despite the portrait painted by popular culture, life in postwar America did not live up to the “American dream. ” o 1962 - 1 out of 4 Americans was living below the poverty line. Urban Poor White Flight Inner Cities Urban Renewal Suburbs Rural poor-Inner Cities African Ams- Urban Areas 1959 - $2, 973 2000 - $17, 601 Michael Harrington Nat’l Housing Act Housing & Urban Devel. (HUD)

Poverty Leads to Activism o Despite ongoing poverty, during the 1950’s, African Americans began to make significant strides toward the reduction of racial discrimination and segregation. o Mexicans Seek Employment n n Braceros- hired hands 1942 allowed to enter the U. S. on a short term basis o The Longoria Incident n n n Felix Longoria- WW II Hero killed in the Philippines Refused burial services GI Forum & Unity League of California o Native Americans Continue Their Struggle n n 1944 - National Congress of American Indians Congress’ Two Main Goals: p p Ensure for Native Americans equal rights Enable Native Americans on reservations to retain their own customs

Poverty Leads to Activism o The Termination Policy n n 1953 - Government will give up responsibility for Native American tribes. Termination Policy- eliminated federal economic support, discontinued the reservation system, and distributed tribal land among individual Native Americans. Failure 1963 - Termination Policy was abandoned.

The Other America Review o How did many major cities change in the 1950’s? n Many white families moved to the suburbs and the rural poor moved into the cities, which contributed to the economic decline of many large cities. o What obstacles to improving their lives did Native Americans face in the 1950’s? n Racial prejudice, inadequate education, lack of jobs, and poor access to medical care.