Dwight D. Eisenhower - The economy Flashcards
Construction - consumerism
The housing shortage that existed through Trumans presidency continued. Of 13 million houses constructed from 1948-52, 11 million were built in the suburbs, owed to the white flight.
Famous suburban builders were the Levitt brothers, who constructed ‘Levittown’ in Hampstead Long Island.
- 170,000 homes
- 800,000 residents
- Shopping centres with two bowling alleys
- Nine swimming pools
Priced at $8000, Hempstead homes were well constructed with central heating.
Cars - consumerism
Most cars in the 1950s were manufactured by the Big Three: General Motors, Ford and Chrysler. In 1955, 7.9 million new cars manufactured, and 4.5 million scrapped.
The new on-the-road culture necessitated cheap accommodation and fast food. In 1952, the motel chain Holiday Inn was opened near Memphis and by 1960, there were 228 McDonalds.
Service industries - consumerism
The growing use of cars led to the proliferation of fast food, motels and out of town shopping centres, which led to a rise in waitresses and petrol attendants, however, not all could achieve the American Dream as they were poorly paid.
By 1960, 7.6 million service workers and 21 million white collar workers outnumbered the 25.6m blue collar workers.
Growing automation decreased heavy manual labour in factories and mines. Industrial workers fell from 39% to 36% of the workforce.
Historian perceptions - Problems with the consumer boom
The affluent society argued contemporaries were grossly materialistic and cared little about the less fortunate.
Sociologist, David Riesman, feared runaway materialism was becoming central to the nations identity and was undermining traditional values such as hard work and money management.
Lewis Mumford believed the consumer society contributed to the standardisation and conformity of suburbia.
Television, advertising and conformity - Problems with the consumer boom
By 1960, 9 in 10 households had a television.
Television was frequently criticised for promoting:
- conformity ; Family sitcoms such as ‘Father knows best portrayed the domestic bliss of suburbia families.
- consumerism ; non stop advertisements and programme content showing must-have products.
David Potter and the ‘The Hidden Persuaders’s on advertising - Problems with the consumer boom
1954, David Potter said advertising was just as socially influential as education and religion, as it dominated media and shaped popular standards.
1957, ‘The Hidden Persuaders’ journalist Vance Packard described how adverts psychologically manipulated customer eg candy advertisements in supermarkets targeting bored kids and subliminal messaging.
