Lecture 12 An Affluent Society Part 1

Chapter 1: Key Context: Eisenhower Era

1.1 Introduction to Eisenhower's Presidency

• Dwight D. Eisenhower's presidency began in 1952.

• He was a popular figure due to his status as a war hero from World War II.

• Eisenhower chose Richard Nixon, another war veteran, as his running mate.

1.2 Dynamic Conservatism

• Eisenhower and Nixon promoted a philosophy known as Dynamic Conservatism.

• This approach was a reaction against the liberalism of previous Democratic administrations, notably those of FDR and Truman.

• The aim was to provide stability following years of upheaval.

Chapter 2: The Fair Deal vs. The New Deal

2.1 Eisenhower's Fair Deal

• Eisenhower's policies are encapsulated in the term Fair Deal.

• He critiqued FDR's New Deal, which he viewed as promoting handouts; instead, he proposed a "hand up."

• His focus was on enhancing America’s self-sufficiency and responsibility.

• He supported increased minimum wages and affordable housing for veterans.

2.2 Government Intervention in the Economy

• The balance of government intervention continued during his presidency.

• Social security was expanded, and public works initiatives were endorsed, including the Interstate Highway Act.

Chapter 3: Economic and Social Changes

3.1 Business and Consumer Prosperity

• Focus during this period was on business and consumer prosperity.

• Defense spending led to significant job creation.

• The rise of the automotive industry was largely established with government backing.

3.2 Car Culture

• The development of freeways facilitated the growth of the automobile industry and suburban lifestyles.

3.3 Agricultural Advances

• Advancements in agricultural technology helped reduce food rationing issues.

• Supermarkets began to offer a variety of consumer choices, symbolizing the era's prosperity.

Chapter 4: The American Dream

4.1 Nuclear Family and Baby Boom

• The rise of the nuclear family was symbolized through the Baby Boom.

• This phenomenon reflected post-WWII population growth as veterans returned and sought stability.

4.2 Societal Norms Shift

• There was a notable shift in societal norms following World War II.

• Women were encouraged to return to traditional homemaker roles.

Chapter 5: Suburbanization

5.1 Suburbia as a Prosperity Symbol

• Suburbia emerged as a symbol of prosperity.

• William Levitt played a key role in creating affordable housing for WWII veterans.

• Homes were constructed in planned communities, emphasizing uniformity as a crucial aspect of suburban life.

5.2 Government Investments

• Government investments significantly fostered this growth, focusing on white families seeking safety and stability away from urban changes.

• The creation of homeowner associations helped regulate community standards.

Summary

The affluent society of the 1950s was characterized by prosperity, stability, and a widespread desire for normalcy following decades of turmoil. Suburban life during this time represented the pinnacle of this era, reflecting American values and a longing for security and predictability.