Lecture 12 An Affluent Society Part 2

Chapter 6: Power of Television in the 1950s

6.1 Influence on Culture:

• Shaped American identity and societal views.

• Having a TV was a status symbol indicative of wealth and a prosperous family.

6.2 Television's Appearance:

• Early televisions were small, square boxes with limited screens compared to modern TVs.

6.3 Shift from Regional to National Culture:

• Transitioned from local media consumption to national broadcasting.

• National shows created shared experiences across states, leading to unified cultural trends.

• Example: National broadcasts like the NBC Nightly News provided comprehensive news coverage beyond local events.

Chapter 7: Television as a Political Tool

7.1 Impact on Politics:

• First President on TV: Harry S. Truman.

• Presidential campaigns began utilizing television for image management; e.g., Eisenhower's sound bites.

• Name recognition gained through television can propel lesser-known politicians into prominence, as seen with Estes Kefauver during the Frank Costello mob case.

Chapter 8: Reflection of American Society

8.1 Sitcoms and Normalization:

• Sitcoms like I Love Lucy portrayed critical social issues of the time, such as interracial marriage.

• Show depicted the everyday life of a mixed-race couple that helped normalize such relationships.

• Examples of Breakthroughs:

  • Lucille Ball's pregnancy addressed openly on the show.

8.2 Idealized Family Image:

• Shows like Father Knows Best, Leave It To Beaver, and The Donna Reed Show presented the archetypal American family, reinforcing gender roles:

  • Fathers as providers, mothers as homemakers, children assigned specific roles based on gender.

8.3 Nostalgia and Idealism:

• Shows framed a romanticized version of the past (e.g., The Lone Ranger, Bonanza), crafting an unrealistic but comforting portrayal of Western life.

• Reinforced outdated gender dynamics, showcasing men as strong and women needing protection.

Chapter 9: Family and Viewing Experience

9.1 Shared Family Viewing:

• Television as a central activity for family gatherings, promoting togetherness.

• Emergence of the TV dinner allowed families to eat while watching shows.

9.2 Children's Programming:

• Shows like Howdy Doody and The Mickey Mouse Club disseminated morals and values important in shaping American youth behavior.

Chapter 10: Advertising and Capitalism

10.1 Commercialization of Television:

• Ads became integral to TV shows, targeting housewives with household products.

• Marketing strategies promoted ideal lifestyles, suggesting happiness was tied to consumerism.

• Example: Characters in children’s shows, like Fred Flintstone, marketed products such as cigarettes, influencing social norms and children's perceptions of adulthood.

Summary

Television was a powerful tool in the 1950s for shaping cultural, political, and social landscapes in America, leading to significant changes ahead as we enter the 1960s.