Lect. 13A: Affluence in the 1950s

Affluence refers to wealth, money, consumerism, and the economic prosperity experienced by some segments of society.
The lectures will now be thematic, focusing on the 1950s through the present, covering social movements related to racial equality, women's liberation, and LGBTQ rights.
The era of the 1950s is typically considered to span from 1945 (end of World War II) to 1964.
The victory in World War II led to a sense of enthusiasm and success in the United States, influencing various aspects of society, including economics, also known as the golden age of capitalism.
The money funneled into World War II stimulated the economy and helped it recover from the Great Depression.
Following World War II, there was a desire among Americans to return to normalcy, similar to the craving experienced during the COVID-19 pandemic.
The American Dream is said to be fulfilled in the 1950s, with many families owning a car, a TV, and a house.
- However, opportunities and experiences were not equally accessible to all due to social class, economic situation, race, gender, and sexuality.
The rise of the suburbs was a significant development during this time.

Post-war, soldiers returned home, leading to a surge in marriages.
The average age of brides decreased significantly during the 1950s, dropping to 16 to 19 years old.
The baby boom occurred from 1946 to 1964.
Younger marriages and a stable economy contributed to families having more children.
The nuclear family, consisting of a mom, dad, and a couple of kids in a suburban house with a white picket fence, became the ideal.
This ideal also led to specific ideas about gender roles.

The economy experienced immense growth after the war.
Innovations such as TV, air conditioning, jet air travel, and new appliances like dishwashers became available, fueled by wartime technology.
Electricity, indoor plumbing, and central heating became accessible to the average American.
The United States contrasted itself with communist countries, which struggled to provide basic needs.
The US promoted it's ability to provide not only the basic needs, such as clothing and food, but also luxuries like dishwashers and air conditioning
The US shifted from manufacturing to a service-based economy, focusing on education, finance, insurance, and entertainment.
Small family farms declined as corporate farming companies bought them out, although agricultural production increased.

Levittown, with locations in New York and Pennsylvania, emerged as a town where homes were mass-produced, making them more affordable.
Levitt developed cheaper homes like tract houses by mass production, similar to Henry Ford's assembly line.
More affordable cars and the GI Bill contributed to the growth of suburbs.
The GI Bill provided veterans with benefits such as FHA loans and government loans with low interest rates.
Systemic racism persisted, as banks and neighborhoods often denied loans and housing to non-white families.
Restrictive covenants in deeds prevented the sale of homes to non-whites.
Neighborhood segregation remained prevalent, with instances of "white flight" occurring when families of color moved into predominantly white areas.
Homeownership was primarily a racial privilege.
California became a prominent symbol of suburban homes and the postwar boom, with cities like Los Angeles characterized by single-family homes and extensive highway systems.

Consumer culture evolved, emphasizing the desire to acquire goods and maintain a middle-class lifestyle.
This was used as a way of contrasting from communism and demonstrating the superiority of American values.
Luxuries gradually became necessities, such as cell phones. What was seen as extravagant became a standard.
The phrase "keeping up with the Joneses" emerged, reflecting the desire to constantly acquire the latest material possessions.
Credit cards became popular, leading to increased debt.
Going into debt was now seen as a common practice to finance homes, cars, and other goods.
This was demonstrated "as kind of the superior American way right? Our Americans were in this capitalist society and look at all the things that we can do another reason why communism is bad."

Television became a primary source of information and entertainment for American families in the 1950s, replacing newspapers.
The TV usually only featured about four channels.
Television shows often portrayed a bland image of American life, featuring middle-class white nuclear families.
Leave It To Beaver is mentioned as a prime example, portraying the stereotypical American family with traditional gender roles.
The ideas and images presented on TV reinforced the notion of an ideal American family within a specific, accepted framework.

Following World War II, women were expected to return to domestic roles, leading to a loss of independence and fulfillment for many.
It was good for women to work to support the family with income, but it was frowned upon if they wanted to work to advance their career.
Middle-class women typically worked before marriage, often in education or nursing, but it was uncommon to continue working after marriage.
Women in the workforce faced discrimination, misogyny, and sexism, earning approximately 60 cents for every dollar earned by men.
Propaganda reinforced specific gender expectations, portraying women as primarily homemakers.
Despite having access to technology to ease their domestic tasks, many women felt unfulfilled by their limited roles.
Advertisements of the time, promoted misogyny and reinforced the idea that a womens place was in the home above all roles.

Dwight D. Eisenhower was elected president in 1952, with Richard Nixon as his vice president, running against communism.
Libertarian conservatives advocated for individual autonomy, limited government, and unregulated capitalism in response to the New Deal.
Eisenhower promised to ease tensions in Korea.
Eisenhower's cabinet consisted of wealthy businessmen.
Despite pressure, Eisenhower maintained many of the New Deal's social services.
The Republican Party sought to distance itself from Herbert Hoover's policies during the Great Depression.
The Republican party was actively trying to "sever its connection with Hoover because Hoover did such a poor job during the Great Depression and kind of had tainted the the Republican, the GOP's policies of conservatism."

Pop culture in the 1950s included soda shops, poodle skirts, and sock hops.
A new market economy created job opportunities for high schoolers, leading to a focus on the youth market.
Teenagers had disposable income, fueling the pop culture of clothing and activities.
Rock and roll music, exemplified by Elvis Presley, caused generational tensions due to its perceived sexuality.
Comic books faced scrutiny for violence and sexuality, leading to Senate hearings and a code of conduct.
Playboy magazine emerged in 1953, challenging cultural norms and sparking debates about exploitation of women and censorship. These actions led to censorship laws that specifically banned the content from being shown on TV.