1950s: America at Home United States Studies

Economic Boom

The Thriving Peacetime Economy 1950s—one of the longest sustained economic expansions in US history (no war depression—many entered Middle Class) G.I. Bill helped ($500/year for college; low-interest home loans) Car industry played a key role: many produced; interstate system built

Car Culture 1945-60: From 26 to 60 million cars Led to: Suburbs Drive-In Movies Car Hops Malls

Changing Work Patterns United States stopped being primarily a goods producer and began a new path as a service provider (examples) People enjoyed the leisure resulting from work which was characterized by conformity and “belongingness.” White-collar and blue-collar workers enjoyed a higher standard of living than ever before

Franchises Franchise: Company distributes a business model through local retailers owned by independent operators

Failed McDonald’s Menu Items The Arch Deluxe: supposed to appeal to adult tastes with a secret mustard-mayonnaise sauce

Failed McDonald’s Menu Items The “McLean Deluxe“: Designed for people watching their weight. It contained Seaweed and water as a replacement for the fat content

Failed McDonald’s Menu Items McPizza

Failed McDonald’s Menu Items The “Hula Burger" -- grilled pineapple with cheese on a bun

Demographic & Technology Shifts

Population Growth During the Great Depression, the birthrate had dropped to an all-time low The birth rate exploded as millions of postwar Americans began families (Baby Boom—peak: baby born every 7 seconds) From 1940 to 1955: U.S. population went from 130 to 165 million The death rate was also declining due to peacetime and new medical breakthroughs (Dr. Salk—polio vaccine)

Movement West More mobile than ever before; most headed west and south Cities throughout the Sunbelt South and West coast saw enormous growth. Air conditioning allowed living in these areas. Areas are still growing today Population also shifted away from the traditional city centers to outlying suburbs where housing was cheaper

Suburbs—Why? Urban housing shortage Cities became crowded Cheaper, mass-produced housing (Levittown: $52.00 month FHA Loans Interstates—could live farther away from work

Levittown

American Dream

Technology The WWII research efforts of the Atomic Commission turned to creating consumer goods (improve transportation, satellites, radios, TVs) New field of computers also reflected the technology of the era; tiny transistors would help miniaturize computers for use in many items from ovens to vacuum cleaners

I Love Lucy Amos and Andy Television in the 1950s

Consensus and Conformity

Traditional Roles for Men &Women The necessities of World War II had interrupted the natural progression of social roles for men and women Postwar, men and women had different expectations: education and business for men and homemaking and childrearing for women Slow change during the decade reestablished the working patterns of the war: women found more entry points into corporate America

Youth Culture

Teenagers A new concept No longer have to work High school became the norm Youth “culture” develops Media targeted to teens Music: Old New: Elvis New: Ray Charles

Politics

Truman’s Presidency Lots of strikes (RR strike—seized them; threatened to draft workers) Taft-Hartley Act (outlawed closed shop—Truman veto) Integrated military—helped Civil Rights Movement Fair Deal (extension of New Deal—not passed because of Republican Congress)

Eisenhower Administration Courted by both Dems & Reps Was a moderate (neither Liberal or Conservative) Interstate Highway System 1957 Civil Rights Act Little Rock 9