AMERICA IN THE FIFTIES

CHAPTER 27, SECTION 2

CHANGES IN THE WORKPLACE

1950’s: Rapid economic expansion So What?

Majority of Americans in “White-collar” jobs Businesses on the rise:

Advertising Sales Insurance Communications

Expanding businesses: “Conglomerates”: Define Why were conglomerates growing? Examples?

General Electric Xerox

“Franchises”: Define Why were franchises growing? Examples?

McDonald’s

POST-WWII CONGLOMERATES

Original Large-Scale Copier

Early GE Data Control Room

EARLY FRANCHISE

U.S. Fast-Food Distribution

CHANGES IN LIFESTYLE

Social Conformity: More important in the 50’s Why?

White-collar businesses wanted employees who were going to conform

They wanted “Company people” They wanted people to “fit in” to company

Effect? Companies reward conformity Individuals are encouraged to conform and control their own

individuality Literature affected by this ; examples?

1955: The Man in the Gray Flannel Suit 1956: The Organization Man

SUBURBAN DAILY LIFE

Large-scale exodus from urban to suburban areas Why?

Baby Boom: desire to raise families in affordable areas Growth of the auto industry New highway networks Surburbs offered “safe”, “healthy” environments for children,

families What’s new?

New homes New schools New conveniences: household appliances, etc. New distractions: “automania”, TV shows New leisure activities: sports, recreational activities

Interstate Highway Act, 1956

THE BABY BOOM

When? 1946-64 Why?

Families started/reunited after WW II New economic prosperity “Affordability” of marriage Medical advances: Examples?

DR. JONAS SALK: Polio vaccine How big was it: Example:

1957: 1 birth every 7 seconds Total #, 1957: 4,254,784 births

Philosophy: Family life revolved around the children DR. SPOCK: Common Sense Book of Baby and Child Care

Spock’s philosophy: Be lenient w/children Examples:

Never spank your child Never scold your child Family meetings to allow children to express themselves

IS THIS A PROBLEM?

U.S. GENERATIONS, 1946-1994

1911-24: THE GREATEST GENERATION 1925-45: THE SILENT GENERATION 1946-64: THE BABY BOOMERS 1964-82: GENERATION X 1982-2000’s: THE ECHO BOOMERS

Questions: Why are generations often given names? What do you think is the origin of the

aforementioned names?

1934-2007 U.S. BIRTHRATE

U.S. GENERATIONS

DR. BENJAMIN SPOCK

DR. JONAS SALK

WOMEN’S ROLES

50’s: Very limited Narrowly defined role:

Child rearing Social / emotional support for husband Very little chance for any “career” Little encouragement to pursue goals

Mid-50’s: 1/5 of suburban wives were dissatisfied w/their lives

1960: 40% of women w/children between ages 6-17 held jobs; problem? Yes No real chance for advancement

CONSUMERISM DEFINE: WHY?

New economic prosperity; people had $ New suburban lifestyle allowed “luxuries” Americans wanted to be consumers Growth of personal “credit”

1950: DINER’S CLUB – 1st credit card 1958: AMERICAN EXPRESS credit card company starts Problem?

Personal debt grows in the 50’s GROWS FROM $73 BILLION TO $179 BILLION

Growth of advertising: Does what? Creates needs where they don’t really exist

New products / industries encourage spending: Home appliances Cars Etc.

EARLY TV MODELS

EARLY TV MODELS

MAJOR POST-WAR TV NETWORKS