The Postwar Era

DemobilizationI. Dismantling of U.S. war machine

A. Appeal to bring soldiers home from WWII

B. Economic growth1. “Done without” since 19292. Record amount of consumer goods

purchased3. GNP rose rapidly

C. Wages1. Real income increased2. Working-class accumulated discretionary

incomeD. Advertising

1. Fastest growing postwar industrya. Popularity of television

►General Electric refrigerator commercial (1952)

GI BillI. Designed to ease

transition from military to civilian life

II. Educational Benefits

A. 8 million vets took advantage

III. Low-Interest Mortgages

A. Huge demand for housing

Corporate ConformityI. Business mergers created conglomerates

A. New employment opportunitiesB. Stressed conformity

1. Critics – destroyed individuality2. Wages as important as benefits3. Minorities excluded from opportunities

II. Service SectorA. Public & private service industries expanded

1. Service jobs outnumbered manufacturing for first time in U.S. history

III. Farming became big businessA. Rural areas enjoyed technology & high

standard of livingB. Large corporate farms replaced small family

farms

Automobile CultureI. Curb Service & Drive-ins

A. Carhops1. Roller skating waitresses delivered food to car

B. Drive-in theatres1. Large outdoor screens

►Two Car Freedom

I. HighwaysA. Highway Act of 1956

1. President Eisenhower2. Developed interstate Highway System

I. SuburbsA. Migration to Sun Belt statesB. White Americans moved to the suburbs

Growth of SuburbiaI. GI Bill made housing affordable

A. Lower population densities1. Developers refused to sell to minorities

“White Flight” “de-facto” segregation

2. 85% of new home construction in suburbia3. affordability

II. American dreamA. Community spirit in suburbs

1. Clubs & groupsB. Church membership increased greatly

1. Aided by communication technology2. Evident throughout society – Pledge of Allegiance

C. Society focused on family

Baby BoomI. Period of unprecedented family growth A. Peaked in 1957 – baby born every 7 seconds B. Continued to about 1965

I. Idea of togethernessA. Young married couples – lives centered on

childrenII. Fueled economy & sustained

prosperityIII. Antibiotics & vaccines – controlled

diseaseA. Dr. Jonas Salk – Polio vaccineB. Dr. Benjamin Spock – early childhood

experiences

►Impact of Baby Boom

I. Children enjoyed unprecedented privilegeA. School & youth activitiesB. Raised on TV & commercialism

Women’s PlaceI. Traditional roles

A. Mother & homemaker1. Popular culture & education supported this

II. Began to question their rolesA. Dr. Benjamin Spock

A. Gov’t should pay mothers not to workB. Women’s place in the home-raising kids

B. The Feminine Mystique by Betty FriedanA. By 1960’s women began to question roleB. National Organization for Women

III. Women in workforceA. Women over 35 – greatest increase in female

employmentB. Motivation – improve standard of living

Invisible PoorI. Americans thought poverty eliminated

A. Not visible in suburbs (White Flight)B. Poor lacked political voice

II. “New” poverty different from Great Depression

A. No massive social welfare programs

III. Reasons for povertyA. Racial & ethnic prejudice & discriminationB. Lack of opportunityC. Technology & scientific reasons (elderly)

Minority ExperiencesI. African Americans

A. Deep-seated racial prejudice1. Racial terrorism2. Barriers to social & economic advancements

II. HispanicsA. Puerto Ricans

1. Poverty – language barrierIII. Native Americans

A. Termination policy – end reservation system & terminate all federal services

B. Voluntary Relocation Program – government helped N.A. relocate to cities