After a successful victory in WW2, the US became the world's most powerful nation; war supply manufacturing and jobs went up, which eventually led to a surge in economic power. This period of time was also referred to as the Golden Age, where Americans experienced heightened levels of prosperity, primarily in the economy and social lifestyles. The economy experienced low unemployment rates and prices on goods, which led to the consumer culture. Around this time, credit cards became more commonly used by people, as customers could borrow money and be in the comfort of an endless debt. for workers were earning higher wages from the increasing amount of national product being sold. Inventions, such as the TV and air travel, widespread in popularity and usage due to the several ways that they were making people's daily lives easier than before. On TVs, advertisements would promote middle-class life and the latest selling goods, which influenced people to buy those products that they saw on TV, and therefore this would add to helping the US's post-war economic growth.
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| a 1950s TV ad featuring Andy Griffith, a celebrity, who is promoting a cereal product |
This heavier focus on these aspects made many people believe that the US was now an ideal place to be: thriving economy and more people rising to the middle or upper-class society. However, this blinded people from the realization that not everything in the country was going as well as it seemed. Over 30 million Americans were still living in poverty, and racial discrimination was still a large issue.
For instance, when it came to buying homes, African-Americans were not given house finances that Whites could get. In suburbs, most were initially a White-dominated community. However, due to Whites fearing the idea of living in a neighborhood with non-Whites, the minorities were left behind in a now-impoverished neighborhood or ghetto, where it was difficult for them to seek opportunities such as jobs.
sources: http://homepages.gac.edu/~jcullip/workexamples/mea.html
For instance, when it came to buying homes, African-Americans were not given house finances that Whites could get. In suburbs, most were initially a White-dominated community. However, due to Whites fearing the idea of living in a neighborhood with non-Whites, the minorities were left behind in a now-impoverished neighborhood or ghetto, where it was difficult for them to seek opportunities such as jobs.
Great post! It gives an awesome insight into the foundation that the 50's created for the modern day. As you mentioned, the rise in the celebrity endorsed product which is a norm today, but must have been revolutionary when it first began. I think this also highlights the shift in how people viewed celebrities and how much they were willing to trust their word. This shift is what has led us to the modern day celebrity, as they have become more and more powerful in the sway of public opinion.
ReplyDeleteIt's interesting that what we often think of as the "golden age" represents only one side of the American society, and that a large part of the population were actually living in economic or racial injustice. This really shows the power of TV and the media, where the good side of society is often portrayed and poverty left out.
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