However, automobiles like the Chevrolet, the Rambler and the Hudson Hornet were huge successes when it came to consumerism in the economy. Charles Kettering, general director of General Motors Research Laboratories, equated such perpetual change with progress. It would not do if people were content because they felt they had enough. Bernays and his PR colleagues believed ordinary people to be incapable of logical thought, let alone mastery of abstruse economic, political and ethical data., The commodification of reality and the manufacture of demand have had serious implications for the construction of human beings in the late 20th century, where, to quote philosopher Herbert Marcuse, people recognize themselves in their commodities. Marcuses critique of needs, made more than 50 years ago, was not directed at the issues of scarce resources or ecological waste, although he was aware even at that time that Marx was insufficiently critical of the continuum of progress and that there needed to be a restoration of nature after the horrors of capitalist industrialisation have been done away with., Marcuse directed his critique at the way people, in the act of satisfying our aspirations, reproduce dependence on the very exploitive apparatus that perpetuates our servitude. Consumerism - The 1950's: An age of affluence Consumer Demand Spurs Economic Growth Rising incomes, easy credit, and aggressive marketing helped create a culture of consumption in the 1950s. Beat movement, also called Beat Generation, American social and literary movement originating in the 1950s and centred in the bohemian artist communities of San Francisco's North Beach, Los Angeles' Venice West, and New York City's Greenwich Village. Thus, just as immense effort was being devoted to persuading people to buy things they did not actually need, manufacturers also began the intentional design of inferior items, which came to be known as "planned obsolescence". Television is the first audiovisual device that changed the way people see entertainment. World War II greatly stimulated Americas economy by creating millions of jobs and nearly wiping out unemployment. The economy was booming. "The cardinal features of this culture were acquisition and consumption as the means of achieving happiness; the cult of the new; the democratisation of desire; and money value as the predominant measure of all value in society," Leach writes in his 1993 book "Land of Desire: Merchants, Power, and the Rise of a New American Culture". In the 1950s, the greater geographic diversity in designers meant more styles from which to choose. Innovations in technology, expansion of white-collar jobs, more credit, and new groups of consumers fueled prosperity. Watch on. Facts about the American Consumerism 1920s for kids. That is when everything started to come into shape. Innovations in technology, expansion of white-collar jobs, more credit, and new groups of consumers fueled prosperity. Industry insiders, journalists, and the public criticized the crass and manipulative aspects of advertising. Business and political leaders claimed consumerism was more than shopping: it defined the benefits of capitalism. She is the author of Collision Course: Endless Growth on a Finite Planet, from which this article is adapted. Categories such as the economy, where a boom in new products increased, the technology world which incorporated new medicines and computers, entertainment when the television became popular and the overall lifestyles that Americans adapted to. Some of features most common to the 20's and 50's were consumerism and the accompanying optimistic mindset, the extent to which new ideas entered society, and discrimination in terms of both sexism and racism. The sixties was a decade unlike any other. Consumerism further developed in the 20th century. Families had 30% more spending power in 1959 compared to 1950 figures. United States Consumer Price Index (CPI) The annual inflation rate in the US slowed only slightly to 6.4% in January of 2023 from 6.5% in December, less than market forecasts of 6.2%. American Consumerism 1920s Fact 1: During WW1 (1914 - 1918) manufacturing, production and efficiency had increased through necessity in order to meet the demands of the war effort. The consumer movement shows that far from a nascent neo-liberal agenda, on offer was a negotiation with the market recognizing both its dynamism and iniquities and crafting . In these circumstances, there was a social choice to be made. 1950s American culture was characterized by a boom in consumerism, which bolstered the economy and left cultural impacts as well. In Department Stores and the Black Freedom Movement: Workers, Consumers, and Civil Rights from the 1930s to the 1980s, Traci Parker offers a historical link between the current struggles and the Civil Rights Movement of the twentieth century. Entertainment. The labor struggles of the 19th century had, without jeopardizing the burgeoning productivity, gradually eroded the seven-day week of 14- and 16-hour days that was worked at the beginning of the Industrial Revolution in England. As World War II came to an end, the United States entered the 50s. In the case of the Great Depression of the 1930s, a war economy followed, so it was almost 20 years before mass consumption resumed any role in economic life or in the way the economy was conceived. In late 19th-Century Britain a variety of foods became accessible to the average person, who would previously have lived on bread and potatoes consumption beyond mere subsistence. See how consumerism flourished through advertising, higher. Consumer News More Consumer News. The stage was set for the democratisation of luxury on a scale hitherto unimagined. Consumerism is the theory that increased consumption of goods is beneficial for the economy. While it was a lot less in gross terms than the burden of debt in the US in late 2008, the debt of the 1920s was very large, over 200% of the GDP of the time. Though men and women had been forced into new employment patterns during World War II, once the war was over, traditional roles were reaffirmed. We publish thought-provoking excerpts, interviews, and original essays written for a general reader but backed by academic rigor. Additionally, women changed their views on their place and role in the family. Dunkin' Donuts. The civil rights movement succeeded in bringing equal rights to the African American population within the United States in a peaceful manner thanks to meaningful art forms. Stuart Ewen, in his history of the public relations industry, saw the birth of commercial radio in 1921 as a vital tool in the great wave of debt-financed consumption in the 1920s "a privately owned utility, pumping information and entertainment into peoples homes". This first wave of consumerism was short-lived. New needs would be created, with advertising brought into play to augment and accelerate the process. 3. Strong consumer spending led to even more demand for clothingand accessories to accompany every style. Attempts to promote new fashions, harness the "propulsive power of envy," and boost sales multiplied in Britain in the late 18th Century. The Sixties: Years of Hope, Days of Rage, written by Todd Gitlin, explains the rebellious youth movement, highlighting activist group, Students for a Democratic Society, the Vietnam War, and the Civil Rights Movement. The fifties was a period of civil rights groups, feminism, and change. She bases her information on facts and historical evidence. Furness was an example of the growing power of TV in terms of consumerism. Vance Packard echoes both Bernays and the consumption economists of the 1920s in his description of the role of the advertising men of the 1950s. This was a period of economic boom that followed World War II. President Herbert Hoovers 1929 Committee on Recent Economic Changes welcomed the demonstration on a grand scale [of] the expansibility of human wants and desires, hailed an almost insatiable appetite for goods and services, and envisaged a boundless field before us new wants that make way endlessly for newer wants, as fast as they are satisfied. In this paradigm, people are encouraged to board an escalator of desires (a stairway to heaven, perhaps) and progressively ascend to what were once the luxuries of the affluent. WANN, a white-owned radio station in Annapolis, Maryland, cultivated African American consumers and demonstrated their buying power by connecting their audience to retailers and manufacturers who hoped to expand sales. Between 12th and 14th Streets Teenagers as a consumer group - "SELLS LIKE TEEN SPIRIT" This improvement in food variety did not extend durable items to the mass of people, however. 4 out of 5 families owned television sets, nearly all had refrigerators, and most owned at . By 1951, regular TV programming reached the West Coast, establishing national coverage. In 2008, a similar unravelling began; its implications still remain unknown. The capitalist system, dependent on a logic of never-ending growth from its earliest inception, confronted the plenty it created in its home states, especially the US, as a threat to its very existence. "Surely this is the ultimate source of the problem. Consumerism refers to the field of studying, regulating, or interacting with the marketplace. Kerryn Higgs traces the historical roots of the world's unquenchable thirst for more stuff. While the consumption of goods can drive economic growth, overconsumption can also have devastating effects on the environment, the financial situations and mental health of the general public. . During the Consumer Era, production boomed and consumerism shaped the American marketplace, which spread from cities to suburbs. They were regular consumers of food, music, and of course - TV. Unless he could be persuaded to buy and buy lavishly, the whole stream of six-cylinder cars, super heterodynes, cigarettes, rouge compacts and electric ice boxes would be dammed up at its outlets. Predicated on debt, it took place in an economy mired in speculation and risky borrowing. At the start of the decade, there were about 3 million TV owners; by the end of it, there were 55 million, watching shows from 530 stations. For instance, the Australian comedian Wendy Harmer in her ABC TV series called "Stuff" expressed irritation at suggestions that consumption is simply generated out of greed or lack of awareness: "I am very proud to have made a documentary about consumption that does not contain the usual footage of factory smokestacks, landfill tips and bulging supermarket trolleys. The 1950s was a decade most do not pay much mind to due to it typically being seen as untroubled and quiet, although many things both good and bad, were growing under the surface. While the society got rid of their miseries; sciences, arts, and businesses renewed themselves by evolving. Stuart Ewen, in his history of the public relations industry, saw the birth of commercial radio in 1921 as a vital tool in the great wave of debt-financed consumption in the 1920s a privately owned utility, pumping information and entertainment into peoples homes.. This research paper briefly gives examples from advances in technology, transportation, and entertainment while discussing their benefits to the United States. Galbraith quotes the Presidents Materials Policy Commission setting out its premise that economic growth is sacrosanct. Television and radio super-charged advertising, directly into people's homes (Credit: Getty Images). But, while poorer people might have acquired a very few useful household items a skillet, perhaps, or an iron pot the sumptuous clothing, furniture, and pottery of the era were still confined to a very small population. The introduction of time payment arrangements facilitated the extension of such buying further and further down the economic ladder. A few things that were important in the fifties was segregation, fashion and the influence that the fifties had on fashion. They started new lives in suburban, middle class utopias hoping to achieve the American dream (Shmoop Editorial Team). The 1950s was an exciting time for many, the war was over and the economy began to flourish once more. Advertising. The coffee-and-donuts chain was launched by entrepreneur William Rosenberg, who was a pioneer in the art of franchising. During this Era there were more and more automobile companies popping up all around the United States. Energy prices increased at a slower pace, while there was a pickup in prices for manufactured goods and services. The 1950s are most often remembered as a quiet decade, a decade of conformity, stability, and normalcy. African American and Latino families received no support from the government. After World War II, consumer spending no longer meant just satisfying an indulgent material desire. "The good purchaser devoted to 'more, newer and better' was the good citizen," Surely this is the ultimate source of the problem. In this era of staid gray flannel suits, advertisers developed motivational research, grappled with television, and cooperated with government to promote American enterprise. Unless he could be persuaded to buy and buy lavishly, the whole stream of six-cylinder cars, super heterodynes, cigarettes, rouge compacts and electric ice boxes would be dammed up at its outlets. In his classic 1928 book Propaganda, Edward Bernays, one of the pioneers of the public relations industry, put it this way: Mass production is profitable only if its rhythm can be maintainedthat is if it can continue to sell its product in steady or increasing quantity. Today supply must actively seek to create its corresponding demand [and] cannot afford to wait until the public asks for its product; it must maintain constant touch, through advertising and propaganda to assure itself the continuous demand which alone will make its costly plant profitable. examples of traditional American TV. So, the stereotypical nuclear family of the 1950s consisted of an economically stable family made up of a father, mother, and two or three children. Manufacturers in the automobile industry, would make small changes to every years model. In the case of the Great Depression of the 1930s, a war economy followed, so it was almost 20 years before mass consumption resumed any role in economic life or in the way the economy was conceived. In the United States, existing shops were rapidly extended through the 1890s, mail-order shopping surged, and the new century saw massive multistory department stores covering millions of acres of selling space. Workers voted for it by three-to-one in both 1945 and 1946, suggesting that, at the time, they still found life in their communities more attractive than consumer goods. Once WWII was over, consumer culture took off again throughout the developed world, partly fuelled by the deprivation of the Great Depression and the rationing of the wartime years and incited with renewed zeal by corporate advertisers using debt facilities and the new medium of television. First we share the belief of the American people in the principle of Growth, the report maintains, specifically endorsing ever more luxurious standards of consumption. To Galbraith, who had just published The Affluent Society, the wastefulness he observed seemed foolhardy, but he was pessimistic about curtailment; he identified the beginnings of a massive conservative reaction to the idea of enlarged social guidance and control of economic activity, a backlash against the state taking responsibility for social direction. TV became the driving force for advertising. Though it is status that is being sold, it is endless material objects that are being consumed. People, of course, have always "consumed" the necessities of life food, shelter, clothing and have always had to work to get them or have others work for them, but there was little economic motive for increased consumption among the mass of people before the 20th century. After working in a Spanish-language newspaper, he founded a radio station, which became the voice of the Spanish-speaking community in San Antonio. But there have been unexpected benefits, too. US production was more than 12 times greater in 1920 than in 1860, while the population over the same period had increased by only a factor of three, suggesting just how much additional wealth was theoretically available. But it ended with many Americans questioning the promises of consumer capitalism. 4. All of these topics reshaped and created several advancements throughout society during the 1950s. In context of the United States, the year 1950 was a revolutionary period. The products have been the luxuries of the upper classes. At the beginning of the 1950s, after all, Britain had been threadbare, bombed-out, financially and morally exhausted. The proliferating shops and department stores of that period served only a restricted population of urban middle-class people in Europe, but the display of tempting products in shops in daily public view was greatly extended and display was a key element in the fostering of fashion and envy. Franchising increased after 1950 and offered Americans the opportunity to own a small business. Raoul A. Cortez (19051971) thought media should serve the community and promote the common good. Constructing consumerism involved educating citizens in the business of buying things they didn't know they needed. Galbraith was alert to the way that rapidly expanding consumption patterns were multiplied by a rapidly expanding population. In the 1920s, the target consumer market to be nourished lay at home in the industrialised world. From fashion to politics, this period is known as one of the most explosive decades in American history. The economy was a category that experienced a significant growth in the 50s. "Those who create wants rank amongst our most talented and highly paid citizens. Conformity was common, as young and old alike followed group norms rather than striking out on their own. The fifties were the decade of reform to the better led by president Eisenhower. TV ads evolved with the creative revolution and the civil rights movement, embracing hip consumerism and incorporating more underrepresented consumers. In 1930 the U.S. cereal manufacturer Kellogg adopted a six-hour shift to help accommodate unemployed workers, and other forms of work-sharing became more widespread. Attempts to promote new fashions, harness the propulsive power of envy, and boost sales multiplied in Britain in the late 18th century. Conformity Unlike most dolls at the time, Barbie was a grown-upa teenage fashion model who could date, drive, and wear fabulous clothes. Though it is status that is being sold, it is endless material objects that are being consumed. It didnt last long (Credit: Wikipedia). Consumerism is the concept depicting the belief that happiness and well-being depends to a significant degree of personal consumption. People, of course, have always "consumed" the necessities of life food, shelter, clothing and have always had to work to get them or have others work for them, but there was little economic motive for increased consumption among the mass of people before the 20th Century. Each decade had its own unique style of advertising, but one period of time really stands in stark contrast to what we're accustomed to today. U.S. production was more than 12 times greater in 1920 than in 1860, while the population over the same period had increased by only a factor of three, suggesting just how much additional wealth was theoretically available. One of the most popular products in the 1950s was the TV. . The DuMont Companys Revere model wrapped modern technology in colonial revival cabinetry. Kentucky Fried Chicken weathervane, 1960s. People would be encouraged to give up thrift and husbandry, to value goods over free time. US consumer credit rose to $7 billion in the 1920s, with banks engaged in reckless lending of all kinds. The notion of human beings as consumers first took shape before World War One, but became commonplace in America in the 1920s. In these circumstances, there was a social choice to be made. Code of Regs., tit. Kyrk argued for ever-increasing aspirations: "a high standard of living must be dynamic, a progressive standard", where envy of those just above oneself in the social order incited consumption and fuelled economic growth. The prospect of ever-extendable consumer desire, characterized as progress, promised a new way forward for modern manufacture, a means to perpetuate economic growth. While often criticized for her unrealistic physical proportions and for promoting gender stereotypes, Barbie has also evolved with the times to reflect social and cultural changes in American culture. Bernays saw himself as a propaganda specialist, a public relations counsel, and PR as a more sophisticated craft than advertising as such; it was directed at hidden desires and subconscious urges of which its targets would be unaware. Over the course of the 20th century, capitalism preserved its momentum by molding the ordinary person into a consumer with an unquenchable thirst for more stuff. It was seen as the calm before the storm of social chaos that swept over the country in the more contentious 1960s. It was indeed a time we perceive as innocent, wholesome, and peaceful. Additionally, disagreements and rebellions. Even if a shorter working day became an acceptable strategy during the Great Depression, the economic systems orientation toward profit and its bias toward growth made such a trajectory unpalatable to most captains of industry and the economists who theorised their successes. Madison Avenue was $12.3m, in 1950, $40.8m, and in 1951, $128m. As television grew, Americans worried about its effect on children. But its evident that 1950s did in fact produce the troubles of the. Children were precious assets and the center of the family. What of the appetite itself?, he asks. African Americans were the first ones to be laid off. 1950s Important News and Events, Key Technology Fashion and Popular Culture. marketing strategy convincing American consumers they need new and better products. A steady-state economy capable of meeting the basic needs of all, foreshadowed by philosopher and political economist John Stuart Mill as the stationary state, seemed well within reach and, in Mills words, likely to be an improvement on the trampling, crushing, elbowing and treading on each others heels the disagreeable symptoms of one of the phases of industrial progress. It would be feasible to reduce hours of work further and release workers for the spiritual and pleasurable activities of free time with families and communities, and creative or educational pursuits. 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