THE 1950s:

Chapter 27

““Anxiety, Alienation, and Anxiety, Alienation, and Social Unrest” Social Unrest” ????

““Conservatism, Conservatism, Complacency, and Complacency, and

Contentment”Contentment”OROR

The Eisenhower PresidencyThe Eisenhower Presidency Grandfatherly war heroGrandfatherly war hero Like after World War I, Americans Like after World War I, Americans

seek a return to normal lifeseek a return to normal life

Suburban LivingSuburban Living

$7,990 or $60/month with no down $7,990 or $60/month with no down payment.payment.

Levittown, L. I.: Levittown, L. I.: “The American “The American Dream”Dream”

1949 1949 William LevittWilliam Levitt produced produced 150 houses per week. 150 houses per week.

Suburban Living:Suburban Living:The New “American Dream”The New “American Dream”

k 1 story high1 story high

k 12’x19’ living 12’x19’ living roomroom

k 2 bedrooms2 bedrooms

k tiled bathroomtiled bathroom

k garagegarage

k small backyardsmall backyard

k front lawnfront lawnBy 1960 By 1960 1/3 of the U. S. population 1/3 of the U. S. population in in the suburbs. the suburbs.

Federal Housing Federal Housing AdministrationAdministration

Low down payment – low interest Low down payment – low interest loans loans

Bias toward suburban middle classBias toward suburban middle class Favored a policy segregating social Favored a policy segregating social

and racial classesand racial classes

Suburban Living:Suburban Living:The Typical TV Suburban The Typical TV Suburban

FamiliesFamiliesThe The

Donna Donna Reed Reed ShowShow1958-1958-19661966

Leave It Leave It to Beaverto Beaver1957-19631957-1963

FatherFather Knows Knows BestBest

1954-19581954-1958

The Ozzie & Harriet The Ozzie & Harriet ShowShow

1952-19661952-1966

Religious Religious RevivalRevival

Today in the U. S., the Christian faith is Today in the U. S., the Christian faith is back in the center of things.back in the center of things. -- -- TimeTime magazine, 1954magazine, 1954

Church membershipChurch membership: : 1940 1940 64,000,000 64,000,000 1960 1960 114,000,000 114,000,000

Television PreachersTelevision Preachers: :

1. Catholic 1. Catholic Bishop Fulton J. SheenBishop Fulton J. Sheen “Life is “Life is Worth Living” Worth Living”

2. Methodist Minister 2. Methodist Minister Norman Vincent PealeNorman Vincent Peale The Power of Positive ThinkingThe Power of Positive Thinking

3. 3. Reverend Billy GrahamReverend Billy Graham ecumenical ecumenical message;message; warned against the evils of Communism. warned against the evils of Communism.

Religious RevivalReligious RevivalHollywoodHollywood: apex of the biblical : apex of the biblical

epics.epics.

It’s un-American to be un-religious!It’s un-American to be un-religious!

-- -- The Christian CenturyThe Christian Century, 1954, 1954

The Robe The Ten Commandments Ben The Robe The Ten Commandments Ben HurHur 1953 1956 19591953 1956 1959

Well-Defined Gender Well-Defined Gender RolesRoles

The The ideal modern womanideal modern woman married, cooked married, cooked and and cared for her family, and kept herself cared for her family, and kept herself busy by joining the local PTA and leading busy by joining the local PTA and leading a troop of Campfire Girls. She a troop of Campfire Girls. She entertained guests in her family’s entertained guests in her family’s suburban house and worked out on the suburban house and worked out on the trampoline to keep her size 12 figure.trampoline to keep her size 12 figure. -- -- LifeLife magazine, 1956 magazine, 1956

MarilynMarilynMonroeMonroe

The The ideal 1950s manideal 1950s man was the provider, protector, was the provider, protector, and the boss of the house. -and the boss of the house. -- - LifeLife magazine, 1955 magazine, 1955

1956 1956 William H. Whyte, Jr. William H. Whyte, Jr. The The Organization Man Organization Man

A a middle-class, white a middle-class, white suburban suburban male is the ideal.male is the ideal.

Well-Defined Gender RolesWell-Defined Gender RolesChanging Sexual BehaviorChanging Sexual Behavior:: Alfred Kinsey:Alfred Kinsey: 1948 1948 Sexual Behavior in the Sexual Behavior in the HumanHuman Male Male 1953 1953 Sexual Behavior in the Sexual Behavior in the Human Human Female Female

v Premarital sex was common.Premarital sex was common.

v Extramarital affairs were Extramarital affairs were frequent frequent among married couples.among married couples.

Kinsey’s results are an assault on the Kinsey’s results are an assault on the family family as a basic unit of society, a negation of as a basic unit of society, a negation of moral law, and a celebration of moral law, and a celebration of licentiousness.licentiousness. -- -- LifeLife magazine, early 1950s magazine, early 1950s

A Changing A Changing WorkplaceWorkplace

Automation:

1947-1957 factory workers decreased by 4.3%, eliminating 1.5 million blue-collar jobs.

By 1956 more white-collar than blue-collar jobs in the U. S.

Computers Mark I (1944). First IBM mainframe computer (1951).Corporate Consolidation:

By 1960 600 corporations (1/2% of all U. S. companies) accounted for 53% of total corporate income.

WHY?? Cold War military buildup.

A Changing A Changing WorkplaceWorkplace

New Corporate CultureNew Corporate Culture:: “The Company Man”“The Company Man”

1956 1956 Sloan Wilson’sSloan Wilson’s The Man in The Man in the Gray Flannel Suit the Gray Flannel Suit

Labor unions – shift to service economy – not just for industry as government employees join

The Expansion of Higher The Expansion of Higher EducationEducation

Colleges & UniversitiesColleges & Universities Faculty research = government grantsFaculty research = government grants Businessmen join boards of trusteesBusinessmen join boards of trustees Led to more businesslike practicesLed to more businesslike practices GI Bill and NDEA subsidized costsGI Bill and NDEA subsidized costs

Progress Through Progress Through ScienceScience1951 -- 1951 -- First IBM Mainframe First IBM Mainframe

ComputerComputer

1952 -- 1952 -- Hydrogen BombHydrogen Bomb Test Test

1953 -- 1953 -- DNADNA Structure Discovered Structure Discovered

1954 -- 1954 -- Salk VaccineSalk Vaccine Tested for Tested for PolioPolio

1957 -- First Commercial 1957 -- First Commercial U. S. U. S. NuclearNuclear Power Plant Power Plant

1958 -- 1958 -- NASANASA Created Created

1959 -- Press Conference of the 1959 -- Press Conference of the First 7First 7 American Astronauts American Astronauts

Health & MedicineHealth & Medicine

•New developments – vaccines, antibiotics, well-child care (Dr. Benjamin Spock)•Health care – many could not afford the latest treatments

Baby BoomBaby BoomIt seems to me that every other It seems to me that every other young housewife I see is pregnant.young housewife I see is pregnant. -- British visitor to America, -- British visitor to America, 19581958

1957 1957 1 baby born every 7 1 baby born every 7 secondsseconds

Baby BoomBaby Boom

Dr. Benjamin Dr. Benjamin SpockSpock

and the Anderson and the Anderson QuintupletsQuintuplets

Conformity & Conformity & ConsumptionConsumption1950 1950 Introduction of the Diner’s Introduction of the Diner’s

CardCard

All babies were potential consumers All babies were potential consumers who spearheaded a brand-new market who spearheaded a brand-new market for food, clothing, and shelter.for food, clothing, and shelter. -- Life -- Life Magazine (May, 1958) Magazine (May, 1958)

The Culture of the The Culture of the CarCar

Car registrations: 1945 Car registrations: 1945 25,000,00025,000,000 1960 1960 60,000,000 60,000,000

2-family cars doubles from 1951-2-family cars doubles from 1951-19581958

1956 1956 Interstate Highway ActInterstate Highway Act largestlargest public works project in American public works project in American history! history!

Å Cost $32 billion.Cost $32 billion.

Å 41,000 miles of new highways 41,000 miles of new highways built.built.

1959 Chevy 1959 Chevy CorvetteCorvette

1958 Pink 1958 Pink CadillacCadillac

The Culture of the The Culture of the CarCar

First McDonald’s First McDonald’s (1955)(1955)

•America became a more homogeneous America became a more homogeneous nation because of the automobile.nation because of the automobile.

•Federal Highway Act leads to decline in Federal Highway Act leads to decline in mass transitmass transit

Drive-In Drive-In MoviesMovies

Howard Howard Johnson’sJohnson’s

The Culture of the The Culture of the CarCar

The U. S. population was on the move in The U. S. population was on the move in the 1950s.the 1950s.

NE & Mid-W NE & Mid-W S & SW S & SW (“Sunbelt” states)(“Sunbelt” states)

1955 1955 Disneyland opened in Southern Disneyland opened in Southern California.California. (40% of the guests came from (40% of the guests came from outsideoutside California, most by car.) California, most by car.)

Frontier Frontier LandLand

Main StreetMain Street Tomorrow LandTomorrow Land

Teen CultureTeen CultureIn the 1950s In the 1950s the word the word “teenager”“teenager” entered entered

the American language. the American language.

By 1956 By 1956 13 million teens with $7 billion to 13 million teens with $7 billion to spendspend a year. a year.1951 1951 “race music”“race music” “ROCK ‘N ROLL” “ROCK ‘N ROLL”

Elvis PresleyElvis Presley “The “The King”King”

Teen CultureTeen Culture Teenagers try to act like adultsTeenagers try to act like adults

Social climate of junior high schoolsSocial climate of junior high schools Availability of cars Availability of cars Getting married at younger agesGetting married at younger ages Menstruation starts occurring at an earlier Menstruation starts occurring at an earlier

ageage Mass media & teen publications developMass media & teen publications develop Become a unique consumer marketBecome a unique consumer market Influenced family purchasing decisionsInfluenced family purchasing decisions Had common experience fostered by public Had common experience fostered by public

schoolsschools

Teen CultureTeen Culture

Behavioral Rules of the Behavioral Rules of the 1950s:1950s:Obey Authority.Obey Authority.

Control Your Emotions.Control Your Emotions.

Don’t Make Waves Don’t Make Waves Fit in Fit in with the Group.with the Group.

Don’t Even Think About Don’t Even Think About Sex!!!Sex!!!

Teen CultureTeen Culture““Juvenile Juvenile

Delinquency” Delinquency” ??????

Marlon BrandoMarlon Brando inin

The Wild OneThe Wild One (1953)(1953)

James DeanJames Dean in inRRebel Without a ebel Without a

CauseCause (1955) (1955)

1951 1951 J. D. Salinger’sJ. D. Salinger’s A Catcher in the RyeA Catcher in the Rye

Deviance & DelinquencyDeviance & Delinquency

Crime statistics backed up Crime statistics backed up rise – especially in suburbsrise – especially in suburbs

Efforts were made to censor Efforts were made to censor and regulate media and regulate media

U.S. Senate was even U.S. Senate was even concerned about itconcerned about it

Widespread media coverage Widespread media coverage made it seem like a crisismade it seem like a crisis

TelevisionTelevision 1946 1946 7,000 TV sets in the U. S. 7,000 TV sets in the U. S.

1950 1950 50,000,000 TV sets in the U. S. 50,000,000 TV sets in the U. S.

Mass Audience Mass Audience TV celebrated TV celebrated traditionaltraditional

American values. American values.

Television is a vast wasteland.Television is a vast wasteland. Newton Minnow, Chairman of the Newton Minnow, Chairman of the Federal Communications Commission, Federal Communications Commission, 19611961

Truth, Justice, and the American way!Truth, Justice, and the American way!

Television – The Television – The WesternWestern

Davy CrockettDavy CrockettKing of the Wild King of the Wild

FrontierFrontier

The Lone RangerThe Lone Ranger(and his faithful(and his faithfulsidekick, Tonto): sidekick, Tonto): Who is that masked Who is that masked man??man??

Sheriff Matt Sheriff Matt Dillon, Dillon,

GunsmokeGunsmoke

Television - Family Television - Family ShowsShows

I Love I Love LucyLucy

The The HoneymoonersHoneymooners

Glossy view of mostly Glossy view of mostly middle-class suburban life.middle-class suburban life.

But...But...

Social Winners?... AND… Social Winners?... AND… Losers?Losers?

The BeatsThe BeatsThe “Beat” GenerationThe “Beat” Generation::

Jack Kerouac Jack Kerouac On The RoadOn The Road

Allen Ginsberg Allen Ginsberg poem, poem, “Howl”“Howl”

Neal CassadyNeal Cassady

William S. Burroughs William S. Burroughs

““BeatniBeatnik”k”

““Clean” Clean” TeenTeen

Objections: • Conformity•Technology•Materialism •Militarism

                           

                          

Robin Hood, banned from many schools because of its “communist”

ideas

Truman vs. Eisenhower

1. Marshall Plan

2. Truman Doctrine

3. Berlin Airlift

4. NATO

5. NSC #68

6. Korean War

1. Mutual security agreements.

2. Massive retaliation.

3. M. A. D.

4. “Domino Theory”

5. CIA & covert operations

6. Eisenhower Doctrine

7. “$ Diplomacy” – Part II

“Containment”[George Kennan]

“Brinksmanship”[John Foster Dulles]

John Foster Dulles – Very righteous, missionary-like approach to job

"If a Nation would dare to attack us, or perchance one of our allies, with a force of X, it would become incumbent upon us to respond with a force of 2X. Needless to say, we

would retaliate at a time of our choosing, in a place of our

choosing, and in a method of our choosing. This is what we would

like to call 'Massive Retaliation'." John Foster Dulles

The Hungarian Uprising: The Hungarian Uprising: 19561956

Imre Nagy, Imre Nagy, HungarianHungarian

Prime MinisterPrime Minister} Promised free Promised free

elections.elections.

} This could lead to This could lead to the end of the end of communist rule in communist rule in Hungary.Hungary.

Sputnik I (1957)Sputnik I (1957)

The Russians have beaten America The Russians have beaten America in space—they have the in space—they have the

technological edge!technological edge!

•Creation of NASA•NDEA – funding for education in math & science•Accelerated arms race•Demand for national program to build fallout shelters

Progress Through Progress Through ScienceScienceUFO SightingsUFO Sightings skyrocketed in the skyrocketed in the

1950s.1950s.

War of the War of the WorldsWorlds

Hollywood used aliens as a Hollywood used aliens as a metaphor metaphor

for whom for whom ????

The 50s Come to a The 50s Come to a CloseClose1959 1959 Nixon- Nixon-

Khrushchev Khrushchev “Kitchen Debate”“Kitchen Debate”

Cold War Cold War ----->-----> TensionsTensions

<----- Technology <----- Technology

& Affluence & Affluence