Life in America

1950s Culture

Soldiers Return!

• $35 million cancelled war contracts

• 1 million defense workers laid off

• Inflation of consumer products

BUT…

Americans were thrifty – learned in The Great Depression

• Soon America would see 25 years of prosperity

The American Family

During World War II, 6 million women, 75% who were married, worked – took care of household and family affairs

By 1956, majority of Americans held higher-paying, white collar jobs –

sales, advertising, insurance 1955 – First McDonald’s opens in Des Plaines, Illinois

One million divorces

Women did not want to give up their new found freedom from working

It’s time to leave the city! Come to Suburbia!

•13 million homes built in the 1950s – 85% were suburban

•A safe, healthy environment for children

•Affordable single-family housing

•Good schools

•Congenial neighbors like themselves

Suburbia = the American Dream

New highways, affordable automobiles, low gasoline prices

The Baby Boom 1946-1964

3,548,000 babies born in 1950

1958 - $1.25 billion spent on toy sales alone

Contributing factors:Reunion of families after the warDecreasing marriage ageDesirability of large familiesConfidence in continued economic prosperityAdvances in medicine – drugs to help childhood diseases like, diphtheria, typhoid fever, polio

10 million new students entered

elementary school during the 1950s,

leading to overcrowding and teacher shortages

                                                  

                                                             

Dr. Benjamin Spock’s Common Sense Book and Child Care

Wanted the government to pay women for staying home with children

Advised parents not to spank or scold children, encouraged parents to hold meetings where children could express themselves

 

Women as homemakers - Time magazine described the homemaker as “the key figure in all suburbia, the thread that weaves between family and community – the keeper of the suburban dream.”

Role of mother and homemaker was glorified in popular magazines, movies, and TV programs

Ozzie and Harriet

Father Knows Best

Advertising targeted women

Some media portrayed women as unhappy, bored and unfulfilled in their roles – a 1950s survey stated that 1 out of 5 suburban women were dissatisfied with their lives

By 1960, almost 40% of women with children between the ages of 6 and 17 held jobs

Women were typically limited to nursing, teaching and office support (with less pay)

In 1953, $30 billion spent on leisure goods and activities – sports like fishing, boating, hunting, basketball, baseball, football (in person or on television)

Magazines like Sports Illustrated became popular

Brownies, Girl Scouts, Cub Scouts, and Little League all had an increase in

membership

“Automania”

1950, 40 million car on the road, by 1960, 60 million

Living in suburbia made having a car essential – distance between urban and rural areas continued to grow and the poor were left in the cities

Auto boom helped other industries like, restaurants, shopping malls, highway motels, and gas stations

“You auto buy now!”

Not much public transportation to suburbs

Schools, dentists’ and doctors’ offices not within walking distance

Families hit the highways (41,000 miles started in 1956), seeing mountains, lakes, national parks, historical sites, and amusements for family vacations

Problems as well - environmental issues, noise problems, traffic jams, accidents, damage to roads

Consumerism1956 – Newsweek magazine stated that “hundreds of brand-new goods have become commonplace overnight”

Washing machines, dryers, blenders, freezers, dishwashers, televisions, tape recorders, new hi-fi (high fidelity) record players

$145 million spent on rotary lawn mowers, barbecue equipment, swimming pools, and lawn furniture in 1960 alone

Buy now, pay later! Private debt grew from $73 billion to $179 billion in the 1950s

Plastics replaced wood, glass and metal

Teflon used for coating cookware

New fabrics – rayon and Dacron would replace cotton, wool and silk

Americans were not saving money, sure that prosperity would continue

America becomes a “throwaway society”

Casual clothing was needed for weekends at home in the suburbs