AMERICA IN THE FIFTIES
CHAPTER 27, SECTION 2
CHANGES IN THE WORKPLACE
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1950’s: Rapid economic expansion
So What?
 Majority of Americans in “White-collar” jobs
 Businesses on the rise:
 Advertising
 Sales
 Insurance
 Communications
Expanding businesses:
 “Conglomerates”: Define
 Why were conglomerates growing?
 Examples?
 General Electric
 Xerox
 “Franchises”: Define
 Why were franchises growing?
 Examples?
 McDonald’s
POST-WWII CONGLOMERATES
Original Large-Scale Copier
Early GE Data Control Room
EARLY FRANCHISE
U.S. Fast-Food Distribution
CHANGES IN LIFESTYLE
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Social Conformity: More important in the 50’s
Why?
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White-collar businesses wanted employees who were going
to conform
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Effect?
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They wanted “Company people”
They wanted people to “fit in” to company
Companies reward conformity
Individuals are encouraged to conform and control their own
individuality
Literature affected by this ; examples?
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1955: The Man in the Gray Flannel Suit
1956: The Organization Man
SUBURBAN DAILY LIFE
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Large-scale exodus from urban to suburban areas
Why?
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Baby Boom: desire to raise families in affordable areas
Growth of the auto industry
New highway networks
Surburbs offered “safe”, “healthy” environments for children,
families
What’s new?
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New homes
New schools
New conveniences: household appliances, etc.
New distractions: “automania”, TV shows
New leisure activities: sports, recreational activities
Interstate Highway Act, 1956
THE BABY BOOM
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When? 1946-64
Why?
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Families started/reunited after WW II
New economic prosperity
“Affordability” of marriage
Medical advances: Examples?
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How big was it: Example:
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1957: 1 birth every 7 seconds
Total #, 1957: 4,254,784 births
Philosophy: Family life revolved around the children
DR. SPOCK: Common Sense Book of Baby and Child Care
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Spock’s philosophy: Be lenient w/children
Examples:
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DR. JONAS SALK: Polio vaccine
Never spank your child
Never scold your child
Family meetings to allow children to express themselves
IS THIS A PROBLEM?
U.S. GENERATIONS, 1946-1994
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1911-24: THE GREATEST GENERATION
1925-45: THE SILENT GENERATION
1946-64: THE BABY BOOMERS
1964-82: GENERATION X
1982-2000’s: THE ECHO BOOMERS
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Questions:
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Why are generations often given names?
What do you think is the origin of the
aforementioned names?
1934-2007 U.S. BIRTHRATE
U.S. GENERATIONS
DR. BENJAMIN SPOCK
DR. JONAS SALK
WOMEN’S ROLES
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50’s: Very limited
Narrowly defined role:
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Child rearing
Social / emotional support for husband
Very little chance for any “career”
Little encouragement to pursue goals
Mid-50’s: 1/5 of suburban wives were dissatisfied
w/their lives
1960: 40% of women w/children between ages 6-17
held jobs; problem?
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Yes
No real chance for advancement
CONSUMERISM
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DEFINE:
WHY?
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New economic prosperity; people had $
New suburban lifestyle allowed “luxuries”
Americans wanted to be consumers
Growth of personal “credit”
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1950: DINER’S CLUB – 1st credit card
1958: AMERICAN EXPRESS credit card company starts
Problem?
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Growth of advertising:
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Personal debt grows in the 50’s
GROWS FROM $73 BILLION TO $179 BILLION
Does what?
Creates needs where they don’t really exist
New products / industries encourage spending:
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Home appliances
Cars
Etc.
EARLY TV MODELS
EARLY TV MODELS
MAJOR POST-WAR TV
NETWORKS