Life in America

1. Life in America 1950s Culture

2. 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

3. During World War II, 6 million women, 75% who were married, worked – took care of household and family affairs One million divorces The American Family Women did not want to give up their new found freedom from working By 1956, majority of Americans held higher-paying, white collar jobs – sales, advertising, insurance 1955 – First McDonald’s opens in Des Plaines, Illinois

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

5. Suburbia = the American Dream • 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 New highways, affordable automobiles, low gasoline prices

6. 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 war Decreasing marriage age Desirability of large families Confidence in continued economic prosperity Advances in medicine – drugs to help childhood diseases like, diphtheria, typhoid fever, polio

7. 10 million new students entered elementary school during the 1950s, leading to overcrowding and teacher shortages

8. 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

9. 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.”

10. Role of mother and homemaker was glorified in popular magazines, movies, and TV programs Father Knows Best Ozzie and Harriet

11. Advertising targeted women

12. 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)

13. 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

14. “Automania” Auto boom helped other industries like, restaurants, shopping malls, highway motels, and gas stations 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

15. “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

16. Consumerism 1956 – Newsweek magazine stated that “hundreds of brand-new goods have become commonplace overnight” Buy now, pay later! Private debt grew from $73 billion to $179 billion in the 1950s 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 Plastics replaced wood, glass and metal Teflon used for coating cookware

17. America becomes a “throwaway society” Casual clothing was needed for weekends at home in the suburbs New fabrics – rayon and Dacron would replace cotton, wool and silk Americans were not saving money, sure that prosperity would continue