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The Affluent Society

The Affluent Society. The “affluent society”. Economist John Kenneth Galbraith “The Affluent Society” Nation’s post-war prosperity was a new phenomenon! Abundance of goods and services for their people Higher standard of living than ever before. Spread of wealth.

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The Affluent Society

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  1. The Affluent Society

  2. The “affluent society” • Economist John Kenneth Galbraith • “The Affluent Society” • Nation’s post-war prosperity was a new phenomenon! • Abundance of goods and services for their people • Higher standard of living than ever before

  3. Spread of wealth • 1940-1955 – average income of US families tripled • Rise in home ownership • More working in white-collar jobs • I.E. sales and management

  4. New consumerism

  5. New consumerism

  6. Suburbia • Suburbs – neighborhoods surrounding cities. • Increasingly popular in 1950s • Why the growth? • Escape crime and congestion of cities. • Move up to a better life. • Utopian ideal – symbol of American dream • Cheaper

  7. Suburbia

  8. Suburbia

  9. Automobiles • Car became a necessity for commuting to work. • Federal Highway Act (Eisenhower)) • Construction of interstate highway system

  10. Baby boom • Birthrate increases after WWII • 1945-1961 – Baby Boom • Why? • Young couples delayed marriage because of war – now getting married • GI Bill – home purchases • TV and magazine ads promoted marriage, pregnancy, and large families

  11. THe role of women • Traditional role of homemaker • TV and magazine ads encouraged this. • However, number of women working in 1950s actually increased

  12. 1950s Housewife

  13. Rock n’ roll • New type of music born out of rhythm and blues • Rock ‘n’ roll • Teenagers • Suggestive dancing • Many adults feared it would lead to teenage delinquency and immorality. • Created a generation gap – cultural separation between children and their parents.

  14. Rock n’ roll • Elvis Presley – “King of Rock n’ Roll” • American Bandstand – Dick Clark

  15. Pop culture • Lucille Ball – “I Love Lucy” • Mickey Mouse Club • Howdy Doody Show

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