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The Postwar Era

The Postwar Era. Demobilization. Dismantling of U.S. war machine Appeal to bring soldiers home from WWII Economic growth “Done without” since 1929 Record amount of consumer goods purchased GNP rose rapidly Wages Real income increased Working-class accumulated discretionary income

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The Postwar Era

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  1. The Postwar Era

  2. Demobilization • Dismantling of U.S. war machine • Appeal to bring soldiers home from WWII • Economic growth • “Done without” since 1929 • Record amount of consumer goods purchased • GNP rose rapidly • Wages • Real income increased • Working-class accumulated discretionary income • Advertising • Fastest growing postwar industry • Popularity of television

  3. General Electric refrigerator commercial (1952)

  4. GI Bill • Designed to ease transition from military to civilian life • Educational Benefits • 8 million vets took advantage • Low-Interest Mortgages • Huge demand for housing

  5. Corporate Conformity • Business mergers created conglomerates • New employment opportunities • Stressed conformity • Critics – destroyed individuality • Wages as important as benefits • Minorities excluded from opportunities • Service Sector • Public & private service industries expanded • Service jobs outnumbered manufacturing for first time in U.S. history • Farming became big business • Rural areas enjoyed technology & high standard of living • Large corporate farms replaced small family farms

  6. Automobile Culture • Curb Service & Drive-ins • Carhops • Roller skating waitresses delivered food to car • Drive-in theatres • Large outdoor screens

  7. Two Car Freedom

  8. Highways • Highway Act of 1956 • President Eisenhower • Developed interstate Highway System

  9. Suburbs • Migration to Sun Belt states • White Americans moved to the suburbs

  10. Growth of Suburbia • GI Bill made housing affordable • Lower population densities • Developers refused to sell to minorities • “White Flight” • “de-facto” segregation • 85% of new home construction in suburbia • affordability • American dream • Community spirit in suburbs • Clubs & groups • Church membership increased greatly • Aided by communication technology • Evident throughout society – Pledge of Allegiance • Society focused on family

  11. Baby Boom • Period of unprecedented family growth A. Peaked in 1957 – baby born every 7 seconds B. Continued to about 1965

  12. Impact of Baby Boom • Idea of togetherness • Young married couples – lives centered on children • Fueled economy & sustained prosperity • Antibiotics & vaccines – controlled disease • Dr. Jonas Salk – Polio vaccine • Dr. Benjamin Spock – early childhood experiences

  13. Children enjoyed unprecedented privilege • School & youth activities • Raised on TV & commercialism

  14. Women’s Place • Traditional roles • Mother & homemaker • Popular culture & education supported this • Began to question their roles • Dr. Benjamin Spock • Gov’t should pay mothers not to work • Women’s place in the home-raising kids • The Feminine Mystique by Betty Friedan • By 1960’s women began to question role • National Organization for Women • Women in workforce • Women over 35 – greatest increase in female employment • Motivation – improve standard of living

  15. Invisible Poor • Americans thought poverty eliminated • Not visible in suburbs (White Flight) • Poor lacked political voice • “New” poverty different from Great Depression • No massive social welfare programs • Reasons for poverty • Racial & ethnic prejudice & discrimination • Lack of opportunity • Technology & scientific reasons (elderly)

  16. Minority Experiences • African Americans • Deep-seated racial prejudice • Racial terrorism • Barriers to social & economic advancements • Hispanics • Puerto Ricans • Poverty – language barrier • Native Americans • Termination policy – end reservation system & terminate all federal services • Voluntary Relocation Program – government helped N.A. relocate to cities

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