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American Culture

American Culture. Chapter 5: The Heritage of Abundance. A History of Abundance (1). Americans = 5% of world population Americans use 25% of world’s energy 7 pounds of garbage per person, per day This abundance has helped to shape the American character. A History of Abundance (2, 3).

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American Culture

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  1. American Culture Chapter 5: The Heritage of Abundance

  2. A History of Abundance (1) • Americans = 5% of world population • Americans use 25% of world’s energy • 7 pounds of garbage per person, per day • This abundance has helped to shape the American character

  3. A History of Abundance (2, 3) • This abundance is because America is so large – 3,000,000 square miles • Rich fertile land with abundant trees and animals • Relatively few native Americans (1,000,000) • America became wealthy because of this and the values of the early settlers

  4. A History of Abundance (4,5) • In Europe, people were either born wealthy or born poor and usually stayed that way • In America, status at birth was not important – people could become rich or poor • People were more protective of their wealth, and sought to acquire more

  5. A History of Abundance (6,7,8) • America developed quickly after independence • Trading and manufacture were important industries • Materialism began to develop into a moral value • This material wealth has attracted many people to settle in America

  6. From Producers to Consumers (9) • In the 1700s and 1800s most Americans were producers • In the 20th century, they became mostly consumers • This change was caused by mass advertising • Advertisers could broadcast their message to millions of people

  7. From Producers to Consumers (10) • Television was a major influence in the development of the consumer society • Advertisers would place their adverts within entertainment programs • In the US, most home have a TV (average = 2) which are watched ~8 hours per day • The Average American sees ~50,000 ads per year

  8. From Producers to Consumers (11, 12) • Mass advertising has become an “institution” – it has a large influence on peoples everyday lives • It has been used to change the way people think • Traditionally it is used to sell things – the American economy now depends on consumerism

  9. What American Consumers Like (13,14,15,16) • Comfort, cleanliness, novelty • The American desire for comfort comes from the harsh frontier days • The desire for cleanliness may come from their Puritan (Protestant) heritage • The desire for novelty may come from their inventiveness

  10. What American Consumers Like (17) • Americans also like convenience • Washing machines • Clothes driers • Microwave ovens • Drive in movies • Drive throughs • ATM’s

  11. What American Consumers Like (18) • Convenience has also created ‘fast food’ – served in less than 5 minutes • MacDonald’s • KFC • Burger King • Home delivery (e.g. Pizza, Chinese food) • Microwave dinners

  12. What American Consumers Like (19,20) • Despite time-saving devices and fast-food, Americans are not less busy • Most mothers and children under 18 have some work outside of home • Children often have to eat fast-food, and become fat • “Too busy to enjoy the time they save”

  13. An Abundance of Technology (21,22,23) • Technology has changed many aspects of American life • TV channels have increased, there are now more people watching cable/satellite than original networks • There are now fewer people watching more programs – mass advertising has adapted by specializing content

  14. An Abundance of Technology (24, 25) • By 2000, 50% of households had a PC • Most people under 50 use the internet • Computers are becoming the center of entertainment in American homes • The internet is also used for news, information, and buying and selling

  15. Challenges of the Technological Revolution (26, 27, 28, 29) • There are many new problems created by technology • Possible monopoly of media for political purposes as technologies merge • Children spend too much time on the computer and not enough time exercising • Quality of content and exposure of children to indecent media • The digital divide – those who have access to computers and those who don’t

  16. The Ever-Expanding Pie? (30, 31) • Throughout American history the abundance of the United States has grown with it • Americans believe that their heritage of wealth would always exist • This has made Americans very optimistic, and helped to form their national values (see previous)

  17. Or the Decline of Abundance? (32,33,34) • Recently however, Americans have realized that there may be a limit to their abundant lifestyle. • Energy crisis of 1970s • Stock market decline • The cost of the American Dream has risen, but the rate of pay has declined • Service workers have very low pay • People have to work harder than their parents to have the same standard of living (50-60 hrs/week) • Housing has become very expensive

  18. What of the Future? (35,36,37) • The American heritage of abundance has greatly affected the lifestyles and values of the people • A decline in abundance is beneficial in some ways • Less waste • Environmental protection • Recycling • However, a prolonged decline in American abundance could have a profound effect of the American identity and its associated values

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