Mass Culture Mass Culture Consumerism Consumerism The New Morality During the 1920s, many Americans delighted in the consumer products and commercial leisure activities that made up a new mass culture. Many of these activities -- reading best-seller books, listening to the phonograph, dancing at nightclubs, and attending professional and college sporting events -- became defining features of modern American culture. Professional sports figures became famous. For instance, baseball player Babe Ruth typified the culture's emphasis on frivolity and celebrity. Two of the most popular mass culture activities were listening to the radio and going to the movies. The number of commercial radio stations increased from one to well over 800 between 1920 and 1929. National radio networks, such as the National Broadcasting Company (NBC), were established. Movie attendance also soared during the decade -- movies attracted three-fourths of the population each week. Although often criticized as frivolous, these activities exposed Americans to ideas, trends, and fashions outside their local community. Thus, they helped Americans connect with the larger national community and helped diminish some of the regional, ethnic, and social differences that had existed in America. During the 1920s, many Americans delighted in the consumer products and commercial leisure activities that made up a new mass culture. Many of these activities -- reading best-seller books, listening to the phonograph, dancing at nightclubs, and attending professional and college sporting events -- became defining features of modern American culture. Professional sports figures became famous. For instance, baseball player Babe Ruth typified the culture's emphasis on frivolity and celebrity. Two of the most popular mass culture activities were listening to the radio and going to the movies. The number of commercial radio stations increased from one to well over 800 between 1920 and 1929. National radio networks, such as the National Broadcasting Company (NBC), were established. Movie attendance also soared during the decade -- movies attracted three-fourths of the population each week. Although often criticized as frivolous, these activities exposed Americans to ideas, trends, and fashions outside their local community. Thus, they helped Americans connect with the larger national community and helped diminish some of the regional, ethnic, and social differences that had existed in America. Consumerism Consumerism During the 1920s, most business owners stimulated consumption through innovative marketing and retailing strategies. Among the most popular was extensive brand-name advertising that involved placing ads in newspapers and magazines, and on radio, billboards, and streetcar signs. Advertisers would guarantee that the product would be convenient, useful, and that its use would lead to personal success and gratification. Another marketing method that became popular during the period was a retailing practice known as the installment plan -- a practice that allowed consumers to buy a product using credit provided by the retailer. Indeed, installment plans proved to be so popular, that by the end of the decade 60% of all cars, 75% of all radios, and 60% of all furniture were purchased using credit. Consumerism was also encouraged by the rapid nationwide expansion of chain stores, such as Woolworth and the Great Atlantic & Pacific Tea Company (A & P). Because chains operated hundreds of stores, they were able to purchase products from manufacturers in bulk, which led to lower prices. Small businesses found it very difficult to compete against the superior buying power of the chain stores. Many found that they were losing their traditional customers and went out of business or were absorbed by larger companies. The spread of national chain stores also helped diminish some of America's regional, ethnic, and social differences. During the 1920s, most business owners stimulated consumption through innovative marketing and retailing strategies. Among the most popular was extensive brand-name advertising that involved placing ads in newspapers and magazines, and on radio, billboards, and streetcar signs. Advertisers would guarantee that the product would be convenient, useful, and that its use would lead to personal success and gratification. Another marketing method that became popular during the period was a retailing practice known as the installment plan -- a practice that allowed consumers to buy a product using credit provided by the retailer. Indeed, installment plans proved to be so popular, that by the end of the decade 60% of all cars, 75% of all radios, and 60% of all furniture were purchased using credit. Consumerism was also encouraged by the rapid nationwide expansion of chain stores, such as Woolworth and the Great Atlantic & Pacific Tea Company (A & P). Because chains operated hundreds of stores, they were able to purchase products from manufacturers in bulk, which led to lower prices. Small businesses found it very difficult to compete against the superior buying power of the chain stores. Many found that they were losing their traditional customers and went out of business or were absorbed by larger companies. The spread of national chain stores also helped diminish some of America's regional, ethnic, and social differences. The New Morality The New Morality Previously, Americans had embraced the Victorian values of self-denial, sacrifice, and hard work. However, in the 1920s, many appeared to take a carefree, self-indulgent approach to life that emphasized the importance of personal gratification. Indeed, some journalists referred to the decade as the "Age of Wonderful Nonsense" because of Americans' interest in materialism and frivolity. To the delight of the business community, many Americans went about acquiring more new goods and Previously, Americans had embraced the Victorian values of self-denial, sacrifice, and hard work. However, in the 1920s, many appeared to take a carefree, self-indulgent approach to life that emphasized the importance of personal gratification. Indeed, some journalists referred to the decade as the "Age of Wonderful Nonsense" because of Americans' interest in materialism and frivolity. To the delight of the business community, many Americans went about acquiring more new goods and

The New Morality (continued) enjoying the range of new leisure opportunities as never before. Others, especially young people, went even further and challenged traditional values and embraced "wild" dances, bootleg liquor, and sexual openness. Many young women, for example, adopted the "flapper" image. They cut their hair short, wore makeup and revealing clothing, and smoked cigarettes and drank alcohol in public. Thus, women as a group experienced great cultural changes during the Roaring Twenties -- they redefined traditional conceptions of what it meant to be "feminine." enjoying the range of new leisure opportunities as never before. Others, especially young people, went even further and challenged traditional values and embraced "wild" dances, bootleg liquor, and sexual openness. Many young women, for example, adopted the "flapper" image. They cut their hair short, wore makeup and revealing clothing, and smoked cigarettes and drank alcohol in public. Thus, women as a group experienced great cultural changes during the Roaring Twenties -- they redefined traditional conceptions of what it meant to be "feminine." 1917 1918 1917 1918 1919 1920 1919 1920 1922/3 1921 1921 1922/3 1924 1925 1924 1925