2. IT’S STORY TIME ! UNIT 10 COLD WAR & POSTWAR AMERICA 1945-1960 Part 1 – Origins of the Cold War Part 2 – The Early Cold War Years Part 3 – The Cold War & American Society Part 4 – Eisenhower’s Policies Part 5 – Truman & Eisenhower Part 6 – The Affluent Society Part 7 – Popular Culture of the 1950’s Part 8 – The Other Side of American Life

3. The 1950s: “Fear, Anxiety, Anger, Alienation, Social Unrest” “Incredible Prosperity, Affluence, Opportunities, Rock’n’Roll, Conformity, Complacency” as well as… Atomic Anxieties:“Duck-and-Cover Generation” Atomic Testing:1946-1962 U.S. exploded 217 nuclear weapons over the Pacific and in Nevada. an ERA of “CONFLICTING” CONDITIONS & EMOTIONS - Fear of Communism: 2 nd “Red Scare”, McCarthyism

4. T he A MERICAN D REAM in the FIFTIES After WWII ended, Americans turned their attention to their families and jobs New businesses and technology created opportunities for many By the end of the 1950s, Americans were enjoying the highest standard of living in the world Ozzie and Harriet reflected the perfect American family

5. The Affluent Society Economist John Kenneth GALBRAITH wrote … The Affluent Society In the past, all societies had… an “economy of scarcity”; lack of resources & overpopulation = limits economic productivity an “economy of abundance”U.S. & other INDUSTRIALIZED NATIONS had created … an “economy of abundance”; abundance of goods & services allowed people to enjoy a life they never thought was possible! Higher standard of living; incredible prosperity

6. T he S PREAD of W EALTH AVERAGE INCOME of American families roughly tripled (3x’s)AVERAGE INCOME of American families roughly tripled (3x’s); all income brackets ( poor, middle-class & wealthy ) experienced rapid rise in income. Dramatic rise in HOME OWNERSHIPDramatic rise in HOME OWNERSHIP; from 43% to 62% Between 1940-1960

7. 6 T HE 50’s T HE 50’s ARE REMEMBERED AS A TIME WHEN THE MAJORITY OF AMERICANS EXPERIENCED PROSPERITY, STABILITY & CONFIDENCE IN THE FUTURE. MORE AMERICANS BEGAN TO CONSIDER THEMSELVES PART OF THE MIDDLE CLASS AS CLASS DISTINCTIONS BLURRED.

8. 7 REASONS for the UNPRECEDENTED POST-WAR PROSPERITY PENT UP DEMAND FOR CONSUMER GOODS BROUGHT ABOUT BY WWII SHORTAGES. THE NUMBER OF CARS PRODUCED QUADRUPLED (4x’s) & CHEAP MORTGAGES LED TO A RAPID EXPANSION OF HOME CONSTRUCTION. INCREASED DEFENSE SPENDING TO MEET THE REQUIREMENTS OF THE COLD WAR. THE MARSHALL PLAN LED TO A HUGE EXPANSION IN EXPORTS. FULLY 2/3 OF AMERICANS QUALIFIED AS MIDDLE CLASS IN THE POSTWAR ERA. NOTE- IN THE 1920’s LESS THAN 1/3 COULD BE CONSIDERED MIDDLE CLASS.

9. Dramatic changes in WORK ENVIRONMENTS MECHANIZATION in FARMS & FACTORIES fewer farmers & laborers needed to provide FOOD & GOODS white-collar jobs/workers outnumbered blue-collar workersDramatic changes in WORK ENVIRONMENTS; MECHANIZATION in FARMS & FACTORIES = fewer farmers & laborers needed to provide FOOD & GOODS = white-collar jobs/workers ( sales & management ) outnumbered blue-collar workers Between 1940-1960 T he S PREAD of W EALTH Accompanying our ECONOMIC GROWTH were… UNION MEMBERSHIP WAS IMPACTED UNION MEMBERSHIP WAS IMPACTED AS THERE WERE LESS UNION JOBS BEING CREATED

10. 9 AUTOMATION AUTOMATION of many industries = began trend away from manufacturing jobs to sales & service occupations. = led to some dislocation as workers had to move or retrain to learn new skills. ROBOTS real & pretend

11. Q-64 = M ECHANIZATION (AUTOMATION) changed AMERICAN WORKPLACE after WWII by M ECHANIZATION (AUTOMATION) changed AMERICAN WORKPLACE after WWII by… increasing # of WHITE-COLLAR WORKERS keeping PRODUCTION HIGH increasing # of WHITE-COLLAR WORKERS & keeping PRODUCTION HIGH

12. Q-65 T he F ACTOR considered to be the M OST R ESPONSIBLE for the E MPLOYMENT T REND depicted in the chart is the T he F ACTOR considered to be the M OST R ESPONSIBLE for the E MPLOYMENT T REND depicted in the chart is the… increasing use of T ECHNOLOGY =

13. 12 B OOMING “SERVICE” S ECTOR SERVICES Most dynamic area of ECONOMY in POST-WWII ERA = SERVICES displaced MANUFACTURING WOMEN made up majority of NEW WORKERS in OFFICES, CLASSROOMS, SALES FLOORS & HOSPITAL WARDS

14. 13 GROSS NATIONAL PRODUCT, THE TOTAL OUTPUT OF ALL GOODS AND SERVICES, ROSE 250% BETWEEN 1945 AND 1960. THE U.S., WITH JUST 6% OF THE WORLD’S POPULATION, PRODUCED HALF OF THE WORLDS GOODS AND PRODUCTS AND CONSUMED ALMOST 1/3 rd OF THE WORLD’S OUTPUT. T he S PREAD of W EALTH RISE IN GNP ( TOTAL IN BILLIONS ) BILLIONS OF DOLLARS GNP PER CAPITA ( DOLLARS )

15. A Changing Workplace AUTOMATION: 1947-1957  factory workers decreased by 4.3%, eliminating 1.5 million blue-collar jobs. By 1956  more white-collar than blue-collar jobs in the U. S. Computers  Mark I (1944). First IBM mainframe computer (1951). CORPORATE CONSOLIDATION: By 1960  600 corporations (1/2% of all U. S. companies) accounted for 53% of total corporate income. WHY?? COLD WAR MILITARY BUILDUP.

16. A MERICAN C ORPORATIONS G IGANTIC C ONGLOMERATES A MERICAN C ORPORATIONS BEGAN SERIES OF TAKEOVERS & BUYOUTS FORMING G IGANTIC C ONGLOMERATES. EXAMPLE; INTERNATIONAL TELEPHONE AND TELEGRAPH bought… SHERATON HOTELS, CONTINENTAL BAKING, HARTFORD FIRE INSURANCE & AVIS RENT-A-CAR. M ULTINATIONAL C ORPS OVERSEAS BE CLOSER TO IMPORTANT RAW MATERIALS BENEFIT FROM CHEAPER LABOR POOL ( LABOR COSTS LOWER ) MORE COMPETITIVE M ULTINATIONAL C ORPS began investing OVERSEAS to… --BE CLOSER TO IMPORTANT RAW MATERIALS --BENEFIT FROM CHEAPER LABOR POOL ( LABOR COSTS LOWER ) = MORE COMPETITIVE M ULTINATIONAL C ORPORATIONS C ONGLOMERATES C ONGLOMERATES = M AJOR C ORPORATIONS that include a number of SMALLER COMPANIES in UNRELATED FIELDS (DIFFERENT TYPES of INDUSTRY), emerged in the 1950s.

17. F RANCHISES E MERGE Another strategy for business expansion was franchising A franchise is a company that offers similar services in many locations Fast food restaurants developed the first franchises in America McDonald’s is one of the leading franchises in the world

18. T he R ISE of F RANCHISES A person owns and runs one or several stores of a chain operationA person owns and runs one or several stores of a chain operation Business leaders believed that consumers valued dependability & familiarityBusiness leaders believed that consumers valued dependability & familiarity Each franchise has its own look and style

19. 18 1955 - original, 1 st McDONALD’s drive-in hamburger stand in San Bernardino, CA F RANCHISE

20. The ORGANIZATION and the ORGANIZATION MAN During the 1950s, BUSINESSES expanded rapidly More and more people held “WHITE-COLLAR” jobs - clerical, management, or professional jobs The fields of sales, advertising, insurance and communications exploded WHITE COLLAR jobs expanded greatly in the 1950s

21. T he O RGANIZATION M AN CORPORATE LEADERS expected their EMPLOYEES to CONFORM to COMPANY STANDARDS. CORPORATIONS did not want free-thinking individuals. David RIESMAN 1950 book The Lonely Crowd Sociologist, professor & author David RIESMAN argued in his 1950 book, The Lonely Crowd, that this new “conformity was changing people. Whereas people used to be “inner-directed”— judging themselves on basis of their own values & the esteem of their families… = People were now “other-directed”— concerning themselves with winning the approval of the corporation or community.

22. 21 David RIESMAN The Lonely Crowd An Analysis of the New Middle Class David RIESMAN, sociologist, professor & author of The Lonely Crowd; An Analysis of the New Middle Class

23. 22 SEARCH for SECURITY and the SILENT/APATHETIC GENERATION SOCIOLOGIST DAVID RIESMAN IN HIS CLASSIC BOOK, THE LONELY CROWD; An Analysis of the New Middle Class, NOTED THAT THE AMERICAN SOCIETY OF THE 1950’s WAS “OTHER DIRECTED” WHICH CONTRIBUTED TO STABILITY AND CONFORMITY. THE MEDIA, ESPECIALLY TELEVISION, REINFORCED CONFORMITY AND TRADITION BY PORTRAYING ACCEPTED SOCIAL PATTERNS THAT ALL COULD IDENTIFY WITH. SHOWS THAT TYPIFY CONFORMITY AND SUBURBAN LIFESTYLES INCLUDED FATHER KNOWS BEST, LEAVE IT TO BEAVER AND THE ADVENTURES OF OZZIE AND HARRIET. FAMILY ROLES WERE CLEARLY MARKED. IN THE MODEL FAMILY FATHER WAS THE BREADWINNER WHO WORKED IN AN OFFICE, MOTHER WAS A HOMEMAKER AND THE CHILDREN WERE INVOLVED WITH SCHOOL AND FRIENDS. DESPITE THE STEREOTYPED PORTRAYAL MORE AND MORE WOMEN WERE ENTERING THE WORKFORCE. IN 1950 24% OF THE FEMALE POPULATION WAS IN THE WORKFORCE. BY THE END OF THE DECADE THIS PERCENTAGE HAD RISEN TO 33%. YOUTH IN THE 1950’s, CONTEMPORARY OBSERVES NOTED, SEEMED APATHETIC AND NOT INTERESTED IN CHALLENGING THE POLITICAL OR SOCIAL NORMS OF THE TIME.

24. S OCIAL C ONFORMITY AMERICAN WORKERS found themselves becoming STANDARDIZED Called the… “ORGANIZATION MAN,” the MODERN WORKER struggled with a LOSS of INDIVIDUALISM BUSINESSES did not want creative thinkers, rebels or anyone that would “rock the boat”

25. 24 ACADEMIC CRITICS OF SOCIETY SOCIOLOGIST, C. WRIGHT MILLS MILLS BELIEVED THAT A NEW ASCENDANCY OF “WHITE COLLAR” WAS REPLACING THE OLDER “BLUE COLLAR” WORKERS. THESE NEW WORKERS WERE UNORGANIZED AND DEPENDENT ON LARGE BUREAUCRACIES FOR THEIR EXISTENCE. ALONG WITH SOCIOLOGIST DAVID REISMAN, MILLS WAS APPREHENSIVE ABOUT THE DECLINE IN INDIVIDUALISM IN THE NEW CONSUMER BASED SOCIETY. QUOTES FROM C. WRIGHT MILLS “THE LIFE-FATE OF THE MODERN INDIVIDUAL DEPENDS NOT ONLY UPON THE FAMILY INTO WHICH HE WAS BORN OR WHICH HE ENTERS BY MARRIAGE, BUT INCREASINGLY UPON THE CORPORATION IN WHICH HE SPENDS THE MOST ALERT HOURS OF HIS BEST YEARS” “PRESTIGE IS THE SHADOW OF MONEY AND POWER. WHERE THESE ARE, THERE IT IS. LIKE THE NATIONAL MARKET FOR SOAP OR AUTOMOBILES AND THE ENLARGED ARENA OF FEDERAL POWER, THE NATIONAL CASH-IN AREA FOR PRESTIGE HAS GROWN, SLOWLY BEING CONSOLIDATED INTO A TRULY NATIONALIST SYSTEM” “PEOPLE WITH ADVANTAGES ARE LOATHE TO BELIEVE THAT THEY JUST HAPPEN TO BE PEOPLE WITH ADVANTAGES”

26. 25 MILLS said in his BOOK WHITE COLLAR, “WHEN WHITE COLLAR PEOPLE GET JOBS THEY SELL NOT ONLY THEIR TIME AND ENERGY, BUT THEIR PERSONALITIES AS WELL.” C. Wright MILLS NEW CORPORATE CULTURE: “The Company Man” or “The Organization Man” 1950’s  C. Wright MILLS - White Collar 1950’s  C. Wright MILLS - White Collar

27. 26 WILLIAM H. WHYTE,JR., THE ORGANIZATION MAN WILLIAM H. WHYTE,JR., in his book THE ORGANIZATION MAN, presented a picture of people obsessed with fitting into their COMMUNITY & JOB NEW CORPORATE CULTURE: “The Company Man” or “The Organization Man”

28. puts the C OMPANY first and works to “fit in” with other workers puts the C OMPANY first and works to “fit in” with other workers. Q-66 = The 1956 book “THE ORGANIZATION MAN” criticizes the WORKER who The 1956 book “THE ORGANIZATION MAN” criticizes the WORKER who… William H. WHYTE, Jr.

29. Q-67 W HITE- C OLLAR E MPLOYEES of large C ORPORATIONS in the 1950 ’s 1960 ’s were W HITE- C OLLAR E MPLOYEES of large C ORPORATIONS in the 1950 ’s & 1960 ’s were… expected to C ONFORM to C ERTAIN W AYS of T HOUGHT D RESS expected to C ONFORM to C ERTAIN W AYS of T HOUGHT & D RESS =

30. NEW CORPORATE CULTURE: “The Company Man” or “The Organization Man” 1956  Sloan WILSON’s -The Man in the Gray Flannel Suit 1956  Sloan WILSON’s -The Man in the Gray Flannel Suit A BEST SELLING NOVEL of the 1950’s, THE MAN in the GREY FLANNEL SUIT DESCRIBED A BUSINESSMAN WHO REJECTED SACRIFICING HIS LIFE FOR HIS JOB MOVIE MADE FROM THE BOOK

31. Despite their success, some workers questioned whether pursuing the American dream exacted too high a price, as conformity replaced individuality

32. T he N EW C ONSUMERISM People had the desire to own the same NEW PRODUCTS as their neighbors AMERICANS brought more luxury items NEW CONSUMERISMNEW CONSUMERISM led to the growth of more sophisticated ADVERTISING

33. R ISE of C ONSUMERISM By the mid-1950s, nearly 60% of Americans were members of the MIDDLE CLASS CONSUMERISM (buying material goods) came to be equated with SUCCESS & STATUS

34. 1950  Introduction of the Diner’s Card All babies were potential consumers who spearheaded a brand-new market for food, clothing, and shelter. -- Life Magazine (May, 1958) C ONSUMERISM

35. N EW P RODUCTS One NEW PRODUCT after another appeared in the marketplace Appliances, electronics, and other household goods were especially popular The first CREDIT CARD (Diner’s Club) appeared in 1950 and American Express was introduced in 1958 PERSONAL DEBT increased nearly 3x in the 1950s

36. C ONSUMERISM

37. 36

38. LEISURE in the 1950s AMERICANS experienced shorter work weeks and more vacation time than ever before LEISURE TIME activities became a multi-billion dollar industry Labor-saving devices added more spare time Labor-saving devices provided more leisure time for Americans

39. POPULAR LEISURE ACTIVITES In 1953 alone AMERICANS spent $30 billion on leisure POPULAR ACTIVITIES included fishing, bowling, hunting, and golf AMERICANS attended, or watched on T.V., football, baseball, and basketball games Bowling remains one of the top leisure activities in the U.S.

40. A DVERTISEMENT ADVERTISING became the fastest-growing industry in the U.S. MANUFACTURES employed new marketing techniques to sell their products ADVERTISED “BRANDS” of GOODS which are essentially the same

41. THE ADVERTISING AGE ADVERTISING INDUSTRY capitalized on runaway consumerism by encouraging more spending ADS were everywhere AD AGENCIEs increased their spending 50% during the 1950s ADVERTISING is everywhere today in AMERICA

42. 41

43. 42 CAR SALES 1933-1955

44. 43 THE AMERICAN DREAM OWN YOUR OWN HOME MOST NEW HOUSING CONSTRUCTION TOOK PLACE OUTSIDE MAJOR CITIES IN NEWLY CREATED SUBURBS THERE WAS TREMENDOUS PENT UP DEMAND FOR HOUSING AS THERE HAD BEEN LITTLE CONSTRUCTION DURING THE DEPRESSION OR WWII COUPLES WERE HAVING MORE CHILDREN AND WANTED THEIR OWN HOMES TO RAISE THEM IN FEDERAL GOVERNMENT LOANS MADE IT POSSIBLE FOR MORE FAMILIES TO PURCHASE THEIR OWN HOMES CARS AND SHOPPING CENTERS BECAME THE CENTER PIECES OF THE NEW SUBURBAN LIFESTYLE

45. The GROWTH of SUBURBIA After WWII, returning vets faced a severe housing shortage In response to the crisis, developers used assembly-line methods to mass-produce houses Developer William Levitt bragged that his company could build a home in 16 minutes for $7,000 The SUBURBS were born With the help of the GI BILL, many veterans moved into the SUBURBS

46. THE SUBURBAN LIFESTYLE Most Americans worked in cities, but fewer and fewer of them lived there New highways and the affordability of cars and gasoline made commuting possible Of the 13 million homes built in the 1950s, 85% were built in suburbs For many, the suburbs were the American Dream The American Dream complete with a white picket fence

47. $7,990 or $60/month with no down payment. LEVITTOWN, L.I.: “The American Dream” 1949  William LEVITT produced 150 houses per week. SUBURBAN LIVING

48. 47 LEVITTOWN‘s NEW AMERICAN SUBURB LEVITTOWN‘s were the SYMBOL of the NEW AMERICAN SUBURB where ALMOST ANYONE could AFFORD a NEW HOME. They were SMALL HOMES built using MASS PRODUCTION TECHNIQUES. WILLIAM LEVITT ONE OF THE OWNERS OF LEVITT AND SONS THAT BUILT SEVERAL LEVITTOWNS. LEVITTOWN AERIAL VIEW of a LEVITTOWN. THE ORIGINAL HOMES COST $8,000 ($60,00 IN 2002).

49. k 1 story high k 12’x19’ living room k 2 bedrooms k tiled bathroom k garage k small backyard k front lawn By 1960  1/3 of the U. S. population in the suburbs. Suburban Living: The New “American Dream”

50. G ROWTH of S TANDARDIZED S UBURBS, such as L EVITTOWN Q-68 = P OST- WWII H OUSING S HORTAGES led to M ASS- P RODUCED H OUSES and P OST- WWII H OUSING S HORTAGES led to M ASS- P RODUCED H OUSES and…

51. 50 LEVITTOWN promotion film, 21 minutes 676-8

52. The Donna Reed Show 1958-1966 Leave It to Beaver 1957-1963 Father Knows Best 1954-1958 The Ozzie & Harriet Show 1952-1966 SUBURBAN LIVING: The Typical TV Suburban Families

53. 52 POPULATION SHIFT to the S UNBELT S TATES “SUNBELT” DESCRIBES THE “SUNNY” AREA FROM THE SOUTHERN ATLANTIC COST TO CALIFORNIA. FLORIDA, ARIZONA AND NEVADA EXPERIENCED OVER 100% POPULATION GROWTH WHILE STATES LIKE CALIFORNIA, UTAH AND COLORADO SAW THEIR POPULATIONS GROW 51% TO 100%. BY 1963 CALIFORNIA BECAME THE MOST POPULOUS STATE IN THE UNION. ADVANCES IN AIR CONDITIONING, AIR TRAVEL AND AN IMPROVED HIGHWAY SYSTEM CONTRIBUTED TO THIS POPULATION SHIFT. THE FAST GROWING AEROSPACE INDUSTRY WAS LOCATED MAINLY IN SUNBELT AREAS. RETIREMENTS COMMUNITIES SPRANG UP TO SERVE SENIORS LOOKING FOR A WARM, SUNNY CLIMATE

54. SHIFTS IN POPULATION DISTRIBUTION, 1940-1970 1940 1950 1960 1970 1940 1950 1960 1970 Central Cities 31.6% 32.3% 32.6% 32.0% Suburbs 19.5% 23.8% 30.7% 41.6% Rural Areas/ 48.9% 43.9% 36.7% 26.4% Small Towns U. S. Bureau of the Census. SUBURBAN LIVING

55. 54 P OPULATION S HIFTS W ESTWARD

56. 55

57. 56

58. 57 THE BABY BOOM

59. During the late 1940s & through early 1960s the birthrate in the U.S. soared. At its height in 1957, a baby was born in America every 7 seconds = over 4.3 million babies in 1957 alone. BABY BOOMERS represent the largest generation in the nation’s history. T HE B ABY B OOM

60. It seems to me that every other young housewife I see is pregnant. -- British visitor to America, 1958 1957 1 baby born every 7 seconds BABY BOOM

61. T HE B ABY B OOM 1945-1961—more than 65 million children were born in the U.S. The Government encouraged the growth of families. Popular Culture celebrated pregnancy, parenthood, and large families.

62. What are the official years of the Baby Boom Generation? 1946 - 1964 saw a marked increase in the number of births in North America. How did the birthrate rise and fall during the baby boom years in the US? 19402,559,000 births per year 19463,311,000 births per year 19554,097,000 births per year 19574,300,000 births per year 19644,027,000 births per year 1974 3,160,000 births per year

63. 62 BIRTH RATE PER THOUSAND FOR WOMEN 15-44 YEARS OLD

64. 63 BABY BOOM BABIES ON PARADE

65. WHY SO MANY BABIES ? B ABY B OOM Why did the B ABY B OOM occur when it did? Husbands returning from WWII Decreasing marriage age Desirability of large families Confidence in economy Advances in medicine

66. W HAT I T W ILL M EAN T O Y OU Your generation will be supporting an increasingly aging American population

67. DR. SPOCK ADVISES PARENTS Many parents raised their children according to the guidelines of pediatrician Dr. Benjamin SPOCK He thought children should be allowed to express themselves & parents should never physically punish their kids Dr. SPOCK’s book sold 10 million copies in the 1950s

68. Dr. Benjamin SPOCK and the Anderson Quintuplets BABY BOOM

69. IMPACT OF BABY BOOM BABY BOOMAs a RESULT of the BABY BOOM 10 million students entered elementary schools in the 1950s CALIFORNIA built a new school every 7 days in the late ’50s TOY SALES reached an all-time high in 1958 when $1.25 billion in TOYS were sold

70. Symbols of the Baby Boom in Suburbia 19501960 Hot Dog Production (millions of lbs)7501050 Potato Chip Production (millions of lbs)320532 Sales of lawn and porch furniture (millions of dollars)53.6145.2 Sales of power mowers (millions of dollars)1.03.8 Sales of floor polishers (millions of dollars)0.241.0 Sales of Encyclopaedia (millions of dollars)72300 Number of Children age 5-1424.335.5 Number of baseball Little Leagues7765,700

71. Fads of the Baby Boomers Hula Hoops Frozen Foods Poodle Skirts and Saddle Shoes Panty Raids Barbie and GI Joe Dolls Bikinis Frisbees Yo-yos Ouija Boards Dune Buggies What celebrity deaths have most affected the Baby Boomers? John F. Kennedy Marilyn Monroe Martin Luther King John Lennon

72. W OMEN in the F IFTIES A return to TRADITIONAL ROLES after the war was the “NORM” MEN were expected to work, while WOMEN were expected to stay home & care for the children CONFLICT emerged as many WOMEN wanted to stay in the WORKFORCE DIVORCE RATES surged

73. TRADITIONAL ROLE of HOMEMAKER After WWII, WOMEN were encouraged to have BABIES & establish FAMILIES A GOOD MOTHER should stay home to take care of her children W OMEN in the F IFTIES

74. WOMEN’S ROLES in the 1950’s During the 1950s, the role of HOMEMAKER and MOTHER was glorified in popular magazines, movies & television

75. W ell- D efined G ender R oles The IDEAL MODERN WOMAN married, cooked & cared for her family, and kept herself busy by joining the local PTA and leading a troop of Campfire Girls. She entertained guests in her family’s suburban house and worked out on the trampoline to keep her size 12 figure. -- Life magazine, 1956 Marilyn MONROE The IDEAL 1950S MAN was the provider, protector, and the boss of the house. -- Life magazine, 1955 1956  William H. Whyte, Jr. The Organization Man - a middle-class, white suburban male is the ideal. Each of Marilyn MONROE’s film roles featured her as… married, soon to be married, or unhappy that she was not married.

76. Changing Sexual Behavior: Alfred KINSEY: 1948  Sexual Behavior in the Human Male 1953  Sexual Behavior in the Human Female v Premarital sex was common. v Extramarital affairs were frequent among married couples. KINSEY’s RESULTS are an assault on the family as a basic unit of society, a negation of moral law, and a celebration of licentiousness. -- Life magazine, early 1950s W ell- D efined G ender R oles

77. 76 1950’s AMERICAN FAMILY

78. 77 Leave It to Beaver Father Knows Best The Adventures of Ozzie and Harriet 1950’s TV SHOWS presenting “ideal” AMERICAN FAMILIES W OMEN in the F IFTIES W OMEN in the F IFTIES Even though 8 million WOMEN had gone to work during WWII, the NEW POSTWAR EMPHASIS on… HAVING BABIES & ESTABLISHING FAMILIES, now discouraged WOMEN from seeking EMPLOYMENT!

79. 78 WORKING WOMEN

80. W OMEN at W ORK Those WOMEN who did work were finding JOB OPPORTUNITIES limited to fields such as… nursing, teaching & office support WOMEN earned FAR LESS $$$ than man for COMPARABLE JOBS

81. 1951 -- First IBM Mainframe Computer 1952 -- Hydrogen Bomb Test 1953 -- DNA Structure Discovered 1954 -- Salk Vaccine Tested for Polio 1957 -- First Commercial U. S. Nuclear Power Plant 1958 -- NASA Created 1959 -- Press Conference of 1 st 7 Amer. Astronauts Progress Through Science

82. 81 Early COMPUTER 1950 Massive machines w-100’s miles wiring & 1,000’s cathode ray tubes COMPUTERS BUSINESS PRACTICES billing inventory control NEW FRONTIERS airline scheduling high-speed printing telecommunications COMPUTERS = transformed… BUSINESS PRACTICES billing inventory control = opened… NEW FRONTIERS airline scheduling high-speed printing telecommunications

83. ADVANCES IN MEDICINE Dr. SALK was instrumental in the eradication of POLIO A DVANCES in the T REATMENT of C HILDHOOD D ISEASES included D RUGS to combat T YPHOID F EVER & P OLIO

84. Q-69 = I n 1955, R ESEARCH S CIENTIST J onas S ALK developed V ACCINE that led to E VENTUAL D ISAPPEARANCE of D EADLY D ISEASE known as I n 1955, R ESEARCH S CIENTIST J onas S ALK developed V ACCINE that led to E VENTUAL D ISAPPEARANCE of D EADLY D ISEASE known as… P OLIO

85. Q-70 = M AJOR A CCOMPLISHMENT of M EDICAL S CIENCE since E ND of WWII has been V IRTUAL W ORLDWIDE E LIMINATION of D EATH caused by M AJOR A CCOMPLISHMENT of M EDICAL S CIENCE since E ND of WWII has been V IRTUAL W ORLDWIDE E LIMINATION of D EATH caused by… S MALLPOX

86. Q-71 I n P OST- WWII era, A DVANCES in M EDICINE such as A NTIBIOTICS V ACCINATIONS led to I n P OST- WWII era, A DVANCES in M EDICINE such as A NTIBIOTICS & V ACCINATIONS led to… an INCREASE in L IFE E XPECTANCY of AMERICAN CITIZENS =