1. Standard 7.6a The Cold War
Analyze the causes and consequences of social and cultural changes in postwar America, including educational programs, the consumer culture and expanding suburbanization, the advances in medical and agricultural technology that led to changes in the standard of living and demographic patterns, and the roles of women in American society.

2. Economic growth-Consumer Culture
***Pent-up demand for consumer goods that were unaffordable during the Depression years and unavailable during wartime created markets for a wide variety of goods and services and helped to recreate a consumer culture.
***The baby boom also contributed to the expanding consumer culture as parents bought items specifically designed for their growing families.
***Demand led to an increase in production, more jobs and consequently an economic boom during the 1950’s.

3. Economic Growth-The Cold war
***The Cold war contributed to economic growth as the government spent more money on weapons systems and the growing defense industry hired workers.
***Americans had the highest standard of living in the world by the end of the 1950’s

4. Economic Growth- Jobs
The expanding consumer economy offered more jobs in ***‘white collar’ occupations such as clerical, professional, or managerial positions in sales, advertising, insurance, and communications rather than *** ‘blue collar’ manufacturing jobs.
As middle class Americans had more money to spend, businesses offered more products to buy and advertised through the expanding print and T.V. mediums as well as billboards along new highways.
T.V. played a significant role in fostering the consumer culture and promoting a “buy now, pay later” mentality that fostered a heavy use of credit cards, first introduced in the 1950’s, which resulted in rising consumer debt.

5. Changes in Religious Culture
The postwar development of the consumer culture helped to produce a secularization of society and a reaction against this secularization in a reemergence of religious conservatism.
Supreme Court rulings outlawing prayer in public school and allowing abortion, the civil rights movement, the women’s movement, the sexual revolution, and other ‘challenges’ to the moral fiber of America led to the establishment of religious organizations that supported conservative positions on political, social and moral issues.
Fundamentalist televangelists founded churches and educational institutions and used the power of television to raise money to support them.
By the 1970’s, they developed political organizations such as the moral majority and the Christian Coalition to support moral candidates, such as Ronald Reagan who opposed abortion, took ‘pro-family’ positions, and opposed the increasing role of welfare state.

6. Women during the Cold War
Changes that took place on the home front during World War II such as the expansion of the role of women in the workplace and the opportunities for African Americans in war both in the armed services and in industry helped to lay the foundation for the women’s rights movement, and the African American Civil Rights Movement later.
***Women were displaced from their wartime jobs by returning veterans and many returned in the 1940’s and 1950’s to the traditional role of housewife and mother.
The consumer culture impacted the role of women as increasingly their role as chief consumer of the family was emphasized through advertising.
Media, both TV and print glorified the role of traditional homemaker.

7. Women and the Cold War
Suburban living increased women’s sense of isolation and many found consumerism unfulfilling.
Although 40% of women held jobs outside the home by 1960, their career opportunities were limited to nursing, teaching, domestic service, social work, retail sales, and secretarial work.
Few women were promoted to managerial positions and women’s pay was a fraction of what men earned.
As more young women graduated from college, they were frustrated by their inability to find and advance in jobs that matched their skills.
The publication of ***The Feminine Mystique by Betty Freidan in the early 1960’s helped to launch the modern women’s rights movement.