1. Chapter 19 Section 2 The American Dream in the Fifties
MAIN IDEA:
During the 1950’s the economy boomed, and many Americans enjoyed material comfort.

2. The Organization and the Organization Man
By 1956 the majority of Americans no longer held blue-collar (industrial jobs), more people worked in higher-paid, white –collar jobs
Many worked at Conglomerates: A major corporation that includes a number of smaller companies in related industries
Franchise: a company that offers similar products or services in many locations…example: McDonald’s

3. Social Conformity
Many Americans became standardized just like the food industry
Loss of individuality-Businesses did not want creative thinkers or rebels
The Organization Man- Book based on a classic 1956 study… described how the new, large organizations created “company people”
Personality tests were given to make sure people fit in
American Dream? Conformity replaced Individuality

4. The Suburban Lifestyle
Job security allowed families to provide the “good things” in life
Suburbs embodied the American Dream
BABY BOOM-birthrate after WWII soared ( 1957, 1 infant born every 7 seconds)
Largest generation in history
Marriage age decreased

5. ADVANCES IN MEDICINE AND CHILDCARE
Dr. Jonas Salk-a vaccine for polio
Many women raised children according to a guide by author and pediatrician Dr. Benjamin Spock: Common Sense Book of Baby and Child Care
Advised not to spank or scold children
Toy sales went up
School enrollment went up=teacher shortage

6. WOMENS ROLES Role of homemaker and mother was glorified in magazines
Time magazine identified the homemaker as “the key figure in all suburbia…the keeper of the American Dream”
Most women however felt discontentment, isolated, bored, & unfulfilled
Betty Friedan-author of The Feminine Mystique (described identity crisis)

7. LEISURE IN THE FIFTIES More leisure time than before
40-hour workweek w/ vacation
Labor saving devices-washing machines, dishwashers, lawnmowers
Participation in sports; fishing, bowling, hunting and golf increased
More watched sports on television
Americans became avid readers; Reader’s Digest and Sports Illustrated peaked

8. AUTOMOBILE CULTURE
Easy credit and advertising allowed many to buy cars
Suburban living made owning a car a necessity-no public transportation
“Automania”-led to interstates and highways
Cars spurred jobs in areas such as: drive in movies, malls, and restaurants

9. CONSUMERISM UNBOUND
Consumerism-buying material goods, came to be equated with success
Brand goods become more popular
Planned Obsolescence- manufacturers made goods that were obsolete; wear out or become outdated quickly
Credit Cards became more popular-American Express
Private debt grew at a fast rate
Advertising became a powerful tool