Describe the culture of consumption during the eisenhower administration.

http://en.wikipedia.org/wiki/Presidency_of_Dwight_D._Eisenhower#Domestic_affairs

http://homepages.gac.edu/~jcullip/workexamples/mea.html#http://www.gac.edu/~jcullip/workexamples/mea.html#3

http://www.tandfonline.com/doi/abs/10.1007/BF02747500#preview

During the Eisenhower administration, which lasted from 1953 to 1961, the United States experienced a significant shift in its culture of consumption. This period is often characterized by economic prosperity and the birth of a consumer-driven society. To understand the culture of consumption during this time, we can explore the factors and events shaping it.

1. Post-war economic expansion: After World War II, the United States experienced a period of robust economic growth. The government implemented policies to stimulate economic recovery and encourage industrial production, leading to an increase in personal income and consumer spending. This economic expansion laid the foundation for a culture centered around consumption.

2. Rise of suburban living: The 1950s witnessed a significant migration of people from urban areas to newly developing suburbs. This trend was fueled by affordable housing, improved transportation infrastructure, and government-backed loans. Suburban living became synonymous with the "American Dream" – owning a home with a white picket fence and a car in the driveway. The suburban lifestyle facilitated the culture of consumption by promoting the idea of homeownership and access to consumer goods.

3. Emergence of the middle class: The Eisenhower era saw a substantial growth of the middle class, who had more disposable income than previous generations. As the economy prospered, people had a greater ability to purchase goods beyond basic necessities. The middle class embraced the concepts of materialism and conspicuous consumption, seeking to attain a higher standard of living.

4. Advertising and mass media: This period witnessed significant advancements in mass media, particularly television. Television became a powerful medium for advertising, enabling companies to reach a wide audience and promote their products. Advertisements glamorized consumer goods, creating a desire for the latest appliances, automobiles, and other status symbols. Advertisers tapped into the aspirations of the American public, fueling the culture of consumption.

5. Automobile culture: The Eisenhower administration is associated with the construction of the Interstate Highway System, which facilitated convenient travel and commuting by car. The car became more than just a mode of transportation; it symbolized freedom, status, and individuality. As a result, automobile ownership increased, and with it, the demand for related goods and services such as gas stations, roadside diners, and motels.

6. Changing social norms: The 1950s witnessed a shift towards a more consumer-oriented society. The emphasis on material possessions and conspicuous consumption became ingrained in the social fabric. Keeping up with the Joneses became a common aspiration, where individuals sought to acquire goods that demonstrated social status and success.

To understand the specific nuances and cultural trends during the Eisenhower administration, it is essential to consult primary sources such as advertisements, magazines, news articles, and studies from that era. Exploring personal narratives, historical accounts, and academic research can provide a comprehensive understanding of the culture of consumption during this time.