Describe "the culture of consumption" during the Eisenhower administration. How do you think such large-scale, new-found getting and spending influenced people’s feelings about America?
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During the Eisenhower administration (1953-1961), the United States experienced a period of significant economic growth and prosperity. This era saw the rise of what is often referred to as "the culture of consumption." This term refers to a shift in American society towards increased buying and spending on consumer goods and services.
To understand the culture of consumption during this time, we can explore the economic and social factors that influenced people's feelings about America:
1. Economic growth: The steady economic growth during the Eisenhower era resulted in rising incomes, increased employment opportunities, and improved standards of living for many Americans. This newfound prosperity gave people the means and confidence to indulge in buying and spending.
2. The baby boom: The post-World War II baby boom led to a substantial increase in the population. This surge, combined with advancements in mass production and consumer goods, created a consumer-driven market for products targeted at families, such as automobiles, appliances, and suburban housing.
3. Advertising and media: The emergence of mass media, including television, allowed for widespread advertising and promotion of consumer products. Advertisers used persuasive techniques and glamorous depictions to create a desire for the latest goods, leading people to believe that buying and owning these items would enhance their lives.
4. Suburbanization: The 1950s witnessed a significant shift from urban to suburban living. Suburbs became a symbol of the American Dream, with new housing developments offering modern amenities and a sense of community. This suburban lifestyle encouraged the acquisition of homes, appliances, and cars to fit into this new ideal.
5. Cold War and American identity: The culture of consumption played a role in shaping Americans' perceptions of their country during the Cold War era. It became associated with American ideals of progress, freedom, and superiority over the Soviet Union. Acquiring material possessions became a way to showcase the success of American capitalism and contrast it with the perceived limitations of socialism.
In conclusion, the culture of consumption during the Eisenhower administration was driven by economic growth, population increase, media influence, suburbanization, and the Cold War context. This widespread getting and spending influenced people to view material possessions as a symbol of American prosperity and freedom, contributing to a positive perception of America as an affluent and innovative society.