Post War America

Post War AmericaThe US in the 1950s

Post War America

• Marked post-WWII economic boom.

• Low crime rate• A fear of Communism and the

Russians created a politically conservative environment.

• Link to novel Sputnik Sweetheart:Launch of Sputnik (first artificial earth satellite) by Soviet Union, which triggered the Space Race.

Capitalism and Consumerism

• Due to economic boom: Large-scale expansion of middle class – white picket fence.

• Politics moderate due to atrocities of WW2

• The need to have more emerged rapidly, ie. bigger houses, time-saving appliances, cars, etc.

• Buying trend influenced by TV, cars, new credit from banks – the idea that anyone could have anything they wanted – on credit.

Race

• Segregation in US (and other countries)

• Civil Rights movement began in earnest in 1954 with case of Brown vs, Board of Education – which declared the establishment of separate schools for black and white students unconstitutional.

The Media and Pop Culture• Popularity of TV steeply rose – 77% of

households bought their first TV in the ‘50s.

• Many advertisers relied on TV.• Strong taboos regarding sexual behaviour

reflected in media.• Sitcoms offered romanticised view of

middle class American life• Marketers needed to continue demand

for products once consumers had purchased the “necessities of life” – so offered new and updated products – creating “consumption anxiety”

• Setting of Truman’s world a representation of the 1950s as conveyed by the media