THE ROLES CONSUMER GOODS PLAY IN AMERICAN LIFE
Introduction
The American life in 1950 was characterized with a number of activities that were as a result of the recovery and boom of the American economy. The period of 1950 followed a period of World War II and Great Depression where Americans were exposed to economic and social difficulties. Prior to 1950, America was experiencing low economic growth that exposed its citizen to high levels of poverty and low purchasing power of consumers. During this period there were few employment opportunities, low income and low goods and services in the country. This made American life to become difficult as the citizens were unable to purchase adequate consumer goods due to low income and inadequate supply of consumer goods. During 1950, the American economy started to experience rapid economic growth rate as well as high population growth rate. There was also increased spending in consumer goods during this decade as a result of high income in the economy1. This essay discuses the role that consumer goods played in American life during 1950.
Roles of Consumer Good in American Life
There was increased spending by Americans on consumer goods during 1950. This period was characterized with high income, high production of consumer goods and high population growth rate. America was exposed to a wide variety of consumer goods such as clothing, electronics, refrigerators, washing machines and motor vehicles among others2. Some of the roles that consumer goods played in American life during 1950 include spurring of economic growth, social development and modernization of the American society.
Economic growth
Consumer goods helped to spur economic growth in America during the 1950. During this decade, the economy of United States was growing rapidly. Majority of Americans were spending hugely on consumer goods such as cars, music systems, clothing, refrigerators and food. The expenditure in consumer goods by American ensured that there was a regular flow of income in the economy. This contributed to economic growth during this decade. Many firms were also increasing their production capacity so as to be able to meet the increasing demand for consumer goods. This provided employment opportunities to the Americans3. Abundant employment opportunities ensured that the general income in the country increased.
As a result of increased demand of consumer goods many firms were established during this decade. The established firms provided employment opportunities for the residents of America. As a result of increase in employment opportunities, there was increased income in the economy. The purchasing power of consumers increased hence demand for products especially consumer goods increased. The flow of income in the economy that was necessitated by the increased demand for consumer goods ensured that the American experience increased economic growth. This was characterized by increased production of consumer goods and high level of income among individuals in America.
Social Development
Consumer goods also played an important role towards social development in American life. During this period people were interested in purchasing consumer goods more than any other types of products4. The increased spending on consumer goods such as food, clothing, cars and music system contributed to the social growth of the country. Many individuals within the country were able to live a descent standard of living. During the period between 1950 and 1955 the standard of living in America improved due to availability and affordability of the consumer goods to majority of people5. Nearly all of the households in America were able to purchase the required consumer goods. This enabled them to experience quality and improved lifestyle characterized by happiness.
The high living standard that was occasioned by the availability of consumer goods among households in America ensured that there was improved health care. Many of the Americans got married and this led to increased population growth rate6. Many children were born during this time leading to demand for children products. Consumer goods were also used by the citizens as luxuries. Goods such as cars, music systems, refrigerators, washing machines and other electronics were purchased by Americans so as to enable them live a luxurious lifestyle. The availability of these consumer goods made Americans to live a high lifestyle that was characterized by various luxuries.
Modernization of the American Life
The Availability of consumer goods also enabled the Americans to adopt new ways of life. The consumer goods changed the lifestyle of America from traditional to modern. Many of the consumer goods that were available were considered modern. Majority of families in America were interested in purchasing modern items such as cars, refrigerators, washing machines and music systems7. The mode of dressing also changed with the emergence of new clothing designs. Families acquired new cloths that were considered modern.
Children who were born during this period were also well kept. The parents ensured that their children were having all the basic and secondary needs that they deemed necessary for their lifestyle. Families were characterized by various recreational activities such as going for family holidays. Entertainment for children and adults was also a common phenomenon during this period as Americans were exposed to various recreational facilities that they could easily afford. This made children born during this period to adopt a new lifestyle as a result of diversity and availability of consumer goods.
The role played by family members also changed dramatically during this period. In fact, the availability and affordability of consumer goods by families changed their perception towards the roles played by women and men in the society. Many women were required to look after children hence they ended up resigning from their jobs8. This period marked the beginning of the change in family roles and values. During this period, it was not necessary for women to look for employment. This was due to the availability of the consumer goods to families. Only men were allowed to seek employment and cater for family needs.
The Americans were also able to build and purchase good houses in the country where various families settled. New modern houses were built in various suburbs in America to ensure that the rapidly growing population is housed. The design of houses changed from apartments to homes and town houses that were able to accommodate large families. There was also migration of people from rural areas and farms to the suburbs.
Conclusion
The period between 1950 and 1955 according to life magazine was a defining moment for the American lifestyles. As can be seen, this period was characterized with the availability of various consumer goods. Furthermore, Americans were able to afford most of the available consumer goods making them able to live a comfortable lifestyle. Due to the ability of American families to afford consumer goods, there was an increased economic growth, social development and modernization of the American lifestyle. Hence it can be argued that the availability of consumer goods in American during 1950 contributed to the economic growth, social development and modernization of the American society.
Endnotes
- Lizabeth Cohen, “A consumers’ republic: The politics of mass consumption in postwar America”. Random House Digital, Inc., 2004.
- Wallace Robert, “Baby Shaw”, Life magazine 23 Jan 1950 http://books.google.co.ke/books?id=T0AEAAAAMBAJ&lr=&rview=1&source=gbs_all_issues_r&cad=1 accessed on November 3, 2013
- Tom Pendergast, “Creating the modern man: American magazines and consumer culture”, 1900-1950, University of Missouri Press, 2000
- Ronald Story and Laurie Bruce, “The Rise of Conservatism in America, 1945-2000: A Brief History with Documents”. Bedford/st Martins, 2008
- Diggins John Patrick, “A Decade to Make One Proud” in Major Problems in American History Volume 2: since 1865, 3rd edition, ed. By Elizabeth Cobbs Hoffman, Edward J.Blum, and Jon Gjerde (Boston:Cengage Learning,2011), 344-352.
- Barnett Lincoln, “The Meaning of Einstein’s New Theory”, Life magazines 9th Jan
1950 http://books.google.co.ke/books?id=T0AEAAAAMBAJ&lr=&rview=1&source=gbs_all_issues_r&cad=1 , accessed on November 3, 2013
- Coontz Stephanie, “Families in the Fifties: The Way We Never Were” in Major Problems in American History Volume 2: since 1865, 3rd edition, ed. By Elizabeth Cobbs Hoffman, Edward J.Blum, and Jon Gjerde (Boston:Cengage Learning,2011), 352-359.
- Adams Wayne, “LUCKIES PAY MORE”, Life Magazines 16th Jan 1950 http://books.google.co.ke/books?id=T0AEAAAAMBAJ&lr=&rview=1&source=gbs_all_issues_r&cad=1 accessed on November 3, 2013
Bibliography
John, Patrick, Diggins, “A Decade to Make One Pround” in Major Problems in American
History Volume 2: since 1865, 3rd edition, ed. By Elizabeth Cobbs Hoffman, Edward J.Blum, and Jon Gjerde (Boston:Cengage Learning,2011), 344-352.
Lincoln, Barnett, “The Meaning of Einstein’s New Theory”, Life magazines 9th Jan 1950
http://books.google.co.ke/books?id=T0AEAAAAMBAJ&lr=&rview=1&source=gbs_all_issues_r&cad=1 , accessed on November 3, 2013
Robert, Wallace, “Baby Shaw”, Life magazine 23 Jan 1950
http://books.google.co.ke/books?id=T0AEAAAAMBAJ&lr=&rview=1&source=gbs_all_issues_r&cad=1 accessed on November 3, 2013
Stephanie, Coontz, “Families in the Fifties: The Way We Never Were” in Major Problems in
American History Volume 2: since 1865, 3rd edition, ed. By Elizabeth Cobbs Hoffman, Edward J.Blum, and Jon Gjerde (Boston:Cengage Learning,2011), 352-359.
Story, Ronald, and Bruce Laurie, “The Rise of Conservatism in America”, 1945-2000: A Brief
History with Documents. Bedford/st Martins, 2008
Wayne, Adams, LUCKIES PAY MORE, Life Magazines 16th Jan 1950
http://books.google.co.ke/books?id=T0AEAAAAMBAJ&lr=&rview=1&source=gbs_all_issues_r&cad=1 accessed on November 3, 2013
Cohen, Lizabeth. “A consumers’ republic: The politics of mass consumption in postwar
America”. Random House Digital, Inc., 2004.
Pendergast, Tom. “Creating the modern man: American magazines and consumer culture”,
1900-1950. University of Missouri Press, 2000
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