Consumerism As An Engine Of Change

During the years between 1920 and 1960, America saw change in many aspects of life. The United States was a part of two major wars and a crash of the banking system that crippled the economy greater than ever seen in this country’s history. Also the country had new insecurities to tackle such as immigration and poor treatment of workers. These events led to the change of America lives socially, economically, and politically. The people of America changed their ideas of what the country’s place in the world should be. The issues challenging America led the country to change from isolation to war, depression to prosperity, and social change. The threats to American way of life, foreign and domestic, were the changing forces to the

In America’s pastime, there were many conflicts that continued to help shape America. Citizens were becoming more aware and concerned about how America was managed, as conflict was becoming a regular misfortune for the country. Events such as progressivism, the roaring twenties, and the stock market crash may have seemed like a negative time in the United States at face value, but the overall impacts and effects helped establish innovations that still positively influence the lives of citizens today.

The decade following World War I proved to be the most explosive decade of the century. America emerged as a world power, the 19th amendment was ratified, and the expansion of capitalism welcomed the emergence of consumerism. The consumer era was established, which generated new spending opportunities for most Americans in the 1920’s. From the latest fashions to the world of politics, ideologies collided to construct a society based on contradicting principles. These powerful ideologies infected men and women of all classes with an inescapable desire for material possessions; however this ideological tug-of war affected women the most. Although legally declared citizens, society’s

The 1920’s brought mass culture to almost everyone through radio, movies, advertising, sports, cars, and the influence of Hollywood. These influences sold a new way of life to the people and created demands for things so that consumers felt as if they needed these products to succeed in life. For example, Listerine mouth wash was taken from an antiseptic into something that should be used in every home. The advertising for this product would show sad people with unsuccessful love lives due to bad breath, though with the help of Listerine they could find love; it was made into an essential for having romantic love. Though, these products were mainly targeted and applicable to the white consumer who had the ability and desire to move upward in status, unlike many immigrants and people of color who did not have that luxury. Overall, the wave of advertising and mass culture brought the United States a new model of life that was dependent on consumerism and is a significant concept to the image of the “roaring”

The ascendency of the United States (U.S) into the world’s hegemonic was one like none other. The start of the twentieth century brought upon revolutionary technological advancements that propelled the U.S into the leading economic superpower it remains today. Following the turbulent economic climate of the country following World War I, the development of mass production not only revolutionised the industrial sphere, but also remains widely accredited for being the key driving force behind the economic boom in the 1920s. Existing social values were reformed; free-market capitalist practices were endorsed, and American society aspired to ideals of excessive material wealth and excess. A revolution of mass consumption’ took place in this era, transforming the U.S economy one of global superiority and enabling it to exercise diplomatic authority over the rest of the world. However, it must also be considered that such developments only brought upon temporary prosperity, ultimately leading to the globally devastating Great Depression in the 1930s, and this prosperity was only enjoyed by a fraction of the population. Additionally, the importance of other factors, such as the nation’s role in WWII, and the fiscal policies implemented by the Republican government, when regarding the nation’s rise to global hegemon is fundamental.

Whilst there is still arguably much room for improvement, it is not difficult to infer that the immense speed at which the United States progressed regarding it’s economy, technology, and social structure in the early 20th century is undoubtedly what made it such a successful and pioneering nation, and why, through the influence of social reform, industrialism, and imperialism, it has gone on to become such an influential powerhouse in the modern

In the late 1920s, the idea of modern consumerism took over the business relieving half the tensions the U.S. had with misunderstandings. Since The Great War was going on during this time, new job opportunities were created helping people financially while upgrading the economy by the sudden increase of occupations. Nonetheless, if people

The Business Dictionary defines consumerism as the “continual expansion of one’s wants and needs for goods services” (2016). Despite consumerisms current negative connotation, according to Dictionary.com the term itself originated in the early 1940s with a more positive economic connotation on the basis that consumerism inspired growth (2016). This concept of continual desire for the “latest and greatest” first became popular in the 1920s. Americans were tired of the strict rationing of World War I and were ready to begin spending money again. As production rose in efficiency and capacity, thanks to improvements made during the war, there was plenty to be sold. “By the 1920s, America was a society in which many men and women could afford not merely the means of subsistence, but a considerable measure of additional, discretionary goods and services; a society in which people could buy items not just because of need but for pleasure as well” (Brinkley, 641). But, what affect did this have on the American population? How did this insatiable appetite for goods shift American ideals and values? Consumerism in the 1920s was viewed as a means to finding happiness, love, and companionship in life. Yet, history, media representation of time, and critical analyses repeatedly demonstrate that consumerism was an ineffective and troublesome means to satisfaction.

The United States doubled the nation’s wealth between 1920 and 1929, this was a massive leap in the strive for economic power. With this massive boost in a nation’s wealth, the people especially will have a massive boost in their lifestyle. This economic increase drove many Americans towards a consumer society. Moving many Americans into cities, for the first time in history, more Americans were living in cities than rural areas. Due to the growth of chain stores and national advertising, Americans were buying products from coast to coast, furthering the developmental cohesion of the country.

The 1920s were a time of dramatic social and economic change in America. For the first time in America’s history, more people lived in cities than on farms due to industrialization. Labor laws put in place after the Progressive Era not only raised hourly wages, but also gave workers more free time. People had money to spend and plenty of time to spend it, which led to consumerism. This era of consumerism took place from 1920 until 1929, Americans were challenging the traditional ways of the past. Changes in traditional values led to tensions between old and new generations. The tension was manifested in how society viewed women and consumerism. Women didn’t play the traditional role that they were expected to in the past which conflicted with how all of society viewed women. The new era of consumerism and buying on credit was seen as a luxury to the younger generation and a waste to the older one, raising even more tension.

Following World War I, many Americans became hyperpatriotic and lived their lives much like previous generations. However, younger generations, especially the very one that fought in World War I, began to express themselves in new ways, and placed value in material wealth, and with their life choices constantly challenged by traditionalists, they believed that freedom was achieved through individual action. The new society was a consumer society, with very little regulation on businesses and where the individual American worker had very little power. modern culture was intertwined with a new modern business culture, one where society got modern things, by working hard as an individual, but overproduction and under consumption forced the

In the postwar society, Americans were materialistic and desired for the current style of items and valuables. A majority of people and social critics began to complain about an emphasis on conformity. Some people such as David Reisman and Nathan Glazer believed that Americans had started to give up their individualism so that they could fit in with the larger society. Likewise, the critics lamented that shopping locations and powerful advertising cut off most people from generating economic growth conforming to public tastes. 31.

The term consumer society goes beyond the mere act of shopping and the functional use of goods with contemporary

Almost one hundred and fifty years after the birth of the United States of America, the country and its people stepped unabashed into the modern age. Following years of gloom and war, the public desired change. Though it took some years after the close of World War 1, the United States began to evolve. With high tariffs, federal tax cuts, and the increase of mass production among other things, America’s economy began to grow rapidly. Economic growth occurred simultaneously with social and cultural growth and these factors brought WW1 America toward the modern age.

Following the end of World War II, the American economy found its way out of depression. Wartime production aided the economy and spiked the country’s spending power. From the late 1940s, people have been accustomed to spending the money they have on everything they want and need. People then started to figure out and believe that this type of spending, consumerism, improved the economy. The items that were being bought were also different than they were before. “At war's end, the items people most desired included televisions, cars, washing machines, refrigerators, toasters, and vacuum cleaners: the machines that would help