Society in the 50s:Society in the 50s:ConformityConformity

To what extent do we have more and more To what extent do we have more and more conformity / standardization? This happened in conformity / standardization? This happened in the 20s – radio, movies, sport, advertising, the 20s – radio, movies, sport, advertising, newspapers/ magazines) – it would happen to a newspapers/ magazines) – it would happen to a greater extent in the 50s. greater extent in the 50s.

The 50s is usually labeled the “Silent The 50s is usually labeled the “Silent Generation” / the “decade of conformity”, Generation” / the “decade of conformity”, popular conformism / a generation that popular conformism / a generation that “sheepishly accepted” the norms of society, “sheepishly accepted” the norms of society, where individuality was lost. One historian has where individuality was lost. One historian has said that “it was a sin to be different in the 50s”.said that “it was a sin to be different in the 50s”.

In 1950 in his book, In 1950 in his book, The Lonely CrowdThe Lonely Crowd, , sociologist David Riesman, argued that in sociologist David Riesman, argued that in previous decades people were “inner directed,” previous decades people were “inner directed,” judging themselves on the basis of their own judging themselves on the basis of their own values and the esteem of their families. values and the esteem of their families.

But now, in the 50s, people were becoming But now, in the 50s, people were becoming “other-directed”, outer directed, concerning “other-directed”, outer directed, concerning themselves with winning the approval of the themselves with winning the approval of the corporation or community.corporation or community.

Factors influencing ConformityFactors influencing Conformity 1. 1. Automobile CultureAutomobile Culture: : encouraged by low gas encouraged by low gas

prices, easy credit, lots of highways, Americans prices, easy credit, lots of highways, Americans bought big gas-guzzlers – with fins, resembled bought big gas-guzzlers – with fins, resembled rockets – Cadillac's, Oldsmobile's, Buicks, rockets – Cadillac's, Oldsmobile's, Buicks, Chrysler, Ford. Chrysler, Ford.

Americans owned 75% of the world’s cars. People Americans owned 75% of the world’s cars. People liked to almost live in their cars – catered for with liked to almost live in their cars – catered for with drive through fast food (McDonalds one of the drive through fast food (McDonalds one of the first) and drive in movie theatres, and drive first) and drive in movie theatres, and drive through banks. More and more motels also. through banks. More and more motels also.

People traveled more and more. Travel brings People traveled more and more. Travel brings conformity – i.e. standardization of culture, sharing conformity – i.e. standardization of culture, sharing of culture / tastes leading more and more to a of culture / tastes leading more and more to a national culture as people find out more and more national culture as people find out more and more about how others lived.about how others lived.

1948 Cadillac1948 Cadillac

Factors influencing ConformityFactors influencing Conformity

2. 2. MigrationMigration: over one fifth of Americans moved, : over one fifth of Americans moved, mostly to the west, esp. California – from the mostly to the west, esp. California – from the rustbelt to the sunbeltrustbelt to the sunbelt

Others moved from the inner cities to the Others moved from the inner cities to the suburbs: cars, highways made it easier to suburbs: cars, highways made it easier to commute to work. commute to work.

Movement to the suburbs was motivated by Movement to the suburbs was motivated by “white flight” from inner city minorities, from crime, “white flight” from inner city minorities, from crime, noise, pollution noise, pollution

Most famous suburb of the 50s was in Levittown, Most famous suburb of the 50s was in Levittown, Long Island, New York, where construction of the Long Island, New York, where construction of the 10,600 house neighborhood began in 1946. 10,600 house neighborhood began in 1946.

Named after the builder, Levitt and Sons, it was a Named after the builder, Levitt and Sons, it was a planned community of 2 bedroom Cape Cod style planned community of 2 bedroom Cape Cod style homes, build on the interchangeable part / mass homes, build on the interchangeable part / mass production system, exactly the same inside, with production system, exactly the same inside, with some exterior variation. some exterior variation.

Sold for the same price - $7,999. Houses in Sold for the same price - $7,999. Houses in Levittown were not sold to non-whites. The project Levittown were not sold to non-whites. The project came with a community pool, park, playground, came with a community pool, park, playground, strip mall, and club for elderlystrip mall, and club for elderly

Suburban life brought with it a lot of pressure to Suburban life brought with it a lot of pressure to conform, to join group activities, car pooling, lack conform, to join group activities, car pooling, lack of privacy – going to church, socializing in clubs of privacy – going to church, socializing in clubs etc. keeping up with Jonesesetc. keeping up with Joneses

T.V. made a huge contribution to conformity - T.V. made a huge contribution to conformity - shaped social and cultural values – it mostly shaped social and cultural values – it mostly promoted white, middle class / bourgeois, promoted white, middle class / bourgeois, suburban, conservative valuessuburban, conservative values

TV did so through shows Sitcoms such as the TV did so through shows Sitcoms such as the Jackie Gleason Show,Jackie Gleason Show, the Ed Sullivan Show, the Ed Sullivan Show, Leave it to Beaver, I Love Lucy, Father Knows Leave it to Beaver, I Love Lucy, Father Knows Best. Best.

The latter showed the perfect, idealized family – a The latter showed the perfect, idealized family – a strong, wise father, a stay at home / full-time Mom strong, wise father, a stay at home / full-time Mom and housewife, respectful children. (Women were and housewife, respectful children. (Women were encouraged to leave the workplace to give way to encouraged to leave the workplace to give way to the men returning from war). the men returning from war).

In the 50s we see a revival of the traditional role for In the 50s we see a revival of the traditional role for women – which had been set aside during WWII. women – which had been set aside during WWII. Women continued to work outside the home in Women continued to work outside the home in numbers but the percentage of women to men numbers but the percentage of women to men declineddeclined

Kids of the 50s – baby boomers – were the first Kids of the 50s – baby boomers – were the first generation of kids raised with tv. Shows such as generation of kids raised with tv. Shows such as the Lone Ranger, Hopalong Cassidy. Capt.Video, the Lone Ranger, Hopalong Cassidy. Capt.Video, Lassie, Rin-tin-tin, Davy Crocket Lassie, Rin-tin-tin, Davy Crocket were very were very popular. popular.

Critics argued that this produced passive childrenCritics argued that this produced passive children

Factors influencing ConformityFactors influencing Conformity 4. 4. Corporate AmericaCorporate America: employment with a : employment with a

Corporation came at the expense individuality - Corporation came at the expense individuality - conformity to the corporate team, especially for conformity to the corporate team, especially for managers, was demandedmanagers, was demanded

Employee’s whole family was expected to conform Employee’s whole family was expected to conform and promote the company in every aspect of their and promote the company in every aspect of their lives – esp. in their dress: the dad wore dark suits lives – esp. in their dress: the dad wore dark suits with a white shirt and conservative tie with a white shirt and conservative tie

Classes taught how the corporate wife should Classes taught how the corporate wife should behave. behave.

Factors influencing ConformityFactors influencing Conformity

3. 3. T.V.T.V.: developed from late 40, into 50s and 60s. : developed from late 40, into 50s and 60s. By 1953, 75% of American families had a t.v. By 1953, 75% of American families had a t.v. Close to 90% by 1960. Close to 90% by 1960.

Three major networks emerged – NBC, ABC, CBS. Three major networks emerged – NBC, ABC, CBS. People throughout the country were seeing the People throughout the country were seeing the same ads -, hearing the same news, watching the same ads -, hearing the same news, watching the same entertainment shows / soapssame entertainment shows / soaps

The Social Scientist William White documented The Social Scientist William White documented this loss of individuality in his book, this loss of individuality in his book, The The Organization Man.Organization Man.

Factors influencing ConformityFactors influencing Conformity

5. 5. ReligionReligion: resurgence of religion in the 50s: : resurgence of religion in the 50s: people flocked back to church: partly due to fear people flocked back to church: partly due to fear of death during the Cold War, partly a reaction to of death during the Cold War, partly a reaction to “Godless Communism,” partly due to pressure in “Godless Communism,” partly due to pressure in suburbs to Conform suburbs to Conform

Evangelist preachers took advantage of the tv to Evangelist preachers took advantage of the tv to promote religion. In 1954 Congress added the promote religion. In 1954 Congress added the words “under god” to the pledge of allegiance. In words “under god” to the pledge of allegiance. In 1955 Congress added “in God we Trust” to all 1955 Congress added “in God we Trust” to all US currency.US currency.

Factors influencing ConformityFactors influencing Conformity

6. 6. PoliticalPolitical: most people accepted govt. policy, : most people accepted govt. policy, especially the role of the US in the Cold War – especially the role of the US in the Cold War – supported the arms race, Containment – it was supported the arms race, Containment – it was difficult not to in the atmosphere of Second Red difficult not to in the atmosphere of Second Red Scare, McCarthyism – most people did not dare Scare, McCarthyism – most people did not dare speak out against the Government’s foreign speak out against the Government’s foreign policies – supporting brutal right wing dictators - policies – supporting brutal right wing dictators - in Iran, Guatemala, Egypt, South Korea…. etc. in Iran, Guatemala, Egypt, South Korea…. etc.