the 1920’s
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CHAPTER 24. The 1920’s. Prosperity Consumer Society People’s Capitalism Rise of Advertising and Mass Marketing Marriage and Sexuality Age of Celebrity Business Civilization Industrial Workers Women and Work Women’s Movement Politics of Business Harding Coolidge Hoover. - PowerPoint PPT PresentationTRANSCRIPT
The 1920’s
CHAPTER 24
I. Prosperity
I. Consumer Society
II. People’s Capitalism
III. Rise of Advertising and Mass Marketing
IV. Marriage and Sexuality
V. Age of Celebrity
VI. Business Civilization
VII. Industrial Workers
VIII.Women and Work
IX. Women’s Movement
II. Politics of Business
I. Harding
II. Coolidge
III. Hoover
III. Farmers, Small Torn Protestants, Moral Traditionalists
I. Agricultural Depression
II. Cultural Dislocation
III. Prohibition
IV. Ku Klux Klan
V. Immigration Restrictions
VI. Fundamentalism and Scopes
IV. Ethnic and Racial Communities
I. Europeans
II. Blacks and Harlem Renaissance
III. Mexican Community
V. Lost Generation and Disillusioned Intellectuals
I. Prosperity
I. Consumer Society
1920’s – US wealthiestWar boom for industry – 1898 – 1920, 20 year cycleMass Production
Industrial Productionincreases
Due to new technologies
Cars –
II. People’s Capitalism
Development of creditLittle money after billsBy 1930 – 15% on credit
III. Rise of Advertising and Mass Marketing
New technology created new productsNew products need to be sold
Incomes in Middle Class go up – afforded women opportunity to remain at home.1) Soap ads2) Books3) Vacuums4) Cosmetics
IV. Marriage and Sexuality
Changing attitudes
-Husbands and wives encouraged to pursue sexual satisfaction / intimacy
-More time together
-Younger women – pursuit of pleasure. Young, middle class.
-Flappers
-Desire for independence
-Femininity v. political
V. Age of Celebrity
Mass Marketing + film + popular culture = marketing dream
Recognized impact on public
Combine marketing with popular activities – those who performed the activity became celebrities
Role of Media
VI. Business Civilization
Business of America is Business – Coolidge, 1924
The Man Nobody Knows, Bruce Barton, 1925.
VII. Industrial Workers
Many industrial workers benefited from nations prosperity-Rising wages (real wages increase 30-50%), steady income
-Yellow Dog Contracts
IX. Women’s Movement
Momentum lost after 19th Amendment, 1920.
High expectations, low returns
Done in by their own success
Which Voice and Who Speaks for Women
II. Politics of BusinessI. Harding
Return to Normalcy
Party bosses
Easily manipulated
Ohio
1923
Albert Fall, Secty Interior
Harry Dougherty, Atty Gen
Charles Forbes, Veterans Bureau
II. Coolidge
Best government is the government that governs least.
Business of government is business.
Supported less government
Supported lower taxes
Supported decreased government regulation of business
III. Hoover
Looked back on his time as Food Director and Commerce Secretary when he approached the presidency.
Government was a tool to persuade business to abandon wasteful ways
Community where government and business share information and technology – cooperative approach.
Associationalism
Cooperative work effort
-Managed to convince steel executives to cancel 12 hour workdays
-Supported labor’s right to organize and endorsed 1926 Railway Labor Act
-Worked to standardize size and shape of products to increase their usefulness and strengthen sales
-Encouraged farmers to join in support of Cooperative Marketing Act
III. Farmers, Small Town Protestants, Moral Traditionalists
I. Agricultural Depression
WWI – Demand highWar ends, demand drops.Markets flooded, income dropsTechnology – tractorFarmers displacedTariffsVeto
II. Cultural Dislocation1920 – slight majority lived in urban areasBackbone – no longer farmerUrban area – (modernists).
Distrust for urban ways
III. Prohibition
18th Amendment, 1920.Prohibited manufacture, sale of alcohol
Support from farmers, middle class urban, feminists, reformers107 Million Americans, 1500 agentsAl Capone
Italian, Jewish, Irish
IV. Ku Klux KlanFormed late 1860s. Died out after Reconstruction.New Klan begun in 1915 by William Simmons.Inspired by DW Griffith’s – Birth of a Nation
Significant female membership.Focus on Catholics and JewsRacial purityMarcus Garvey
V. Immigration Restrictions
KKK White ProtestantsLabor Unions
1924 Johnson-Reed Immigration Act: limited outcry limited entry of foreigners
1920-1921: 1,800,000 immigrantsOverwhelming the country
Exclusion to 1924 Act: British, German, Scandinavian
By 1927 – total numbers 150,000
Exclusion – Mexicans
VI. Fundamentalism and Scopes
Protestant fundamentalismBible is God’s word. Every event depicted was true exactly as depicted
Rise of fundamentalism 1870s- 1920s.
Fundamentalism opposed to science and liberal Protestantism
John ScopesTN, 1925
Clarence Darrow - DefenseWilliam Jennings Bryan – Prosecution
-Bryan as expert on Bible
-Test of 1st Amendment and removal of references to Darwin in texts.
IV. Ethnic and Racial Communities
I. Europeans
Concentrated in NE and Midwest / Urban areaslarge number semi/un skilledeconomic hardshipCultural and religious discrimination
Attempts to Americanize
Growing numbers = increased political clout
1928 – first Catholic nominated for president – Al Smith.?? What region supported him and why??
II. African-American and Harlem Renaissance
Migration continued – cities north jobsNew York, Chicago, Detroit
Segregation
White flight
Music / ArtsBlues / Ragtime / Jazz
Harlem Renaissance
1920 – 1930, unprecedented outburst of creative activity
Began as a series of literary discussions in the lower Manhattan (Greenwich Village) and upper Manhattan (Harlem) sections of New York City, this African-American cultural movement became known as "The New Negro Movement" and later as the Harlem Renaissance.
literary movement + and more than a social revolt against racism.
redefined African-American expression
One of the factors contributing to the rise of the Harlem Renaissance was the great migration of African-Americans to northern cities (such as New York City, Chicago, and Washington, D.C.) between 1919 and 1926.
III. Mexican Community
Mexican and Blacks shared similar experiences / treatment
500,000 in 1920 – Agricultural and Construction work
Earned less than whites
Barred from certain jobs: machine operators or skilled jobs
Transient
Temporary jobs
Locked into hard labor for low wages
V. Lost Generation and Disillusioned IntellectualsPoets, authors, artists who left the United States for Europe or Caribbean.
-Belief was that average American was anti-intellectual, small minded, materialistic, puritanical.
-Mass consumption, consumerism, wealth
Critical of social, economic, and racial conditionsEffect WWI had on masses – distrustDisenchanted with America – fled. Sought alternatives.
Democracy had been eroded by power held by few. Power and wealth threatened democracy (harkens back to Progressive fears – private power overwhelming public authority)
Postwar period saw an increase in middle-class wealth and buying power, a significant growth in advertising, new use of leisure time, and an increase in installment buying.
Dawes Plan resulted in the reduction of Germany’s war debt.
KKK – many females, achieved some degree of political power in some states, their initial focus was on Catholics and Jews, emphasizing traditional morality.
Kellogg – Briand Pact: 15 nations outlaw war, settle disputes peacefully.