Modern Times (Henretta Ch. 23)

Modern Times (Henretta Ch. 23) - Diablo Valley College...

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Unformatted text preview: Diablo Valley College History 121 Dr. Kent Haldan Ch 23 Modern Times: the 1920s A New Culture Ch 23 Modern Times: (Henretta, pages 710-711; 713-719; 726-734) • Q#1. Describe how the consumerism promoted by the mass advertising campaign of corporations affected people's consciousness. Did participation in this consumerism mean total conversion to middle class values? What were the limits to the expansion of consumerism? How did retailers address this limitation? What were the new products and how did they impact women? What were the images imbedded in "the flapper"? Introduction: Welfare Capitalism and Consumer culture • A.While miners and farmers did not enjoy the prosperity of the 1920s, industrial workers and white collar workers did. • 1.Henry Ford and CEOs of major corporations paid their workers well to expand their buying power. • 1,International Harvester gave their workers paid 2-week vacation every year. Welfare Capitalism and Consumer culture • 2, U.S. Steel and General Electric and CEO of other profitable corporations gave their workers health insurance and pension plans. • 2.Their goals was to insure the loyalty of their life-long workers as well as discourage them from joining labor unions. • They celebrated the “American Plan” of non-union shops or promoted company union. Welfare Capitalism and Consumer culture • 3.Meahwhile the Supreme Court “undercut” union activism and government regulation of the labor market. • 1,In Colorado Coal Co v. United Mine Workers , The S Ct ruled that a union could be fined for illegal constrain of trade. Atkins v. Children’s Hospital • 2, In, it stuck down a minimum wage law for women in Washington D.C. 4.The decline of Unions during the 1920s. • From 5.1 million in 1920 to 3.6 million in 1929—about 10% of non-ag. Workers • Henretta: Welfare capitalism seemed to represent the wave of the future (until Reagan era of the 1980s) Modern Times • A. Cultural ideal of Middle Class. Provide criterion for judging worth. Replace: Character, religion and social standing. (Describe Captains of Consciousness thesis) • B. However, Participation in consumerism also means of maintaining ethnic ties. Italian immigrant buys record player to listen to Italian opera. • C. Un= distribution of income: 40% of American families earned less than $725 per yr. ($8200 now) which left $135 after paying out for food, clothing and housing. Modern Times • D. Use of Installment plan to fill the gap. (v fatal flaw for consumer demand: Great Depression stopped consumer demand.) • E. HH appliances: Iron, vacuum cleaner, phonograph, sewing and washing machines. • F. Flapper : personal freedom. Neither maternal or wife. Independent woman: Wears make up. Smokes cigarettes. The advent of the auto • Q#2. What more than any other product changed the way Americans spent their money and leisure time. Explain what impact this industry had upon the economy....
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This note was uploaded on 11/22/2011 for the course HIST 121 taught by Professor - during the Spring '10 term at Diablo Valley College.

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Modern Times (Henretta Ch. 23) - Diablo Valley College...

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